07/25/2022

Artificial Intelligence Usage Guide For Marketers

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It is no surprise that Artificial intelligence (AI) leads the charge in nearly every industry where it is used. According to the latest statistics, AI technology can increase business productivity by as much as 40%.

Many market leaders were prompted to move into an area more advanced and efficient by the rapid spread of new technologies in recent years. AI is now the most powerful weapon in the arsenal.

Businesses with AI will be able to outperform their competitors in many ways. AI marketing is a huge adoption that will revolutionize marketing.

This Artificial Intelligence online course will help you get up to speed about Artificial Intelligence. It will show you how AI can be used to drive business value through innovative and successful AI-powered marketing strategies.

This article will walk you through all you need to know about Artificial Intelligence, which helps marketers do their jobs better.

Let’s get started!

What is AI Marketing?

First, let’s clarify what Artificial Intelligence is (AI).

AI is an interdisciplinary science that uses multiple approaches. Perhaps that’s the reason you can find so many answers to the question, “What is Artificial Intelligence?” There is no one universal definition of AI.

Artificial Intelligence, at its core, is a collection of technologies capable of performing tasks that require human intelligence. These technologies are capable of learning, acting, and performing with human-like intelligence when applied to business tasks. It simulates human intelligence in machines, which saves us time and money when doing business.

Four approaches to Ai have been tried historically:

  • Humanity is what you should be thinking
  • Be rational
  • Act humanely
  • Be rational

The United States Patent and Trademark Office states that the AI landscape includes machine learning, knowledge processing and AI hardware.

Artificial Intelligence Marketing (AI Marketing) is one of the fastest-growing topics in today’s digital age.

What is AI marketing?

AI marketing simply means that you use intelligence technologies to gather data and customer insights, predict customers’ next moves, make automated decisions, and impact your marketing efforts. AI is often used in marketing where speed is crucial. AI can actually increase the return on investment (ROI), of marketing.

AI allows marketers to understand the behavior of their customers and know what their indications are. They can then target the right strategy to the right person, saving time and making it more effective.

Gmail and Google Docs are two examples of AI used in marketing. They use AI in Smart Compose, which reads what you type and then suggests what to write next. In the next section, I will compile examples of AI marketing cases from large brands. You’d be interested to read about the work of others using this powerful technology. Keep reading!

You will now need to understand why AI marketing is so important for your business.

AI Marketing: Why is it important?

Artificial intelligence is a huge factor in digital marketing. 76% of customers expect companies to understand what they need and how they want it to be done. AI marketing allows marketers the ability to quickly crunch large amounts of marketing data via social media, email, and the Web. AI marketing is essential for all businesses.

Let’s learn more about AI marketing and its benefits:

Automation

AI can make your marketing automation smarter. It can be integrated with marketing automation to allow data to be converted into meaningful interactions, decisions and positive business outcomes.

Data is everything, but it is more important to quickly and accurately transform data into actionable insights. The speed at which marketing tasks can be executed and implemented is an important aspect of AI marketing. Marketers can use AI to scale their campaigns, identify the best next actions for customers and then determine which campaign they should send.

AI in email marketing automation can be used by businesses to increase customer engagement, open rates and save money. AI is able to optimize subject lines for clicks and track their performance, which is a big advantage over a copywriter. 

AI can also be used to generate and optimize content for multiple email formats. This is friendly and useful to recipients. Aside from email marketing, AI can also be used in social-media automation. Businesses use it to increase customer engagement as well as optimize content.

Minimizing errors

Humans are natural human beings that make mistakes. AI and human errors – This is a topic widely discussed. Many have argued that AI could be used to correct human error.

Artificial Intelligence is designed to eliminate human intervention and reduce the chance of human error. AI has been proven to be a useful tool in reducing human error, particularly when it comes to data security.

Many businesses are concerned about their employees’ ability to protect customer data and other important business data. Every eCommerce business must weigh the risks of cyber-attacks. AI can be used to address these issues by adapting and learning from the cybersecurity needs of businesses.

Cost savings

AI can reduce the amount of time and effort required to develop and implement a marketing strategy. AI can help you reduce costs by working faster and more efficiently. This will increase your revenue.

