AI in marketing

Artificial Intelligence (AI) may still sound like science fiction to some, but it’s fast becoming central to most online operations, making no exception of your business’s marketing endeavours. Enter artificial intelligence marketing.

As a Conversational Marketing company, Vyb is most interested in the way AI can be incorporated into your digital platform to portray human-like qualities. No idea what we’re talking about? Think about your phone’s voice recognition software, how we’ve come to rely on digital personal assistants like Siri or Alexa, or how streaming services like Netflix offer up recommendations based on your
viewing history.

Similarly, there are countless ways that AI can be employed to support your business.
Here are just a few of the fascinating applications of AI.

It’s easy to see why AI marketing becomes integral to almost every aspect of the digital marketing landscape:

Machine learning

To put it simply, machine learning implies automated data reading, collation and interpretation capabilities. It is a subset of AI that relies on algorithms to read and organise data as directed, eliminating the need for humans to spend time on data-heavy tasks. In a marketing context, this could apply to ad targeting, lead generation and search optimisation, among many other applications used in artificial intelligence marketing.

Machine learning capabilities ensure that staff members who would normally spend a significant portion of their work hours sifting through data – to organise contact details, or client feedback forms, for instance – would now be free to focus on the more human elements of their job, such as that all-important one-on-one time with clients.

Consumer-focused marketing

Artificial intelligence marketing is all about data-driven approaches, which includes integrating data from different platforms to collect, store and interpret analytics.

With this capability you are able analyse customer behaviour patterns that aid the development of automated systems or customer profiles to target specific markets and/or consumers.

Insight integration

Increasingly, AI is being used to gather and integrate data sets from different
types of software and applications, otherwise known as meta-analysis. This
has enabled marketers to collate data from specific groups of customers and individuals, giving businesses the tools they need to target and customise
their product offerings and advertising campaigns, based on consumers’
online behaviour.

Moreover, with machine learning capabilities, this type of data collation and interpretation happens much faster through machine automation than it would if humans were doing a similar exercise manually.

Semantic searching

This refers to the capacity for machines to understand user searches in context, enabling machines to offer the searcher a set of customised results. Through AI, machines learn to understand an individual’s search phrases and patterns, as well as interpret more detailed and complex relationships between different data sets. For instance, semantic searching capabilities will take into account a user’s search history before offering results on a new search — an excellent use of artificial intelligence marketing.

How does this impact SEO? Searching will ultimately be becoming more nuanced as machines learn to include secondary terms and commonly used keywords in the search. Semantic searching is therefore about getting to the gist of why an individual is searching a specific term or phrase, and offering more personalised and multifaceted results that aren’t as two-dimensional as they were two decades ago.

Content creation and curation

Relying on its ability to gather and interpret data, AI can be useful when it comes to lead generation in the context of content creation.

AI can, for example, choose content relevant to each unique visitor on your website. And the more a user navigates your website, the easier it will be for your website to steer the visitor to exactly what s/he may be looking for, based on their search and navigation history.

Think of how an e-commerce website offers suggestions of products a consumer might like based on search history. Or how subscription streaming services, like Netflix, are able to make suggestions for shows you might like next, based on your viewing history. Your business could use the same capabilities to meet customers’ specific needs through artificial intelligence marketing.

Voice search and speech recognition

Over the years we’ve grown accustomed to voice-prompted virtual assistants on a personal level – think Siri, or Alexa. As this technology improves, so does the error rate, making voice search and speech recognition all the more attractive for busy web users looking for fast results.

So what if you used the power of AI to incorporate the same kind of convenience into your website? Voice and speech recognition broadens your business’s search capabilities. Moreover, AI can integrate different searching methods to customise an individual’s search results.

Lead generation

Much like an automated recruiter, AI can sift through piles of data (faster than
any human) to find your ideal customers, clients and employees based on your business’s data history.

AI can predict the success or rate the efficacy of a given lead. Therefore, for B2B
or even B2C, you can save a lot of time, money and energy just using the basic search functions of AI, leaving you with more time for human-dependent tasks, such as delivering a pitch or making personalised sales calls. Lead generation is leading the way for enhancing business productivity for both machine and man.

Automation and personalisation

Leveraging the capabilities of machine learning and AI to understand buyer behaviour and patterns of decision-making, advertisers will soon be able to
target their marketing strategies towards very specific consumer preferences.

AI takes the guesswork out of digital marketing. It means you’ll no longer have to trial a campaign, or waste time on experimenting with different strategies in the hope one of them hits the mark and makes you a profit. AI’s analytical tools have built-in decision-making capabilities that optimise your marketing strategies, target the right consumers with objective data analytics and make the most out of the lead generation process.

AI has the uncanny ability to unearth valuable business intelligence – from an abundance of seemingly inconsequential data – faster and more. Like it or not,
this technology has become integral to the way all forward-thinking companies do business.

Your biggest challenge, however, is to leverage this technology, analysing and predicting customer behaviour and targeting ideal clients
through informed campaign planning, without crossing any ethical boundaries.

As conversational marketers, we’ve made it our business to know where you need to draw the line and where you’re able to push the limits of AI in marketing.

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