Artificial Intelligence (AI) has overwhelmingly transformed how marketing campaigns were designed and executed. Using various machine learning tools, the marketing campaigns are created which initially listen to customer requirements and then automatically adapts with the changing needs.
Hence it is challenging the association between science and art which require marketers to create content which is both creative and of high quality. The idea at this point is to formulate content which will communicate with customers on one end.
On the other hand, the hidden art of science will work for marketers. The marketing podcast will find the best match between customers and product offers while the scientific facet will explore, what customer is actually looking for.
Once this segregation is attained the hidden algorithm will measure customer and campaign interaction for evaluating the success rate of marketing.
How Algorithms in AI Improve Advertising
The process of sales and marketing is all about building relationships with potential customers. Once this bond is established, it will be reflected in the form of transaction which means that finally a trust is developed between them.
The algorithms are designed to formulate a more profound association between organization and clients. When AI is embedded in marketing or advertising, then it works on the phenomenon of listening, learning and then serving.
This art of smart marketing not only saves time for marketing teams but it also increases the response rate of every campaign. It must be remembered that optimizing for AI is not as easy as optimizing a webpage through search engine optimization (SEO).
Today every marketer is familiar with the right set of tools which can assist them in improving their content for having better search result rankings.
The companies are now working on building methods which will incorporate AI and SEO in the form of AI engine optimization (AIEO) which is facilitated by machine learning algorithms.
The Practical Implication of AI in Marketing
1. Email Marketing
AI is now used by every other brand to personalize campaigns and enhance email marketing performance based on user behaviours and preferences.
Such content hits the target correctly, connects with them and transform them into clients. Using all this information analysis is performed by machine learning algorithms for determining the appropriate time to contact with the client.
Automatic learning of AI provides title and subject related suggestions for email marketing which can generate more clicks. The latest AI tools for email marketing are Phrasee, Persado, and Boomtrain. They assist the user in the generation of email subject lines along with cognitive content that is 100% accurate as compared to a human.
Email marketing with AI involves sending dynamic emails having precise content based on specific product recommendations. Such content tailored for a particular individual will definitely help marketers to grab their potential and relevant audience attention.
2. Content Curation
It is certain that AI machines cannot formulate content from scratch, but yes it can generate reports and news based on collected data and information. There are excellent tools like Articoolo, AustralianMaster, and Wordsmith that are used by Forbes for creating news which can direct the audience to their websites.
These specialized programs generate particular templates based content which can be used for filling the required keywords and information. Hence unique content is created at the end.
There are some other news agencies such as BBC, CBS, Reuters and New York Times have also implemented this technology.
An advanced version of content creation is curation which is also AI based which makes it possible to connect with the visitors and show them more relevant content. This is also termed as recommendation based technology in which personalized content based suggestions are displayed to the visitor which he/she finds interesting to explore.
Uberflip and Acrolinx are some of the advanced AI-based tools which are used for content personalization for providing a unique experience to every customer.
3. Digital Advertising
This is the advanced form of digital marketing which has been improvised by the use of artificial intelligence. This form of advertising is mostly applied by Google Ad and Facebook platforms to find people who will definitely respond to advertiser’s desired actions.
They analyze users provided information, demographics and their likes and dislikes for learning and detecting the finest audience for the brand.
With the efficient use of technology, a business will be able to deliver perfectly designed advertisement for their users because most of the market share is caught by leading players such as Amazon, Facebook, and Google. Mickael Ferreira, who is the CEO & Co-Founder of Quantum Advertising stated:
“It’s up to us to find new ways to improve user experience by introducing innovative advertising formats.”
4. Dynamic Pricing and Product Recommendations
Marketing with AI is based on predictive models which make it possible to forecast the probability of an individual transforming into a probable client. These models also help in making price and product recommendations based on every user’s specific interests.
These predictive models will only provide precise results if the data entered is real and accurate. The embedding of AI in smart marketing has transformed marketers from reactive to proactive planners who can make intelligent decisions.
These algorithms and predictive models can help in ranking prospective leads who are probable to become qualified purchasers.
Once the dynamic price list is generated and only those products are displayed to the customer which are pertinent will definitely increase sales thus saving a considerable amount of time and resources.
Cortex is one such example which can do competitor content analysis along with its social media efforts and then suggest a recommendation for optimizing your marketing strategy.
5. Enhancing User Experience (UX)
If you are thinking that of making your users comfortable then it is possible only if a visitor finds personalized experience on a site. Good user experience will compel your visitor to spend more time on the site; then there are high chances of conversion.
Some websites enhance their customers experience through user-friendly chatbots. These are also AI based sub-programs which are trained to automatically respond to user queries while their algorithm keeps learning from the open-ended questions.
These chatbots can serve clients 24/7 and in case if a customer is angry, but the bot will always treat them with patience.
Marketing in the Age of AI
Digital marketers have been using customer demographic and location profiles for designing relevant marketing campaigns. But as SEO rules and social media requirements evolved AI based marketing techniques are devised for bringing precision in marketing strategies.
AI-based marketing is now based on relevancy as it goes in depth to find answers about offering products to the most relevant customer.
All these still require human intervention for creating smart digital marketing campaigns; here are some of the ways how AI has enabled itself to reach the top of the scoreboard:
1. Overlook Emotions from the Calculation
Today marketing is focused on implementing SEO in which keywords are mostly utilized for boosting search engine rankings. This quantifiable approach still requires the creation of content which can trigger consumer’s emotions and will compel them to make a purchase.
Marketing in the age of AI will be based on making decisions which a particular customer is actually looking for. Because it will be based on what the customer has taught the program, hence AIEO will be implemented at this phase.
The strategy of marketing will be designed using logical and rational aspects of brands along with customer reviews, consumer preference, and price. There will be no room for emotions, sentiments, persuasive or convincing content which was meant to evoke customer feelings.
2. Better segmentation
In the age of AI, marketing will be constructed on data-based suggestions which will assist the machine algorithm in designing strategies which can bring better insights and overall performance.
The creation of smart or dynamic content is also a part of this strategy in which past shopping experience of the customer is combined with their browsing habits.
Once an association is formed, then the customer will be provided with the most relevant shopping suggestions based on their preferences. According to a well-renowned website Business Insider, it is specified that:
“51% of marketers are using at least some form of artificial intelligence. And it is predicted that by the year 2020 AI will be able to handle 85% of all customer service inquiries independently.”
AI impact on Marketing In Future
Many marketers are worried about the fact that AI will replace their jobs as there has been an instant rise of machine algorithms in every field.
While some are worried about the fact that such AI-based algorithms can even spy on them and disclose campaign ideas before they have thought of introducing it in the market.
Despite all these aspects, AI is still incapable of being creative on its own because it still requires human intervention to make engaging and compelling content.
The future of AI is unstoppable as it has made its mark in dynamic product recommendations and dynamic pricing for hotels, car rental, and similar other organizations.
More brands and small businesses are incorporating AI based marketing practices in their advertising campaigns as it is also helping them reduce their customer service time and resources.
Hence AI has helped marketers from every perspective starting from analysis, forecasting and then to endless possibilities of optimization.
Stella Lincoln is a single mother and works as a part-time marketing tutor at Academist Help. She specializes in the subjects of e-commerce and marketing, and she owns the blog at Educator House.