Leveraging artificial intelligence (AI) is now commonplace in marketing. Tools, platforms, and services put sophisticated audience targeting and segmentation tools at the fingertips of marketers, making it easier than ever to connect your products and services to customers.
As organizations become more sophisticated in their adoption of AI, they may begin to look beyond core use cases and solutions such as the core targeted advertising tools offered by Google and Facebook. Today, the constant search for new applications of data and intelligent algorithms is essential to create and maintain a competitive advantage.
This is important because if you are just using AI to do the same thing as everyone else, your results will not differentiate you from your competition in the eyes of potential customers. On top of that, major AI marketing tools (like Adwords or Facebook advertising) are often described as ‘pay to win’ – in layman’s terms, businesses with larger marketing budgets will typically perform better and better. will take potential clients from small businesses. This is because they can afford to bid higher for the most important keywords.
Thinking smarter about alternative and emerging use cases of AI in marketing (or any business function) can help mitigate this. Here are some ideas to get a head start and ensure that your AI-based marketing strategy is constantly evolving to become more effective.
Smart advertising design
AI enables highly personalized design, which means that individual elements of advertising materials and marketing campaigns can be automatically tailored to specific audiences or even individuals. The individual elements of marketing campaigns – right down to the design style or color schemes used – can be determined by algorithms to ensure that they have the best chance of grabbing your audience’s attention and generating publicity. additional commitment. The algorithms can then assess the performance of different combinations of design elements and audiences and determine where adjustments might bring better results.
For example, it may be possible to determine that younger potential customers engage more easily with highly visual advertisements and marketing materials, while older ones prefer more text or in-depth product and service details. Ad creatives then only need to assemble a version of their assets, which can then be tailored by AI algorithms and automatically distributed to the right customer segments. Advertisers are already using tools like Persado that use natural language algorithms to create custom wording for sales copy.
AI helps us recognize and categorize customer segments based on their behavioral patterns, at scale. It can then optimize performance by monitoring the performance of different content against individual segments.
Computer vision technology gives computer software the ability to “see” – which means it can understand visual information. One opportunity for marketers here is to scan the millions of images that are uploaded to social media platforms every day to better understand how and where products or services are used. This gives marketers new ways to assess factors like market penetration and brand awareness. It can also be used to identify influencers who already have an association with your brand, leading to more authentic engagements.
Another powerful use case is trend analysis. Here, AI can help you identify changes in habits and behaviors that may influence the way your customers and prospects engage with suppliers in your market. Along with your own visual message, you can more easily gauge the effectiveness of your competitor’s campaigns and judge how customers are responding to different moods, color palettes, and landscapes.
Image recognition (as well as NLP as mentioned above) can also be used to create automated descriptions for sales copy, from item photos. Plus, you can use it to protect your brand, having it automatically alert you to anyone who might hijack your creative IP, branding, or posts for their own purposes!
Try before you buy with AR
Ikea allows customers to visualize products in their own homes – to check out how a new sofa or table might fit into their existing decor – by offering augmented reality (AR) tools that overlay computer-generated graphics onto real world images. Here, AI is used to create realistic-looking composite images, usually in real time, as the user looks through their phone’s camera. Likewise, beauty brands such as L’OrÃ©al allow users to try on makeup and other products and see how they will look at them, using the same technology. While the big players have been making this kind of functionality available to their customers for some time, it is increasingly offered “as a service” through platforms such as wearfits.com which make it usable by retailers. any size.
Ranking high in search engine results is still an essential part of most marketing strategies; in fact, despite the rise of social media and influencer-focused marketing campaigns, search engine optimization (SEO) is still often viewed as the primary driver of marketing success. Research suggests that Google is the first step on the path to making up to 85% of buying decisions.
As ecommerce plays an increasingly important role in our lives, SEO has evolved and perhaps the most effective techniques for placing your website in the best results have changed. In fact, there are some methods that would previously have achieved great results, such as link building and keyword stuffing, can now lead to your site being penalized as algorithms get smarter to detect when marketers try. to “play with the system”.
In SEO, “search volume” is an important concept because it tells us how many people are using particular words and phrases when looking for the products or services they need. Today, some of the more sophisticated SEO routines involve machine learning algorithms to better understand the intent behind keyword usage, as well as search content. It can also be used to review competitors’ SEO strategies to spot any gaps that might exist in yours and to develop SEO friendly marketing content.
Smart website audits
Tracking the “flow” of visitors to your website and social channels is more important than ever in order to understand where the “leaks” are occurring in your conversion funnel, forcing potential customers to opt out before they go. press “buy”. AI-based services such as those provided by 123 Internet automatically examine your site and alert you to issues that could be impacting your conversion rate. Factors like slow loading pages or large, unoptimized images and videos can quickly turn customers off and even lead to SEO penalties. Performing regular audits traditionally takes time and money, often requiring an expert third-party consultant. However, more and more it is possible to do this with automated AI tools, which improves efficiency and increases sales.