According to Alan Perlis, a leading computer scientist, “A year spent in Artificial intelligence is enough to make one believe in God”. This is probably why the introduction of artificial intelligence in marketing (or AI in marketing) has been so well-received.
While there is growing uncertainty surrounding the true intentions of AI and if it will replace human jobs, the critical role of artificial intelligence in marketing is one that will help industries and businesses alike.
To better understand this bittersweet relationship, let’s first start from the basics.
What Is Artificial Intelligence?
Simply put, AI is the ability of a machine to think and learn.
AI as a concept talks about machines that are capable of interacting with their external surroundings without any human interference whatsoever.
What is Artificial Intelligence In Marketing?
Artificial Intelligence in Marketing (AI in Marketing) is a technique of leveraging customer data with the help of AI to predict the customer’s spending pattern thereby providing enhanced customer experience.
And all this has been made possible with the click of a few buttons. Big Data and advanced analytic solutions have made handling enormous amounts of data seem like an effortless stroll in the park.
Now before you even have to ask, here it goes!
Big Data refers to aggregation and segmentation of large sets of data with minimal human intervention.
Equipped with in-depth data insights, marketers are in the position to convert the visitors into customers and improve their performance and ROI.
Still confused, are you?
Let’s break this down and capture it all, one bite at a time.
Have you ever paid attention to Netflix suggesting TV shows and movies to you based on your previous watch history?
Reading and analyzing past customer behaviors to predict future behaviors is exactly what AI in marketing is all about.
Clustering and interpreting consumer data paired with profile information and demographics aids AI-based systems to adapt and predict your likes and dislikes and react with new recommendations.
All this and more, and that too all in real-time!
AI In Marketing – Pieces of The Same Puzzle
Well, to begin with, the role of AI is inbuilt in the very core of marketing.
From helping digital marketing experts to make head and tail of the data dump to analyzing the same data to speed up the content creation process to taking advantage of personalized advertising, AI has your back.
Let’s go ahead and touch upon all the benefits of AI in influencing marketing efforts based on customer data.
1. Determine & Analyze Hidden Data Insights
Search engines have gotten people into looking for something or the other all the time. Social media accounts add to the list of searches.
Once you are done with your searches, AI and big data solutions come into picture by clustering and analyzing those search patterns.
The analysis helps marketers identify key areas of customer focus, pattern, and trends.
The analysis, in turn, helps marketers understand in what areas their efforts should be focused.
2. Predictive Analytics
Clustering and analyzing customer data aids marketers to develop smart account-based solutions.
Artificial intelligence solutions dig deep for keyword searches, social profiles, and other online data to make sense of the entire data dump.
It then connects the dots to derive a sensible outcome from all that hidden data.
AI uses data mining, statistics, and modeling to make predictions about future outcomes through predictive analytics.
Predictive analytics is nothing but the usage of past data in tandem with algorithms to predict future outcomes.
With predictive analytics, you are a step ahead as you already know how consumers perceive your brand.
This means you can save time and sync their search by providing them the content they are searching for.
Besides this, AI analyzes vast amounts of data at supersonic speeds and derives meaningful patterns to create a content marketing model based on these insights in real-time.
Further, AI even avoids replication of data. So, the consolidated data is accurate and supports multiple applications and users.
AI helps you personalize your marketing efforts by decoding critical customer variables like real-time location, behavior, and values.
This helps you identify every customer down to the minutest of details.
Collectively analyzed these parameters help create extremely personalized content for every individual customer adding to their experience.
4. Automating Content
Artificial Intelligence has reached a stage where it can even help you to create content. Not just create content, it also lets you distribute the curated content saving both time and money.
Artificial intelligence comes with its limitations though. Content creation bots rely on data and structure to create content.
Hence, they lack the feel and flow of a content piece created by a human.
The earthquake reports, named ‘Quakebot by LA Times‘ as a perfect example that creates earthquake news.
Alerts from the U.S. Geological Survey is analyzed by these bots. Relevant data is then extracted to create the report in the form of a pre-designed template.
Affirmative that automated content marketing will get stronger in the coming years.
Now that you have a fair understanding of AI in marketing and their interdependence on each other, the question is will AI be the end of the present marketing strategies and scenario?
Honestly, AI will never be completely able to replace existing marketing strategies or the human touch, for that matter.
Of course, you will need to adapt and change your current marketing techniques in line with the developments in AI to benefit from the best of both worlds.
So yes, AI will put some of the human element out of business. Will AI replace it completely? Well, not in a very long time to come.