How to Advantage of AI in Marketing

20 mins read

Of all a company’s departments, marketing has possibly the most gained from AI marketing tools. Marketing’s key tasks are understanding clients’ needs and preferences, matching them to products and services, and convincing people to buy their products or use their services. These are capabilities that AI marketing can dramatically improve.

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What Is Artificial Intelligence Marketing?

Artificial intelligence marketing (AI Marketing) is a method of using information about clients and AI concepts like machine learning to predict the customer’s next move and improve the marketing strategy and the customer journey.

Provided with big data insights, digital marketers can greatly push their campaigns’ performance and ROI, all of which can be gained with no significant effort from the marketer’s team. While this description provides an understanding of AI digital marketing at the most primary level, there is certainly much more that it includes. I’ll try to expand its overview in this post.

In marketing, common marketing tools and services contain uncovering new segments, optimizing message delivery, and managing multi-channel marketing campaigns.

AI marketing use cases cover: 

  • data analysis;
  • natural language processing;
  • media buying;
  • automated decision making;
  • content generation;
  • real-time personalization.

Why AI Is Important in the Future of Marketing

Undoubtedly, artificial intelligence and machine learning will have a significant influence on the future of marketing. As new technology continues to grow, marketing experts will face lots of new challenges and opportunities.

Even though there is a discussion that AI will replace people, there is and, I hope, always will be a need for the “human touch”. In any case, AI will actually assist marketing experts initially which can be seen as a huge relief and qualitative leap for growth.

One fact is obvious: marketing experts are going to need to become skilled and armed with this new technology if they want to succeed in the future.

Core Benefits of Artificial Intelligence Marketing

So what does this mean for marketing professionals? AI marketing has been receiving more attention among marketers because of the breakthrough data it provides. Let’s check some ways that marketers and business owners can obtain from the AI marketing tools to impact marketing outcomes in the upcoming months and years:

Increased Marketing ROI

Marketers can use AI platforms to customize their marketing campaigns by using data analytics and acting on them in real-time. AI platforms are able to offer intelligent solutions on how to distribute funds across channels, analyze high-performing ad placements, and boost value for the marketing program. Using intelligent budget allocation and spending analytics, if used in the correct way, AI marketing tools will improve marketing ROI. 

Personalized Content Delivery

With AI, marketing teams can get data and target to a whole new level. Audience analytics can provide not only typical demographics cut, to understand people on an individual basis. Today, marketers can use AI to both define potential clients and deliver the best content that’s most appropriate for them. This can be especially useful in driving retail and e-commerce profits. With big data, machine learning, and AI in assistance, a marketer can achieve a lot.

Improved Campaign Reporting and Measurement

It can be hard to aggregate and analyze the large amounts of data that today’s marketing campaigns obtain. This makes it complicated for marketers to report on and present campaign success. Marketing experts can leverage AI-enabled dashboards to get a comprehensive report into the campaign elements that work, repeat those patterns, and adapt marketing campaigns accordingly to their results across campaigns. In addition to smart analytics, these AI marketing tools also enable enhanced and explain more reporting insights. 

Enhanced Marketing Team Performance

AI can provide data analysis much faster than humans. Allow artificial intelligence marketing tools to handle the time-consuming tasks and unleash time for your marketing team to put effort into what really matters – strategy. With AI, marketers can advantage of real-time analytics to find better solutions and improve overall results. 

Saves Time

If you have powerful AI marketing tools that are improving productivity, then there is no doubt that this will save you time on complicated tasks. Whether it’s a search for broken links or keyword analysis. These tasks and many others can be done successfully and fast with the support of AI tools.

Saves Money

Marketing expenses can be very expensive. Whether it’s the salary for a professional team or campaigns, marketing is more likely to have the largest budget for businesses. 

AI can actually save money on marketing expenses through better ROI’s, more targeted campaigns, and a better understanding of the target audience. With AI, you can achieve a considerable cost decrease by working more quickly and efficiently, increasing your profits.

