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AI and Machine Learning in Digital Marketing: Components | Challenges | Benefits


Many businesses and marketing groups increasingly adopt smart technology solutions to improve operational efficiency and enhance the customer experience.
Marketing, more than any other function in the firm, benefits the most from artificial intelligence.

 

What is Artificial Intelligence (AI) Marketing?



AI marketing uses Artificial Intelligence to make automated judgments and decisions based on data collection, data analysis, and further observation of audiences and their behaviors. It is often used in marketing initiatives where speed is critical.

 

AI marketing use cases include: 



    • data analysis

    • content generation

    • media buying

    • programmatic advertising

    • automated decision making

    • natural language processing

    •real-time personalization

Data analysis

AI data analytics reveals new patterns, correlations, and insights in data. AI analytics is actually related to personalization conveying the process of automating wide rage of tasks.

    1. consumer actions to increase conversion and reduce risks;

    2. company budgets, advertising costs;

    3. customer segmentation based on various variables;

    4. revealing hidden potential.

Content generation

Artificial intelligence is used to reduce the cost of content production. AI is able to write texts based on databases, given topics, or analysis of similar materials. Also, artificial intelligence can suggest topics for copywriters, prepare reports, and write drafts of the text.

The Washington Post has been using the Heliograf bot since 2016 to help gather news faster. This is a semi-automatic system that works in tandem with the editorial. At first, it was used to cover the Olympic Games: journalists prepared templates, and immediately after the sporting events, AI filled the blanks with data and published the results on different sites. 

 

Media buying

With the help of AI, media buyers can save time by not having to estimate results, manage liability, hunt down under-delivery, bargain terms with customers, or investigate potential invoicing issues. Instead, employing a perfect mix of media outlets, from video to content marketing, buyers can work to put ads in the greatest locations that will provide the highest quality leads.

Sales results entail simply too much data for a single person to interpret, but AI is ideal for the task. The computer simply gathers and processes data on topics like product lines, sales data, ad success, and much more.

 

Programmatic advertising

A system of automated sale and purchase of advertising space is known as programmatic advertising. It is based on an auction model. AI can be used to improve the outcomes that programmatic advertising generates for both advertisers and publishers. AI provides the data necessary for programmatic advertising to provide each user with the appropriate information at the appropriate moment. This is all about what DEEP.Marketing.Branding has been doing since 2018.Deep is a full-service branding and marketing firm that can take your brand from zero to hero.

 

Automated decision making

Artificial intelligence helps to optimize advertising and make it more effective. It has long been used in their systems by Google, Facebook and other famous brands.

The system manages ads on the websites and all the user only needs is to provide materials for creatives, describe the target audience and perform a few more settings.

The algorithm itself will collect creatives and select the strongest ones, optimize the campaign budget, set the display time and specify the target audience.

 

Natural language processing

Artificial intelligence processing natural language is mainly used in a very large number of scenarios in which the user needs to be consulted. AI is needed for tasks that cannot be solved in a linear way without losing quality of service. 

AI is used for virtual assistants and chatbots.It can conduct dozens of dialogues at the same time and processes requests faster than operators. Artificial intelligence can solve problems that are inaccessible to chat bots and voice menus built using simple linear algorithms. 

So far, artificial intelligence in communications is able to solve typical tasks, and transfer complex calls to the operator. Perhaps the development of technology will allow AI to completely deal with communication.

 

Real-time personalization

The ability to create offerings that adapt to shifting consumer tastes and behavior is the main requirement for personalization. It must also be able to react to demands from the organization and any outside forces.

Instead of bringing people together into larger groups, AI-based personalization attempts to give the best customer experiences in real time, tailored particularly to that individual’s needs.

Companies are better equipped to make appropriate or related product recommendations in real time by taking into account data points like the products a customer adds to their cart or prior transactions.

 

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Adoption of AI marketing




There are a few key elements that make the adoption of AI marketing as important as it is today, including big data, machine learning, and the right solutions.

 

Big Data

Big data refers to extremely large, intricate, and fast-moving datasets. Big data, as was already mentioned, is what drives the development of AI’s ability to make decisions. For information and insights, big data can be investigated and examined. The purpose of big data analytics is to combine and analyze enormous information in order to find patterns and generate actionable insights. Big data analytics uses techniques and technologies, such as AI and machine learning. This enables you to take quicker, wiser decisions based on data, which can boost productivity, income, and profits.

Big data gathers enormous amounts of data that, when correctly evaluated, can provide important insights into the industry to which that particular data belongs.

 

Machine Learning

Companies can switch from rules-based recommendation systems to more intelligent ones with the aid of machine learning algorithms. 

Based on a multitude of characteristics and in close to real time, machine learning is assisting businesses in placing better, more targeted advertisements. These variables, which include demographics, purchasing patterns, and behavior, can assist match advertising requests to the proper audience at the appropriate time and scale. 

 Microsoft Azure, Google and Amazon have launched turnkey cloud-based machine learning platforms. There are applications for different tasks and advertising channels. For example, these are the already mentioned developments from Owox or the service for automatic ad management Alytics, which works with the context in and Google Ads.

 

Powerful Solutions

AI solutions that are intended to accelerate game-changing innovation three times quicker than the traditional product life cycle, enable new modes of operation, and unleash new efficiencies and growth.
Each solution can be easily customized to address particular client difficulties even though it is already well-suited for a certain industry and purpose. Thus, powerful solutions in AI can quicken the pace and potential of change regardless of who you’re collaborating with within the organization or what you’re trying to achieve.

AI Marketing Challenges 




AI is not the future, but a reality – these technologies are already being used in dozens of areas and industries, helping to automate and optimize work with data. Marketing is no exception and is undergoing another transformation in today’s digital environment.

Now is a great time to work in the marketing department, as in today’s information world, marketing is becoming increasingly important in most organizations. But it also means that the life of a marketer has become more difficult and challenging, despite all the tools at his disposal.

 

Consumer data privacy



AI may predict or deduce sensitive personal information from non-sensitive data using machine learning techniques. It is possible to ascertain a person’s emotional moods, political opinions, sexual preferences, and other characteristics from their keyboard typing patterns.

 

What about deep learning?




Deep learning is the most modern branch of machine learning, inspired by the structure of the human brain. This is the latest trend in AI, as evidenced by the acquisitions of Amazon (Orbeus), Facebook (Wit.AI), Google (Dark Blue Labs, DeepMind, DNNresearch), and Microsoft (SwiftKey).

Deep learning has been used by Google as the underlying technology in the development of DeepMind artificial intelligence. Major players in the software market are actively competing for technical superiority. Even Salesforce.com has released its machine learning product called Einstein, and Adobe has announced that they are bringing machine learning to their products.

 

Core benefits of AI for the marketing industry




Anticipating customer needs is not a new phenomenon. What is new is the ability to automatically respond to these needs in real-time and at full-scale thanks to artificial intelligence. The most common use cases of AI in marketing are:

    • Finding and predicting the most and least valuable customers in terms of their “life cycle”

    • Recommending new products and content with the greatest purchase prospects;

    • Testing many possible routes that consumers can take after using the content;

    • Purchase of programmable advertising;

    • Optimizing customer interest through content personalization;

    • Preliminary assessment of potential clients.

 

You need to understand that AI is something that will soon become the standard for automation systems for any client business. Experts predict that it is AI technologies and solutions for collecting, storing, and “smart” data analysis that can give businesses in the entertainment industry a significant boost and competitive advantages in the fight for the customer.

 

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