How Companies Are Using AI In Digital Marketing

This can be used to better control stock during times of high demand and panic buying, naturally dissuading customers from bulk buying beyond reasonable amounts, as well as optimizing revenue for your business. Using the pandemic as an example, BlueDot is a program that already can analyze the likelihood of a disease spreading across the world. If worldwide or nationwide emergencies can be predicted in this manner, stores can automatically begin ordering more products like toilet paper, medicine, and more. Not only can this help maintain stock and improve sales for stores, but it can also help the public better manage the disaster and lead to a swifter recovery.

Ordered by the difficulty with which AI can address them, there are mechanical, thinking, and feeling AI intelligences (Huang and Rust 2018; Huang et al. 2019). It refers to a marketer’s ability to aggregate and segment large sets of data with minimal manual work. Marketing teams can then use this data to ensure the right message is being delivered to the right person at the right time, via their channel of choice. In this report conducted by Forrester, explore how AI can help you save time and create better marketing.

The Economics of Artificial Intelligence: A Marketing Perspective

It’s offering tons of possibilities, simplifying processes, and providing a deeper understanding of customers, not to mention making shopping experiences more personalized. We’ll see a trend in hyper-automation, which involves the use of advanced AI algorithms to automate complex marketing tasks. AI would analyze marketing performance and automatically adjust strategies on its own for optimal results.

• AI marketing tools use data and customer profiles to learn how to best communicate with customers, then serve them tailored messages at the right time without intervention from marketing team members, ensuring maximum efficiency.
• The media planning part of promotion has a higher degree of automation by mechanical AI, due to the repetitive nature of the task.
• Online investment service Interactive Investor is just one company to recognize the benefits of this approach.
• Furthermore, the benefits of personalization for both customers and companies (whose potential might increase with the amount of customer data) can be compromised by privacy and data protection issues (e.g., Rust, 2020).

It can be challenging for marketing teams without prior experience or access to the necessary expertise. Brands are beginning to invest in artificial intelligence (AI) to shape their marketing strategies. A recent study by Forrester of over 700 business leaders found that 78% planned to spend at least 5% more on AI marketing technologies in the next 12 months. Meanwhile, 54% said they’re already using AI marketing to better personalise the customer experience across channels or touchpoints. Utilizing historical customer data, AI can learn about previous consumer behavior and anticipate future customer needs.

Better customer analysis

AI enhances social media targeting and allows marketers to analyse customer data and create targeted campaigns. By identifying customer preferences, interests, and behaviors, marketers can create content that resonates with their target audience, increasing engagement and conversions. Marketing automation, acronymed as MA, refers to using technology software to automate marketing tasks and workflows.

AI will likely play an important role for marketing teams in 2023, so it may be time to start investing in an AI marketing strategy. Already, companies are looking to leverage AI so they can take advantage of the benefits we’ve mentioned so far, and get the right message to the right people. Digital marketers also use artificial intelligence solutions to collect basic data for customer segmentation, which is the process of categorizing customers into groups based on shared demographics, characteristics, or preferences. Because of these new technologies, the customer experience is vastly different from what it used to be. Today you can research items online to see if they’re in stock, get coupon codes in your email or via text, and see promotions for new businesses on social media.

Predictive analytics

Using AI can instead help reduce the risk of improper data interpretation and collection. But, if what you’re producing fails to offer personal value, it will drain your budgets while offering little return on investment (ROI). The likes of Serena Williams’ sports clothing apparel launch and inspirational celebration of women in sport were developed and implemented with the help of AI-powered emotional analysis technology—which serves as a key driver of the brand’s ongoing success. In the wake of its successful ‘Draw Ketchup’ campaign, condiment colossus Heinz turned to AI image generators to keep the marketing momentum rolling.

Not only does this platform compile customer data, but it also collects insights when customers engage with a campaign. Teams then gain a holistic perspective of their audiences and can make adjustments on the fly, resulting in AI marketing content that meets the changing preferences of potential customers. AdCellerant is a digital marketing agency serving businesses with tech solutions for everything from email marketing and YouTube campaigns to web development and programmatic display advertising.

Use deep learning for sophisticated object recognition

Currently targeting mostly uses marketers’ subjective judgment, based on the resources, the competitive advantage of the firm, and the value of the segment to the firm. It is typically at the segment level (not individual level), and often trades off segment size for effectiveness. The current approach relies on the marketer’s intuition and domain knowledge to choose a limited number of segmentation variables with which to slice the market, such as demographics, psychographics, and behavioral variables. For example, some customer equity models focus on segmenting customers based on their acquisition and churn rates, and do not see them as individually unique (e.g., Blattberg and Deighton 1996; Gupta et al. 2004). Artificial personas thus are often applied to these segments to help marketers make the aggregate segments more personal and relatable.

AI tools can also be used to analyse the performance of a competitor’s campaigns and reveal their customers’ expectations. Machine Learning (ML) is a subset of AI that allows computers to analyse and interpret data without being explicitly programmed. The algorithm learns and improves performance and accuracy as more data is fed into the algorithm. For this research, relevant articles on AI in marketing are identified from Scopus, Google scholar, researchGate and other platforms.

At this stage, marketers can leverage the three AI intelligences for the 4Ps to serve the 4Cs. The key questions to answers are which AI to use and how to use it for marketing actions. So far, feeling AI is not as widely used as the other two AI intelligences for this marketing action, due to distribution’s mechanical and thinking nature. For example, remote sensing, machine translation, classification algorithms, clustering algorithms, and dimensionality reduction are some current technologies that can be considered mechanical AI. While collecting data is a crucial first step to learning about your audience, that data could be otherwise useless if it isn’t entered, managed, or stored properly.

• A big portion of digital marketing is all about creating interesting and engaging content like blog posts, videos, and social media posts.
• Not only does its AI-driven technology help give its customers a seamless shopping experience, but by automatically tracking stock and inventory in real-time, the store’s rolling kiosks provide its marketers with invaluable insights on consumer shopping trends.
• You’ve been affected by AI in your content marketing for years, now it’s time to intentionally apply additional AI products to deliver personalized experiences and beat your competition.
• As noted by Mike Wienke, the Director of Global Product Marketing and Sales Enablement, Crayon equipped the team with a comprehensive understanding of how competitors were positioning themselves in the market.

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