AI marketing has gained a lot of attention recently. When artificial intelligence is mentioned in conversation, it evokes a range of emotions. Some people are fascinated and excited for what the future holds as technology further grips our society, forcing its ways into everything possible. Other people immediately shut the idea down, afraid that the storylines in the scariest dystopian movies are bound to come true because of AI.
Whether you are an AI enthusiast or terrified at the thought, it is undeniably a huge part of everyday life. Artificial intelligence can be seen in a simple web search, online shopping, cybersecurity, cars, agriculture and farming, travel, and so much more.
AI technology is described as technology that utilizes the intelligence demonstrated by machines. This concept seemed obscure and imaginative only a few decades ago, and now, we can find artificial intelligence in most facets of life. So, what does AI marketing contribute if we already have it all?
What Is AI Marketing?
Artificial intelligence in marketing refers to the method of utilizing intelligence technologies to collect data on customer activity, anticipate consumer trends, and decide things that impact marketing efforts. When it comes to marketing, AI is typically used when speed is crucial.
AI allows marketers to fully understand their customers’ behaviors to build an effective model around the data gained. Knowing their actions and indications can lead to a better understanding of changes needed to be made to appease consumers. Rather than having to wait on results like this generated by a human, AI saves time and is able to target the correct strategy to the right person efficiently.
For example, when you are typing up an email on Gmail, you have probably seen the ‘Smart Compose’ feature where you are given suggestions on words that follow what you have been typing. This form of AI marketing has been proven effective in making lives easier and finishing tasks quicker.
Artificial intelligence in marketing focuses on using tools to determine the best option for the customer. Then, tailored messages, advertisements, and recommendations would be funneled to them based on their activity. Although a human is capable of doing this, the process will likely take a longer amount of time to achieve, and, in business, time is money.
In contemporary times, AI marketing is a key in propelling your business past your competitors. If you do not incorporate efficient, time-saving tools like this one, you must be able to deliver in some other category in order to stay up to par with the top companies.
Components of AI Marketing
There are crucial parts of artificial intelligence and its role in marketing that must be considered. The basis of AI marketing is marketers trying to connect with consumers on a deeper, more understanding level. To do this, you must consider the components of AI marketing.
Firstly, there is machine learning. Machine learning refers to the computer algorithms that analyze information and automatically improve customer experience. You must prioritize devices that leverage machine learning because they analyze information while contextualizing relevant historical data and patterns. As a result, the AI is equipped with all the necessary information to advise you on the best possible marketing decision.
Recent technological developments have brought forth an influx of data, which is something a human is capable of analyzing. However, this is not recommended. Big data provides the opportunity for marketers to fully understand what works and what doesn’t work. Although it can lead to a saturation of data, artificial intelligence has proven to be effective in collecting what is crucial.
Another AI marketing tool is AI platform solutions. AI-powered solutions give marketers a central platform to manage all the data collected. Marketing intelligence is drawn from these platforms to apply to your target audience. This will lead you to make data-driven decisions that give insight on the best method to reach the consumer.
Why Is AI Marketing Important?
Joining in with AI enthusiasts may be the best option for a business that wants to compete in a fairly advanced marketplace. AI marketing serves as a way to appease customers, generate faster results, and crunch massive amounts of data.
AI allows your marketing automation to increase in quality. If you ask an AI marketing tool to process information necessary in determining your next steps as a company, you can have that answer ready for analysis in seconds. This is a feature that makes things easier and more efficient.
Humans are known to make errors almost like it’s in our blood. With AI, while there won’t be a complete disappearance of mistakes, there is bound to be a significant decrease. This concept is important when it comes to data security. Without a proper safeguard or assurance that data is being analyzed effectively, a business risks its reputation and progress.
Employing a marketing strategy can sometimes cost a lot. When it comes to resources, the actual campaign, and those who will execute it, costs begin to stack up. By introducing artificial intelligence, you can work more efficiently and yield better results at a lower cost.
Marketing is meant to appeal to the consumer, but it is worthless if you do not have a full enough scope of your target audience and their needs. AI helps marketers gain this better understanding down to the intimate details. If you are concerned as to why women from the ages of 18-22 are displeased with your business, AI marketing tools can display trends and useful information before you can even finish your question.
With that comes an increase in personalization. Customers appreciate being catered to. A reason why AI marketing is so important in business is that with an influx of data comes an influx of information and problems to be solved. With artificial intelligence, you can personalize customers’ experiences so that they feel your business is reliable, trustworthy, and fulfilling their needs.
