Artificial intelligence (AI) can be found everywhere today. With each passing day, artificial intelligence becomes an even more integral part of our daily lives. The advertising industry and marketers are now working with digital agencies to optimize the use of technology.
In fact, artificial intelligence is transforming digital marketing in many ways, from machine learning to designing customized content.
It’s no wonder why humanity makes such mind-blowing conceptions around AI in Sci-Fi movies as it is without a doubt the most fascinating creation since the discovery of electricity.
We are already witnessing TV shows that depict the near future as a kind of dystopian reality where companies brainwash us 24/7 with commercials represented by artificial intelligence.
Whether you believe that these events are possible or not, you can’t deny how AI already took a toll on the way we do business and most of all how companies represent their services with its help.
Brands are increasingly investing in AI, despite a recurring concern about job automation.
Companies use, among other things, AI to:
- Competition / Business Intelligence
- Customer Service
- Forecasts & Trend Spotting
- Data Analysis
Marketers, among others, use AI to:
- Media Planning
- Targeted Marketing and Communication
- Social Analytics
- Content Research
- Media Analysis
Artificial intelligence is a relatively broad concept encompassing several different technologies and methods for working with data. At Play Media, we believe that next to the already successful advanced marketing solutions, the AI will become the next inevitable step in advanced online promotion.
In the following lines, we will highlight five ways artificial intelligence is already revolutionizing digital marketing.
1. Machine Learning
Machine Learning (ML) is an artificial intelligence technology, which allows machines to learn from past processes and actions. The technology can also improve the machine’s decision-making ability in connection with similar methods and operations going forward.
That can be used, among other things, by marketers for lead generation, search optimization, and ad targeting.
By enabling machines to cope with this type of decision, companies have the opportunity to work with targeted activities. That means that one can focus resources on other, perhaps more creative processes.
Machine learning, for example, benefits from sentiment analysis, tonality analysis, and gives companies deeper insights into media performance.
2. Behavioral Analysis
Artificial intelligence is primarily about analyzing a large amount of data and making decisions based on the results. Predictive Analytics has a significant impact on how artificial intelligence is transforming digital marketing.
Behavioral analysis can, among other things, give marketers insight into personalities and purchasing history. That can, for example, be analyzed using data that existing platforms and websites collect today.
With the help of artificial intelligence, it allows companies the opportunity for much more advanced and automated analytics.
That kind of analysis delivers large amounts of data sets and can perceive behavioral patterns and individual characteristics, much faster and with much more accuracy than what humans are capable of.
That allows companies to make more accurate and informed decisions.
In the near future, platforms with this technology will analyze large amounts of data from a variety of different data types, sources, and platforms.
That is an excellent example of how AI platforms can help businesses overcome and make decisions based on massive amounts of different types of data.
3. Integration of Insight
Artificial intelligence is also a useful tool for collecting and integrating data from various platforms, such as social media, CRM systems and online stores.
The more this type of AI evolves, the better the technology will deliver the most relevant insights, above all the insights available in the vast amounts of data. That allows marketers to develop more customized strategies, as well as inform management and stakeholders about relevant insights.
While using meta-analysis, artificial intelligence platforms can gather and analyze data in a much more complex way than Facebook Insights or Twitter Analytics now allows.
By gathering and analyzing data from multiple media, it will enable both forward-looking insights and more informed decisions based on data and performance so far.
4. Targeted Content
Artificial intelligence programs, such as Wordsmith, are already being used to construct media content as well as specific professions. The application collects and reports mainly on data that the platform collects via spreadsheets or CSV files.
Based on several conditions such as ‘if not that, then this’ (truth function), to complement the templates with text.
Targeted content is becoming increasingly important as consumers become more and more discerning. For example, artificial intelligence can show you the most relevant articles, ads or clips that technology, based on historical data, considers most relevant to you.
A good example is Netflix, which uses both AI in their product (based on your past streaming history) but also for their highly targeted advertising.
5. Lead Generation
Just as artificial intelligence can quickly fine-tune large amounts of data and construct its purchasing personalities, it can also be used to identify leads.
Additionally, it is possible to assess how qualified a potential lead is.
In connection with recruitment, there is also a need to fine-tune a large number of CVs and applications.
Artificial intelligence can help screen candidates as well as set up shortcuts to help employers recruit faster and more cost-effectively.
Similarly, LinkedIn’s Sales Navigator offers its users a simple tool for identifying leads. Analytical tools, knowledge charts, and chatbots are just the tip of the iceberg when it comes to using artificial intelligence.
Digital marketers should understand not only how these systems affect their daily work, but also, how and what data it makes sense to feed to these AI tools.
Artificial Intelligence and marketing promotion go so well hand in hand that nearly all the big names in the world of business are adapting unique models for their strategies. And that shouldn’t surprise anyone who even slightly browses different services on today’s web.
As I mentioned before; chatbots, analytical tools, and knowledge charts are just a mere start of a technological revolution that will transform the world of marketing representation by 180°.
We have to stand still and wait for the new ideas for the giants to find their ways into popping on our screens and seducing us into pulling out credit cards.