Optimizing Artificial Intelligence in Your Marketing Campaigns
Artificial Intelligence (AI) is now a staple in the modern, digital age. AI marks this era, and an essential part of large industries like cyber safety, business and eCommerce, information and communications, and education and learning.
AI will become mainstream as businesses utilize AI more and more to streamline operations, communication, product and service delivery, and even in marketing campaigns. All the more that marketers should leverage AI for their marketing strategies.
Merriam describes AI as “the capability of a machine to mimic intelligent human behavior.” Oxford adds that AI is the development of computer systems that can perform tasks typically, requiring the human mind, and can be programmed to do tasks and answer human-like intelligence queries.
Despite its prevalence, many people have been using AI unknowingly. Only an estimated 33% of customers are aware of their AI use, even if there are around 77% of customers that already use the technology.
The same goes for marketing. Most marketers are already using AI in one way or another, but may not be fully aware of it yet. It is time to increase your acuity and upskill in handling marketing tools and applications powered by AI, so you can get the most of your marketing campaigns.
Ways to Optimize Artificial Intelligence for Marketing:
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Remote Teams and Operations for Business Continuity
Well before the pandemic, there has been a growing number of remote workers globally. However, the majority of businesses and companies still would not adopt this setup. The pandemic changed all that.
Strict social distancing protocols and even the recession that followed the pandemic pushed remote working as one of the best options to keep business continuity and thrive amidst the crisis, both for government offices and private companies.
To satisfy the need for remote working, AI-powered mobile apps have increased capacity and features to help workers maximize productivity at home, collaborate with their team, and communicate in real-time.
For example, video conferencing has become the standard, and Zoom outranks Skype, Google Meet, and other chat applications. It was able to quickly handle the influx of professionals and students, and handle even large-scale webinars from around the world.
Microsoft’s Teams also provides corporate resources for video conferencing, enabling worldwide remote work. Micro-SaaS companies in the new normal economy are on the rise, with the majority of them using AI solutions to improve modern businesses.
Marketing teams need to take advantage of visual collaboration platforms to collaborate as a team, generate and share content, effectively track projects, perform online staff training, and run interactive team-building events.
Optimize how receptive the market is to free webinars and other web events. That is a captive audience, and as you are adding value to people’s lives, you increase brand awareness, leads, and conversions.
Show empathy and provide services and information that will help them go through this time. You can release campaign materials just for public awareness, or to help people do remote working successfully. You can provide deals and discounts if it can help your market in their remote working journey, whether it be temporary, or permanent.
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Artificial Intelligence (AI) in Business Automation
The growth of artificial intelligence has ushered a new industry revolution as business operations are increasingly automated.
From governments and large organizations to small online businesses, artificial intelligence is being used by multiple entities across the world to automate routine operations, making way for human resources to focus on high-quality tasks. More than 90% of top businesses surveyed are already investing in AI technology.
Around 54% of business executives state that AI adoption within their companies led to productivity increase, and better and more accurate decision-making.
Machine learning is dependent on AI as well, and enables a 24/7, “always-on” feature for your marketing campaigns. This includes features such as voice search technology, smart assistants, hyper-personalization, and other cloud-based innovations. AI automation also enables brands to focus on digital strategies and creating more engaging interactions.
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Intelligent Marketing for Better Sales
Intelligent Marketing, or Market Intelligence, refers to the external data gathered by a business for its target prior to making any investment decision. Intelligent marketing is all about collecting information from different data sets, processing the information, breaking it down into tiny subsets, and delivering it to the appropriate department within the organization.
Intelligent marketing includes competitor intelligence, product intelligence, market understanding, and customer understanding.
- Competitor intelligence: the strategy of legally obtaining data about your competitors to analyze their portfolio, strengths and weaknesses. It aims to help companies make better business decisions.
- Product intelligence: data-gathering about your product, including its quality and performance in the market. It aims to improve user experience and make needed product changes or upgrades.
- Market Understanding: gathering data about your company and how you are faring in the market and amongst your competitors. It is also about looking into future markets to tap for increased brand awareness, positioning, and revenues.
- Customer Understanding: data-gathering on your target market, their persona, demographics, browsing and buying behavior, and the like. It’s key to the success of your product or service, from pre-sale to post-sale stages.
An example of intelligent marketing is automated emails. AI enables marketing teams to create email marketing campaigns automatically, triggered by preset factors like birthdays, anniversaries, new subscriptions, responses, and other consumer activities, including the lack thereof.
There are several AI solutions available to assist sales teams in augmenting their goal and broadening their scope. Some can help identify new leads in a database and fill pipelines quickly. Other methods will also target and classify leads with a high probability of closing.
