Artificial intelligence is taking an increasingly important place in our daily lives, and marketing is no exception. It is certain that in the future AI will be a must-have skill to master and use. Already today, AI is part of your daily life, through the Google algorithm for example. But, in the end, we endured it more than we use it for our purposes. Find out how AI can work for your business to boost your marketing.
What is AI Marketing?
Artificial Intelligence: Definition of the term
First, it is important to put things in context and take them in order. Artificial intelligence, what does it actually mean? We hear about it very often lately, but it may not necessarily be clear to everyone.
It is the set of technologies that work together to enable machines to sense, understand, act and learn with levels of intelligence more or less similar to those of humans. What is certain is that we cannot summarize AI in a single technology, there are several and more and more.
Among the different technologies used in marketing, we find in particular Machine Learning and Deep Learning:
As its name suggests, it is a kind of machine learning automation. It is quite simply a method which will allow us to obtain an artificial intelligence. This also allows it to improve over time. This learning can be supervised and guided by a Data Scientist in a particular setting, or not. Either way, it requires human intervention to provide the data for use. This learning system can also be worked by reinforcementthat is to say that we will give bonuses or penalties according to the decision-making of the AI on a prediction. The algorithm goes like this refine over time to acquire as many “rewards” as possible.
Another important concept of AI to master: the deep learning. This is another technology underlying AI, such as Machine Learning. Its objective is to develop a kind of “neural network” to answer difficult problems. For example, with this method, we will be able to find a particular structure within a very large set of data. In fact, the principle of the neural network precisely makes it possible to split the problem so that each of them takes care of a “layer” of this one. A task is solved thanks to the combination of these different layers. A fairly telling example of Deep Learning is facial recognition.
How does integrating AI into a marketing strategy work?
If we transpose AI to marketing, we can say that it is a method that consists of exploiting intelligence technologies to collect data, information on customers, anticipate their next moves and make automated decisions that have an impact on marketing results. In marketing, AI is generally used in cases where speed is essential. In fact, AI can completely improve return on investment (ROI) of your marketing actions, but for that, you have to master it.
Thanks to AI, marketers can understand in depth the behavior of their customers, know their actions and their instructions. Therefore, this will allow you to target the right strategy to the right person by saving time and efficiency. In other words, you are 100% winner in this story !
Why use AI?
A strategic issue in the future of Web Marketing
Marketing AI is gaining more and more attention from marketers because of the insights it offers. According to statistics given by PwC, 9 out of 10 leaders believe that AI offers more opportunities than risks! Moreover, 40% of them agree that it will change the way of doing business in the next 5 years. So don’t miss the train.
Let’s review some of the ways and in what forms AI can impact marketing results in the months and years to come:
What are the benefits of artificial intelligence for brands? 4 impacts for your marketing
Increased Marketing ROI
Marketers can leverage AI to transform their marketing actions by using data insights/visualizations and acting on them in real time. AI platforms are able to make intelligent decisions on the way toallocate funds between channels, analyze high performance ads and increase the value of the marketing program. Through intelligent budget allocation and spending rules, if used correctly, AI platforms will improve marketing ROI.
Creation of personalized content: more human thanks to data
Using AI, marketers can take data and marketing targeting to a whole new level. Audience analytics can go beyond the typical demographic level, to understand people on an individual basis. Now marketers can use AI to identify potential customers or buyers and provide them with the ideal content that best suits them. This can be particularly useful in boosting the impact of E-Commerce. In fact, AI can boost Inbound Marketing strategies, focused on user needsby offering better answers to them. Data and AI will make it possible to push the analysis of customer profiles to the maximum in order to offer them quality personalized content, which optimizes the conversion rate.
With big data, machine learning, and AI combined, there’s not much a savvy marketer can’t achieve.
Improved reporting of marketing actions
It can be difficult to aggregate and analyze the large amounts of data that today’s marketing strategies produce. This makes it difficult for marketers to report and prove the success of campaigns. Marketers can use AI-powered dashboards to get an overview of what actions are working, replicate those patterns, and adjust campaigns accordingly to increase campaign success. In addition to intelligent campaign analysis, these tools also improve reporting prospects.
Improved team performance and marketing campaigns
AI can perform data analysis much faster than humans. Let AI solutions take care of the tedious tasks and free up time for your marketing team to focus on what matters: strategy. Thanks to AI, marketing teams can use real-time analytics to make better decisions regarding campaigns and improve overall performance.
4 Examples of Artificial Intelligence in Digital Marketing
In order to enlighten you a little more about this notion of artificial intelligence, here are some concrete examples of its uses in marketing (especially digital):
Chatbots: the automation of customer support
You may have already discovered while browsing a website a small window with a kind of assistant that sends you a message welcoming you or offering advice. It is, of course, an AI-powered robot. This is called a chatbot. They may seem annoying at first sight when they are not called upon, but in reality they can really improve the user experience of the (future) customer.
From fashion to health to insurance and more, smart chatbots provide almost magical customer support. And in some cases, they can be better than humans at creating personalized content.
Chatbots have access to millions of customer-centric data. They can also group location-specific requests to detect patterns, spot repeating issues, and predict what is problematic for a particular user. Often, this makes them almost more competent than any human customer service representative.
Personalized content according to trends and habits
Using AI, marketers can sift through massive amounts of data to identify patterns and trends. And, thanks to AI solutions doing this work themselves, there is little to no manual data analysis. Once trends are identified, marketers can preemptively promote solutions, products, or programs to the respective audience segments.
A good example of forward-looking marketing is Netflix and its “Our selection for you” message. Netflix gathers viewing data and runs it through its AI algorithms to identify shows or movies that viewers might enjoy.
Semji: writing web content
Semji is an SEO content editing platform that has decided to put AI at the center of its tool to maximize performance. Indeed, the French web writing solution improves the creation processes via AI in different ways:
- Editorial brief: Semji allows the generation of editorial briefs automatically thanks to the GPT-3 system. It is one of the most advanced NLP (Natural Language Processing) models that understands and generates content on its own. Thus, Semji will compose a brief around a keyword that you will have defined, with ideas of titles, Hn, questions to answer, subjects to include, internal links to integrate, etc…
- AI Writing: this new technology is in fact the combination of the editorial brief and Semji’s SEO recommendation algorithm. Indeed, GPT-3 will link all this to create relevant content. All this does not necessarily replace an editor but at least greatly facilitates his life. Semji promises a division by 6 of the time spent writing content and a good positioning of the pages in the SERPs.
Google: SEO, Retargeting and more
In reality, Google’s algorithm is a fairly complex artificial intelligence. What is different from others is thattherefore. When you optimize content for SEO, it’s to please this AI. And we’ve been using it for a long time! Same thing when it comes to retargeting, even though Google only does it if you ask (and pay). In fact, all the organic and paid algorithms of Google, Facebook, LinkedIn and others are AI that can turn out to be real levers of growth. The only concern is that these algorithms are totally beyond our control.
We hope to have convinced you of the usefulness and above all of the opportunity that artificial intelligence represents in the field of marketing. Saving time, efficiency, improving targeting, personalization, support, ROI, AI can really boost your business if you use it well.
Do you use AI in your business? Don’t hesitate to let us know in the comments or on our social networks!