When your company is spending too much money and hours to launch successful marketing campaigns and get things right, AI can help you finish repetitive and routine tasks. It saves time that those tasks are originally done by your marketing team while decreasing the errors to zero. The expenses for hiring employees can be cut significantly while taking advantage of available experts to create more creative tasks.

You Can Work More Efficiently

For example, a content manager can use AI tools to analyze thousands of copy and creative ads of the A/B tests and create the most performing email subject lines automatically, accelerating the process and performing even better than marketers.

Increased Personalization

AI has been gathering data for a long period. And this information can be used to create advertisements and contact your customers. Ale a look at Facebook Advertising. They use advanced AI and machine learning to offer advertisements in a number of different formats and ways that are more personal to your followers or prospective clients.

How to Use AI in Marketing

It’s important to start with a detailed plan when using AI in marketing campaigns and operations. This will guarantee marketing teams minimize expensive mistakes and achieve the most value from their AI expenses in the least amount of time. 

Before implementing an AI tool for marketing campaigns, there are a few core things to consider:

Establish Goals

As with any marketing program, it is important that goals and marketing analytics are set from scratch. Start by defining areas within campaigns or operations that AI could stand to enhance, such as segmentation. Then establish clear KPIs that will help enlighten how successful the campaign with the AI tools has been – this is especially important for qualitative goals such as “improve customer experience.”

Data Privacy Standards

Starting using AI services, be sure that your AI platform will not cross the line of acceptable data use on behalf of personalization. Check if privacy standards are established and programmed into AI service as needed to establish compliance and consumer trust. 

Data Quantity and Sources

In order to begin using AI marketing, marketers need to have a vast amount of data on hand. This is what will help the AI tools to find correct information about people preferences, external tendencies, and other elements that will influence the success of marketing campaigns. This information can be taken from the company’s own CRM, marketing campaigns, and website data. In addition, marketers may complement this with second and third-party data. This can contain location data, purchasing power, age, and other external factors that may participate in a purchasing decision.

Get AI-powered Customer Insights

The main factor businesses use AI is for data collection. The insights that AI gathers for businesses are valuable sources for them to understand the audience at their best and make customer-centered decisions. AI offers external market awareness by analyzing the vast amount of online content on social media platforms, blogs, or other websites.

Marketers can easily create customer personas based on gigabytes of data collected from AI tools. They are on-site interactions, geographic targets, purchase behaviors, past engagement, referral sources, and more.

From then, customer segmentation can be done more productively. Marketers can define more clearly which clients should be targeted and included or excluded from the campaign, offer better and more relevant products to their clients they’re likely to buy, and prevent advertising irrelevant or out-of-stock products to customers.

Create a Personalized Customer Experience

Brands can use AI to improve customer experience by offering personalized ads and offers and top-notch assistance to each individual client.

The result of personalized ads, crafted with help of AI is more sales, engagement, and customer retention.

Content Generation

AI marketing tools can facilitate the works of content creators and make it much more efficient and easy. Though the key to the content is human creativity, you can use AI tools to improve your content team’s efficiency by automating some tasks such as email content, personalized reports/messages, searching for the best keywords, or social media content curation.

Some tools can help you make fresh social media posts that increase your followers’ engagement.

AI-enhanced PPC Advertising

AI is also used widely in PPC advertising. Some top of AI applications in PPC are:

  • Smart bidding
  • Micro-moment targeting
  • Responsive ads
  • Performance analysis
  • Dynamic search ads
  • Price optimization
  • Account management

Chatbots

You might have met at least once talked with a bot in an online store, from their Live Chat on the website, or through social media, especially Facebook Messenger. This is how AI works to establish better customer service.

Besides responding to the FAQ questions from clients – those questions related to price, delivery, or quantity, AI is used at its best to write personalized and tailored content that might be more efficient than humans.

Automated Email Content Curation

Content curation is about finding great content and sharing it with your audience in an effective way. Anyway, it’s not just re-sharing content; this process is adding more value to your content that’s more likely to engage your followers.

