18 Sep 2017
AI and marketing: a match made in heaven
Much like cats and the internet, AI and marketing are a match made in heaven.
The evidence is all around us.
According to market research firm MarketsandMarkets, the AI industry is estimated to generate $5.1 billion worldwide by 2020. Of that figure, the media and advertising sectors are expected by most to take the lion’s share.
AI has proven itself capable of helping nearly every aspect of the marketing game. It makes marketing and advertising more effective and in turn more profitable.
AI and marketing: a match made in heaven
Siri, Alexa, Cortana, Google Home… The list is growing.
Corporate AI assistants are already taking over company tasks, and all the while a slew of such devices making their way into consumers’ homes as well. Gartner predicts that at least 25% of households in developed economies will use digital assistants to access services in the connected home by 2019. By targeting consumers using DA apps, marketers can gain access to detailed customer behaviour and preference data. This valuable information can then be used to target consumers more strategically and effectively. (Check out this article detailing a scenario of how in-house AI assistants will be able to connect users with their schedules, friends, preferred brands and more.)
Whether you realise it or not, chances are you’ve already chatted with a bot.
Designed to respond to consumers based on the keywords that they receive, chatbots are quickly becoming brands’ go-to tool when it comes to online customer service (among other things). Facebook, with its extensive business and advertising options, has been a leader in this area. Facebook page admins now receive automated messages to their inboxes as soon as an ad campaign ends, explaining the campaign’s results and prompting the user to interact with the bot for more information.
Smarter email marketing
What if you could be sure a marketing email campaign will resonate with your audience before sending it?
Now you can, and you have artificial intelligence to thank! Using language algorithms, past performance data, and natural language generation technology, Phrasee uses AI to identify not only just the right words for an email marketing message, but also the sentiments a brand’s subscribers will respond to.
Whether it’s used for standout subject lines, bold body copy or captivating calls-to-action, AI is perfecting the language of marketing one line at a time. By using AI technology, marketers can now make sure they get their email marketing campaigns right the first time, every time.
Wondering where to best place your website’s CTA buttons for maximum effectiveness?
Need to set up a special campaign website ASAP, but don’t have the manpower? AI is here to help. AI web designer “Molly” from The Grid allows users to input content and leave Molly to design and build a site around it in a fraction of the time and cost it would take a human web developer to do so.
Marketers are already relying heavily on AI for marketing automation tasks.
From scheduling automated campaigns to retargeting or rescuing “abandoned basket” sales, AI-driven marketing automation has proven to be an invaluable tool. Such automation can help streamline any business’ marketing and sales engagement processes. Common practices like split testing web content or email campaigns, segmenting customers based on past interactions, and personalising online content or product suggestions are all examples of marketing automation and are only getting more effective.
Everyone knows that marketing campaigns need to be measured to see if and how they were effective.
But, deciding what to measure and how to go about measuring isn’t as straightforward as it sounds. This is particularly true when it comes to processing a large amount of data or a wide array of variables.
AI programs can process and measure vast amounts of data well beyond the scope of human capability. In addition to measuring campaign results, AI can also efficiently analyse customers’ needs, habits, preferences and behaviours to better anticipate future behaviours and identify key trends for marketers to capitalise on.