04 Apr 2019
AI marketing and advertising: 5 things you need to know
Artificial intelligence is everywhere these days. It sorts our tomatoes, it detects our diseases, it can kick our butts at Go, and soon it could very well become our new best friend and drive us around town.
Yes, the ways AI is manifesting in our daily lives are many, varied, and in most cases quite exciting. But there’s another aspect of modern life that is currently in the midst of an AI-driven renaissance all its own, one that you probably won’t read about in the clickbait articles and listicles that dominate modern digital discourse: marketing and advertising.
In social media newsfeeds, internet search results, and email inboxes across the globe, AI’s role in the creation, optimization, and distribution of marketing and advertising content is increasing by the day.
And, whether most know it or not (yet), this is great news—great news not only for the brands and marketers who are benefitting from the awesome power of AI in the form of increased marketing performance and return on investment, but also great news for the internet’s myriad users in the form of more relevant, less spammy, and more accurately targeted advertising than many have ever experienced before.
As the positive results of AI-driven marketing continue to roll in, it’s a safe bet that more brands will begin to avail themselves of this technological development with every passing year, and it’s equally safe to say that understanding how artificial intelligence impacts marketing performance will become an increasingly important part of any effective marketer’s brief as time goes on.
Here are a few things everyone should know about AI in marketing and advertising…
1) AI marketing works
Major global brands like Virgin Holidays, Wowcher, and Gumtree have all seen significant upticks in marketing performance since adopting marketing AI into their digital marketing and advertising strategies. And they certainly aren’t alone. AI’s ability to sift through the mountains of consumer and performance data that brands have accumulated and glean meaningful insights with practical marketing applications is well-documented. What isn’t quite as widely understood is the benefit that truly sets AI apart: its innate ability to become more effective and efficient at doing its job with every campaign it tracks.
Unlike many other marketing strategies, which have a tendency to show diminishing returns, true AI actually shows better marketing performance data over time, giving it a distinct (and important) advantage in an industry where consumer tastes and behaviors change with startling regularity.
2) It isn’t widely adopted (yet)
While many brands have taken a leap of faith and incorporated this emerging technology into their marketing strategies, many more have yet to do so. Lack of AI understanding, coupled with an industry-wide tendency to rely on the tried and tested methods that have produced positive results in the past, keeps AI marketing from attaining widespread adoption just yet.
This fact has presented forward-thinking brands with an amazing opportunity to get out ahead of the AI marketing curve and gain a distinct advantage over slower-moving competitors. Many are currently in the process of doing exactly that.
3) Ethics matter
For as long as artificial intelligence has been a glimmer in humankind’s collective eye, concerns about the ethical implications of this startlingly powerful technology have been an important part of the discussion.
In AI marketing and advertising, the situation is no different. Artificial intelligence is a powerful tool, and its potential to impact the mental health and emotional wellbeing of those it has been tasked with reaching is a very real concern. It is only through the implementation of, and rigorous adherence to, clear ethical guidelines that consumers can feel confident that AI-driven marketing tools will not have a negative impact on them and their emotions.
4) There’s a lot more to come
The dream of delivering just the right marketing message to just the right customer at just the right time is alive and well, and artificial intelligence is bringing within reach the hyper-targeting and hyper-personalization capabilities necessary to make it happen.
The digital age has offered brands an unprecedented window into the behaviors and preferences of their customers in the form of consumer data. As AI becomes increasingly capable of sorting that data into actionable insights in real time, the potential applications for AI marketing tools will increase in kind. Exactly where this AI-marketing symbiosis could lead brands and the marketing and advertising content they offer in the future is limited only by our imaginations.
5) AI marketing makes brands more money
The bottom line of the AI-driven marketing and advertising revolution is this: the brands which have adopted artificial intelligence tools into their marketing strategies are already making more money from their digital marketing and advertising efforts than those which haven’t.
And, with AI’s innate ability to become more effective at generating positive performance results over time, the marketing revenue gap between the AI marketing haves and the AI marketing have-nots is only going to get wider.
If you want to experience the difference that AI-driven marketing and advertising has to offer for yourself, book a discovery session with Phrasee today!