Artificial intelligence (AI) can be a great tool to help your company complete mundane and repetitive tasks. This reduces the time it takes to complete the tasks and also minimizes errors. You can cut down on the cost of hiring employees while utilizing your available talent to perform more important tasks.

AI allows you to work more efficiently.

An example: A content manager could use AI to create email subject lines and perform thousands of copy variations for the A/B test. This will speed up the process and make it more efficient than human beings.

Increased ROI

AI helps marketers understand customers better and provide better customer service. AI-powered marketing allows marketers to conduct a predictive analysis of customers and create customer journeys that are more personalized and targeted. This effectively increases the ROI for each customer contact.

Marketers can use AI to gain more customer insight and better group them. This will allow them to drive the next step and provide the best experience for their customers.

Marketers can optimize ROI by understanding customer needs and analyzing them deeply. Marketers can avoid focusing on annoying customers with mindless campaigns.

Personalization increases

Personalization in shopping online has been a topic of much discussion. This is what customers are looking for in online shopping.

What’s the secret to better personalization eCommerce businesses can employ to win customers’ hearts and minds?

Artificial Intelligence (AI) is the answer.

Artificial Intelligence can make your marketing more personal in many ways. AI is already being used by many companies to personalize emails, websites, videos, and other content in order to better address customers’ needs.

Push notifications can be made mobile-friendly by eCommerce business owners, for example. Push notifications sent via mobile are more popular if done right. It creates a feeling of personalization and attracts customers’ attention.

Because each customer will get their personalized push notifications, with custom-tailored messages based upon what they have viewed and what they wish to hear from a company.

A great AI marketing strategy is product recommendations. They make the customer experience more personal than most marketers thought possible.

8 tips for personalized eCommerce marketing: Customer segmentation Learn more!

Faster, smarter decisions

AI can conduct data faster than human intervention. It guarantees accuracy and security. This allows your team to concentrate on strategic initiatives to create AI-powered campaigns that are effective.

AI can collect and track tactical data in real time so marketers can take decisions immediately, without waiting for campaigns to end. The data-driven reports will allow them to make decisions based on these reports, making the decisions more objective and smarter.

How can AI be used in marketing?

Sales forecasting

Every business should be able to anticipate customer needs and do it well. Marketers can use AI to better understand their customers and take part in their actions, based on data from their past purchases and contacts.

This system allows you to predict which products customers will purchase next and how many. This system helps you decide which product to promote to increase sales. By balancing your inventory, you can avoid selling out-of-stock products or overselling.

Qurious is an example of software that uses AI for marketing reps. Qurious helps sales and marketing reps instantly understand each prospect’s conversation without having to pay exorbitant speech-to-text fees.

AI-powered customer insights

AI is primarily used by businesses for data collection.

AI provides valuable insights for businesses that enable them to understand their customers best and make customer-centered business decisions. AI allows external market knowledge through analysis of the large amount of online content found on blogs, social media, and other platforms.

Marketers can quickly create customer personas using billions of data gathered from AI algorithms. They are on-site interactions, geographic specials, purchase behaviors, past interactions/communications, referral sources, and more.

This allows for more effective customer segmentation. Marketers can pinpoint which customers need to be targeted, include or exclude them from the campaign, match customers with the products they are most likely to purchase, and stop customers being sold on out-of-stock or irrelevant products.

Craft personalized customer experience

Brands can make their customers happier with AI by providing personalized content, offers and support.

Think back to the last time that you went online. A page displays products that you might like and offers options to help you decide what product you want to purchase. AI analyzes the products you have purchased and recommends products that meet your needs. This is one example of AI personalizing customer experiences.

The result of a personalization campaign using AI is More sales, engagement and customer retention

Content generation

AI-powered tools are able to make the work of content creators more efficient and easier.

Although the core content is generated by humans, AI tools can be used to increase the efficiency of your content team. This includes automating tasks like email content, personalized messages/reports, and curation of social media content.

Rocco is a tool that can help you create new social media content to increase your followers’ engagement.

