And this is just the beginning: According to data from a survey published in Marketing Directo, 85% of creatives believe that AI (artificial intelligence) will be the output with the greatest impact on agencies. Artificial intelligence can help us in three key factors: improving productivity, understanding the consumer and improving the digital customer experience.
The ability to analyze conversations on social media and to combine first-hand data with third-party data has allowed improvements in segment identification, buyer persona development and decision journey mapping . Artificial spain phone number list intelligence even makes it possible to simplify, improve or eliminate purchasing barriers. All of this is music to the ears of digital marketers, who spend hours analyzing buyer personas with the (little) data they usually have available to ensure that their messages connect with them.
But before we go any further, let's clarify what we mean by artificial intelligence.
What is artificial intelligence
Artificial intelligence is the study of how to make machines intelligent or capable of solving problems like humans. Machine learning is, in short, a new way of creating these problem-solving systems. For decades, programmers have manually coded computer programs to give automatic responses to certain inputs. With machine learning , we teach computers to learn without having to program them with restrictive rules. This is achieved by showing the system a number of examples until it finally begins to see a pattern and learns from them.
As Google's VP explained in an interview, to manage Google Photos, they use this method: they teach the system, for example, to recognize the difference between a cat and a dog by showing it several labeled images of cats and dogs. Then the system looks at patterns and pixels and begins to guess which is which. Finally, it learns to recognize the difference between cats and dogs.
How we apply artificial intelligence in marketing
As we said before, there are a thousand ways in which we use artificial intelligence without realizing it. Here we list some of the uses that are currently being given to artificial intelligence and others that are yet to come or in beta phase:
AI generated content
Smart content creation
Voice search
Programmatic media buying
Predictability analysis
Lead scoring
Ad Targeting
Dynamic pricing
Personalization of Websites and Apps
Chatbots
Re-targeting
Marketing automation
Dynamic emails
What does this mean for Digital Marketers?
A big part of the opportunity is how AI can help us achieve full personalization and relevance in our communications at scale. With platforms like YouTube reaching thousands of users daily, digital advertising platforms can finally reach mass audiences like never before.
This, combined with the personalization of ads enabled by AI, means that we will soon be able to create campaigns that show the best possible version of the ad to each type of customer at the precise moment they are most likely to make a purchase.
We are at a point where interactions between campaigns and buyers can be relevant from start to finish. From planning creative messages for each segment, to media selection and the shopping experience.
We will have so much customer data that we will not only be able to know what color or material t-shirts they prefer, but we will know how many purchases they have made this month, what their house is like and even the weather at the moment they see the ad. And all this personalization will be implemented, in real time, for every person our brand comes into contact with.
