Artificial Intelligence in Marketing: A Practical View

Marketing tools have changed significantly in recent years. When many of today’s top marketers were studying advertising posters and rules of product display in physical stores, no one (or almost no one) told them about search algorithms, advanced ‘pull’ marketing strategies, or how to choose bloggers to present products. Back then, these aspects just didn’t matter this much!

Now you must do your best around these factors – no exceptions. Additionally, years of the current (or the previous one, if you will) pandemic have only made it even more important to catch as many netizens as possible. It seems like everyone has come to social media and search engine promotion like sinners who come to Jesus.

Using AI in marketing today

Artificial intelligence can already help speed up the process of work and its efficiency. How we Interact with artificial Intelligence on a daily basis For example, it can be trusted to automate repetitive and time-consuming marketing tasks such as:

• Sending emails and newsletters
• Social media management
• Data analysis and reporting
• Qualifying leads
• Campaign planning and optimization

By removing the routine tasks, the marketer can focus on strategic planning and creative problem solving. These issues are the ones which the program cannot handle well yet.

Personalization of interaction with customers

Creating a customer portrait and analyzing the target audience is the most important stage of a marketer’s work. It is the starting point for the creation of any marketing strategy and product development. Collecting and analyzing data simply takes a colossal amount of time. Yet, the process of data collection builds the competence of the specialist and allows them to better grasp the buyer.

This routine task can already be partially handed over to AI. To do this, it is enough to correctly phrase a query and pass it to the GPT chatbot. For example, “My store sells gardening products. The target audience is 35+, mostly women. They are middle class and retired, they like promotional items, are frugal, judicious, and have quite a lot of free time. Analyze my target audience and identify 4 subgroups.” And then through additional questions, AI will help articulate the pains, needs, objections, and buying decision process.

In the same way, the following tasks can be solved with the help of AI:

1. Sending targeted emails and recommendations
2. Personalizing content on websites and social networks
3. Establishing automated chatbots for instant customer support

Personalization boosts customer engagement, improves satisfaction and increases conversion rates. A perfect combination of pros.

Benefits of using AI in marketing

What does implementing AI in marketing offer us? The most obvious thing is speeding up workflow and freeing up time for other tasks. Yet, of course, there are other significant benefits as well:

1. Increased ROI for the entire enterprise

With the right approach, AI can reshape your entire marketing program. It will extract the most valuable information from data sets and act on it at the right pace. AI platforms can quickly determine how to better allocate funds across media channels, select effective ad placements, engage customers more consistently, and maximize the impact of ongoing campaigns.

2. Improve customer relationships and personalization in real time

AI marketing allows you to deliver personalized messages, and customers will receive them at the most convenient and profitable time for you and for them. It also does a pretty good job of helping digital marketing pros identify customers that need just a little push to reconnect with the brand.

3. Advanced marketing measurement

Many companies struggle to process all the data collected by digital marketing campaigns. This is the sort of situation that makes it difficult to apply successful moves tried in a particular campaign to other ones that have not yet been fine-tuned. Dashboards that have already begun to utilize AI marketing give a better picture of both what’s flawed, and what’s really working well. As a result, successes can be replicated across all channels, with budgets allocated accordingly.

Examples of AI usage in marketing

There is already a variety of ways in which artificial intelligence is being used in various areas of marketing today:

• Email marketing – personalized emails, automated campaigns and performance analysis.
• Social marketing – social media management, sentiment analysis and ad targeting.
• Content Marketing – creating personalized content, search engine optimization and engagement analysis.
• Influencer Marketing – identifying and collaborating with influencers, analyzing campaign performance.
• Customer Service – automated chatbots, feedback analysis and personalized support.

AI as an advertising tool

So what sort of changes do we have to look forward to in marketing in the near future? Let’s take a moment to fantasize.

Artificial intelligence is already being actively used in the workplace. It can even replace some human workers in certain cases. For example, a software engineer’s job, which seemed to be a guarantee of wealth and prosperity not so long ago, is already being jeopardized – the GPT-powered chatbot is perfectly capable of writing simple code and novice applicants can find it difficult to find a job.

Writing scripts, articles, creating presentations, checking resumes and simple analytics can already be safely entrusted to artificial intelligence. Soon, GPT chat and its equivalents may become an indispensable personal assistant not only at work, but also in life. We will trust it more than a blogger who changes advertisers every month.  That’s when native advertising will move into a new channel.

Imagine that the software that gives you advice on how to cook pasta and how to change a tire on a bicycle will be able to answer the question of which restaurant is better to go to with your significant other? Or what brand of shampoo is guaranteed to work for you? Or what tour operator will organize your dream vacation?

Conclusion

Training artificial intelligence and integrating advertising into it is likely to be the next stage of marketing development. But using the tools that AI gives us is already crucial. The skills to use artificial intelligence and its application are already vital now, it will be too late to try to develop them later.