Artificial intelligence in marketing

Competitive advantage through AI: How to implement intelligent solutions in your business?

Artificial intelligence in marketing

Artificial intelligence in business - how to leverage it?

Artificial intelligence is taking over the world. It is no surprise, then, that it has also been harnessed to serve digital marketing. How can you use artificial intelligence in business? Naturally, for processes related to marketing automation! Do you want to know what role it plays there and what you can do to reach your customers faster and more effectively with its help? Check out our article!

In this article, you will learn:

  • How does artificial intelligence learn?

  • What are predictions?

  • Why should you use AI for product recommendations?

  • How does AI-driven content personalization work?

  • Why do you need a chatbot?

AI for marketing - from theory to practice

Artificial intelligence must learn to perform tasks assigned to it by humans more and more effectively. And it needs to be assisted in this learning process. Four types of models are used for this purpose:

  • Rule-based learning, which involves providing AI with specific rules in an "If X then Y" format,

  • Machine learning, where AI is provided with data, observations, and interactions with the world so that it can discover specific patterns and features on its own,

  • Neural networks, which are computational models inspired by the structure of the human brain, reflect the functioning of our neurons,

  • Deep learning, which mimics human thinking, combines multiple layers and vast amounts of data from various areas to process information

Remember!

It sounds complicated, but fortunately, as a marketer, you don’t need to understand all the technical intricacies. It is important to know that AI should not be feared, but embraced and utilized in business. You may not realize how much it can simplify your daily work and help you achieve results! Artificial intelligence in marketing is not a thing of the future, but an everyday reality for many professionals. As many as 80% of marketers admit that they use some form of AI in their daily work.

Predictions - leveraging artificial intelligence for customer segmentation

Prediction is simply the forecasting of future events based on the analysis of historical data and statistical modeling. Artificial intelligence in this aspect focuses on determining what might happen in the future. In marketing, this can involve, for example, planning KPIs or budgets.

It is also interesting to use prediction for customer segmentation, for instance, to find the ideal recipient for your services or goods. Using artificial intelligence to select from all users those who will be most interested in a specific offer is a great way to lower advertising campaign costs-by targeting a narrow group, it is less expensive than a broad-reach campaign-and increase sales... while at the same time not annoying those who are not interested. In a word, everyone wins.

Read also: Hyper-personalization

How to use artificial intelligence for product recommendations?

Sometimes customers are looking for a specific item, and sometimes they don't even know what they want themselves. Fortunately, in both cases, you can come to their aid and offer appropriate recommendations. Of course, use artificial intelligence to create them. In business, sales are what matter, and thanks to algorithms and machine learning, AI will quickly identify which products suit the customer-and suggest them. To do this, it will take into account factors such as: purchase history, products added to favorites, browsed categories, time spent on the site, as well as the functions, appearance, or features of the viewed models. From all of this, even fragmentary data, it will then generate the best recommendation proposals.

Example recommendation models used in e-commerce:

  • Similar products

  • Cross-selling

  • Frequently bought together

  • Personalized products

  • Visually similar products

  • Complementary products

  • Products matched based on customer profile

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Artificial intelligence in marketing - content personalization

AI for marketing is, as you already know, largely about analyzing customer shopping habits and then tailoring the best possible messages to them. This can also apply to elements displayed on websites or in emails. Key elements subject to personalization in marketing automation are:

  • Email subject lines - AI analyzes which subject line structure "clicks" better with a specific group of recipients,

  • Content - different people respond to different copy, its length, or the placement of graphics in a message. AI analyzes which content layout works best,

  • Offer matching - this refers to the recommendations described above. Different types of products can be recommended to different types of customers, not only on the website, but also in pop-up notifications or via SMS,

  • Communication channel selection - some recipients prefer SMS, while others like to read emails. Using artificial intelligence allows for determining which channel is most effective in a given case,

  • Send time selection - some read emails on their commute to work, while others read them during their lunch break. Therefore, it is worth analyzing when the chance of opening the message is highest and adjusting the delivery accordingly.

Read also: Omnichannel

Chatbot - using artificial intelligence for customer communication

Chatbots, or customer assistants, have already established themselves on many websites. You can ask a chatbot to find the right product, remind you of your customer number, help with filing a complaint, etc. Their main advantages are: availability (at any time of the day or night, never tired, always ready to help!), personalization of interactions, and error reduction (they are precise and rarely make mistakes, unlike a human). The customer is therefore satisfied that they obtained information without the need to contact by phone or email, and the seller that they save money and employee time.

Remember!

Chatbots can be used: • on a website • in a mobile application • in messaging apps, such as Messenger or WhatsApp

Artificial intelligence in marketing is taking up more and more space, and using it is becoming an everyday reality, not a curiosity. If you want to learn more about how to use AI in business, read our e-book on the subject.

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