The adoption of artificial intelligence technology is one of the most recent developments in modern science. Artificial intelligence was coined as a concept in 1956, and it later made substantial progress toward creating a sound intelligence system framework and ultimately making it a technical reality with decades of effort and research. Artificial intelligence is a generic concept that refers to any kind of computer program that performs human-like tasks such as learning, planning, and problem-solving.
Artificial intelligence is now being widely used in the marketing industry to streamline consumer data and personalize promotional advertising campaigns for their clients. The major time consumption happens in data procurement, analysis of the customer’s data and behavior which differs on every product and service, and then framing a plan accordingly is a very lengthy process.
AI in marketing helps in data analysis and creating a sound framework to run successful campaigns. Customer behavior over the advertisement campaigns is also predicted using the machine learning technique, which makes the customer journey trackable and optimized.
Applications of AI in Marketing
1. Virtual Chatbots
Virtual Chatbots help online retailers in providing customer service 24/7. They offer real-time responses to simple questions, monitor customer habits, create original email material, and make product recommendations.
Chatbots provide human-like responses to complex questions. They will test keywords and enable consumers to purchase through natural learning processing and encourage them in their buying decision. This helps the marketers in improving sales and business engagement, of the client.
2. Email Marketing
When it comes to determining the best time to send email promotional updates to the clients, marketers face a dilemma and are unable to choose which timing is the best for the mails to be noticed by the target customers. Thus, the artificial intelligence system gathers data that helps in determining the right moment to send an update. AI also sometimes predicts when the perfect time is to send an email to a specific customer to guarantee that it is read.
3. Insight into the audience
AI helps marketers in determining the insights of their target audience with the help of data procurement like consumers’ expectations, their favorite outlets, and where they go online, and the demographics of the people. AI-based resources assist the marketers in making the most use of the data to provide the right message at the right time.
4. Tailored Discounts
When a buyer returns to a brand’s website, it is likely an indicator that he/she was pleased with his experience and is likely to make more purchases. This indicates that he is a long-time customer. Marketers can now use AI technologies to classify long-term buyers and build tailored coupons for such target audiences.
AI gathers customer information and creates tailored discount ads to achieve the highest outcomes. It also learns about the consumers’ past purchases and what they like about the company using the given data for example it monitors buying behavior and price range selections, which is very useful to narrow down the niche of certain customers.
The landscape of AI applications that impact marketing strategy
1. Optimized PPC advertising
A digital marketer manages the majority of pay-per-click ad promotions. Advertisers might take help from AI-powered systems to explore more ad formats and improve targeting. The service of autonomous media purchasing is provided by an artificial intelligence marketing engine. However, marketers look forward to Artificial intelligence systems for analysis, controls, and optimizing paid ad strategies.
2. Personalized website experience
Though AI isn’t yet capable of creating new websites from scratch, it helps in improving visitors’ experience through intelligent personalization. AI views and analyzes the best-fitting offers and content by examining hundreds of data points about a single user (including venue, demographics, mobile, website engagement, and so on).
And it makes use of push alerts for customized alerts at the right time to specific customers.
3. Adding Creativity
AI-generated content is intended to feel like it was written by a person as if adding more life to it. Each narrative’s data perspectives and writing style are determined by the rules and formats defined by your brand to better represent your target audience, and thus here AI analyses the data and helps the marketers parallelly in creating some exciting contents like pamphlets, attractive 360-degree images, or any static post, etc.
Real-time examples of AI in Marketing
1. Dell’s email newsletter’s CTR rising to a 50%
Dell started partnering with an AI firm to streamline its process while simultaneously enhancing email marketing performance. They wanted a way to deliver customized updates to these users, so Dell’s AI partner was able to change Dell’s initial email promotions based on the segment’s actions. Both click-through rates and conversions rose by double digits as a result of the initiative.
2. AirBnB AI-Based Pricing
Airbnb collaborated with an AI firm to develop a real-time pricing optimization algorithm. It was able to do so by analyzing the structure’s features, position, and other characteristics, as well as comparing it to surrounding locations. This algorithm assisted AirBnB users in finding the best possible price for their stay while also assisting AirBnB rentals in gaining more clients. This was one of its best Tech collaborations stated by the CEO of Airbnb.
Challenges of AI in Marketing
1. AI is dependent on Data
Machine Learning, a branch of AI, depends not only on data but also on labeled data. It refers to information that responds to several inputs (also known as parameters) to generate either a solution or prediction as an output. Without data, certain prediction parameters are impossible to create. As a result, marketing decision-making becomes intensively data-driven.
2. AI Adoption is Costly
The cost of implementing AI in the workplace is costly. And startups and small companies which have just entered the industry cannot make use of any AI-based marketing tool to create a brand awareness campaign, they have to face a hard time embracing this technology. They do not set aside funds on their initial startup phase for AI-based marketing deployment incorporate activities as the tech giants do.
Marketing and implementing AI into businesses is just not easy, but at the same time, it is not just impossible. The AI industry is upscaling itself day by day collaborating with some tech giants to make sure that it is considered as the next big thing in all forms of industries and corporates.