Technology has revolutionized many functions in human life. Other than affecting normal human life, technology has also changed many aspects of business, manufacturing, and administration. The most popular technology as of 2022 is Artificial Intelligence.
Artificial Intelligence (AI) is a modern technology that simulates human thinking and reasoning in computing devices. AI technology has gained significant popularity in the marketing functions of many businesses. Its huge adoption is due to the operational efficiency that marketing departments get from using AI.
The use of AI in marketing has led to the development of the term intelligent marketing. Intelligent marketing uses various automation to perform repetitive tasks in a brand’s marketing strategy.
Intelligent marketing has shown its immense benefits over standard marketing practices. This is why many business owners and stakeholders want to implement the use of intelligent marketing for their brands. This article highlights the specific functions or features that intelligent marketing offers to a business or brand.
1. Programmatic Advertising
In the past, the development and distribution of ads were largely a creative process. This meant that ads were developed based on the brand’s marketing personnel and were distributed to everyone without any targeting.
However, this method of advertising proved ineffective due to its high costs and low efficiency in terms of lead creation. Most people who received the ads skipped them without caring about what they talked of. However, AI has revolutionized the development and distribution of ads.
Using AI, marketing personnel can get cues of the ads that will perform best. This is the first factor that helps increase the efficiency of developed ads. The second factor used to increase the efficiency of ads is ad targeting.
Various applications, software, websites, etc., serve ads to clients based on their data. Machine learning models analyze user data and create online personas. Through online personas, advertisements are served to the clients who are most likely to purchase from them. This helps to boost the efficiency of ads.
This concept of serving ads to people based on their user data and persona is called programmatic advertising. Programmatic advertising is popular on modern social media platforms. Social media platforms can implement more than one model to ensure ads are served to relevant clients.
The use of many models creates the need for model monitoring and management functions. Professional model monitoring and management ensures the reliability of the models is top-notch and also helps ease the deployment process. As a business, you can implement this form of advertising on websites.
2. Natural Language Processing & Chatbots
Intelligent marketing entails the automation and optimization of many functions in marketing. Natural language processing is crucial for the automation of business and customer interaction.
Natural language processing capabilities are vital when implementing automated client response systems. The systems can be used to reply to client comments on social media sites, websites, etc. The use of automated client response systems helps marketing personnel save a lot of time and work on non-procedural tasks.
Natural language processing is also an enabling technology behind chatbots. Chatbots are AI-powered systems that engage in conversations with customers, either by text or phone. Chatbots are the most adopted AI-powered system in many businesses globally.
Chatbots offer intelligent marketing through integration on business websites to offer customer support. The chatbots are trained to understand common questions or complaints from clients. Once they understand the common complaints or questions, they can help resolve problems for clients by engaging in conversations via text. This largely helps to make the customer support processes easy for clients.
3. Data Analysis
A vital use of intelligent marketing for businesses is for analyzing marketing data. In this highly technological era, businesses often have a lot of data. The data from different sources is often referred to as big data.
AI helps businesses to reap benefits from their big data instead of hoarding it on servers without getting benefits from it. Artificial intelligence helps to easily analyze big data through the use of different algorithms.
The use of AI to analyze marketing data helps businesses extract insights from the data. The insights can include details such as the performance of marketing strategies, returns gotten from marketing strategies, etc.
Analyzing marketing data and using the derived insights for decision-making can help a business to improve its revenues.
4. Personalized Recommendations
The efficiency of marketing can be measured by the number of product recommendations that have ended up successful. When emailing clients or leads with randomly generated product recommendations, the success rate is often very low.
AI helps alleviate the problem that businesses face when making product recommendations to clients in marketing communication. AI algorithms use buyers’ previous buying data and their search data to predict the products or services that clients would want.
The AI models use prediction algorithms to know products or services that the clients have a high chance of buying. Once the AI models come up with the predictions, the product or service recommendations are automatically sent to clients via email.
Intelligent marketing using AI can also automatically offer client discounts. The automated client discounts are offered to clients whom the model has deemed will quickly pay off the given discounts.
5. Content Creation
In this era of social media marketing, content production is very important. For many marketing personnel, the content creation process, especially article writing, is very tiresome. This is due to its demand for one’s creative capabilities.
AI has alleviated this concern from marketing personnel. AI has advanced to the point that it can automatically generate content when given a topic. For website blogs, one states the article’s topic and its keywords. With these, the AI content tool comes up with relevant content.
AI content creation tools can also help develop images for social media posts. The marketing personnel can describe images or videos and the tools will create the content based on the descriptions.
The AI content creation tool has greatly advanced. Currently, it is difficult to differentiate AI-generated content from human-generated content. This advancement in AI content creation for marketing has helped boost its use in various businesses.
Regardless of how good intelligent marketing currently is, more advancements are coming. This is why marketing personnel needs to stay knowledgeable about new technologies and their use in business functions.