Advertising via PPC with AI-enhanced AI

PPC advertising is another popular use of AI. GoodFirms reports that researches have revealed intriguing results regarding the use of Artificial Intelligence (pay-per-click advertising) by PPC gurus.

Among them, the top AI applications in PPC include:

  • Smart bidding
  • Targeting micro-moments
  • Ads that are responsive
  • Performance analysis
  • Dynamic search ads
  • Optimizing the price
  • Management of accounts

AI can help you monitor more advertising platforms than your in-house team and possibly your competitors.

Chatbots

At least once you might have chatted with an AI bot in an online shop, via their Live Chat or social media, such as Facebook Messenger. This is how AI can be used to improve customer service.

Apart from answering the repeated questions of customers (such as questions about price, size or quantity), AI can also be used to create customized and more efficient content than humans.

MobileMonkey’s chatbot

A combination of AI chatbots and personalized content marketing would make them proactive marketers, rather than just being used to acquire customers.

Speech Recognition

You want to experience the thrill of having Jarvis in “Iron Man”, the Marvel movie? Jarvis may be years ahead of technology, but that doesn’t mean Jarvis won’t see it happen.

We already have similar AIs that can recognize speech. Siri, Google Assistant and Alexa are all examples of similar AIs. These are just a few of the most well-known chatbots that use speech recognition.

These AIs are able to recognize spoken words and/or convert them to text in order for the command to be executed. Apps such as Shazam and Google Maps use speech recognition to recognize spoken words.

How can marketers use speech recognition to enhance their marketing campaigns? From just 13% in 2018, >55% households will own a smart speaker by 2022. Voice shopping sales are predicted to rise to USD 40 Billion by 2022 from USD2-billion in 2018. This data speaks volumes, if you believe the data.

Dynamic Pricing

This AI is also known as personalized pricing. This is a pricing strategy that determines the price of a product based on demand and/or availability. One example of this is how ride-sharing app prices rise when there’s more demand or when it’s impossible to find a price reduction when buying a product online.

A bot on an application or website can monitor your predictive analytics use case, such as searches, history, cookies, and other activities, in order to give you real-time pricing. This allows you to get lower prices and/or better service for the product/service that you are currently using. This sounds unfair, right? There are always two sides of a story.

Customers can take advantage of dynamic pricing if there is a lower demand. This is evident when hotel rooms are not sold. Dynamic pricing is a way to increase customer attraction and decrease the chance of vacancies.

Automated curation of email content

Content curation involves finding and sharing great content with your audience. You simply share content from others with your followers.

It’s not about sharing content. This process involves adding more value to your content to make it more engaging for your audience.

Artificial Intelligence allows you to curate content and then put it into action. Automation will reduce the time required to schedule and send emails to customers. AI allows you to personalize each newsletter by segmenting your audience. Your newsletter must be more relevant to what you have to say and the links that your audience will click.

Automated image recognition

Big brands like Google, Facebook, Pinterest, and Amazon use AI to identify people and objects in images and videos with an accuracy percent up to 99.75%.

Facebook users may be aware of how precise the system is at recognising your friends’ faces and automatically tagging them.

Image recognition is a great marketing tool that can help you to better connect your online content with store visits. To provide a better shopping experience online, many stores use facial recognition software to track customers’ visits to the store. Others combine this technology with AI managed push notifications to send personalized messages, discounts, and real-time offers to customers. This allows for more interaction between customers and stores, as well as keeping them excited longer while they are in the store.

Data quality and privacy are important considerations

AI can be a great tool for improving the quality and privacy of data within an organization if it is implemented correctly. Marketers will typically need to have a lot of data. It is essential to have high-quality data that is accessible to Artificial Intelligence to enable it to do its job.

To avoid data quality problems caused by complex data management, think about using a modern data warehouse.

AI allows you to acquire better data and protects this rich source from cyber attacks.

Marketing examples of AI

1. Nike – Personalized online experiences

Artificial intelligence allows Nike to create personalized experiences for its customers. Nike’s website can recommend products that are most suitable for customers using this technology. Customers can search for products by using text and images, without having to interact with anyone.