How AI Is Used in Marketing
When including artificial intelligence in your business’ marketing plan, there are a few things to note for your best chances at successfully using this tool. By beginning with a thorough plan of execution, minimizing potential challenges, and understanding the AI in use to its fullest extent, your AI system will likely function optimally.
First, you must establish the goals you are aiming for. In marketing and advertising, having analytics and clear goals from the start is important for the success of a campaign. If you analyze exactly where AI could help out in operations, you will use it more effectively. This concept is especially important if you have qualitative goals rather than quantitative, data-driven goals.
You should also ensure that your AI program does not cross the line of acceptable data use. Personalization can be a popular, useful tool, but if taken too far, privacy may be breached, and consequences will follow. Make sure privacy standards are established and programmed into the necessary platforms.
AI marketing requires ample data to work with. In the beginning, make sure you have enough data so that your AI tool can train properly to determine trends, customer preferences, and other facets of your business. This will affect the success of your campaign. If necessary, you can also supplement your lack of data with second and third-party data just to get the program used to analyzing a large proportion.
Your business or brand should also have someone who is an expert in AI and data science. Programs must be launched by hands that understand them. In doing this, it is also important to maintain data quality as it is processed through your AI tool. Data quality is essential in rendering the best, most informative results.
Benefits of AI Marketing
The benefits of artificial intelligence in marketing vary depending on your goals, business model, and strategy in execution. A few benefits of AI marketing include risk reduction, higher rates of customer satisfaction, increased processing speeds, increased revenue, and more.
If a marketing team is able to use the AI correctly, they can use it to transform their entire marketing system by taking the most valuable insights from the data and acting on them immediately. The speed of AI is unbeatable and can serve as a way to make decisions easier in terms of allocating funds, analyzing ad placements, and more.
AI in marketing also allows for stronger customer relationships and real-time personalization. A problem a customer is having can either be solved in seconds by AI or it can be solved by a human who may or may not understand what the problem is. Artificial intelligence in marketing can also help marketers with identifying at-risk customers to target them with information that will make them want to re-engage with your business.
Organization of data, what it contributes, and the campaigns it benefits can be accomplished with an effective AI system. You are given a more comprehensive understanding of what needs to be fixed as well as what needs to be celebrated. From there, you can determine the next steps without mistakenly attributing them to some other change of operations.
Because AI can conduct tactical data analysis at incredible speeds, conclusions are drawn based on the data in a more efficient manner. There will likely be a tremendous decrease in error and an increase in the speed of receiving critical information. Using AI technology, marketers do not have to wait until the end of a campaign to make a decision that can make or break a business.
Challenges of AI Marketing
Although there are multiple benefits and advantages to incorporating AI in your marketing plan, there are a few drawbacks that must be accounted for first. Marketing teams must have a healthy discernment when considering the best way to integrate AI into their operations. Unfortunately, it is not always a smooth-sailing process.
Although AI marketing tools are essentially programmed to do most of the work, assuming that they will do all of it is faulty logic. AI tools need to be told which actions to take to succeed in marketing goals. This requires a dutiful amount of time and training to acquire knowledge about organizational goals, historical trends, customer preferences, context, and eventual expertise.
Going through this learning process for your business’ marketing team takes a lot of time and data quality assurances. Artificial intelligence in marketing is only as good and reliable as the person who controls its tasks.
Another challenge that many people dislike about AI advertising and marketing is the lack of privacy for the consumer. Marketing teams must prioritize the ethical usage of consumer data, working in compliance with set standards. If they do not, they risk legal and public backlash, which can be damaging for any business.
Although many people understand the intricacies and importance of artificial intelligence in marketing, it can be difficult to demonstrate its value to business stakeholders. Demonstrating the improvement of customer experience or the brand’s reputation because of AI is not an easy task. This is why ensuring that you have a method of measurement is crucial.
An additional challenge to incorporating AI into your business is the adaptation aspect. Day-to-day marketing operations can be disrupted with the introduction of an entirely new AI system, so marketers must prepare for job replacements as well as created jobs. This can be a difficult shift that not everyone will survive.
Examples of AI in Marketing
If you are tentative about whether including artificial intelligence in your marketing plan is the right path for your business, there are multiple real-world examples you can base your decision on.
A few examples of artificial intelligence in marketing include Nike’s personalized online experiences, Amazon’s shopping recommendations, Alibaba’s fashion AI store, BMW’s intelligent personal assistant, and even Starbucks’ rewards program.
AI marketing is an ever-growing idea that many companies and businesses have turned to due to the clear benefits that come with it. Whether you are a person who shies away from the idea of implementing artificial intelligence into our lives or the person who is eagerly anticipating the next big idea in technology, it is safe to say that AI marketing has already played a huge role in our daily experiences.