Top 10 uses for AI in Marketing...
About the Author:
Andie Spargo
Creative Director at Imagic Creative Agency
Andie has been a copywriter, creative director, and brand champion for over 20 years. Concept development, brand strategy, and story telling is ingrained in his DNA
If you watch Netflix, listen to music via Spotify, or have bought a product via Amazon, you will have interacted with machine learning or AI at some level.
Much of what you watch, listen to or buy comes from recommendations made by Al algorithms. More and more, algorithms are helping us to make both subtle and important life altering decisions. So, what does this mean for marketers?
Take Google for example. They are an Al-first company. If you run a search on Google, use Google Maps; or use the predictive prompts when typing a text with G- board (that's the swiping one) - artificial intelligence (Al) is baked into all of that.
MIT global surveyed 600 executives, and found that 9 out of 10 companies already use Al to improve their customer journeys. Studies also show that 75% of businesses improve revenue with Al-driven marketing.
Netflix uses Al-powered personalised recommendations to engage customers with relevant content, and project that it saves them $1 billion in revenue annually by avoiding cancelled subscriptions.
Early adopters who have incorporated Al and machine learning into their marketing toolkit have found it makes them more efficient and effective by simplifying and scaling marketing initiatives while removing inherent complexities - especially with regard to 'grind' tasks. The grind is repetitive tasks where you have to crunch a lot of data for little reward.
The Marketing Artificial Intelligence Institute surveyed more than 200 marketers, asking them the question, "Assuming Al technology could be applied, how valuable would it be for your team to intelligently automate each use case?"
Here are their top 10 reasons to adopt Al and machine learning:
Analyse online content for search engine optimisation (SEO).
Choose keywords and topic clusters for content optimisation.
Construct buyer personas.
Create data-driven content.
Identify which content and campaigns perform better.
Measure return on investment (ROI).
Adapt audience targeting.
Optimise website content to convert sales.
Recommend targeted content to users in real-time.
Assess and evolve creative with A/B testing.
Al reinvents the 5 P's of marketing...
Paul Roetzer, CEO of PR 20/20, created the Marketing Artificial Intelligence Institute after watching IBM's supercomputer, Watson, beat two record-winning "Jeopardy!" contestants ten years ago.
Most marketers are familiar with the 5 Ps: product, price, place, people, and promotion. Roetzer has developed the 5 Ps of Al: planning, production, personalisation, promotion, and performance. Here's how the sequence works:
Planning: Defining strategies, prioritising activities, and allocating marketing resources.
Production: Creating, curating, and optimising content.
Personalisation: Personalising consumer experiences through automated content, product recommendations, and web experiences.
Promotion: Managing cross-channel and cross-device promotions to drive engagement and actions.
Performance: Turning data into intelligence through automated narratives and insights.
Beyond simply giving marketing 'grind' tasks to Al, marketers can reimagine their customer engagement strategies. How might you benefit from incorporating Al into your digital strategy?
Creative Director
Imagic Creative Agency
(03) 365-1809
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Much of what you watch, listen to or buy comes from recommendations made by Al algorithms. More and more, algorithms are helping us to make both subtle and important life altering decisions. So, what does this mean for marketers?