4 Ways AI is Transforming Marketing

Artificial intelligence is a disruptive force that can change the way businesses create customer experiences. It's now so widespread that it's nearly impossible to avoid incorporating AI into marketing motions. The new digital ecosystem is bringing technology together at a rapid pace, and organizations are rushing to take advantage of the opportunities AI offers. From faster time to market to cost reduction to better ROI, here are four ways artificial intelligence is transforming marketing as we know it.

1. AI Helps Brands Identify Buying Behavior Earlier

Would you like to know when companies that match your ideal customer profile exhibit buying behavior for solutions your organization offers before they visit your website or fill out a single form? With AI, you can identify hidden buyer accounts by automating the analysis of millions of data points to identify in-market organizations that show intent. This ensures your marketing and revenue team can choose the right action at the right time across every channel to maximize conversion rates. This not only affects your ability to attract more potential customers, but also helps identify existing customers considering competitive solutions. You can quickly initiate win-back or activation campaigns to avoid churn.

With AI, you can eliminate spray and pray marketing and focus your investments on companies willing and able to buy to significantly increase your ROI.

Why is speed crucial when an organization exhibits buying behavior??According to Ricochet360 and Vendasta, the first vendors to respond to leads win 35-50% of sales, and that figure may be as high as 78%. The initial interaction sets expectations, so if your business isn't there first, you play defense and your chance of winning falls. With AI, you can eliminate spray and pray marketing and focus your investments on companies willing and able to buy to significantly increase your ROI.

2. AI Improves Marketing Automation

AI models allow marketers to scale their marketing automation without having to worry about manually defining campaigns or journeys for each customer in their database. Based on the concept of next logical purchase, AI models can automatically review available campaigns and assign the best to move the contact through the buyer's journey.

An example of this that most of us are familiar with is Amazon. Amazon relies on AI to personalize recommendations. Amazon's AI knows what items you've purchased in the past, and uses that knowledge to generate suggestions in your feed. Because of this, the suggestions are relevant and can lead to higher conversions.

Using the Amazon model, AI can make predictions about the best content and offers to be sent to each contact based on previous interactions with the individual.

Using the Amazon model, AI can make predictions about the best content and offers to be sent to each contact based on previous interactions with the individual. This allows marketers to keep their customers engaged with personalized content and offers automatically. Marketers can also ensure that a particular contact never receives the same email or content twice, to further humanize and improve the customer experience.

3. AI Boosts Digital Advertising Conversion Rates

By using AI-powered digital advertising, marketers can reap many benefits. Analyzing data in real time, AI models can help predict campaign outcomes for different audiences, select more profitable bidding strategies, and match content with audiences to increase relevance.?

AI can determine which words, images and other components are likely to attract clicks. The ability to create highly targeted ads with better click-through rates enables brands to reach a wider audience with fewer ads.

Performance optimization is one of the most important applications for AI in advertising. Using machine learning algorithms, AI models examine how your ads perform across different social and digital platforms, and make recommendations on how to improve conversions.

In certain instances, marketers can intelligently automate actions based on AI best practices, saving considerable time. AI can also uncover previously unknown performance problems to ensure that budgets are always spent wisely.

4. AI Creates Better Content Faster

It's faster and more efficient to produce engaging, relevant content for your target audience using AI, and that's a huge win for the bottom line.?

Without much human intervention, AI software can now produce a large amount of high-quality, original content on a schedule. With that said, it's crucial to carefully edit all AI-derived content to ensure your message is conveyed properly.

One of the most helpful aspects of using AI for content development is to make your marketing content much more relevant to your target audience. The content will reflect what is top of mind and which key words people use to search for what they want. If you don't know what people are interested in reading about, you won't rank on Google for those search terms. And since 90% of search traffic goes through Google, it's far less likely your content will be consumed.

Although AI writers have not yet reached perfection (and probably never will), the quality of output is far superior than going it alone. By reducing the expenditure on content creation, marketers can allocate more resources to expanding the range of campaign tactics and channels to increase revenue conversion.

Bottom Line

Artificial intelligence is transforming the way brands interact with their customers and market to them. It helps marketers create more personalized experiences and better connect with ideal customers in less time and with fewer resources. Given the proven benefits of AI, it's little wonder that many organizations are investing in it. However, as with any new technology, it's essential to understand how it works to effectively use it.

About Annie Wissner

A 20+ year B2B tech marketing and business development expert, Annie helps companies of all sizes break through growth barriers domestically and abroad, by developing agile teams that exceed targets, brands that thrive, and leads that convert into revenue. She is specialized in brand development, go-to-market strategy, acquisition management, global expansion, and all things digital for emerging, mid-sized, and enterprise organizations. Annie believes in radical candor, smart tech stacks, predictable lead engines, and operational excellence.