To better understand artificial intelligence (AI) in marketing, it is necessary to know what AI is and its role in marketing.
Artificial intelligence is a type of software developed in recent years to simulate human thinking through applications, solutions, and AI tools used daily with computer systems such as machine learning, analysis, and automation.
On the other hand, AI in marketing is a process where companies leverage AI solutions to personalize content, enhance customer interaction, and obtain actionable information to generate positive business outcomes.
AI vs. Automation
When people think of AI, the first thing that comes to mind is computers simulating human intelligence or robots performing simple and repetitive tasks. As mentioned earlier,
AI is software designed to simulate human thinking, including perception, deduction, information synthesis, and analysis. Automation, on the other hand, is pre-programmed software created to execute specific tasks predetermined by individuals.
Therefore, delving into the context of artificial intelligence in marketing, here’s a comparison between the two:
- • AI Marketing: To analyze collected data, it uses almost real-time software without human interaction, allowing for improved marketing ROI, content personalization for customers, and valuable insights.
- • Marketing Automation: It utilizes software to perform marketing tasks and execute specific campaigns based on a schedule, enabling focus on other tasks.
Why Should You Use Artificial Intelligence in Marketing?
Here are some advantages:
- • Greater insight by leveraging customer data
- • Enhanced customer experiences
- • Minimized errors
- • Improved data management
- • Increased return on investment
- • Leveraging business trends
Artificial intelligence in marketing offers numerous advantages, such as acquiring AI-driven customer insights or producing personalized content. Additionally, there are indirect ways in which digital marketing specialists use AI marketing solutions to benefit their businesses, reducing human errors or enhancing work efficiency.
1. Obtain marketing insights from customer data
Data and its analysis are crucial for understanding current and potential customers. With the use of AI in marketing, you can gain insights into your target audience and their positions in the customer journey.
- • Basic data: This includes demographic information, name, gender, location, ethnic origin, or email address of a potential customer.
- • Interaction data: This refers to general interaction, encompassing information about how customers use your services or if they follow you on social media.
- • Behavioral data: Similar to interaction data, behavioral data is more specific. It covers how your audience directly interacts with your brand, such as purchase history, subscription details, or registrations for free trials.
- • Attitudinal data: These data focus on your customers’ thoughts and opinions about your company, accessed through surveys or online reviews.
Each of these data types is important, but many marketing teams primarily use interaction and behavioral data to comprehend the effectiveness of their campaign marketing strategies.
2. Enhance customer experience with personalized content
Most effective ads leverage AI in marketing to understand their audience thoroughly. Once you analyze data and extract insights, your marketing team can start improving customer experiences with more personalized messaging.
An essential aspect of retaining and gaining new customers is through personalized marketing, using targeted ads, personalized emails, and interactive questionnaires to attract customers and engage your audience in a more personalized and meaningful manner. This delivers:
- • A more satisfying customer experience
- • Increased customer loyalty
- • Higher return on marketing investment
- • Cost savings
- • Improved connections and relationships with customers
3. Minimize errors due to human error
People occasionally make mistakes, but some errors can pose risks and negatively impact marketing performance. AI in marketing can significantly reduce errors for work teams.
With AI, utilizing its machine learning, natural language processing, and automation functions, you can perform various tasks without human intervention.
For example, assigning a task to an AI marketing tool to proofread your emails for grammatical errors. While a professional proofreader could handle this task, there might be a sacrifice in quality if you review grammar by yourself rather than through a professional.
4. Improve data management and data quality
Data collection is a crucial step in learning about your target audience. However, collected data could be rendered useless if not input, managed, or stored properly. AI usage can reduce the risk of misinterpretation and mishandling of data.
5. Increase marketing ROI
Utilizing AI marketing can enhance efficiency through data collection, error reduction, and improved customer experiences, resulting in enhanced workflows with AI.