How Artificial Intelligence (AI) is leveraging Marketing Performance

Artificial Intelligence (AI), often used as an expression to describe technology that can replace human intelligence, is clearly one of the hottest topics across multiple industries nowadays, and the advertising sector is deeply intrinsic to it.

We believe many agencies are already aware that some elements of their work might be overtaken or redefined by AI technology and it might seem harsh but certainly true to say that every day your company postpones using innovative AI-powered solutions in your marketing strategy, you’re losing some competitive edge.

You’re likely already aware, but many popular products and services are backed by Artificial Intelligence solutions, such as Netflix, Google, Facebook and Amazon, and in the past few years AI has paved its way deeper into marketing, helping many brands to improve each step of the customer sales funnel. Not only that, but these solutions have become more price sensitive over the last years, enabling smaller businesses to embrace the trend.

AI powered systems can help advertisers to test, analyse and optimise campaigns based on hundreds or thousands of data points, something that can be physically impossible even for the most experienced marketer.

Going even farther, common advertising channels (such as Google and Facebook) don’t give us all the data points, making our job even more difficult. That’s where AI powered solutions can go beyond, by providing this information to marketeers and even pairing with other data systems (such as CRMs).

1. AI-enhanced PPC advertising

Pay-per-click (PPC) is highly controlled by Google’s algorithm and auction rules, and it is no secret that performance fluctuates throughout the year, months and even days!

PPC is notoriously manual and labour intensive, with dozens of spreadsheets to build and analyse every day. This is where AI can cut out boring and tiresome tasks, so you can focus on elements that drive revenue and growth.

Let’s look at a basic component – bid. How do you know which bid strategy works? How and when should you update bids? And, the million-dollar question, what is the right bid? This is only one part of the challenge. Then, there is ad copy.

Embedding AI into your most time-consuming processes can significantly reduce the risk of human oversight. The ‘autonomy’ in which marketing automation software operates frees up marketers’ time and reduces the risk of error in what might be a time-consuming and detailed process, and one where humans are liable to make errors – manual data processing for example.

Machine-learning algorithms, when enhanced by rule-based technology can help agencies and brands to find new ways for optimisation, keywords, bids, landing pages and delivery.

2. AI-powered content creation

Humans cognitively associate certain images and text with emotions, and therefore react more to certain words and images. We as marketers are tasked with quantifying these associations through testing and data.

Where AI excels in this instance is that it can take a holistic interpretation of human reactions to numerous pieces of content (the above-mentioned text and images) and is therefore able to accurately report on ad performance across varied audiences. The marketer then makes the objective judgement on how to achieve the best results.

3. Highly personalised website experience and better CRO

AI powered solutions are still not able to build new websites from scratch but can certainly enhance the customer web experience with intelligent personalisation and intense design testing.

When analysing hundreds of data points like demographics, device, location and interests, AI can dynamically change headings, titles, images and website content in general, so it can better fit what the user wants.

3.1 Intelligent notification and email content curation

AI can do personalisation, push notifications and as a result your email marketing can be improved, delivering the right message at the right time to the right people. In a world of fierce competition for that 10 minutes of spare time a customer might have after breakfast, dynamically-created content can really isolate individual user preferences and five marketers a significant competitive edge.

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4. Content-creation chatbots

Since their introduction into mainstream use in 2016, chatbots have proven a great success and are continuing to improve and grow. If you have used messenger to communicate with a brand or business, chances are that helpful account manager you thought was called Tom, could have been a bot.

Intelligent chatbots provide an immense support to customer services, even adding personalised content that can really push your customer to action a sale.

Chatbots are powered by artificial intelligence and have access to millions of customer data points provided by either your CRM software, your internal backend program or an advertising media channel. They can aggregate location and demographic-specific requests and predict the best response or proposed solution to the user.

When created and managed properly, chatbots can prove more knowledgeable than any human customer service representative.

Working Hand in Hand

Artificial intelligence enables marketers to fulfil a complex dream of engaging with every customer in the most meaningful and personalised way.

By holding data, applying data processing and proposing the best solutions for campaigns optimisation, AI can hit the financial sweet-spot existing within each customer journey, and therefore improve ROI as in a way not previously possible.

Human beings have limits and AI is not here to take your job, but to support and supplement the modern marketer by improving their results and beating the competition.