AI is shaping marketing, irrevocably so. Isn’t it time humans leave robotic work to robots and spend more time doing what they do better than machines?
Artificial Intelligence can beef up marketing capabilities. More and more marketing leaders are implementing AI technologies to take their game to the next level. The use cases of AI-powered marketing are diverse- from online advertising to finding patterns in the customer journey- Artificial intelligence can enhance marketing at all levels.
With the immense potential that AI brings to the marketing world, it’s time to learn how you can harness the power of AI marketing!
Marketing Goals and Data
Marketers need a roadmap with a clear vision to make artificial intelligence work for them. For the AI-powered marketing tools to work efficiently, you need to fractionate large parts into decisive steps that the computers can understand and achieve. There have to be specific goals that a machine can work on and produce results at scale.
Data is crucial to marketing success, and hence, this data must be of high quality. That’s where AI can help. Machine learning algorithms can help marketers source clean data, ensuring the bad data doesn’t sucker punch you when you least expect it. But there are a lot of steps in the data sourcing, collection, and storage processes and a lot of things that can go wrong. You require a professional that can ensure that the algorithm processes data at each stage with precision. The data should be trustworthy enough for you to make informed business decisions, using the right set of MarTech tools.
When marketers have accurate information about their customers and prospects, AI can combine it all to produce powerful insights.
Feed the algorithm everything you know about your customers- their identities, preferences, and behavior. But while AI is at work, you also need someone who can corroborate the results and validate data quality.
Marketing AI is of two types- independent and integrated AI. The independent AI takes a narrow approach to perform tasks, whereas the integrated AI is broad and part of something bigger than itself. For instance, Netflix’s recommendation results from integrated machine learning that gives viewers suggestions based on their behavior and preferences. But had it been independent AI handling it, the viewers would need to download another application to get those suggestions. The same goes for MarTech solutions such as CDPs and CRMs- they too leverage integrated AI to enhance marketing functions.
Marketers can use AI in an array of activities such as programmatic advertising, display ads, email responses, cross-selling, up-selling, social media strategy, content marketing, customer service, and so on!
The transformational power of AI is real. Artificial intelligence can garner marketing long-term, substantial value. But it’s important to understand that AI can’t handle all marketing tasks, and it’s best to decide which tasks you should hand over to AI and which are better handled by humans!