Ines Maione, Marketing & PR expert, brings a wealth of experience from her time as Marketing Communications Manager at Stollfuß Media, where she oversaw print ads, PR, partnerships, and online marketing. Her marketing career kicked off with the German National Tourist Board after earning a B.S. in Business Administration with a marketing focus.
With the rapid adoption of intelligent technology, marketers now have access to a wealth of data-driven insights that were previously unimaginable. These platforms help them to better understand their target audiences while also relieving the workload on team members so they can focus more time on converting customers into raving fans! It’s hard to imagine a company function that could benefit more from artificial intelligence than marketing (AI Marketing).
Its core activities include understanding customer needs, matching those up with products and services available on the marketplace, and persuading people to buy what you’re selling.
The Ways Marketers Use Artificial Intelligence
There are many ways that artificial intelligence is currently being used in marketing, and this list is growing all the time. Some of the most popular applications include:
Analysing customer data to better understand their needs and preferences. This can help with everything from developing new products to targeting ads more effectively.
Automated customer service and support (e.g. Chatbots) can answer common questions quickly and easily, freeing up human customer service staff for more complex tasks.
Planning and executing marketing campaigns, including deciding which channels to use and what content to produce.
Generating reports on campaign performance so that adjustments can be made as needed.
Identify potential customers interested in your products or services and target them with advertising or other marketing content.
Analysing customer behaviour to see what they like and don’t like about your products and services to make changes where necessary.
Developing new products or services in response to customer feedback or changing trends.
Why is AI Marketing Growing in Importance?
Artificial intelligence is changing the way we do marketing. It’s not just about data analytics anymore; now it’s all about understanding customer needs and expectations so you can provide them with a service they’ll love!
Today 76% of customers expect companies to already have that understanding of their needs and expectations. This is simply impossible without AI and AI-powered technologies like machine learning and natural language processing (NLP).
Some of the key benefits of AI in marketing include:
Automation – automating repetitive tasks like customer segmentation, email marketing, and lead scoring can save marketers a lot of time.
Personalization – with AI-powered marketing you can personalize your messages to customers based on their past behaviour, interests, and even what they’ve said in social media posts.
Real-time insights – with the help of AI, you can get real-time insights into what customers are saying about your brand, products, and services. This helps you address any negative feedback quickly and effectively.
Reducing errors – with AI handling some of the more tedious and repetitive tasks, marketers can reduce the chances of making costly errors.
Reducing costs – by automating some of the marketing tasks, AI can help marketers reduce their costs.
AI is growing in importance for marketing because it offers so many benefits for businesses. By taking advantage of AI-powered marketing, you can greatly improve your results and boost your bottom line.
Training data for your marketing AI project or general online marketing support – we can help:
The classification of marketing AI can vary depending on two main dimensions – the level of its intelligence and whether it’s part of a more comprehensive platform or not.
Some technologies, such as chatbots for customer engagement purposes, may fit both categories based on implementation.
When thinking about AI and its use, there are two different types of intelligence to consider.
Automation involves algorithms trained on specific, repetitive tasks that can be carried out faster and more accurately than humans.
Machine learning – where a computer system is fed large data sets and, through a process of trial and error (i.e. by tweaking the algorithms), it gradually becomes better at completing a specific task.
Both automation and machine learning are forms of AI, but the first is based on pre-determined rules, while the second is based on feedback from data. In other words, machine learning is a type of artificial intelligence that can evolve over time as it’s exposed to new information.
Stand-Alone or Integrated
The second criteria is whether the AI works by itself or is integrated into a larger framework. In the former instance, the AI is isolated and functions autonomously. In the latter case, AI is one component of a larger system that also includes people and other machines.
There are pros and cons to both standalone and integrated AI. On the plus side, standalone AI can be faster and more efficient since it doesn’t have to rely on other systems for support. However, standalone AI can also be inflexible and brittle, meaning that it’s not very good at adapting to change.
Integrated AI, on the other hand, is more flexible and able to adapt to changes in its environment. It also has the advantage of being able to learn from other members of the system. Integrated AI of this fashion is often hidden from the end user. An example of this is how the Netflix algorithm works behind the scenes to present personalized recommendations.
Combining Intelligence and Integration
Marketers will ultimately see the greatest value by pursuing integrated machine-learning applications, though simple rule based and task automation systems can enhance highly structured processes. Standalone apps continue to have their place where integration is difficult or impossible but there are limits to what they offer in terms of commercial returns.
How to Use AI in Marketing
The ability of AI to analyse data and provide insights for businesses has been a major driving force in its implementation.
With access to vast amounts of social media content, blog posts or other online platforms; marketers can easily create customer personas based on this information. Doing so will give them an edge over competitors when deciding about advertising tactics, helping them know who their target audience might be at any given time!
This information directly impacts sales and lets businesses predict buying behaviour and trends. AI can also help with recommending products or services, optimizing pricing and understanding the impact of marketing campaigns in near real-time.
As AI technology continues to evolve, new applications are being discovered that will provide even more value to businesses.
However, AI shouldn’t be thought of as a silver bullet for marketing. It is important to remember that it can only provide insights and recommendations based on the data that is fed into it. If this data is inaccurate or incomplete, then the AI’s results will also be inaccurate.
Businesses need to ensure that their data is properly cleansed and organized before handing it over to the machine learning algorithm to get the most out of AI in marketing. This means removing any duplicate entries, identifying and correcting inaccuracies, and standardizing all data so that it is consistent across all datasets. Once this is done, businesses can then rely on AI to help them make better decisions about their marketing strategies.
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