In the digital world overwhelmed by a staggering number of ads, advertising is losing its effectiveness. People are flooded with an endless stream of colourful and flashy but meaningless content, which develops advertising blindness in them. Marketing challenges go beyond the desires of both consumers and advertisers.
For those planning an advertising campaign for this year, this may sound grim, but it’s also a sign that marketing is ripe for modernisation. It’s time to take advantage of artificial intelligence (AI) to bring advertising to the modern level.
Artificial intelligence systems have been around for a long time in popular products and services such as Netflix, Amazon, and, of course, Google. However, in recent years, technology has got involved even deeper in marketing and helps brands reduce the number of consumer steps to purchase. Moreover, artificial intelligence as a marketing tool is now available to small and medium-sized businesses, not just giant companies.
Previously, when choosing products, people always preferred those products that friends recommended to them. Now, on the contrary, many listen to feedback from independent internet reviewers. This is how future users form an attitude towards the upcoming purchase or certain brands in advance.
Surely, brand owners want to influence public opinion and make it easier to create a positive image of their products. They can train AI to write review articles and complimentary reviews on multiple websites and social media. It will be enough to load the product characteristics into the system, and the descriptions of specific benefits will spread across the Web in the form of unique reviews and use cases.
Internet users are often bombarded with advertisements that do not correspond with their interests. Of course, there are targeting methods that allow you to show your target audience more relevant content, but people are still hard to group for effective marketing. Achieving perfect results requires an individual approach.
For these aims, people develop and implement AI-based solutions that can show or send personalized advertising messages to potential customers. Almost everyone individually or a narrowly filtered group of people with specific interests will only see ads that meet their needs.
AI can increase sales and profit if you allow it to adjust commercial proposals. Let it set prices for products, taking into account the behaviour of users and their needs, depending on the availability of the product and the demand for it. This tactic will attract more new customers and encourage them to buy or do the target action.
In turn, machine learning allows you to classify existing customers, predict their value to the company based on past behaviour and current intent. After training, such data will be passed through identified signals from the customer base and converted into a unique message to those who can shop more often and in large amounts.
Typically, PPC campaigns are run either by your own employees or by advertising agents, that is, people. AI can help you open up new ad channels that your competitors haven’t used yet and also optimise old channels.
With AI, advertisers can test more ad platforms and optimise targeting. This is what Facebook is doing now with its ad delivery optimisation. Such an approach can also be applied to omnichannel PPC campaign data (owned by the same company) if you use AI in advertising.
While AI is far from building powerful websites from scratch, it can improve the user experience by intelligently personalizing the following two components of your website or web application:
Use AI to automate most of the personalization of your website. As a result, visitors will see the most relevant content, notifications, and offers based on their data.
AI will also help you recognize when data flow stops or when unexpected traffic arrives at your website. It is unlikely that your employees can check analytics every second while AI easily does it. Such a tool has already been created; it analyses your data from Google Analytics and sends detailed reports on performance and data changes. This information will help you keep your websites running smoothly and deal with emerging anomalies.
AI has tremendous potential in content generation and can improve the efficiency of its production. Now neural networks can create content using simple sets of formats and rules, for example, news, reviews, articles, and even news videos.
Any text generated by AI must be perceived as if it was written by a human. Data analysis and writing style will depend on the formats and rules set for your company to better match your audience.
Smart chatbots provide customer support in a variety of areas, from fashion and entertainment to health and insurance. Sometimes their service style is more personalized than the human one.
Chatbots have access to thousands of customer-related data points. They can aggregate location-specific queries to identify patterns, find recurring issues, and predict what is causing problems for a particular user. This makes them more knowledgeable than any support worker.
Today AI chatbots are commonplace. However, you can take your customer communication to the next level with personalized content marketing. Use these chatbots as consultants for every online visitor, not just existing customers.
ML algorithms can also help detect customers who have pulled away or are about to leave for your competitor. AI-powered tools will help you collect data, build a predictive model, and then test it on real customers. This information will make it clear at what stage of frustration each of them is.
Predicting customer churn with AI allows you to analyse omnichannel events and detect declining customer engagement. If the system detects behaviour that indicates diminishing interest (for example, reduced usage time), it will send users relevant offers, push notifications, and emails to keep them interested.
You may have noticed how well Google Photos began to recognize images and people on them. In recent years, the software has acquired superpowers in recognition — the accuracy exceeds 99%. Large companies like Amazon, Facebook, and Pinterest use AI to recognize images to identify people and objects on them.
For marketers, image recognition comes in handy for better synchronisation of online content and store visits. Many stores use video facial recognition software to track regular customers and link those videos to their profiles.
59% of British fashion clothing retailers install facial recognition software in their stores. Combined with AI-driven push notifications, stores can send discount offers and welcome messages to individual visitors in real time.
The hopes of business people and marketers at their companies are pinned on artificial intelligence and the benefits it provides for marketing purposes. So it’s not just about following trends, but about the need to survive in a competitive environment.
If you need to use AI in marketing, then Polygant stands ready to develop programs and applications suitable for it. For an accurate estimate of the cost and time of development, as well as for obtaining detailed information about the services, fill in a short application, and our specialists will immediately contact you.