AI Marketing: What, Why and How to use Artificial Intelligence in Marketing
What is AI Marketing?
We should first clarify what Artificial Intelligence (AI) is exactly?
AI is an interdisciplinary science with multiple approaches. Maybe that’s why you can see a lot of answers to the question “What is Artificial Intelligence?” So much so, there is no singular definition of AI that is universally accepted.
At its core, Artificial Intelligence is a constellation of many different technologies that are capable of performing tasks requiring human intelligence. When applied to the usual business tasks, these technologies can learn, act, and perform with human-like levels of intelligence. It is used to simulate human intelligence in machines, saving us a lot of time and money in doing business.
Historically, four different approaches have been explored to Ai are:
- Think humanly
- Think rationally
- Act humanely
- Act rationally
According to the United States Patent and Trademark Office (USPTO), technologies that belong to the AI landscape include machine learning, knowledge processing, AI hardware, natural language processing, evolutionary computation, computer vision, speech recognition, and planning/control.
(AI terms that you should make clear yourself: Learn more!)
Artificial Intelligence Marketing (AI marketing) is now one of the most evolving topics in today’s digital era.
So what exactly is AI marketing?
Simply put, AI marketing is a method of leveraging intelligence technologies to collect data, customer insights, anticipate customers’ next moves, and make automated decisions that impact marketing efforts. In marketing, AI is usually used in which speed is essential. AI, actually, can boost the return of investment (ROI) of marketing.
With AI, marketers can understand their customers’ behaviors deeply, know their actions and indications. Therefore, they can target the right strategy to the right person in a time-saving and effective way.
A quick example of using AI in marketing comes from Gmail and Google Docs that use AI in Smart Compose to read what you are typing, then understand it and suggest what to type next. I will also compile some examples of AI marketing use cases from big brands in the following section. It would be fun to see what others are doing with this powerful technology, so keep reading!
Now you will need to know why AI marketing is vital for your business.
Why is AI Marketing important?
The impact of artificial intelligence in digital marketing is huge. If you don’t know, 76% of customers expect companies to understand their needs and expectations. AI marketing allows marketers to crunch a huge amount of marketing data analytics from social media, emails, and the Web in a relatively faster time. That’s why AI marketing is a must for every business.
Let’s dive in more details about the benefits of AI marketing:
AI makes your marketing automation more intelligent. It can work with marketing automation to enable translating data into decisions, meaningful interactions and positively impact your business outcomes.
Everything is about data, but what matters more is quickly and accurately turning data into actionable insights. In other words, the speed with which the marketing tasks are executed and implemented is a critical element that AI marketing can bring to your business. AI can help marketers scale the number of campaigns they create, determine the next best actions for customers, and then define which campaign to send to them properly.
AI in email marketing automation is somewhat of a dinosaur that businesses can use to increase customer engagement and the email open rate while saving. In particular, AI goes one step ahead of a copywriter by optimizing subject lines for clicks and tracking their performance.
AI can also generate and optimize content in multiple email formats that are friendly and relevant to receivers. Additionally, AI is used in social media automation; just like in the case of email marketing, businesses utilize it to increase customer engagement and optimize content.