For thousands of years, humankind has been creating technology to help pick up the slack, graduating over the centuries from basic heat and irrigation to virtual assistants and online scheduling.
As advertising expert and 9 Pandas co-founder Sergey Karshkov will be well aware, the impact of AI on marketing has been nothing short of revolutionary. This article will provide an overview of what AI marketing is, exploring the various ways it is transforming the marketing industry today.
AI marketing relies on artificial intelligence to automate data collection and behavioural targeting to help businesses achieve their marketing goals. When applied to digital channels, AI eliminates the risk of human bias, gathering information that is more realistic and objective in revealing consumer behaviour and preferences in the online realm.
Data gathering and processing is conducted using algorithms, with computers gathering information about consumer behaviour as people peruse content online, respond to offers and react to social media posts. Taken one step further, AI automatically reaches out to consumers who demonstrate specific behaviours, constantly monitoring their actions across platforms through the use of tech tools and analytics.
AI marketing is particularly valuable where time is of the essence, particularly in the online world where many competitors have a 24/7 presence – responding quickly to potential customers seeking immediate answers and solutions. AI eliminates the need for businesses to spend hours online culling and analysing information, enabling them to provide immediate responses to customers at all hours of the day and night without causing a huge drain on manpower.
AI presents scope for some exciting new opportunities in the digital marketing space, automating manual and repetitive tasks. This helps with consumer acquisition, which plays a critical role in the success of any marketing campaign.
Some of the most popular digital marketing tools of 2022 included:
- Bramework – keyword analysis, blog building and AI content generation
- Acquisio Turing – pay-per-click bid and budget management software
- Crayon – tracking and analysis software
- Drift – chatbot and consumer engagement AI
- HubSpot – inbound lead generation and customer relationship management
According to experts, AI is likely to feature prominently in marketing trends throughout 2023, with brands leveraging the power of AI to predict performance on things like email open rates and lead conversions. Meanwhile, AI can also help marketers to clean up their contact lists, removing data mismatches and broken records to enrich data. Implemented on social media platforms, AI and machine learning can help marketers create high-performance campaigns, providing valuable insights on buyer personas, tracking the performance of campaigns and suggesting optimum publishing times.
When first adopted in marketing, AI was chiefly used to automate repetitive tasks. However, the development of increasingly sophisticated AI technologies has paved the way for smarter content generation, with AI algorithms taking existing content in the form of images, copy and videos etc. and using it to create unique content. Take for example ChatGPT, a digital writing tool that scrapes online information, learning general information and grammatical conventions to make it a better writer.
Now, more than ever before, it is crucial for marketers to seize the opportunities presented by AI, enabling them to not only respond swiftly to consumer needs but also provide elevated experiences where the customer is placed front and centre.
For news and updates from Sergey Karshkov, visit his website: https://sergeykarshkov.com
