There’s been a lot of talk about artificial intelligence (here on the acronym: AI) and digital marketing in the last few months. Because digital marketers, who understand the power of online marketing, are becoming more important, this issue has become a hot topic. What exactly does the term “artificial intelligence” mean? It simply refers to the use of computers to do work that involves decision-making, analysis, and even decision-making itself.
So, how can digital marketing work with artificial intelligence? Digital marketing is, first and foremost, a customer relationship management (CRM) system. In other words, it’s used to capture, organize and then manage customer information. That includes contact information, such as addresses and phone numbers. This information is then used to create and maintain an effective customer database. This information is then used for things such as creating promotional campaigns, analyzing customer demographics, and determining the effectiveness of different products.
Because of its potential to gather, analyze and then solve problems, digital marketing is a big deal. But how does artificial intelligence work in this industry? Let’s use an example from the healthcare industry. Say there’s a new digital marketing campaign launched and it’s geared specifically toward attracting seniors. The program targets those over the age of 65 with a common health problem…the flu.
Say the program identifies that demographic to target. It then makes a series of decisions based on its criteria. These decisions include deciding how much it will invest in a particular ad campaign based on how successful it was in the past. Say it determined that this was a good strategy and so it will make an investment in this campaign.
An example like this may seem very complicated, but think about how all of this works. First, it reaches out to its database of customers and asks them questions about flu prevention. After collecting data, it then makes an educated decision based on its artificial intelligence and natural language processing technology. After making that decision it sends a customized advertisement to that customer. This all happens without any human intervention and the fact that it all happens automatically makes it completely risk-free.
Now don’t be scared of the term “algorithmic marketing” because it doesn’t mean anything. It just means that marketers who create these campaigns are able to tap into deep sets of data. Once they have this data, it allows them to make intelligent decisions about what kinds of ads to run and how to reach out to their audience. This kind of smart targeting of campaigns has made a marketer’s some serious money. In fact, many have achieved near-perfect results by investing in quality marketing platforms. One reason for this success is that marketers who make use of these platforms typically have access to massive amounts of data that allow them to effectively fine-tune and adjust their campaigns.
As mentioned above, one huge benefit of using artificial intelligence and digital marketing is that it removes the tediousness of creating ad campaigns and distributing them. Instead, it simply sorts through the data, which it gathers from customer interactions, and asks the questions the customers are asking. The platforms also allow marketers to add in social media functionality, such as Twitter or Facebook, so that they can connect with their customers in real-time. With all of this going on, the only thing left to do is to send the optimized ad out to the right people at the right time. A great part of this process is that the right customers will already be following your brand. If you get in their face and address the real problem they’re having, you’ve already made a connection with them.
Another big benefit of content marketing is the ability for marketers to directly communicate with their target audience. Content marketers can use their software to create unique content around a brand or theme, and then distribute that content via social channels. Not only is this a direct way to target the right people with an offer, but it’s also a direct way to communicate with your target audience. This gives your sales team piece of mind because they know that you care about each and every customer on your team. AI and digital marketing will likely revolutionize the way marketing is done in the future, but until then, content marketers can take advantage of these powerful tools.
AI and Advertising: Tools to Get Better Results in the Future
AI and advertising are some of the hottest topics in advertising circles at the moment. Many businesses are scrambling to create new ways to promote themselves and their products online. The key to success in online advertising is to leverage all available online advertising mediums – search engines, social networks, video sites, podcasts, and more. With the advent of smartphones with cameras and other mobile devices, the race for online advertising leads to artificial intelligence-powered advertising software.
Artificial intelligence (AI) basically refers to the imitation of human action and the calculation of human intelligence. But what exactly are the forms of artificial intelligence used in online advertising? Marketing with AIs brings together many different applications in business: Planning, analytics, data mining, and creative thinking. As the focus of marketing with an ai strategy shifts from traditional target market research and consumer surveys to data mining and algorithms-based shopping systems, we are also witnessing AI applied in e-mail campaigns, web analytics, product catalogs, video production, web and app development, and more. In short, any form of online advertising takes advantage of AI. But although there are some good uses for AI, it has also been abused – and there are some bad effects from it too.
For example, the potential benefits of AI in advertising campaigns were probably underestimated. Traditional marketing campaigns that involved long-term tracking of consumers and massive amounts of data mining, often became unsustainable for companies because they weren’t bringing in enough revenue to justify the cost of maintaining the programs. In addition, when consumers realized they weren’t receiving the messages that they signed up for when they visited a site or filled out a survey, they turned back away from those sites.
These consumers are turning to “voice” communication options such as” Comment” and “Q&A” where they can actually voice their opinion about products and services.
On the flip side, the harms that we see in AI and e-mail campaigns are mostly unintended. These harms include spamming, invasion of privacy, unwanted messages, over-solicitation, and fraud. In fact, all of these are harms in the “good” sense of the word. However, the potential benefits of e-mail marketing and AI may far outweigh any perceived losses. For one thing, spam is a problem on so many levels. It takes precious time and effort to deliver individual advertisements to each person on a personal level.
With artificial intelligence systems, marketers will be able to create personalized advertising campaigns without having to do any of the work. It’s estimated that by 2021, half of all new products, services, and programs will include some element of artificial intelligence. Similarly, e-mail marketing will have reached its peak by this year. Just imagine the possibilities!
The use of artificial intelligence will also enable marketers to test their messages more effectively to recipients in a far shorter period of time. The amount of time it usually takes to run a test campaign will have been cut in half, making it easier for marketers to fine-tune their messages. Likewise, marketers will be able to send different advertisements to different recipients with more accuracy and less hassle. All of these features make a strong case for the use of AI in advertising.
Further, marketers will also get better control over their budgets. The cost per conversion will be much lower using AI and e-mail campaigns because the quality of the information will be far higher than with traditional software. It will also allow the marketer to create more detailed and targeted adverts, something that is difficult to do using traditional software. Finally, marketers will get better control over the way they manage their adverts.
Overall, the future of advertising looks promising. Artificial intelligence will empower marketers to run ad campaigns more efficiently and effectively and will reduce overall spending on traditional advertising. With more companies moving to online advertising, the benefits of using AI and e-mail campaigns will only continue to grow. It’s now time for you to start exploring the possibilities.