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AI-Assisted Email Marketing to Increase Conversions
AI is critical in email marketing, leading to its high sales of $38 for every dollar invested. Because the majority of companies have gone online and use digital marketing, the battle for the market’s interest has been more fierce. Intelligent techniques fuelled by Artificial Intelligence solutions have the potential to level the playing field.
You can begin using data-driven email marketing plugins, which will enable you to develop unique correspondence and follow-up techniques that will produce the best results possible. Upgrade to AI-powered plugins to remain competitive in 2021.
Many that are able to keep their physical stores should begin gathering consumer email addresses with the use of a POS (Point-of-Sale) device. To prevent problems, make sure that all of your lead generation is done in accordance with privacy laws. If you are primarily an eCommerce merchant, you can obtain email addresses when guests arrive and depart from your site.
Email marketing applications like MailChimp can be tied to modern POS networks and retail sites. You can build and maintain a subscription list this way, as well as automate email campaigns and produce comprehensive reporting.
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Personalization for Effective Business Interactions
About 85% of user transactions in 2020 were conducted without the intervention of humans. As the pandemic advanced, chatbots and other channels gained momentum. It consists of online sales and delivery, automated retail, and touchless engagements.
Chats, phone calls, e-mails, and social media interactions are also fully automated to mimic human functions. It alleviates the burden on companies, some of which have had to downsize in order to continue operations in the face of reduced revenue and revenues.
Today, artificial intelligence has an influence on many areas of eCommerce. AI tracks trends and clusters in customer behaviour, purchasing habits, and other frequently occurring data. Indeed, AI now allows for the identification of millions of such transactions every day, resulting in a tailored experience for a single customer.
More than 33%of marketing leads are wasted due to a lack of follow-up. AI keeps this from happening by effectively retargeting potential customers.
Next, as distribution processes progress past time-consuming approaches, audiences are now informed by a variety of media formats. Businesses will personalize solutions and messages that reach the right audiences at the right time for the right reason by incorporating artificial intelligence integrated into CRM systems.
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Better Customer Experiences for Customer Loyalty
AI improves the comprehension of your clients, identifies your niche market, and provides you with actionable data. Companies of all types will now create a more detailed marketing strategy as AI knows what the consumer needs.
Integrating AI into your strategy will inform you if your advertisement is paying off and meeting your objectives. The increasing use of artificial intelligence is not limited to enterprises. Consumers around the world are becoming more receptive and welcoming of technology as it becomes more mainstream.
Businesses must focus on explaining how they use AI within their organisations. About the increasing popularity of AI, many customers are concerned with how companies are using the technology.
Just 54% of customers believe businesses can use AI data in a manner that benefits them. In contrast, 39 percent believe businesses are open enough about how they use AI.
However, studies suggest that only large and older businesses and sectors use AI technologies. There is a danger of widening the divide between big and small businesses.
To boost small businesses, owners must be open to AI adoption and incorporation. The increasing use of AI bodes well for SMEs (small and medium-sized enterprises) because it is becoming more available and inexpensive in a variety of ways. You can keep up with customer demands and retain the competitive advantage by using AI.
Conclusion: Ride the Current Marketing Transformation
To develop their marketing campaigns and boost SEO rankings in the most cost-efficient and effective ways, brands must modernize their digital marketing.
Without the high costs involved with conventional marketing, digital marketing helps you to have a local and global presence. It also enables you to monitor marketing practices in real time. Its digital techniques assist in the growth of brand loyalty.
In today’s ever-changing market, a good digital marketing campaign that is in step with emerging trends and utilizes cutting-edge technology will make the brand stand out among a sea of competitors.
Today’s digital marketing campaigns pose multiple obstacles, such as a lack of emphasis on an organized approach, research, and optimization. Such challenges for digital marketing departments entail structural issues and teamwork deficiencies.
Several companies are now implementing technology change strategies to solve these challenges and capitalize on opportunities for business expansion through digital marketing.
When emerging technology advances, so do experience and talents. It is important that they are still used to make progress in the development of emerging digital strategies.
Artificial Intelligence in digital marketing, for example, may have an effect on customer experience. Furthermore, cloud-based technologies such as Machine Learning makes it possible to scale marketing campaigns by facilitating continuous operations across fully automated activities.
Mayleen Meñez used to work in media before finding her true passion in NGO work, travelling the Philippines and Asia doing so. She homeschools 3 kids and loves reinventing Filipino dishes. She is a resident SEO writer for Softvire Australia and Softvire New Zealand.