I am a marketing intern at Valuefirst Digital Media. I write blogs on AI, Machine Learning, Chatbots, Automation etc for House of Bots. ...

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I am a marketing intern at Valuefirst Digital Media. I write blogs on AI, Machine Learning, Chatbots, Automation etc for House of Bots.

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5 ways on how AI can shape Marketing in 2018

By shiwaneeg |Email | Apr 24, 2018 | 11733 Views

Artificial intelligence (AI) have become more significant in the recent years and its use is continually increasing. Many companies are still struggling to embrace AI because of the fear of the unknown aspects and misunderstanding about how it functions.

But, there are many business executives who have understood its many benefits. They have actually realized that embracing AI in marketing can gain maximum customers to survive the intense business competition. 

Below mentioned are five ways that AI can affect marketing efforts in this year:

i. Ads That Make a Difference:

AI is inspiring marketing departments to create more effective and personal advertisements. Brands can take advantage of AI marketing as it is used in R&D of critical aspects, including keyword searches. With the help of AI, marketers can build smarter and more effective advertisements that ultimately could provide them with higher conversions. AI can deliver highly targeted advertisements that resonate deeply with the customer.

For the past several years, marketers have been most concerned with who should see their ads and the times they should see them. AI marketing eliminates these concerns and allows them to focus on which messages to display to their targeted audience. This enables the marketers to create powerful advertisements, directed at a specific audience base. 

Natural Language Processing (NLP) is a type of AI that many marketers feel most excited about. This technology which is associated with cognitive machine learning, uncovers patterns in online traffic and behavior the same way that the human mind could do. NLP also allows advertisers to match their ads with specific people based on several individual factors. This is a big improvement from relying on just keywords in the past.

Advertising to individuals is a growing trend and one that has proven itself to be worth the effort. People expect and demand personal service and won't put up with being part of audience segmentation. AI supports known customer preferences and it will continue to observe and respond to the individual needs of consumers in the future.

ii. Improved Search Capabilities:

Today's businesses simply can't afford to ignore AI marketing if they want to remain competitive. Companies that have already implemented AI will get to the customers much faster than those without it.
Customers today are digital ones who seek and find the information they need online much faster than those in earlier generations could achieve. This means that brands must constantly shift their message to make it meaningful to customers on a personal basis.

iii. Advancing from targeting to true personalisation:

AI is set to drive personalization in marketing and advertising. By improving the connectivity and integrating insights from various applications, which are often deployed on different platforms, marketers can leverage AI to gain a more holistic understanding of their customers, and create more personalized and smarter customer experiences.

Personalized advertising nowadays is largely based on a targeting-first environment. In other words, marketers simply target potential customers based on the options available on the designated platform or application.

Today AI empowers engines with a wide range of capabilities including learning, context recognition, personalized recommendations and even social intelligence. These capabilities allow engines to better make sense of data in different ways so that marketers can gain insight into potential customer's preferences and habits. Using AI, marketers can connect different business applications for more personalized marketing.

iv. Empowering marketers to become more data-driven:

In the future, AI development will reach a stage where it is able to drive more sophisticated and detailed conversations with customers. While there is currently no ultimate AI solution that can direct, manage and execute every aspect of marketing and advertising, there exist AI-driven solutions to propel customer engagement.

AI will enable marketers and businesses to achieve efficient business discovery , providing marketers with greater ease in discovering niche customer segments and process redundancies, as well as unlocking new ways of engaging likely prospects. This means that marketers will be able to identify and act on areas that were not readily apparent.

Under the influence of AI, the industry will see a growing emphasis on the ability to handle data when it comes to the skillset of a marketer. Good knowledge of digital solutions, the numeracy to holistically analyses marketing spend, as well as the acumen to attribute marketing activities to business results, will be crucial skills for the marketer of the future.
v. Understanding How Customers Feel:

No marketer has the time or skill to wade through everything customers discuss on social media and blogs. The more platforms become available, the greater the challenge. By implementing AI marketers can analyze how prospective customers feel about their brand and address common objections. This enables them to act in a compassionate way that puts the needs of the consumer above their own.

Marketing forces teams to view things from the prospective of the customer. However, they simply can't keep up with the multitude of conversations occurring around the Internet each day. Some companies, such as Facebook, are rising to the occasion. 

One example is the use of deep learning technology to recognize unique human faces. Another is the social media giant Facebook's DeepText program that enables it to better understand nuances in language. This spells good news for AI marketers because it provides them with increased accuracy for the purpose of ad targeting.

The strength of AI can improve your campaigns and better understand customer problems and pain points. With an open mind and an attitude of acceptance, you will be amazed at what AI can ultimately mean for your bottom line.

Source: HOB