15 Brilliant Ways To Use AI In Marketing
Artificial intelligence and machine learning is the trending topic in the tech world. Since its inception, it has been implemented in almost every field.
AI in marketing is something which we can’t bypass it. Artificial intelligence covers a variety of technologies, which we hear in our daily digital marketing strategies in one or another way.
Artificial Intelligence generally covers technologies which imitate human intelligence that capable of image & voice recognition, semantic search, machine learning, etc.
With the rapid advancement in technologies, and with unpredictable buying habits of customers, you can’t even imagine marketing without artificial intelligence.
Implementing AI in marketing is the advanced strategy, which is increasing at exponential speed in the market.
Artificial intelligence helps marketers in all possible ways that can lead them to reach their marketing goals easily.
Without your knowledge, you’re already making use of AI in marketing in various ways.
Here, we have assembled some of the ways to use AI in marketing throughout the customer life cycle of businesses of all sizes.
1. AI in Marketing to Create, Distribute and Manage Content
AI in marketing can be employed to keep track of your customer data based on their behavioural, preference and interest.
Using this information, you can create an accurate profile of the target audience. Artificial intelligence advertising enables high-level personalization of content.
According to the Deloitte study, 36% of consumers prefer brands with personalized products or services.
AI in marketing significantly improves your content accuracy to avoid any grammatical errors in your content in a couple of minutes.
With the help of predictive analysis, it helps the writers with a list of suggestions for generating a topic for their next content based on the analysis of your competitors content.
AI even helps you to create data-driven content that will build confidence in you that this content will perform well.
AI bots can also create content, but it has limitations like it cannot give its personal opinion for generating content for political news, blog posts which are specific to certain services or products.
On the other side, AI-generated content is already being used by top publishers like Forbes, New York Times and Reuters.
With the improvement in natural language processing, it can generate a human-readable and understandable content.
But, presently, it can create content with simple rules and structure like quarterly business reports, hotel descriptions, real-time stock insights, profit & loss summaries and sports game recaps.
AI bots strictly follow the rules and formats of your brand to serve your audience best. Al can create content for email drafting, personalized reports or messages or engaging content for social media.
With the help of AI recommendation widgets, you can also suggest your audience with content they may be interested in reading.
2. AI Powered Content Curation
AI content curation generally used to make available, audience interest content based on their previous interactions.
These recommendations are predicted based on the fact like ‘the person who is interested in A, may also show interest in B’. Consider an example- if someone purchased a mobile, they might also show interest in buying the cover for it.
We often see these type of recommendations in Amazon, Flipkart and other e-commerce sites.
This technique also works well for your blog readers; they will get suggestions which are relevant to the post they’re reading.
Here there is more probability that they spend more time on your other articles.
3. Speech Recognition
Voice search is one of the AI technologies that helps to recognize the voice of the audience to provide them with an accurate result for their voice search.
Voice search will be the future preferred way for searches and already implemented by Google assistants, Siri, and Alexa technologies and in applications like google search, GPS maps and other systems.
In 2017, Google reached 95% voice recognition accuracy rate, and in the same year, Baidu reached 97% accuracy and target for 99%.
With the innovations of Amazon echo, Apple Siri, Google Home and Microsoft Cortana, it became easy for people to do voice search. And people are slowly dependent on the voice search.
It’s giving a clear sign that you should implement your marketing strategies by considering voice search.
Google also revealed in one of its blogs that around 70% of the Google assistants searches are in natural or conversational language and don’t make use of keywords which we use in Google search.
4. Programmatic Media Buying
In digital advertising, programmatic media buying plays a crucial role to display relevant ads to a targeted audience.
It’s a cost-effective advertising way with a number of features to post ads in the right format to the right audience at the right time.
Google Ad words and Facebook have set their standards to advertise their brands in an effective way which can handle even the non-technical person with ease and can measure their progress.
AI can determine the most relevant websites for the targeted audience by removing the spammy sites, and bidding process all happens in a fraction of second in programmatic advertising.
AI in marketing plays a significant role in the smooth functioning of programmatic advertising.
5. Data Analysis
Data analysis is a significant part of digital marketing; a large number of data produced every day.
AI, with its capabilities, can analyse the various data touch points and segregate the information to target the right audience.
These help you to be confident and don’t need to guess which works for your targeted audience.
AI can analyse thousands of data points of the audience at speed with more accuracy and forecast fluctuation in marketing demands.
Also, AI can be programmed to provide a quick response to changes depending upon the conditions.
6. Business Forecasting
Using AI technologies, you can predict which customer is more likely to convert at what price, what makes the customer repeat their purchases or which offers to make them trigger.
These are the main challenges which bother the marketers to execute under tight deadlines.
The audience analyzed automatically using various machine learning processes using different data touch points to predict accurately the future of anything they want.
7. Lead Scoring
The audience we target lies in different stages of the customer life cycle. If you apply the same strategies and reach with the same message will not benefit you.
Like some people-
- Look for an item and leave it without purchase,
- Fill their card details and leave without a purchase,
- Want to repurchase the same product,
- Wait for the right offers and similar other.
