Well, folks, the Artificial Intelligence Marketing Revolution is well underway. In case you’re feeling alarmed, don’t worry; it’s not an Arnold Schwarzenegger Terminator-style takeover (yet), so you won’t have to bend the knee to our Robot Overlords anytime soon. The good news for sales and marketing is the AI marketing revolution can make them more effective. It’s going to have a profound effect and fundamentally shake things up. As a result, those that use it effectively will have the inside track on the competition when it comes to achieving a greater ROI with their campaign.
What is AI Marketing?
So, what do we mean by AI in regards to marketing? In simplified terms, Artificial Intelligence Marketing (AI Marketing) involves using customer data and machine learning to predict the customer’s next move. It allows for a tailored approach that improves their journey by making every component more relevant on an individual basis. Ultimately, the goal of the personalized approach is to create a more efficient and successful customer funnel that boosts sales.
Big data and advanced analytics have been a boon to marketers, helping to give them a sharper image of their intended target audience. Now, AI marketing is using that data to take the next logical step, allowing marketers to refine their campaigns on a granular level to enhance overall effectiveness. This permits marketers to do what was previously impossible – to move beyond the general target audience and engage with every individual customer in a personalized and meaningful way. And here’s the exciting part — all with no extra effort on the marketer’s part. (That’s okay, take a second to dab away the tears of joy).
So, let’s take a look at what AI marketing bring to the table.
Modern search engines do an excellent job of helping people find what they’re looking for, and now AI solutions can analyze search patterns and identify key areas marketers should focus on.
AI solutions can dive deep into the vast pool of collected data such as keyword searches, social profiles and other online data for relevant information that lets it offer up ads with a high degree of appeal to the viewer.
Refined content delivery
Instead of carpet bombing a general audience with content and hoping for a few hits, AI will identify potential customers and use their data to deliver relevant content, drastically improving engagement.
Artificial content creation
Advances in natural-language generation by AI is having major implications for artificial content generation. In fact, roughly one-fifth of business content is currently AI generated. This includes:
- Quarterly business reports
- Profit and loss summaries
- Real-time stock insights
- Hotel descriptions
- Sports game recaps
My fellow copywriters can all breathe easier because an AI-generated e-book or research report is not on the horizon (yet). However, marketers can use AI tools to automatically generate email content, personalized reports and messages. They can also use it to curate content for social media and suggest fresh media your brand’s follower will interact with.
Intelligent email content curation
Personalized content is far more effective than generic email content. Some AI systems can use algorithms to chart a subscribed visitor’s website experience and email-browsing data to understand the person’s interactions with content to let it create a personalized email.
Human-like chat bots
AI bots are beginning to make inroads into customer service. That “guy” Greg in support you’re chatting with? “He” is possibly a chat bot. AI chat bots create efficiency by freeing up employees for other tasks, saving money. Chat bots can quickly access vast amounts of data, past answers, and proven solutions to resolve customer issues. They can detect patterns and look for repetitive problems, and predict what, making them far more efficient than human employees.
AI can sift through a vast sea of data to deliver results on the fly and build highly effective customer sections and accurate customer personas based on billions of points of data.
As AI becomes more in-depth and sophisticated, it will be able to learn and incorporate new information into new campaigns to optimize outreach, eliminate wasted effort and increase conversions.
Three Brands Successfully Using AI for Marketing
AI is the future of marketing and its capabilities will be exploding in the coming years. However, some of the world’s most successful companies have been successfully using AI for years.
Starbucks uses AI to analyze customer data collected through its loyalty card and mobile app. It can track what’s purchased, where at and what time of day.
AI delivers personalized marketing messages to customers and recommends products to them when they’re approaching a store. Then a virtual barista on the company’s mobile app allows customers to use voice commands to place an order.
Starbucks also used the data from over 90 million weekly transactionsto make business decisions such as new store placement and products to offer.
Amazon continues to be a front runner in personalized shopping and its algorithms have become increasingly complex. Its AI oversees dynamic pricing– reducing prices to create sales to move product and raising prices to take advantage of high demand. It has also used sensors and cameras to create checkout-free brick-and-mortar stores, automatically charging customers for items they walk out of the store with.
Now its AI is taking on the role of fashion consultant with Echo Look by using machine-learning to recommend outfits and drive apparel. shoes and accessory sales.
Marketing innovator Nike has been leading the pack in AI for sometime. An in-store system allows customers to design their own shoe. This sales tool also allows AI to capture data for use in future product design as well as deliver personalized messages and suggestions.