AI in Marketing | What all marketers should know in 2021

AI, or artificial intelligence, is a huge part of the contemporary marketing world.

In fact, it’s played a major role in the future of marketing for quite some time now.

So if you’re curious about what AI is and how it can help your business with lead generation.

AI, or artificial intelligence, is everywhere these days—so it shouldn’t come as a surprise that there are a number of ways that chatbots can help your business with lead generation.

What Is Artificial intelligence?

Artificial intelligence is basically an attempt to mimic human intelligence through non-organic means. The goal is to create computer software that has the synthetic ability to learn from experience and make decisions based on data accumulated over time. The applications for this kind of technology are nearly limitless, and chatbots are just one example of AI technology in action.

Benefits of AI in marketing?

AI is a buzzword that both marketers and techies love to use. 

For marketers, AI can be more than just targeted product recommendations based on your browsing habits. 

As an example of using AI for marketing purposes

LinkedIn has introduced chatbots which are used for career help, recruiting tools among other things (e.g job interviews) as well as other services with varying degrees of interactivity from very lightweight to fully autonomous virtual assistants.

AI is being used to facilitate better business processes. These include boosting marketing, customer service, and sales. 

But we are only scratching the surface of what AI can do in today’s marketing world.

At a high level, AI supports marketers in two areas: 

Personalization and optimization. 

Personalization involves sending the correct message to the right person at the right time. 

Most marketers use personalization to customize marketing campaigns so that they are more relevant to consumers and more likely to be successful.

In the age of information overload, it is very difficult for a customer to grasp and remember all the information he receives. Automatic processing and consolidation of huge amounts of data create a background for the qualitative change in the behavior of customers. 

This allows marketing strategies to be much more targeted, and therefore more efficient.

Traditional marketing strategies are based on the analysis of previous consumer behavior, which allows predicting what kind of marketing methods will work well with a certain group of customers. Furthermore, this information can be used as a base for the creation of a campaign that includes those marketing methods.

Intelligent artificial intelligence can also calculate which marketing methods will work best with a certain group of customers. Moreover, it can foresee which information may be useful for the target customer and recommend this information to the company’s representatives.

The most important benefit that artificial intelligence brings into marketing is its ability to predict customer behavior and identify and nurture the most valuable leads. This allows an organization to successfully reach its goals even faster.

How does AI help in email marketing?

Integrating AI into email marketing campaigns unlocks a whole new level of relevance for your messages, increasing clicks and reducing unsubscribes. 

In fact, the right combination of AI and email marketing can help you personalize, optimize and automate your email marketing campaigns in a way that’s never been possible before. 

Here is one of the ways email marketers can use AI to make their campaigns more effective:

AI can help you quickly deliver relevant content to the right audience by analyzing all of your customer interactions and transaction data, allowing you to personalize emails with greater precision and relevance.

How does AI help in chatbots?

Chatbot helps the business in bringing out the full potential of chatbots. Being an artificial intelligence, a chatbot learns from every conversation it has with the customer. It goes through the previous interaction to improve the current response. 

This activity helps to improve the efficiency of bot response.

While developing a chatbot, one should keep the following points in mind:

  • Keep it simple and easy to run, easy on your cost
  • Make it available for all devices as the internet is omnipresent
  • Voice interfaces are more effective as compared to keyboard interfaces
  • Make it possible for integration with other platforms.

It detects any conversation that needs human intervention. So, while humans are not in the loop, it answers all complex queries by using machine learning algorithms. 

In Chatbot, machine learning algorithms assign the weighted value to every word in a sentence.

It is based on a range of factors like the user’s history, a change in the user’s tone during the chat, and the user’s answers to previous sentences.

The chatbot engine then assigns a score to each answer based on its evaluation of various rules that are configurable by the brand. This way, even if the chatbot does not understand a question, it can pick an answer that will most likely satisfy the questioner. 

Chatbot learns from every conversation it has with the customers.

As Artificial Intelligence becomes a common phenomenon in businesses, AI-enabled chatbots are also emerging for businesses. 

A chatbot is a computer system that is designed to simulate an intelligent conversation with human users, with the aim of helping people solve problems and achieve their goals. 

As the name suggests, the role of AI is to make the chatbot intelligent and capable of solving complex queries and requests from customers.

How does AI help in digital advertising?

AI helps in content creation by providing publishers with a better understanding of the audience.

It does this by analyzing the data of users and allowing them to make sense out of the user intent.

It is also helping marketers perceive the content marketing program by examining the data of users, enabling them to make better sense out of user intent.

AI can help find the right people with common interests to bring on board the cause. Using real-time analytics, AI can also help find the right channel with the right audience and predict the success of the campaign at hand.

For instance, AI helps marketers understand people and what they want. For instance, it helped find out what people want to watch and read by scanning the web and social media and scanning billions of posts to collect data on users’ interests.

AI can also be used in sentence creation based on the best content available in the market.

How does AI help in digital advertising?

There are many terms that get thrown around in regards to Artificial Intelligence such as machine learning, deep learning, neural networks, databases, and natural language processing. Another term that gets thrown around is smart machines.

Although these terms have very specific meanings, the terms are often used interchangeably.

On a basic level, artificial intelligence is a computer or a machine that can process data in order to solve problems.

It accomplishes this by using inputs and outputs and using various rules for decision-making. The technology is simple in concept but very complex in practice.

AI is helping with optimization on the backend as well.

Companies that offer advertisements such as the major social media platforms, use artificial intelligence to monitor ad spend, sales, tracking, and customer behavior.

These businesses have an advantage because they can use AI to compile data on how customers are responding to certain kinds of advertisements or products.

They can also use AI to predict what kinds of products will be popular.

The future of Artificial Intelligence in marketing

Artificial Intelligence is one of the greatest achievements of modern man’s technical and scientific achievement.

The idea behind it is to create a machine that can act like a human being, and with that, comes all the human experience: self-awareness, rational decision-making, emotions, etc.

The way consumers shop, buy and make decisions is constantly shifting throughout the years. In order to keep up with these changes, companies have to invest in technology and machinery to make their operations more efficient and better for the consumer.

Artificial Intelligence is the next big thing that will bring consumer experience closer to technology and connect them.

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