Nike makes use of AI extensively to personalize customer journeys, which is a significant value-add for their business.

Nike’s Product Recommendation

2. Amazon – Personalized shopping recommendations

Amazon is the market leader in product recommendations today.

Amazon’s product recommendation feature gives customers a more personal and enjoyable shopping experience. According to research 53% of shoppers said that they do their research before purchasing a product in order to ensure that they make the best purchase. Customers will find product recommendations a huge help in finding what they want.

It doesn’t matter if the recommendations are based upon customers’ past purchases or similar products at different price points. It’s very effective to educate customers to help them make a purchase decision.

Amazon has also developed a pricing strategy that excels in today’s ever-changing market. Amazon’s dynamic Pricing has been a huge success. The company uses this strategy to adjust prices at the same rate as market demand, rather than overwhelming customers by sudden price changes. Amazon can stay ahead of its competitors and take advantage of this first-mover advantage to offer customers attractive product prices before any other company.

3. Alibaba – FashionAI store

Alibaba uses AI to fashion, opening a Hong Kong FashionAI shop. Artificial Intelligence simplifies the apparel shopping process and attracts more customers.

Alibaba’s FashionAI store utilizes 3 key features to simplify the fashion retail experience for customers.

  • Smart lock to capture customers’ preference: This store has special tracking tags that contain radio-frequency identification, GPS, and low-energy Bluetooth chips. Each garment will have specific information about the item that it is attached to. The tag will be able to determine which items are allowed to touch and which ones cannot.
  • Smart mirrors: These mirrors can be found on the sales floor or in changing rooms equipped with touch screens. The intelligent locks that come with every product allow it to display information about what customers are doing. Smart mirrors also suggest other apparel that can be used in conjunction with the items customers are currently looking at.
  • New fitting experience: Customers can quickly find the right look for themselves by adding suggested accessories and garments to their shopping carts after trying on an item. FashionAI now offers omnichannel capabilities with its new “Virtual Wardrobe”, which can be accessed via the Taobao mobile app. This feature allows customers to view their clothes and other recommended items to complement them.

4. BMW – Intelligent Personal Assistant

BMW’s AI-enhanced sports cars also have an intelligent personal assistant that uses technology to learn more about each driver and adjust the system and experience for them. This personal assistant allows vehicle functions like Climate control, Lights, Media and setting such as Caring car, Experience modes, etc.

This assistant allows drivers to communicate with cars just like they can with smartphones. Voice-activated, it can predict travel routes, alert drivers, and integrate other apps.

5. Starbucks – Reward Program/Mobile App

Starbucks uses AI to capture data from its prospects through its Rewards Program and Mobile App.

Starbucks’ Rewards Program has helped to build strong relationships with its customers. Starbucks offers its customers free coffee on their birthdays. Customers can order coffee via the mobile app by speaking to the barista using voice assistance.

Starbucks uses AI to analyze your purchasing history and give you the best tastes. This is done by looking at the date, time, and location.

Can AI replace marketers? How can they be used in tandem?

Marketing decisions are made by humans at the end of it all. While AI can assist marketers in achieving and improving what they do and what they should do next, it cannot replace them.

AI is unquestionably a tool that helps marketers realize their dreams of marketing in a personal and meaningful way.

There are a few things marketers should consider to be successful in AI marketing.

  • Make sure your data is adequate for the AI algorithms to analyze and learn from.
  • Personalization is not something you should leave to the tools. Users should find the content easy to understand.
  • You can define where AI can have the greatest impact on your business and generate the best ROI.

You should consider hiring AI marketing vendors if you’re looking for the best for your campaigns.

One last thought

Artificial Intelligence has advanced leaps and bounds from a long time ago and is already shaping the future of marketing. You have the responsibility to make this technology work in your company. One thing is certain: AI is the future. AI-powered marketing tools and marketing are essential if you want to run a successful online company in the future.

Thank you for reading! Please share this article if you found it interesting.

About the author

Kobe Digital is a unified team of performance marketing, design, and video production experts. Our mastery of these disciplines is what makes us effective. Our ability to integrate them seamlessly is what makes us unique.