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Written by Monise Branca on May 5, 2020

Artificial Intelligence And Marketing

In 1950 Alan Turring submitted a paper that changed the way we look at technology by answering the simple question: “Can machines think?”. The paper he submitted about “Computing Machinery and Intelligence” outlined the fundamentals of artificial intelligence and what we know of it today, a computer aiming to replicate human intelligence. 

For some time now many companies have been leveraging AI into their marketing strategies in order to fill the gap between execution and science. The rise of Artificial Intelligence Marketing confirmed that implementing AI into a company’s system was crucial in achieving their goals and dramatically impact their users expectations. 

Well known companies such as Amazon have been leveraging this type of technology for years, using it to predict a consumer's needs, before they even know they will need it. Predictive analytics is an example of how AI has changed the way both marketers and consumers interact with a product. By analysing a user's past searches and interests, AI will display the recommended products that best fit that person's past searches.

It has become clear that companies need to be willing to adopt this piece of technology, waiting to implement it can leave companies struggling to make the change later down the line. Knowing this, it is important to understand the elements that make up AI and how companies can benefit from its implementation. 

Core Elements Of AI

Natural Language Processing (NLP): This refers to the computer's ability to understand, manipulate and interpret language. An increase in human to machine communication and big data has resulted in huge advancements in this area. NLP has introduced aspects such as chat boxes, content recognition and generation as well as voice search capabilities. 

Machine Learning: Machine learning is a computer's ability to interpret the vast amounts of data. This is important because it helps identify patterns, responses and reactions that can predict future outcomes as well as pick out certain observations.

Big Data: Big data refers to the vast amounts of information that is readily available for companies on a daily basis. This is important because the way in which the data is structured and segmented helps marketers understand the needs, wants and action of their consumers. Big data has completely removed the manual work, making generating insights and creating strategies more efficient. 

Computer Vision: As the name suggests, computer vision refers to a piece of technology that allows computers to “see”, or understand the visual world. With deep learning models, the computers can analyse and identify images and video in order to classify what they see, and react accordingly. The most prominent aspects of computer vision are facial recognition, object detection and visual listening. 

Now that we know the core elements within AI we can see how beneficial it can be for companies who choose to leverage this technology in their marketing strategies. 

Benefits Of Artificial Intelligence Marketing 

As mentioned above, companies who have leveraged this piece of technology are able to improve overall efficiency and effectiveness of their strategies, improving customers expectations and experiences. Artificial Intelligence Marketing would not be possible without the work of powerful solutions. 

Powerful Solutions refers to technological solutions that incorporate AI into their engineering. These machines have the ability to understand emotions, open form context and natural language to pick out meaningful information in the endless flow of data. 

With powerful solutions companies can easily benefit from artificial intelligence marketing. We will highlight the key benefits of AI below. 

Personalization 

With the vast amounts of technology a company can use to interact with their consumers, it is now expected that brands tailor their messaging according to their users location, interests, demographics and more. Because this has become the standard across various industries, users have changed their expectations and will most likely not engage with a message that is not personalized. 

With traditional advertising, messaging is tailored toward a more generic group of people, whereas AI allows targeting at a more individual level. AI analyzes a user’s past interactions with the brand and is able to predict their future behaviours or spending patterns. It maximises a company’s efficiency by sending them the right message at the right time, making it highly likely that they will end up converting.

As mentioned above, Amazon is well known for predicting a consumers pending pattern, and other well known companies such as Netflix have also been able to incorporate this aspect of personalisation by recommending movies and series according to what was previously watched. 

Improving customer experiences with hyper-personalized messaging would not be possible without AI.  

Chatbots

The use of messenger has changed the way people interact with businesses as well as each other. Messenger has become a more convenient way people can approach businesses and communicate with them more effectively. 

AI has advanced the way in which businesses are able to interact with their customers. The truth is, hiring a large customer success team is a thing of the past, as for large companies this can become very costly to cope with the large demands. 

Chatbots have been implemented by many companies in order to reduce the workload and improve a company's response rate. Chatbots are more often used to deal with common queries of frequently asked questions. Through natural language processing and machine learning, these systems learn certain queues that will trigger a set reply. This is not to say that there is no human involvement, if questions do get very complex, conversation can get redirected to human agents to deal with the responses on a more personal level. 

Adopting chatbots is not only more cost effective for the company, but it also makes the whole process a lot more efficient with a small margin for error. Machines will never have a bad day, meaning they can always deal with conversations in an intelligent, polite and engaging manner.

Content Marketing 

It is true that content marketing can positively affect return on investment and even though this process might seem easy, many marketers express the difficulty in finding data to produce enough personalised content. 

When machine generated content first came into play, the software used was rather immature, with inconsistent results. Although it was smart enough to trick search engines, it was definitely not smart enough to trick humans. However now, this piece of technology has become pretty robust. Companies that choose to leverage this are able to accelerate the process content creation while optimising the content for various purposes. 

Automating your content creation means you can have a new piece of content in seconds, which can be extremely useful for social media posts. The most beneficial aspect of this is that it can provide clickbait, as it optimises the headlines by working on specific set of formulas. 

You might still be in doubt about using AI for content creation, but the reality is that many companies, including Forbes have been using AI to generate at least half of their content creating. With this content publication has become faster and more efficient enabling companies to focus on their content marketing at a larger scale. 

Don’t Get Left Behind! 

These are just a few crucial aspects of how artificial intelligence can be implemented in your company's strategies. But it has become clear that failing to adopt these technologies will mean the failure of a company's ability to adapt to consumers expectations. The efficiency of AI can not be matched by any human, with its small margin of error, companies need to identify how it can fit into their overall objectives and use them accordingly. 

Want to learn more about what will make your company stand out in this digital era? Check out our blog to learn all you need to know about marketing trends, reporting and how the industry is changing. 

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Article written by Monise Branca
Making up part of the Customer Success Team, Monise joined Oviond as an intern in 2019 with a huge passion for the digital marketing industry and keen to learn the technical aspects of a Saas product. She has since become an invaluable member of the team and adds value due to her international experience. She has a passion for sport, thriving to work on improving her personal fitness. She has just recently got a new puppy and enjoys spending time with her dog and family.

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