Making the best use of customer’s demographic and psychographic profiles has long been a practice of digital marketers. As SEO rules, customer’s requirements, and social media algorithms evolve, AI marketing tools are set to inject new precision into marketing strategies.
Matching the appropriate marketing channel to the ideal customer is every marketer’s goal. AI marketing is all about relevancy. It provides the answers to a crucial question – how to reach out and offer the product in hand to the most relevant customer.
Although it still takes a human to dig into the creative part of a digital marketing campaign, the capabilities of AI advertising tools, including precise content creation, powerful predictive capabilities, and AI marketing automation, are taking artificial intelligence a few places up on the marketing tool scoreboard.
The Practical Side of AI in Marketing
If you are thinking of applying AI in marketing, you may have too many questions, most likely coming out of all the hype about the prospects of the exciting new technology.
That’s perfectly understandable – artificial intelligence is amazing. But, how can you tell what you can achieve with technical terms like machine learning, neural networks and Natural Language Processing?
You are neither a mathematician nor a statistician. Your primary goal is to awe customers by delivering exactly what they need – and more. For that, you need to know the practical value of AI for marketing. Luckily, AI for marketing is not a new concept and is making a steady progress as vendors are listing fresh AI marketing software concepts on the market you can effectively use to your advantage.
Here are five ways you can apply artificial intelligence to promote your campaign successes:
1. Create Smart/Dynamic Content.
Smart content is the content that adapts to the customer’s past shopping and browsing habits. By creating smart content, you’ll present contextually relevant pages to your customer. Think of the shopping suggestions in the style of Amazon and other e-commerce sites.
Although it works perfectly for shopping suggestions, AI advertising can work just as well via curated intelligent content, such as blogs, articles, and other types of messaging typical for online businesses.
For instance, you can use AI marketing to create various smart CTA buttons distributed across the page or smart forms with changing fields, to capture as many interested customers and increase the conversion possibilities.
Data collected from email subscribers can be used to evaluate the extent to which a user is attracted by a certain type of content, consequently honing the next email content to best match customer desires. In a nutshell, smart content is about delivering personalized communication to your customers.
Read more about boosting your online campaign with basic, yet powerful content creation methods.
2. AI Marketing Automation.
Looking at pie charts, graphs, and frequently changing numbers is tiresome. It can drain the creative juices, the very place where you need to direct your energy as a marketer.
By automating data-laden tasks which require a lot of repetitive manual work, you’ll use the helping hand from AI marketing tools to gain more time that can be used for creative planning, personalization, and content optimization.
As no two businesses are the same, you’ll need to think about how to apply AI marketing automation rules on the concrete data. The greatest thing about AI marketing tools is that they function in real-time. They are, therefore, able to maintain your content up-to-date as the analysis takes place, in turn helping you run the most cost-effective marketing campaigns.
3. Predictive Analytics.
Have you ever thought how betting works? It assigns the highest score to the most probable event. Although betting is not identical to sophisticated AI marketing software used to predict customer behavior, there are core similarities between the two of them that can help you understand the model. As a general rule, predictive analytics evaluates the likelihood of a future event by analyzing past data with statistical and machine learning methods.
With predictive analytics applied to AI advertising, you can figure out answers to questions such as:
- Will this specific customer convert and how likely is that?
- What’s the conversion price for a particular customer?
- Which customer will repeat the purchase down the line?
When analyzing data for prediction purposes, keep in mind that the results are going to be as good as the data provided.
It’s a basic statistical law to treat data with care, and base your conclusions by taking all considerations into account – the source of your data, how specific or general it is, and will you be applying it under the same circumstances in the future.
4. Programmatic Ad Buying.
Programmatic ads are an effective way of using machine learning algorithms to reach out to the most relevant customers by creating targeted ad campaigns. You can combine several programmatic advertising models to optimize the presented content by selling it at the most cost-effective price:
- Direct programmatic advertising
- Private marketplace
- Invitation-only auctions
- Open RTB auctions
AI marketing software identifies which of the above methods can help you generate more leads by connecting related advertisers and publishers on marketing platforms. Programmatic ads target relevant premium inventories and optimize leftover ad spaces on remnant inventories.
5. Ad Targeting.
Targeted ads produced with AI marketing tools are based on analyzing large amounts of historical data sets to determine which advertisements work best on which users. Large datasets contain thousands of variables collected over time, making it impossible for a marketer to draw conclusions from in the same way a machine learning model can.
Ad targeting powered by artificial intelligence can also help you find the most effective stage of the buying process for customers, and apply your knowledge the next time you run a campaign.
Learn more about how to optimize ads with artificial intelligence.
AI-powered advertising campaigns can handle a flurry of data, use it better, and produce less waste by reaching out to the darkest corners of unused data. As they rely on continuous learning, AI marketing tools get better over time by simplifying the data in new ways and adopting new knowledge.
Interested in finding the customers that are looking for your product? Check out what Frank can do for you!