These days, when people envision artificial intelligence (AI), they often imagine futuristic inventions like self-driving cars or talking computers equipped with virtual assistants (Hey, Siri!). But the real technical landscape of AI is actually a wide range of tools and applications that operate quietly in the background, automating routine chores or generating mathematical predictions.
This is especially true in the field of marketing, where the ability of AI to display certain goods and services to specifically chosen potential customers has been adapted to service that industry as long as AI has existed.
The Usefulness of AI
Any software with the capability to learn and improve its own performance without human intervention is classified as AI. If provided with the correct information, such programs can now provide answers to a vast array of questions that formerly required human consideration, such as identifying which persons would be interested in certain products and accurately predicting the results of a particular advertising campaign by predictive behavioral modeling. And since computers can process information much faster than human beings, it’s simple for them to chain together complex strings of questions to provide demographic predictions about the desires and spending behaviors of potential customers.
The single most important concept that inspires and informs the current model for business AI is the automation of learning and decision-making processes to interpret information to provide insight and enhance predictive performance. This technology is perfectly applicable to the field of marketing.
Marketing AI seeks to increase ROI by making a company’s marketing strategy and actions more targetable, and therefore, more efficient. Before the advent of web advertising, companies spent huge sums on television, radio, and newspaper ads, even though it was well-known that only a tiny portion of those exposed to their ads and commercials would ever become customers. Although it wasn’t really all that effective on the cost-per-sale scale, companies had no other option if they sought to establish themselves as market leaders.
But thanks to digital communication and the internet, we can now determine who is or isn’t interested in a product or service much more accurately. Pioneering internet companies like Google and Amazon, and social media destinations like Facebook and TikTok, all maintain robust platforms for targeted advertising. Now that machine learning and AI technology has been built into all of those platforms, they have grown more efficient at predicting the behavior of potential clients and their purchasing patterns.
AI and Media Development
Media-based marketing is pretty much standard in modern business thanks to the growth of social media marketing and an ever-expanding desire for engaging online content. Artificial Intelligence algorithms can be tailored to greatly aid marketers in determining what kind of materials are most effective in attracting consumers and future customers and identifying the best channels for reaching them. The development of strategic models for generating advertisements that inspire consumers to share those ads with others has always been the Holy Grail of the marketing world. But a large assortment of new AI-powered modelers can be used to accomplish this automatically, using algorithms to create headlines while tracking their own performance, adjusting the ad output to gain better metrics such as email “open” rates and social media post “share” rates.
By creating material and visuals that it anticipates will be well-received by its audience, Artificial Intelligence is becoming more and more capable of handling the full content development process itself. Personalization, in which individual clients are offered material that is uniquely tailored to them (possibly using information and reference points that the AI understands are important to them) will become a greater and more prolific influence in the industry.
Tracking Customer Behavior with AI
AI will also become more helpful in determining where a customer is in the purchasing process. It can serve content made to set your product or service apart from that of rivals if it notices that the user is “shopping around” and comparing the available products and services. When it notices that a customer is prepared to buy, it might send them advertisements urging them to “act immediately” in order to take advantage of a brief window of opportunity.
By implementing various AI-based technologies to enhance service delivery and expedite the design and development process, modern digital marketers are now able to invest more time on creative and strategic duties, and less time performing technical tasks like forecasting or consumer demographic segmentation. Modern marketing firms skilled at the use of this cutting-edge technology, and which are thoroughly capable of adapting and implementing the new wave of AI-based data solutions and predictive modeling, will assuredly have a leg up on their competition and will be well-placed to provide the very highest quality marketing services to their clients.
Sharp Innovations is a modern, forward-thinking digital marketing firm that has embraced the newest and most efficient Artificial Intelligence applications in our marketing endeavors. Our adaptability to this new technology allows us to supercharge our marketing processes to deliberately focus our efforts in the most efficient way on behalf of all our clients.
If you want to upgrade your marketing game and create a website that your customers will love, Sharp Innovations can help. We specialize in creating seamless websites, supporting e-commerce, and providing digital marketing services that take your business to the next level. If you’re ready to improve your online presence, contact us today.