Artificial intelligence as a science has been developing since the middle of the last century, but it received a lot of attention in the last few years, when it began to be applied more often in business.
Given that the goal of every organization is to optimize costs and speed up business processes, artificial intelligence is most often used to automate processes, collect and process large amounts of data, and automatically make decisions based on analyzed data.
Although artificial intelligence has become more popular over the past few years, it has been around for a long time.
It is believed that the beginnings of artificial intelligence date back to the 1940s when Isaac Asimov published the short story Rundaround, which inspired many scientists and made them interested in the field of robotics, artificial intelligence and computer science.
The application of artificial intelligence helps digital marketing experts develop intelligent systems that can analyze and react like human beings.
Artificial intelligence provides exceptional ability to identify, analyze, create and retain customers.
According to a PwC survey conducted in 2017, 72% surveyed marketers see the use of artificial intelligence as a business opportunity.
Advertisers need to collect a lot of information in order to know how to increase a company’s market share, which is certainly an area where artificial intelligence can help.
Although artificial intelligence is revolutionizing the way data is analyzed and turned into useful information about customers, there is a lack of understanding of the application of artificial intelligence in the context of digital marketing.
Salesforce (2021) research showed that 43% of marketers invest seven or more days per month to manually collect, clean and harmonize the data set.
The advantage of applying artificial intelligence is that such processes can be automated and ensure consistent data preparation while optimizing human resources.
Aware of these advantages, more than half of respondents use an automated approach to collect data from different platforms.
Although automation provides faster and more complete insight into cross-channel performance, only 6% of cross-channel analytics reporting is fully automated.
According to the conducted research, Salesforce (2021) states the following as the most important elements of successful marketing execution:
– data accuracy,
– data accessibility,
– optimization of the marketing process,
– connecting marketing and sales data,
– enabling leadership visibility,
– centralization of data from different channels,
– technical skills of data interpretation,
– real-time decision making,
– media planning,
– consistent measurement and/or taxonomy and insights based on the application of artificial intelligence.
Artificial intelligence is able to provide all of the above advantages.
Real-time marketing is based on the digitization of marketing processes and displays responses to customer demand in real-time, which is technically representative with real-time advertising, real-time bidding and other applications.
Current applications of real-time digital marketing also include so-called Social Listening, for example recording, analyzing and evaluating posts, shares and likes on social networks in order to capture the mood and opinion about the medium as a way of marketing research in real time.
For marketers, AI already supports core functions including ad targeting, media leasing, content creation and propensity modeling, and machine learning is used to identify duplicate advertising to the same household that would not be possible without its application.
They believe that marketing and data science professionals can open up the rich tools of predictive models, machine learning, and other technologies to arrive at valuable marketing insights, trigger appropriate responses, and continuously learn from the process.
AI tools are already being applied in areas such as dynamic attribution and online targeting.
Knowing the characteristics of the target audience is no longer as important as artificial intelligence reaches customers according to their propensity to buy products.
Furthermore, artificial intelligence can do a better analysis of keywords and advertising space because it takes into account a larger amount of information that the human brain is unable to process.
Although AI is less likely to replace humans in content creation, it can understand the context of a web page and recognize the meaning of words, sentences and symbols.
Changes caused by various crises forced marketing managers to make decisions based on market changes and data.
Companies today can collect and store large amounts of input information (Big Data). Artificial intelligence effectively manages that data in the digital marketplace.
The use of a data management platform (DMP – Data Management Platform) is an example of the visible results of the application of artificial intelligence in digital marketing.
Early applications of predictive analytics in various industries include consumer lifecycle, segmentation and modeling, risk assessment, fraud detection.
Businesses that apply artificial intelligence will save costs and accelerate growth, gaining an edge over the competition. According to some research, 25% of marketers use artificial intelligence for product recommendations, and 26% of them for campaign optimization.
Machine learning can provide marketers necessary information for decision-making.
Although there are numerous obstacles and challenges to the application of artificial intelligence, tools based on artificial intelligence, which are used for digital marketing purposes, provide numerous advantages, the biggest of which are:
Optimal performance – machines perform the task without interruption because they cannot be interrupted or disturbed;
Faster decision-making – it is determined by available data, and decisions are made almost instantly without the influence of subjective factors such as feelings, personal preferences and opinions;
Automation of predictable activities – machine learning can effectively automate routine processes such as the creation of advertising campaign reports;
Reducing the rate of errors – machines do not make human errors, but follow previously defined rules:
Use of virtual assistants – personal assistants have become common, they can perform complicated tasks and optimize daily routines;
Exploration of areas inaccessible to humans – machines adapt more quickly and easily to almost any condition and can solve the most difficult mathematical and statistical operations.
It can be seen that the advantages of artificial intelligence are multiple, from speeding up the marketing process to making decisions based on numerous data and reacting in real time in accordance with the estimated propensity of consumers to purchase products.
The logical step of the market after seeing these advantages, which is still ongoing, was the creation and marketing of specialized tools based on artificial intelligence.
AI-based technologies will be the most valuable tool for digital marketers as they become more accessible and easier to adopt.
Cognitive tools are thoroughly reshaping and redefining the way we acquire knowledge as we know it today. The most commonly used automation tools include:
– HubSpot marketing and sales intended for small and medium-sized businesses,
– Marketo for sending personalized messages through various channels,
– Pardot for accelerating and generating sales,
– Oracle Eloqua that follows consumers through the various stages of the buyer’s journey,
– Ontraport for managing contacts through visual maps
– AdRoll for multiple targeting of consumers on different platforms
It is possible to note that artificial intelligence encompasses a wide range of technologies, including machine translation, virtual assistants and self-learning algorithms, which enable individuals to better understand their environment and act accordingly.
Artificial intelligence allows marketers to create a highly personalized user experience at a lower cost than traditional marketing campaigns.
Using insights based on data and machine learning, personalized content, emails and images can be created to ensure conversions and increase ROI.
Being able to experience personalized content makes the difference between winning space in the mind of your target audience and getting lost in the crowd.
Artificial intelligence makes it possible to create a unique online journey based on location, digital behavior, device and other criteria.
Recommended systems generate personalized predictions about liking a product, filtering past behaviors and consumer preferences.
Content creation with the help of artificial intelligence has pushed the boundaries of personalization in such a way that website visitors are shown content relevant only to them as well as personalized product recommendations.
In particular the application of artificial intelligence in subscription-based companies has proven useful since the continuous use of the service generates large amounts of data that later can be used for machine learning and lead to better recommendations.
However, it is necessary to take care of consumer privacy and bring privacy and personalization into an acceptable balance.
The identity of the user is important in order to serve them the right message at the right time.
However, the identifiers marketers and their partners use face threats as platforms and regulators work on data privacy and consumer protection.
A survey of more than four thousand marketers revealed their opinion on their organization’s approach to personalization and privacy.
51% of them are more attentive about balancing personalization and privacy than they were two years ago, while 44% of respondents believe their brand goes above and beyond regulation and/or industry standards to protect and respect consumer privacy (Salesforce, 2018).
Another survey of more than four hundred digital professionals involved in online advertising shows the percentage of current use of artificial intelligence to select digital ads.
47% of respondents use artificial intelligence for audience targeting, 45% for segmentation, 41% for campaign planning and modeling, 39% for cost optimization and 38% of respondents use artificial intelligence to personalize the offer.
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