Artificial intelligence, machine learning, and big data are all concepts that are shaking up the way companies are created, function and grow. Marketing is one of the areas in which AI is making progress. While it likely won’t automate the entire process of marketing, it is essential that marketers keep up with trends and utilize applications of AI in marketing. AI aims to be a boost to many organizations’ marketing efforts.
Here’s are just a few ways in which artificial intelligence is being applied in marketing:
#1. AI-enhanced PPC advertising
According to eMarketer, Google controls 40.7% of the U.S. digital ad market, followed by Facebook with 19.7%. Organizing PPC (or Pay Per Click ads) across these two primary platforms can create a lot of traction. Most PPC campaigns are managed by marketing teams, or individuals who specialize in marketing. With AI, however, there is the potential to gain a higher return on your PPC ads by simply analyzing the results from older PPC ads. AI and machine-learning algorithms can help find new ways to optimize the layout, targeting, and bids. You can actually place ads in the places where it is likely to get the maximum number of clicks.
#2. AI-powered content creation
If you have data and analytical reports from previous articles, blog posts, or guest posts, you can use multiple AI and machine learning algorithms to create profit reports. Once you have these reports ready, your AI algorithm can automatically develop content based on the interests of your readers which is pulled from searched keywords or phrases. This content depends heavily on data insights.
#3. Chatbots
If you do not have a chatbot implemented into your company, you are behind already in that race. Chatbots, unlike it is often perceived, is not just about customer service. For example, Sephora’s Chatbot opens with a mini quiz about the user’s makeup preferences. These days,
AI-powered chatbots are useful in gathering information about leads, as well as interacting and responding to customer queries instantly.
#4. Smart emails
Marketing teams generally spend hours and hours every week crafting emails and scheduling them according to the marketing calendar. The thing about email marketing is that the emails must be personalized to fit different buyer profiles and events, aligning them with the marketing calendar. A 2016 study by Demand Metric found that 80% of marketers say personalized content is more effective than impersonal content.
Enter AI
AI and machine learning algorithms can map a visitor’s website experience and email browsing data to understand the kind of content that each of them are more susceptible to. AI makes it possible to send personally curated emails to every single customer. By analyzing a customer’s reading patterns and topics of interest to recommend specific content most relevant to that person, AI-assisted emails could become even more engaging for every subscriber.
Each day a marketer fails to incorporate AI strategies, they lose out on a ton of traction that could be gained. AI systems work constantly in the background of popular platforms such as Netflix, Amazon, and Google. As AI becomes more popular, the AI tools that were once considered expensive and useful only to big companies will become increasingly more accessible and useful to the little guys.