The automation content services will save you time scheduling and sending emails to your clients. After regrouping your audience and their emails, AI helps you personalize your newsletter’s content sent to each segment of your audience. Your newsletters need to be more personalized from what you say to the links your audience will click.

Dynamic Pricing

This AI is often related to personalized price settings. It’s a pricing strategy wherein a product’s price is ascertained by demand and/or supply. An application’s or website’s bot can track your predictive analytics use cases such as cookies, history, searches, and other activities, to offer you real-time pricing. 

Real-world Examples on How Brands Use AI in Marketing

The Economist 

The Economist is a real example of a company that gained from programmatic promotion. The publication realized that they were not attracting many readers. So they launched a campaign that concentrated largely on reluctant readers. Through analyzing web/app usage, the Economist managed to identify reading preferences so as to better target their audience. They also focused on matching cookies, subscribers, and other data set to reach robust segments and create lookalike audiences. 

AirBnB’s Pricing Algorithm

Airbnb worked with an AI-powered service to implement an algorithm that optimized pricing in real-time. It was able to do this by looking at the building’s characteristics, location, and other features while comparing it to nearby places.

This algorithm helps users of AirBnB find the best price for their stays while owners of apartments receive more clients. Everybody wins!

But in addition, AirBnB’s artificial intelligence marketing tools are capable to decrease prices to fill rooms if they believe it will have no bookings or increasing price as demand grows near holidays and events.

Ad Optimization on Facebook

Have you ever mentioned something and then the next time you open Facebook you see the ad about this mentioned product? It’s a result of artificial intelligence at work.

The same works for collecting cookies and your recent website visits to determine what ads would be the most relevant to you. You can argue that these ads invade your personal life, but they aren’t necessarily.

Final Words

Artificial Intelligence is changing hugely how brands do business across their whole organization, and especially when it comes to customer experience. Leveraging AI drastically improves the productivity, scale, and speed of marketing operations. From content creation and distribution through to conversational marketing and advanced data analytics, Artificial Intelligence not only improves day-to-day advertising but also helps define and achieve long-run business goals.

FAQ: AI Marketing

What is AI marketing?

AI marketing is a way of leveraging intelligence technologies to gather data, customer insights, foresee clients’ next moves, and make automated decisions that impact marketing efforts. AI digital marketing uses artificial intelligence technologies to make automated decisions based on data collection, data analysis, and additional remarks of audience or economic trends that may influence marketing efforts.

How is AI used in marketing?

Businesses owners and marketers are beginning to use AI marketing tools with their routine tasks. AI is often used in marketing tasks where speed is crucial. AI tools use data and customer profiles to find out how to best communicate with clients, followers, then serve them tailored messages at the right time without the involvement of marketing experts, ensuring maximum efficiency. Content writers are using it for creating email subject lines as well, SEO professionals are using it for faster keyword research, and brands are using it to save time whilst increasing productivity. 

How AI is changing the future of digital marketing?

With effective data analysis and the ability to adjust input, AI is taking over the human marketing team of discovering marketing trends. Brands and marketers are using AI digital marketing to save time and resources through automated AI digital marketing services:

Greater work efficiency. By providing general support through AI service, you can make better employee satisfaction and increase productivity. AI can be used to replace work that is regarded as unproductive. Human involvement can be used exclusively to handle complex customer interactions and find resolutions to problems that are out of the template.

Deeper data are analyzed for insights by AI. Data analytics refers to the understanding of specific business cases that can be achieved by analyzing data sets using machine learning and artificial intelligence (AI) tools.

Improve User Experience. By analyzing information, AI can easily predict the purchasing behavior and decision-making of prospects.

Increase in ROI. AI allows marketing teams to automate many routine tasks and therefore put their effort on a more productive track.

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Daria Nartya

Hi! My name is Daria. I’m a content-manager, SMM, English, Ukrainian, Russian translator, have a master's degree in Finances, but I can't do somersaults. My copywriting goal is to help businesses get their message across to the audience and receive the most out of it. Feel free to contact me: [email protected]

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