This is how artificial intelligence changes marketing
Artificial intelligence (AI) can be found anywhere today.
AI is used in our personal assistants such as Siri, Alexa and Google Home, preventing credit card skimming and much more.
For each passing day, artificial intelligence becomes a bigger part of our everyday lives. The advertising industry and marketers collaborate with digital agencies to optimize the use of technology. In fact, AI is involved in transforming digital marketing on a number of different levels, from machine learning to creating customized content.
Corporate use of AI
Companies are increasingly investing in AI, despite concerns over automation of jobs. A survey shows that more than half of marketers (63%) are convinced that their creativity is not affected by AI.
Companies use, among other things, AI to:
Competitors / Business Intelligence
- Customer service
Marketers use AI to:
- media planning
- Targeted communication and marketing
- Analysis of social media
- content Surveys
- media Analysis
- Artificial intelligence is a relatively broad concept that encompasses several different techniques and methods for working with data. In this blog post, we highlight five AI applications that revolutionized digital marketing:
1. Machine Learning
Machine Learning (ML) is an AI technology that lets machines learn from past processes and actions. The technology can improve the machine’s decision-making ability in similar processes and actions for the future. Marketers can use this technology to generate more leads, search optimization and targeted advertising. This also applies to SEO.
By enabling machines to make such decisions, companies have a greater opportunity to work with targeted activities. This means that you can invest your resources in other areas, such as creative processes.
2. Behavioral Analysis
Artificial intelligence is primarily about analyzing large amounts of data and then making decisions based on the results. Predictive Analytics clearly shows how AI is changing digital marketing.
Behavioral analyzes can, among other things, give marketers insights into personalities and buying history. This can be analyzed using data that existing platforms and websites collect. Behavioral analysis, with the help of AI, gives companies the opportunity to get more advanced and automated analyzes, as the technology delivers large amounts of data and can perceive behavioral patterns and individual characteristics faster and with more accuracy than people can. This allows companies to make faster and more informed decisions.
In the near future, platforms with this technology will analyze large amounts of data from a variety of data types, sources and platforms.
Artificial Intelligence is also a good tool to use to collect data from various platforms, such as social media, CRM systems and internet stores.
The more this type of AI develops, the better the technology will be at delivering relevant insights, rather than all the insights contained in the large amount of data. This enables people in marketing to develop more customized strategies, and deliver relevant insights to management and stakeholders.
Using meta-analytics, artificial intelligence platforms can collect and analyze data in a much more complex way than, for example, Facebook Insights or Twitter Analytics allow. By analyzing data from several different media, you have the opportunity to gain insight into the future as well as make informed decisions based on data and your performance right now.
4. Targeted content
AI programs, such as Wordsmith, are already used to create content for different media and also for certain professional groups. The program collects and reports insights from data that the platform is fed via spreadsheets or CSV files based on a number of conditions such as “if not that, then this”, to supplement templates with text.
Targeted content is becoming increasingly important as users become more and more picky. For example, AI can show you the most relevant article, ad or clip that technology, based on historical data, considers most relevant to you. A good example is Netflix, which uses both AI in their product (based on your streaming history), but also in their targeted advertising.
5. Lead generation
Just as artificial intelligence can quickly capture large amounts of data to construct its own personas, it can also be used to identify potential customers. In addition, they are also able to evaluate how qualified a potential lead is.
In connection with recruitment, it is also useful for combining large quantities with the CV. AI can help you screen candidates and create shortcuts to help employers recruit faster and more cost-effectively.
Analytical tools, knowledge charts and chatbots are just the tip of the iceberg when it comes to the use of artificial intelligence. Digital marketers need to understand not only how these systems interact with day-to-day work, but also how and what data is meaningful to feed these AI tools.