To convert these audiences, you need to reach them with the right message and offers that can help them to take their next step easily.
Implementing AI in marketing can help you to target sales and discounts appropriately where it required.
Also, it saves the time of the sales team to contact the audience where they are more likely to convert.
8. Ad Targeting
You can’t merely serve an advertisement to a random audience.
To reach the right audience, marketers need to consider the activities, interests, type of device use and similar other actions of their targeted audience.
It’s the basic technique which can make you serve the right ads to your audience.
The Machine learning algorithm can help you in this, which analyze the vast amount of historical data to predict which ads perform best for which audiences by considering audience purchase stage.
AI in marketing can help us to be more creative than the traditional method of marketing.
Because here you know the preference of your audience, so you get time to be more creative, which appeals to your audience.
9. Social Media Monitoring
Social media presence is a good source for your audience to know about you and your service.
Even you can get to know the genuine review of your customers and other details.
With AI monitoring tools, you can read your customers perceptions and interest in your brand.
Moreover, AI tools can help you know- Identify customer sentiment, Choose trending topics, segregate customer details, and many other depending on the type of tool you make use of.
10. Web & App Personalization
For designing a website, we need a good developer and designer is just the story of the post.
There are many applications already present in the market which uses AI technologies and develop a website just like a professional by taking inputs like images, text, call to action etc; from the user.
With the implementation of AI in marketing, it’s possible for you to determine which customer is at which stage of their customer journey and based on their experience, relevant content will get displayed to the audience.
Consider for example
If someone is seeing the product for the first time you can introduce the product if the customer has already seen the product then you can come up with content with offers and other engaging content.
AI can make happen to reach your audience with the right content at different stages of their customer journey.
In 2017, Evergage surveyed ‘personalization in real time’, which stated that about 33% of marketers are making use of AI to deliver a personalized experience to their audience.
And 63% of them reported that the reason for using this is- It improves the customer experience and increase conversion rates.
People are now preferred to get quick responses to their queries via messengers, as they are more dependent on chatting with their friends and relatives.
Many brands already adapted to communicate with their prospects through the chat process like Facebook messenger, slack and WhatsApp.
These chatbots are AI-powered and make use of machine learning and natural learning processing to find the correct response for users queries.
They are preprogrammed with some set of frequently asked questions and based on their demographic, behavioural, location, and with AI capabilities, it provides appropriate answers to users.
They can make you available for your audience 24/7.
Consider an example of Sephora.
It’s a brand that uses a chatbot to provide beauty advice to the audience based on their facial features and type of skin by determining through a set of questions and suggest products based on that.
For retargeting, a machine learning algorithm can be used to create content which can bring a customer back based on their previous interaction with your brand.
Machine learning can help you to reach your audience with the right content, which can help them to take the next step of their customer journey easily. And makes the retargeting Ads marketing as effective as possible.
13. Computer Vision
Computer vision involves programming your computer to see the world around them to get a high level of understanding from digital videos and images.
For this, it utilizes machine learning technology and pattern recognition to understand the accuracy of the human visual system.
It’s already practising by Google, Snapchat, Facebook and other applications to deliver a high-level experience to users.
AI in marketing can help you in AR advertising that can integrate with surrounding people appropriately and bring new possibilities like- product insights & offers, interactive shopping and business information.
AR advertising is already in practice by home furniture and improvement companies like IKEA, Home Depot, and Lowe’s to show which colour suits on their walls and how the different types of furniture items look in their home.
Real computer vision is only achievable with AI, machine learning, and huge datasets to train a machine to identify objects.
14. Marketing Automation
Marketing automation has the set of rules which get triggered to reach your audience when they are more likely to convert with the right message with the help of machine learning.
It can analyze the billions of customer data points and determine when is the right effective time to reach them with the right offers.
Implementing AI in marketing can help you to enhance the effectiveness of your marketing automation.
15. Search Engine
AI is responsible for the accuracy and quality we get in searches.
Google, first implemented AI in 2015 with the introduction of RankBrain, its a machine learning based algorithm.
After that, many e-commerce companies like Amazon, Flipkart and others started implementing it in their search engines to achieve better customer experience in delivering the right product or related product for customer search.
Also, with the innovations of natural language processing and semantic search, search engines hold the capacity to-
- Find the links between different products and recommends similar items,
- Provide suggestions for your search,
- Auto correct mistakes,
- And even help the customer to know what they are searching with some suggestions based on their previous activities.
AI is utilized in all sorts of marketing strategies, and it bought a new hope for marketers to reach their customers in a personalized way.
Here we collected a plethora of ways that shows artificial intelligence and marketing are inseparable.
To reach the changing demands of the customer, AI is one of the best technologies that can help you in achieving your marketing and business goals.
AI in marketing has improved customer service to a high level. AI in marketing is already implemented by most of the top companies and leveraging benefit out of it.
Irrespective of company size, implementation AI in marketing can help you to understand your customer preferences and deliver product or service according to them at the right time and place.
AI has boosted marketing and helped you to better execute your marketing plan with fewer efforts.
Hope now you’re clear with the power of AI in marketing. And what more you can achieve by implementing AI in marketing. Share it in the comments!