How to use Artificial Intelligence in Marketing


5 Top Ways to use Artificial Intelligence in Marketing

How to use Artificial Intelligence in Marketing
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You can use the power of artificial intelligence and machine learning to dramatically improve the abilities of your marketing department, and create an impact that promotes engagement and meaningful customer relationships.

  • Optimize Product Pricing with Dynamic Pricing - Optimizing product prices helps to minimize cannibalization while maximizing revenues.

  • Acquire New Customers - You can leverage biometrics and data from sensors to better understand how your content impacts your audience.

  • Retain Existing Customers with Recommendation Systems - Personalized recommendations based on customer data enable you to provide the most appropriate products at the right time.

  • Social Media Monitoring - The insight you gain from monitoring conversations about your customers, prospects, and competitors can provide valuable information about the trends, and the needs of, the industry

  • Marketing Data & Analytics - Connecting your marketing data and key performance indicators can help you to better manage your campaigns, trigger alerts and improve your marketing efficiency.

How marketers and Artificial intelligence (AI) can work together

AI enables marketers to fulfill a dream previously considered impossible – to engage with individual customers in a personalized and meaninful way.

Artificial intelligence systems are constantly working in the background of popular products and services such as Amazon, Netflix, and naturally, Google. In the past few years, though, AI has made its way deeper into marketing, helping brands to enhance every step of the customer journey. Moreover, tools previously available to enterprise level companies have become affordable and accessible to medium and small sized businesses.

AI algorithms can create customer personas based on billions of data points, including:

  • Geo-specific events
  • On-site interactions
  • Referral source
  • Psychographic factors
  • Purchase behaviors
  • Past communications

Highly personalized website experience and better Conversion Rate Optimization

33% of marketers surveyed use AI to deliver personalized web experiences. When asked about the benefits of AI-powered personalization, 63% of respondents mentioned increased conversion rates and 61% noted improved customer experiences.

While AI’s capacity is far from being able to build new websites from the ground up, it can help you enhance your visitor’s experience with intelligent personalization on your site.

Intelligent algorithms can help personalize:

Website experience – By analyzing hundreds of data points about a single user (including location, demographics, device, interaction with the website, etc.), AI can display the best-fitting offers and content.

Push notifications – Thanks to behavioral personalization, push notifications can be specific to individual users, delivering them the right message at the right time.

Your customers expect increasingly meaningful experiences, you can use AI to automate a huge part of that personalization. As a result, your blog visitors would see the most relevant content, notifications, and offers based on their location, demographics, and browsing history.

Dynamic Email

Artificial intelligence makes it possible to send personal curated emails to every single customer. By analyzing a customer’s reading patterns and topics of interest, to recommend specific content most relevant to that person, AI-assisted emails could become even more engaging for every single subscriber.

Dynamic emails can be compiled based on:

  • Previous website interactions
  • Previously read blog articles and content
  • Time spent on a page
  • Wish lists
  • Interest of similar visitors
  • Previous email interactions

When combined with personalized content creation, AI-powered churn prediction helps keep more of your customers engaged, leading to greater lifetime value and profits. As churn prediction is unique to every product and company, the machine learning algorithms need to be adjusted for your particular company or built from the ground up. With that information, you can create more effective content to be delivered to disengaged users.

Using data from your website’s contact forms, social media, telephone inquiries or support calls, AI can help you display the most relevant products – or content – based on how visitors have interacted with your company.

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