AI & Marketing Facets That it Will Change

AI or Artificial intelligence is a concept which promises to usher revolution in nearly every industry and when it comes to marketing how can it be any different? Out of all the facets of marketing, it is the digital marketing that would be disrupted by AI sooner rather than later, but, why so?

In online or digital marketing, many of the processes which are already automated and anything which is automated and has a large data-sets (to draw inferences) can be easily migrated and then managed by AI based technologies.

With improvements in marketing campaigns, sales cycle and increase in revenues on the cards companies and enterprises would be mare than willing to adapt tools and technologies using AI. Soon with AI at helm, the “intelligent marketing” will become a norm and the today’s practices will seem to be cumbersome and out of tune.

The three areas of marketing that will be affected first are;

I. Personalization

Personalizing communication involves identifying Who, Where What, When, and Which? That is

I.                 Of all the people in the universe, who is the prospect?

II.                Of all the places in the, where can we find them?

III.              Of all the messages available, what will resonate with him/her?

IV.              Of all the time available, when is the best time that it should be presented?

V.               And of all the available channels, which channel should be used?

Orchestrating all of this demands a lot of input, data crunching and is time consuming.

AI base automation tools will speed up the decision-making and helping marketers to churn, analysis and act faster on the available data. Even today many of the enterprise-grade marketing platforms have automated triggers like funnel stage, account actions, and outreach. With AI fully infused, the factors will be optimized in real time, constantly tested and iterated for maximum conversion.

All marketers will have to do would be to define the points involved in the purchase path, the parameters describing target customer. From here AI will then take over and describe kind of personalization which works best for segments. Even the outreach would be automated

II. Data analysis

Data from market, website, analytics, and other sources leaves enterprises with billions & billions of data points to analyze. If run through properly this treasure-trove can generate a wealth of information unlocking a better decision-making, but, the sheer volume of data itself makes gaining insights a challenge.

Here again AI comes to the rescue with a promise to influence data analysis for the better. With AI in place the process of ingesting, cleaning up, and parsing data, would happen automatically and it will allow a faster and more accurate analyses. With AI tools taking over completely, they will even be able to make recommendations for optimization.

As it works at scale, AI would be able to deliver results and recommendations instantaneously. Even the laborious process of site optimization, involving painstaking page-by-page improvements, will be greatly accelerated because businesses will know which changes will have maximum impact. E-commerce websites and other such large websites stand to benefit the most from AI-driven decision-making.  

By unlocking the previously hidden insights, AI will eventually help marketers to discover information which they previously didn’t knew. By unlocking previously hidden information, AI will help marketing teams develop strategies fully informed by data.

III. Campaign Optimization

Online Digital marketing campaigns are deployed at scale. Enterprise-grade campaign management tools allows marketers place millions of adverts across multiple ad networks, but it requires a significant manual effort.

In AI based enterprise software, the programs will run on their own, learning over time as to what works and what doesn't. AI will not only uncover new tactics and methods for optimization but will also lower the cost of running campaigns.

As of today, marketing analyst are required for campaign optimization which requires brand to spend up to 10% media spend on them. With AI in place the systems will be able to optimize campaigns with minimal human involvement. Defining TG and budget is all what it will take for AI based system to figure out how much money to put where. This would result in greatly increased efficiency and higher returns on advertising spend.

Sounds far fetched? No sire, with “Smart Campaigns” aimed at local advertisers Google has already incorporating deep-learning technologies into its small-business marketing suite.  By automatically optimizing the placement of local search ads, Google claims Smart campaigns delivers three times the performance of the AdWords platform.

In the age of AI, Technology know-how will not be a challenge for the companies rather the primary challenge will be training their AI systems. AI can’t work in isolation and needs constant feedback to "learn" patterns and optimize processes and developing meaningful feedback loops demands large data sets. Reason why businesses like Google and Facebook, with their huge data troves, are AI leaders.

Having said so with artificial intelligence proliferating across the marketing landscape, everyone including smaller companies will benefit.

Watch out AI in marketing is coming sooner than we think.