AI Marketing Use Cases and What We Can Learn From Them- Part 2
The world is swiftly moving towards a more digitally enhanced era. AI has influenced almost every industry we see today. It has also played its part in increasing the operational efficiency of various departments within an organization. So it is evident that you can significantly improve the results of marketing using artificial intelligence. Hence, in this blog, we shall continue to talk about AI in marketing and how we can benefit from them.
Also, we have already discussed some in the first part; we shall discuss some more of the examples of AI marketing that have brought us fruitful results in the past few years.
To Recap…What is AI Marketing?
Many of us have got accustomed to the use of AI in our day-to-day life. Similarly, in digital marketing, companies use various intelligent solutions to speed up their processes. Artificial Intelligence defined a new way to streamline the workflow and enhance the overall productivity of the marketing team. The purpose of AI in marketing varies for every organization. But the fundamental goal remains the same — To positively impact the marketing team’s productivity.
Many businesses use AI to perform their repetitive tasks. Which saves time and labor costs. While others use it for more complicated things like planning a customer journey through the sales funnel. Let’s move on to the next section of the blog, where we will discuss the use cases of AI in marketing.
But first things first. Before you read more, click here to read the first part.
[AI Marketing Use Cases and What We Can Learn From Them- part 1]
AI Marketing Use Cases
1. Data Analytics
Almost everyone in marketing now knows what machine learning is. For those of you who don’t, machine learning is the process of training a digital system to understand specific conditions and provide viable solutions. It should do all this without the help of humans. Data is one of the most valuable pieces of information for a marketer. You should be able to analyze it efficiently to obtain insights into your target audience.
AI has taken over that job of going through hundreds of files to understand your leads better. Not to mention, the traditional methods cost more money and time. Whereas machine learning algorithms have more speed and accuracy. Some examples of AI in data analytics are forecasting market demands, predictive behavior analysis, etc.
2. Natural Language Processing
For so long, it has been the job of humans to understand the behavior of potential leads and customers. However, NLP has revolutionized the way we understand customers. Using AI-based marketing, a machine can now understand the natural language of humans.
Understanding every query posed by the lead better is one of the primary ways NLP proves helpful. Furthermore, NLP leads to more innovative, efficient, and personalized marketing strategy creation.
Some examples of NLP in marketing are sentiment analysis, effective content creation, targeted messaging, etc.
3. Media Buying
Media buying is buying ad spaces on social media and other websites at the most opportune time. This process helps you display the right ad to the right audience. Doing this manually will only be effective up to a certain extent.
However, you can bid and buy the space for advertisement at the most affordable price with artificial intelligence marketing solutions. Optimal use of media buying leads to higher conversion rates and better ROI.
4. Automated Decision Making
Marketing automation has been the talk for the past few years. Automation has significantly improved the way marketers make crucial decisions. Sending personalized emails and automatic responses have become more of the norm after the introduction of AI marketing.
Using the data available, the digital systems take appropriate actions at the right time. One of the main advantages of using automation is the speed of the process.
You can significantly improve all your manual processes with a bit of AI thrown in the mix. Not only that, automation can help you scale your business without having to employ more labor. It is one of the significant reasons why AI marketing strategy is crucial for your development.
Almost all marketing strategies nowadays include email automation as their primary way of targeting and acquiring new leads. Moreover, automation also helps you create a robust social media presence for your business.
5. Real-time Personalization
One of the most important things customers expect from businesses is personalization. Personalization improves the customer experience with your brand. Moreover, it attracts new high-quality leads without much effort. With AI and marketing together, real-time personalization has become a reality.
For example, eCommerce businesses leverage user activities to customize their website. It is highly beneficial since you can provide a more tailored experience for every customer. That too, at a much smaller price.
6. Image Recognition
Computer vision technology allows the software to “see” and understand visual data. Analyzing the millions of daily images on social media networks is one approach for marketers to better understand how and where products or services are being used.
This allows marketers to measure aspects like market penetration and brand awareness in new ways. It can also be utilized to find influencers who already connect to your company, resulting in more genuine interactions. Another practical application is trend analysis.
Here, AI can assist you in identifying shifting habits and behaviors that may impact how your consumers and future customers interact with market providers. You can more quickly measure the performance of your competitors’ ads and judge how buyers react to different moods, color palettes, and surroundings, in addition to your own visual content.
