Here is a quick roundup of some useful articles about artificial intelligence (AI) in digital marketing and how marketers can use AI for their benefit.
What Is Artificial Intelligence Marketing & Why Is It So Powerful?
- Artificial intelligence marketing (AI Marketing) is a method of leveraging customer data and AI concepts like machine learning to anticipate your customer’s next move and improve the customer journey.
- The evolution of big data and advanced analytic solutions have made it possible for marketers to build a clearer picture of their target audiences than ever before; and in this hotbed of advancement lies artificial intelligence (AI) marketing.
- They can help identify trends or common occurrences and effectively predict common insights, responses, and reactions so marketers can understand the root cause and likelihood of certain actions repeating.
- AI and big data solutions can actually analyze these search patterns and help marketers identify key areas where they should focus their efforts.
- According to a recent PwC study, 72% view AI as a business advantage.
15 examples of artificial intelligence in marketing
- The practice of clustering customer behaviours to predict future behaviours began way back in 1998, with a report on ‘digital bookshelves’ by Jussi Karlgren, a Swedish computational linguist at Columbia University. In the same year, Amazon began using “collaborative filtering” to enable recommendations for millions of customers.
- Fast forward to 2019, and some of the most successful digital companies have built their product offerings around the ability to provide highly relevant and personalised product or content recommendations – including Amazon, Netflix and Spotify. As Lori Goldberg wrote in a brief history of artificial intelligence in advertising for Econsultancy, “This all comes from AI-based clustering and interpreting of consumer data paired with profile information and demographics. These AI-based systems continually adapt to your likes and dislikes and react with new recommendations tailored in real-time.”
- Other major brands are now following suit with their own AI-powered recommendations. For example, Sky has implemented a machine learning model that is designed to recommend content according to the viewer’s mood. As customers become used to the level of personalised recommendations provided by services like Netflix and Spotify, they look for other brands to provide the same experience.
4 Marketing AI Predictions for 2020, According to Experts
The Content Marketing Institute says that text mining AI tools can help marketers by analyzing online content to identify keywords, phrases, and other variables that link to higher traffic. After an AI tool makes connections between topics and traffic, marketers can create a strategy that leverages those topics.
- Consumers are going to demand more personalization:
A recent study from Monetate notes that 79% of retailers and 75% of general businesses report ROI from personalized marketing.
- AI is going to continue to enable and help SEO strategists:
One example of a company that’s majorly leveraging AI for SEO is Campbell’s. Kumar notes that the soup company uses AI-powered SEO automation to compress 75,000 images in a single day. This allows the brand to rank on page one of SERPs for 4,000 keywords within just a few weeks.
- AI will fit more naturally into the daily lives of marketers:
One area where we’re already seeing a shift in AI’s capabilities is PPC advertising. Some AI tools will just collect data about how a PPC ad is doing and provide predictive analytics to the marketer, who can then adjust the budget. However, other more advanced AI tools can now analyze how the ad is doing, offer marketers suggestions on how to prevent wasted spend, and then allow them to choose one of those solutions directly from a dashboard.
8 Ways Intelligent Marketers Use Artificial Intelligence
- AI-enhanced PPC advertising
- Highly personalized website experience and better CRO
- AI-powered content creation
- Content-creation chatbots
- Intelligent email content curation
- Churn prediction and smart customer engagement
- AI-powered customer insights
- Automated image recognition
I can’t wait to see what else the future of AI brings.