Marketing as we know it today - How AI has changed the game

Artificial intelligence (AI) and machine learning are terms that have become increasingly familiar to us. From Siri to self-driving cars to autonomous weapons, AI and machine learning have transformed far-fetched concepts into reality. This technology will only continue to progress, impacting industries and the way we do our jobs.

Although AI is fairly new to the marketers, it has already started to revolutionse how brands engage with and talk to customers. AI is an umbrella term used to describe machines capable of performing tasks that simulate human intelligence, such as planning, understanding language, recognising and problem solving. At its core, machine learning is simply a way to achieve AI where the machines learn without being programmed to a rigid set of rules. By leveraging the power of AI in marketing, brands can draw richer insights, deliver personalised experiences, enhance ad targeting, automate tasks, and more. 

Data-driven decision making in marketing

Data from machine learning, AI analytics systems and sophisticated data analytics tools can provide valuable customer insights that underpin marketing decision-making. From the actions customers perform, to the devices they use, to the search queries they input, the aforementioned technology is able to analyse all this data and connect the dots about customers’ habits, preferences and intents. This data-driven approach provides a complete view of your customers, allowing for continual strategy optimisation at any stage of the buyer’s journey. With the learnings gathered from AI, brands can tailor marketing campaigns to consumer intent and guarantee a seamless customer experience.  

Get personal with personalised marketing

Customers now expect to consume marketing messages that are relevant to them. They want you to filter through the noise and deliver simple and personalised experiences. Data from AI and machine learning can help brands gain a deeper understanding of who their customers are to keep them engaged. For instance, Netflix gets personal with its users by utilising an AI-powered recommendation engine to send push notifications about shows that are “suggested for you”. The AI system pulls together different data, like the movies a user has watched, the ratings they give, how many times they viewed and even whether they’ve rewound or skipped, and then analyses this information to craft the best (and most relevant) recommendations. AI is creating personalised marketing opportunities where brands can leverage sophisticated data to facilitate lead conversions, revenue retention and profitability.

Embracing AI to create new experiences

Powered by AI, data-driven approaches to marketing have impacted, and will continue to impact, the industry. The practical applications of AI in marketing are helping brands make smarter moves like creating effective campaigns that are both optimised and personalised. Capitalising on the growing opportunities will ultimately help to drive superior performance for your business. 

References

•  https://medium.com/iotforall/the-difference-between-artificial-intelligence-machine-learning-and-deep-learning-3aa67bff5991
• https://www.thinkwithgoogle.com/marketing-resources/ai-personalized-marketing/
• https://www.fastcompany.com/40443055/apple-explains-how-its-making-siri-smart-without-endangering-user-privacy 
• https://www.businessinsider.com/ai-marketing-report-2018-3/?r=AU&IR=T
• https://www.forbes.com/sites/andrewstephen/2017/10/30/ai-is-changing-marketing-as-we-know-it-and-thats-a-good-thing/#4e9654cddc40