Google’s DeepMind recently created AlphaGo Zero, the program that “learns to play the game without knowing any of the rules,” AI has already made an impact on digital marketing strategies. By the end of 2017, artificial intelligence (AI) platforms and systems will have helped drive approximately $5.3 billion in increased revenue for the 100 largest digital marketers, according to a recent report from Salesforce and the University of California at Berkeley. Data collection and analysis is the crucial first step in using AI. A modern marketing campaign starts with a question from your customer. AI can make decisions on your behalf, giving you immediate feedback and insights into what your customers really want.
How AI has helped marketers
At its core, AI is software that makes a decision based on algorithms and machine learning. In the advertising world, companies use this technology to predict consumer behavior. For example, they might figure out which advertisements were most likely to appeal to their target audience, and they might predict the best time to run those advertisements. By predicting what consumers will want, AI allows companies to buy the ad space they want. They’re able to serve ads to their target audience, and the AI can learn which ads are most effective over time. This allows the company to send a better message to the target audience, and the target audience is more likely to respond. These are examples of using AI to promote a brand or to provide a service to a client.
How AI will transform marketing strategies
One way AI will improve digital marketing strategies is by assisting in data collection and analysis. In marketing, the ability to gather and analyze data is a critical component of marketing. Often, only 30 percent to 40 percent of marketing campaigns actually reach their intended target audience. In order to know how effective the campaign is, marketers must constantly monitor and analyze data. The ability to continuously gather and analyze data is becoming increasingly complicated. However, businesses can increase their chances of reaching their target audience if they integrate AI into their processes. Having AI analyze data is not the only way companies can use AI in their marketing strategies.
Future of AI in marketing
During a recent interview with Forrester, media technologist and former CNN producer Adam Sisson discussed how companies can apply AI to their digital marketing strategies. Sisson believes that in the next three years, AI-based technologies will play a larger role in digital marketing, and more digital marketers will use it to drive their marketing decisions. AI can deliver tremendous value in specific areas of digital marketing, and companies can reap the benefits by investing in them and finding ways to integrate AI into their current marketing strategies. Sisson identified seven areas where AI can deliver value.
What is the future of AI?
AI in digital marketing – according to Harvard University business school professor Erik Brynjolfsson – is more than just the automation of jobs. It’s about identifying patterns in large volumes of data and applying them to the decision-making process. With data being a key driver of modern marketing, artificial intelligence is reshaping the way marketers and companies use it. The following are 7 ways AI can transform the future of digital marketing: 1. Enabling precise personalization Customers today expect the ability to purchase just the right products, in the right place and with the right people they need to help them take their businesses to the next level. Personalization is the future, and AI is playing a big role in driving it.
Can AI create personalized content?
The answer is yes, especially if the source data is different each time and the meaning behind the information is applied to a unique person. Companies can create new experiences with individualized content, based on their customers’ preferences and history. It will also be easy to learn more about customers with advanced and differentiated learning and prediction capabilities. Can AI predict and control online user behavior? The best way to achieve this is by using a combination of AI and machine learning to ensure high quality at scale. Using natural language processing, machine learning and predictive analytics, companies can create intelligent chatbots and mobile applications that manage consumers’ daily lives. They can also offer interactive, fully customizable digital experiences.
What are the benefits of using AI in marketing?
Automation and machine learning can speed up the time required to craft and send a personalized message to individual customers. Chatbots enable users to text with a bot, which can respond to their questions and do much more than simply transfer information from one customer to another. Artificial intelligence (AI) technologies can measure user behavior and predict their future behavior and respond accordingly. For example, a company can use AI to look at which customers are not buying at this time, and then they can send targeted messages to them that are meant to convert them into buyers. As the use of AI continues to advance, so will the ability to use it to improve digital marketing strategies and provide valuable customer insights for companies.
Conclusion
Digital transformation has become an integral part of business operations for many companies. With AI, companies can continue to transform their businesses while providing their customers with the same satisfaction, utility, and operational efficiency as they already do. The return on investment will likely increase as the technologies continue to improve.