How AI Will Change Marketing Forever
Technology marches forward, changing every aspect of our lives, and marketing is no exception.
As artificial intelligence and machine learning become more commonplace, they’re impacting how we market a brand or product. AI enables marketers to streamline many tasks that were previously labour-intensive and costly such as writing and designing, and frees us up to focus on what matters most, which is to develop strategy, deploy campaigns, analyze data, explore creative ways to build relationships with customers, and so on.
With text-to-image software like Dalle-2 and Mid Journey, and AI content generators such as Writesonic, Jasper.AI, Wordtune, and others, AI will change marketing forever.
AI will provide marketers with real-time insights
Marketers already have access to an abundance of customer data, but the insight derived from this data is often delayed.
AI has the ability to speed up insight delivery by immediately providing marketers with insights based on real-time customer interactions. For instance, let’s say a customer visited your website and looked at a specific product, but didn’t make a purchase. The AI system would immediately provide that customer with a coupon or promotion code to encourage them to make the purchase.
This is made possible through a process called “real-time bidding,” which allows marketers to buy advertisement space on an open exchange at any given moment.
Marketing platforms will be more accurate
Marketing platforms, which include everything from your website to your email service provider (ESP) — are responsible for collecting and storing data that is used to drive decisions.
AI can be integrated into marketing platforms to help them become more accurate. This is especially important when it comes to collecting data provided by customers. For instance, let’s say a customer adds a product to their shopping cart but doesn’t end up completing the purchase. The computer system will prompt the customer to enter in their reasons for not completing the transaction. This information is key for the marketers to understand why certain customers didn’t buy or what needs to be done to increase conversion.
AI-driven databases will have a wealth of information
If you’re using an AI-driven database, such as marketing automation software, you’re probably already aware of how the database will evolve over time.
As you acquire new customers, they can be added to the database.
As you acquire new leads, they’re added to the database. As customers and leads complete certain actions, they’re added to the database.
But it doesn’t stop there.
Over time, each customer, lead, and action that is added to the database will be used to provide the marketers with additional insights.
For instance, let’s say that after one year of providing a customer with a specific product, they decide to discontinue their subscription. The database will have tracked the customer’s interactions and the reason for discontinuing the subscription will be provided to the marketers, along with a recommended course of action to resolve the issue.
Marketers will understand their audience better
Traditional marketing campaigns often rely on guesswork, which isn’t always accurate. AI can be used to help marketers understand their audience better. By tracking actions and customer behaviour, marketers can gain a better understanding of their audience, including who they are, where they are, how they interact with the brand, and how they prefer to be communicated with.
There are many ways marketers can track customer behaviour.
One common method is to install pixels on their website, which allow providers to track who is visiting and what they’re doing. Another method is to integrate a chatbot into your website, allowing customers to interact with the chatbot and providing marketers with insights as they go.
AI-driven email marketing campaigns will be more precise
Email marketing is one of the best ways to drive sales, but it can be challenging to get it right. Too often, email marketing campaigns are too broad, resulting in missed opportunities or an uninterested audience.
AI can be used to help marketers better navigate their email marketing campaigns. For instance, let’s say you’re sending an email marketing campaign to a list of 10,000 customers. You know that a large portion of those customers live in California. But how do you determine which of those customers live in Los Angeles?
And how do you get in touch with the customers in Los Angeles? An AI-driven platform would be able to use that information to send the campaign to the right people.
Conclusion
As AI becomes more commonplace, it’s important that marketers understand how it might impact their ability to do their job. That’s why it’s important to know the benefits of AI and how it can help you do your job better.
AI will provide marketers with real-time insights, allow for more accurate marketing platforms, enable automated ad creative, provide an AI-driven database with a wealth of information, help marketers understand their audience better, and be more precise with AI-driven email marketing campaigns.
(Psst… Ewan here – I want to let you in on a little secret… I used AI to write this entire article! Could you tell?)
