Artificial intelligence is the “science of making machines smart,” according to Demis Hassabis, CEO of DeepMind, an AI startup acquired by Google. We couldn’t agree more. AI is not only making machines more efficient, it is also boosting human performance by minimizing monotonous tasks. This helps employees focus on strategizing and creativity when it comes to specific projects – and that’s what marketing is about.
Understanding AI and then applying it to your marketing strategy will certainly add a lot of value to your efforts. Here are just a few ways:
#1. AI-enhanced PPC advertising
Most marketers allocate pay-per-click budgets to AdWords and Facebook. According to eMarketer, Google controls 40.7% of the U.S. digital ad market, followed by Facebook with 19.7%. With the help of AI, marketers can create a better reach that targets the right leads and potential customers based on search history and preferences.
#2. Highly personalized website experience and better CRO
While AI cannot build new websites from the ground up, it can help enhance your visitor’s experience with intelligent personalization built into your website. This would be based on the visitor’s search history and preferences. Incorporating AI can help personalize:
a) Website experience by analyzing hundreds of data points about a single user.
b) Push notifications based on behavioral personalization. Push notifications can be specific to individual users, delivering them the right message at the right time.
#3. AI-powered content creation
Natural-language generation holds tremendous potential in making the work of content creators more efficient. By 2018, Gartner predicts 20% of all business content will be authored by machines. While there is still time until machines can build full pieces of content, you can still use AI in parts of your blog pieces to assess the quality and strength of your content.
#4. AI-powered customer insights
Customer insights is one segment of marketing that will benefit the most from AI. While it would take humans an immense amount of time to crunch all the numbers and match them to individual customer behavior patterns, AI can give marketing insights on the fly.
The AI shift is happening far faster than the transition from traditional to digital or mobile channels. Therefore, marketers should prepare their organizations now to take on this challenge or risk being left behind!
Want to add value to your marketing plan through AI? Click on the link below to watch a quick video and to download the whitepaper. What Does AI Have to Do With Marketing?