Artificial intelligence marketing (AIM) is the use of AI technology to improve and optimise marketing campaigns. The key benefits of using AIM include improved targeting, increased efficiency, and enhanced customer engagement.
AI Marketing Use Cases
There are a number of ways in which AI marketing can be used to improve ad campaigns. Some of the most common use cases include:
- Targeting: AI can be used to help identify target audiences. This can be done by analysing customer data to find patterns and trends.
- Efficiency: AI can automate repetitive tasks such as email marketing admin and social media management. This can free up time for marketers to focus on other more creatively demanding tasks.
- Customer engagement: AI can be used to provide personalised recommendations and improve customer service. This can help to increase customer satisfaction and loyalty.
Types of AI Marketing Tools
There are a number of AI marketing tools available to help marketers make the most of this advancement in technology. Some of the most popular ones include:
Chatbots are computer programs that mimic human conversation. They are commonly used to provide customer service or marketing assistance, and can be deployed on websites or messaging apps.
Virtual assistants are AI-powered software programs that can perform tasks such as scheduling appointments, sending emails, and providing customer support. Some popular virtual assistants include Amazon Alexa, Apple Siri, and Google Assistant.
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Personalisation engines use data about an individual user to customise the content they see. For example, a personalisation engine might show user ads for products they are interested in, or recommend articles or videos based on their previous interactions.
Predictive analytics is a type of AI that is used to make predictions about future events. Predictive analytics can be used for a variety of purposes, including risk management, sales, and marketing. For example, by analysing past purchasing patterns and other data points, marketers can identify potential customers, determine what product features are most appealing to them, and tailor marketing messages accordingly. This information can also be used to make strategic decisions about marketing campaigns, product development, and pricing.
Content Creation Tools
Content creation tools use AI to help create or optimise content for a specific audience. For example, a content creation tool might help a marketer create more targeted email campaigns, or a publisher create more personalised articles for readers.
Challenges for AI Marketing
The Black Box Problem
One of the challenges facing AI marketing is the black box problem. This refers to the difficulty in understanding how and why AI algorithms make the decisions they do. This lack of transparency can be a problem for marketers as it makes it difficult to know how to optimise campaigns or troubleshoot problems. Additionally, it can also lead to ethical concerns as it is not always clear how AI algorithms are making decisions that could impact people’s lives.
The Data Problem
This refers to the difficulty in obtaining high-quality data sets that can be used to train AI algorithms. Without good data, AI algorithms will not be able to learn and make accurate predictions. This problem is compounded by the fact that data is often siloed within organisations, making it difficult to obtain the data needed to train AI algorithms.
The Talent Problem
This refers to the difficulty in finding people with the skills needed to develop and implement AI marketing solutions. There is currently a shortage of people with expertise in AI, machine learning, and data science, making it difficult for organisations to find the talent they need to get started with AI marketing.
The Infrastructure Problem
The infrastructure problem is yet another challenge for AI marketing. This refers to the difficulty in setting up the infrastructure needed to support AI marketing solutions. For example, organisations need to have access to powerful computers with GPUs in order to train machine learning models. Additionally, they need to have access to large data sets that can be used for training and testing. Setting up this infrastructure can be costly and time-consuming, making it a barrier to entry for many organisations that want to get started with AI marketing.
The Ethical Problem
This is the final challenge for AI marketing we’ll discuss. This refers to the ethical concerns that arise from using AI algorithms to make decisions that could impact people’s lives. For example, there are concerns about how AI algorithms could be used for targeted advertising or personalised recommendations that could manipulate people’s behaviour. Additionally, there are concerns about how AI could be used for predictive analytics and automated decision-making in areas such as credit scoring, insurance, and employment
How to Use AI in Marketing
There are a number of ways AI can be used in marketing. Here are some examples:
Identify Your Target Market
The first step in using AI in marketing is to identify your target market. This can be done by gathering data on your current customers and using it to create a profile of your ideal customer. This customer profile can then be used to target ads and content to individuals who are likely to be interested in your product or service.
Use AI to Create Personalized Content
One of the most effective ways to use AI in marketing is to create personalised content for your target market. This content can be created by using algorithms to analyse the data you have collected on your customers and determine what type of content they are most likely to engage with. Once this content has been created, it can be delivered through email, social media, or your website.
Use AI for Ad Targeting
Another way to use AI in marketing is to target ads specifically to individuals who are likely to be interested in them. This can be done by using algorithms to analyse the data you’ve collected on your customers and identify patterns that indicate an interest in your product or service. Once these patterns have been identified, you can target ads directly to these individuals through online advertising platforms such as Google AdWords or Facebook Ads.
Analyse Your Results
After you’ve implemented your AI-based marketing strategy, it is important to analyse the results in order to determine whether or not it is effective. This can be done by tracking metrics such as website traffic, conversion rates, and engagement levels. If you find your strategy not effective, you can make changes and try again until you find a method that works for your business.
Stay Up-to-Date with Industry Trends
Finally, it is important to stay up-to-date with industry trends in order to ensure you are using the latest and most effective AI technology for your marketing efforts. There are always new advancements being made in the field of AI, so it is important to keep up with these trends in order to stay ahead of the competition.
Benefits of Leveraging AI in Marketing
Improved Customer Segmentation
Customer segmentation is the process of dividing customers into groups based on shared characteristics. AI can be used to analyse customer data and identify patterns that can be used to segment customers. This can help businesses to target their marketing efforts and improve customer satisfaction more effectively.
Personalisation is the process of tailoring content or messages to meet the needs or interests of an individual customer. AI can be used to analyse customer data and identify trends or patterns that can be used to personalise marketing messages. This can help businesses to better connect with their customers and build loyalty.
Improved Campaign Management
Campaign management is the process of planning, executing, and monitoring marketing campaigns. AI can be used to help businesses plan their campaigns by identifying target audiences and determining the best channels for reaching them. Additionally, AI can be used to monitor campaigns and track results in real-time, which can help businesses make adjustments as needed to optimise results.
AI can automate various tasks related to marketing, such as customer segmentation, personalisation, and campaign management. By automating these tasks, businesses can save time and money that would otherwise be spent on manual processes
AI Marketing Predictions and Trends
New Job Opportunities
As AI becomes more prevalent in marketing, it is also predicted new job opportunities will arise. For example, businesses may need to hire people with expertise in data science and machine learning to help manage their AI systems. Additionally, there may be a need for new roles such as “growth hackers” who are responsible for using AI to grow a business.
It is also predicted marketing automation will become more common as businesses leverage AI to automate various tasks. For example, businesses may use AI to automatically segment customers and send them targeted messages. Additionally, businesses may use AI to create and manage personalised marketing campaigns.
Improved Customer Insights
AI is also expected to improve customer insights. This is because AI can be used to analyse large amounts of customer data and identify trends or patterns that would otherwise be difficult to detect. This can help businesses to better understand their customers and make more informed decisions about their marketing efforts.