Image recognition (together with NLP, as discussed above) can generate automatic descriptions for sales copy based on product images. You may also use it to safeguard your brand by having it automatically notify you if someone is stealing your creative IP, branding, or messaging for their own gain!
7. Try Before You Buy With AR
Ikea offers augmented reality (AR) capabilities, which superimpose computer-generated visuals over real-world photographs, allowing customers to see how a new sofa or table would fit in with their existing décor. When a person looks via their phone’s camera, AI creates realistic-looking composite images in real-time.
While large retailers have long made this type of capability available to their customers, platforms like wearfits.com are increasingly offering it “as-a-service,” allowing merchants of all sizes to use it. Cosmetic firms like L’Oreal, for example, use the same technology to let customers try on make-up and other things to see how they will look.
Examples of Artificial Intelligence in Marketing
1) Amazon – Provides a personalized shopping experience
By this time, you should realize that we all have experienced AI marketing in one way or the other. If you have ever shopped using Amazon, you know that the products you prefer get displayed at the top. Also, you constantly receive email notifications and automatic recommendations from Amazon.
It is a clever AI marketing strategy that helps Amazon retain its customers. Amazon focuses heavily on making the purchase journey easier for everyone. It also has dynamic pricing based on the current market value of the product. Which makes it a leader in eCommerce all over the world.
2) Starbucks – Automatic reward program
You might have received text messages from brands on your birthday. But Starbucks goes a little ahead and offers you a free coffee on your birthday. It is an AI-triggered action that helps them create a loyal customer following.
The Starbucks app collects information about your past purchases and suggests flavors that you will like the most. It is a straightforward machine learning algorithm and a powerful example of AI in marketing.
3) Mongolia Market – AR shopping
Marketing is all about thinking out of the box to keep your customers engaged. Mongolia Market did precisely that by using augmented reality. AR heavily depends on machine learning algorithms to learn about the environment.
Users of this shop can shop products online but gain the experience of a physical storefront. It stood out from the competitors by giving something unique to its customers. It is one of the best examples of AI marketing strategy in use.
4) Chase – AI to create content
Content writing has always been the job of humans. Not for long, since many companies use AI to create and employ SEO-friendly content instantly. Chase uses the help of an AI-powered content creation company called Presado. They managed to create content for their website and blogs just by using topics and keywords.
The artificial intelligence marketing solutions took care of the rest. It is worth mentioning that content created by AI brought more positive responses than things made by human content writers. The main advantage is their ability to speed up the content creation process without any compromise in quality.
5) Nike – Custom shoes
Who wouldn’t like to make a shoe design on their own? Nike tapped into this common interest seated in the majority of the population. Using AI-powered augmented reality, Nike allowed its users to design a blank shoe. This led to an increase in sales and faster acquisition of new leads.
The most important thing out of all this, apart from the ROI, was the data collected. Nike was able to collect data about all the users in this process. Using this data, they were able to create marketing strategies based on each customer’s preference. Then, AI marketing followed automated workflows and created a better buying experience for all the customers.
How Can You Benefit From AI-based Marketing?
We have seen a lot of ways in which you can use AI marketing. By now, you must have understood that your creativity is the limit to the use of AI in marketing. However, generally speaking, AI can help your marketing process in the following ways:
- It is a simple way to create tailored content for all, irrespective of the vast number of customers.
- It fastens routine activities and gets your employees off repetitive tasks that consume a significant amount of time.
- It helps you make better decisions regarding scaling, employing, and drafting marketing strategies.
- It improves the revenue of your business without the need for more labor.
- It helps you find the optimal marketing route for every customer. Thus, allowing your customers and helping you at the same time.
Those who do not use artificial intelligence in their marketing will be replaced by those who do
In this evolving marketing landscape, people in charge of marketing insights, according to Gartner, will no longer be as competitive. The majority of respondents surveyed by Gartner are using or planning to use AI in their marketing strategy. Only 13% do not believe it will be helpful in the next three years.
Times have changed and so have the technologies. What is important is to adopt them. Artificial intelligence, when used responsibly, can help create a better world for all.
“As with any new tech, AI can be scary because it’s unknown. That’s okay, just don’t hide from it. Start learning today.”
Kanishka Bhattacharya, Senior Director of Data Science and Analytics at Publicis Sapient
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