The future of AI in marketing
The future of Artificial Intelligence (AI) in marketing is looking bright because it offers so many possibilities for agencies, advertisers and professionals. It is not just a buzzword. It is a reality to which marketing and communication professionals must adapt as soon as possible. It is already being used in programmatic advertising, predicting results and making decisions based on campaign performance. Technology is also being incorporated into creative processes, text writing and graphics production.
However, before embarking on an AI-based marketing strategy, marketers (and the leaders of marketing and communications agencies and departments) need to know how it works.
What is Artificial Intelligence AI and how is it applied?
Artificial intelligence is a branch of computer science that studies the construction and study of systems that behave in a way that appears to resemble human behaviour. To do this, AI uses algorithms to collect data, use it to make decisions and learn from the results. The most common form of artificial intelligence is machine learning. It can be used to train computers – like me. To recognise patterns in the data and make predictions or recommendations based on those patterns.
AI and machine learning are already having a big impact on the world of digital marketing and advertising. From content creation to social media management. According to a recent PWC survey in the UK, almost two-thirds (64%) of customers would prefer to deal with a company that uses some form of technology – such as automated bots – for customer service queries rather than interacting with a human representative. Wow!
What is artificial intelligence in marketing?
AI has become an important part of our lives and marketing will not be able to ignore it. In 2018, there were more than 50 million Google searches related to AI, according to the company’s annual report. This figure shows how many people are interested in this technology that promises to revolutionise our lives by making them simpler, faster and more efficient.
However, AI is a resource that marketing and communication agencies have not yet dared to incorporate across the board. Technology is reserved for digital agencies and technology companies, which are more accustomed to handling innovation and experimenting with clients or on their own. The marketing and communications sector has long resisted change. Marketers who do not adapt will fall by the wayside as the industry evolves around them.
AI is already being used to create content, manage social media, target advertising and measure the success of marketing campaigns. It is also used to predict what consumers will buy next. Helping brands to understand their audiences better in order to deliver more relevant ads and products.
Advantages of Artificial Intelligence in Marketing for Content Creation
AI can help you:
– Create better content.
– Find the best content for your audience.
– Create content on a large scale, reducing the time to produce this content while maintaining quality.
– Produce more attractive content.
In fact, with the help of AI and machine learning, you can create more relevant content for your audiences. You can do this by analysing datasets and segmenting them into groups based on certain characteristics. And then use this information to tailor your messages to different audience segments. In this way, you can create more attractive content. Tailored specifically to each group of people who are likely to be interested in what you have to say.
Another way in which AI helps content marketing is by creating personalised messages for each customer interaction or touchpoint that takes place. Through channels such as email marketing, webinars or social media ads, be it Facebook, Linkedin, TikTok, Instagram or whatever comes next. This means that when someone interacts with one of these campaigns they will receive a different message based on their interests, compared to other people who saw the same ad, but did not interact with it.
Advantages of AI in social media management
Artificial Intelligence can help you manage:
– Your social media accounts.
– Social media advertising campaigns.
– Social media content.
– Your social media analytics.
The future of the industry and of marketing and communications professionals lies in the adoption of AI. Both in the creative process (copywriting and graphics production) and in the optimisation of campaigns (already being done in programmatic advertising), predicting results and making decisions based on campaign performance.
AI will facilitate the production process, reducing costs by automating processes such as the generation of content for social networks, the generation of texts for Google Ads or Facebook Ads, etc.; but also by offering predictive analysis solutions (recommendation systems), which will enable better knowledge of user behaviour patterns through machine learning algorithms.
Artificial Intelligence has the potential to completely transform the way marketers do their jobs, but it is important to remember that at the moment AI is really a tool for humans. It can be used to automate tasks, but is not yet capable of making decisions on its own. As marketing becomes more automated, companies will need fewer people working in specific roles, such as social media managers or content creators. However, these people will still be needed because they know how to build relationships with customers through storytelling and empathy, something an AI cannot yet do.
