The Top 4 Ways Artificial Intelligence is Changing the World of Marketing and How to Start Using it in Your Business
The world of marketing is constantly evolving. New trends, innovations, and inventions are constantly changing the way marketers connect with customers. After all, marketing is about understanding your audience and speaking to them in a way they can understand and respond to. Artificial intelligence is one of those innovations that’s reshaping the world of marketing. AI has been used for decades in different industries as a means of streamlining processes and increasing efficiency. With recent advancements in artificial intelligence technology and machine learning algorithms, it’s now possible to create virtual agents that operate at superhuman speeds and accuracy . The implications of AI on the marketing world are staggering, opening up new opportunities for businesses who use it effectively .
What is Artificial Intelligence?
Artificial intelligence is the science of creating computers that demonstrate human-like intelligence, such as reasoning and problem-solving. Practically, AI is used as a term to describe computer programs that have been engineered to increase efficiency and problem-solving, while also learning from their mistakes and improving as they go. According to the AI research community, the goal of AI is to create computer systems that allow machines to perceive, understand, and act in ways that are akin to human behaviour. The technology is used in a variety of industries to improve productivity, accuracy, and operational efficiency. AI has been used in marketing for decades, but recent advancements in technology have made it more accessible and affordable.
AI and Machine Learning in Marketing
Machine learning offers marketers the ability to teach computers to analyze data and recognize patterns. Once a machine has been fed enough data, it can start to generalize and recognize patterns that can be applied to make predictions and solve problems. For example, a machine can be fed data on past customers who purchased a particular product, such as a lawn mower. By recognizing patterns such as what times of the year they bought the product, where they are located, and what other products they bought, the machine can recognize that customers who purchase the lawn mower during spring are more likely to also purchase garden fertilizer. By recognizing these patterns, the machine can suggest to a customer that they might be interested in the fertilizer product. This kind of predictive analysis enables marketers to create products and content that is personalized and highly relevant to their customers. For example, if a customer has shown an interest in gardening, a virtual assistant could recommend additional products, like gardening tools and fertilizer.
As AI continues to evolve, so do the tools for creating virtual assistants. Existing tools, such as Amazon’s Alexa and Google Assistant, are already capable of allowing users to ask questions and receive useful information quickly. In a marketing context, these virtual assistants could be used to answer questions about a company’s products and services. A virtual assistant could be programmed to answer specific questions about a company’s products, such as how to use them or their pros and cons. A virtual assistant can also be programmed to respond to certain keywords in a customer’s conversation on social media, such as “why do you use this product?” or “where can I buy your product?” Virtual assistants are capable of providing answers to those questions while also learning from the conversation and storing the information, such as the location of the customer. In this way, the virtual assistant can continue to build its knowledge and respond accordingly.
Predictive analysis is the process of using data to make predictions about the future based on patterns and trends. Predictive analysis is used in a variety of industries, including marketing, to predict what will happen. For example, a marketing team could use predictive analysis to predict which times of the year are best for launching advertising campaigns. On the marketing side, predictive analysis can be used to predict customer behaviour, such as predicting how many customers will purchase a product or how many customers will visit a store. Predictive analysis can also be used to predict how customers will respond to certain marketing campaigns, such as predicting how many customers will click on an ad.
Marketing campaigns that use artificial intelligence to understand the market can create targeted messages that resonate with a specific audience. By understanding the market, AI-powered marketing campaigns can identify the specific needs of an audience and create messages that appeal to those needs. A market-understanding AI marketing campaign can create targeted content, such as blog posts, social media posts, and email newsletters. By understanding the needs of an audience, the campaign can create messages that are tailored to those specific needs. For example, a lawn mower company can create an AI-powered marketing program that understands the needs of potential customers who shop online. The program can identify people who shop for lawn mowers and create tailored content, such as blog posts, to meet those needs.
In addition to creating marketing messages that appeal to specific audiences, AI also has the power to increase brand awareness. Marketers can use AI to create an environment in which a brand is consistently communicated to its audience. AI can be used to create consistent content that includes the brand name, product offerings, and relevant information. A market-understanding AI-powered marketing campaign can create content that incorporates the brand name and logo in an effort to keep the brand top of mind. This can be done through consistent social media posts, blog posts, and emails. A company can also use AI to monitor the way its brand is being communicated. AI can create reports that alert marketers to the amount of times their brand is being mentioned and where it is being mentioned. This allows marketers to respond to mentions and increase brand awareness.
Artificial intelligence is being integrated into every industry, including marketing. With AI, marketers can create more personalized content, respond to customer questions and comments, and predict trends to better serve their customers. AI can be used to understand the market and keep a brand top of mind through consistent branding and communications. A marketing team can use artificial intelligence to create virtual assistants, such as Amazon’s Alexa, to respond to customer questions and comments, as well as create consistent branding and content. AI is changing the way marketers connect with customers.