Unless you’ve been living off the grid or hiding under a rock for the last few years you’ll almost certainly be familiar with Artificial Intelligence (or AI). AI has slowly been making its way into our consciousness and daily lives. Chances are that you’re already using a form of AI in one way or another. However, it’s only in the last 12 months or so that huge strides have been made in the technology. And it’s turning out to be a powerful tool for all businesses. But in particular for marketers and advertisers.
In this article, we’ll look at what AI is, how it can benefit your marketing campaigns, and why you should start using it now.
What is AI?
Artificial intelligence (AI) is a computer system that can perform tasks that normally require human intelligence. AI can be used to automate tasks, or it can be used to augment human capabilities.
These tasks can include:
AI is a subset of machine learning (ML), which involves building algorithms by identifying patterns in large amounts of data.
AI can be categorised into two types:
- Narrow AI (weak AI): This type of AI is specialised in performing a specific task, such as language translation, facial recognition, or voice assistants like Amazon’s Alexa or Apple’s Siri. It is limited in scope and does not possess human-like intelligence.
- General AI (strong AI): This type of AI possesses similar cognitive capabilities to that of humans, making it capable of understanding and reasoning across a broad range of tasks. AI isn’t quite at the same stage as humans yet, but it is getting there quickly and learning more daily.
What is machine learning?
Machine learning is specific type of AI. It’s the process of training an algorithm to learn from data without being explicitly programmed, which allows it to make predictions about future events.
Machine learning algorithms are trained on large datasets, then given new data and asked to predict what will happen next. The goal is for them to get better at making accurate predictions over time as they’re exposed to more examples.
How does AI benefit marketers and advertisers?
There are many ways that AI can benefit businesses, and in particular marketers and advertisers. AI can be used to automate and schedule tasks. With AI, you can optimise your marketing and advertising campaigns by, for example, automating repetitive tasks like sending emails or creating content (such as blogs, social posts, emails, website copy). Analysing data to identify trends and make recommendations for future campaigns. Providing real-time responses to customers’ questions or concerns with the use of chatbots.
Personalisation with AI
AI can also be used for personalisation, not just automation. It’s no secret that people want more engagement with their favourite brands, so using artificial intelligence can help you create more engaging ads that get people excited about what you’re selling. Personalisation is about understanding who your customers are and what they want. AI can help you to personalise experiences for each customer based on their preferences. This can be used to create a better experience, increase customer engagement, and therefore increase conversion rate.
One of the most common uses of personalisation is email marketing – you’re sending out emails that are relevant to each individual subscriber (for example, ‘You signed up to receive our newsletter but haven’t opened any of our emails since signing up. Let’s change that…’). Another example is creating personalised digital ads based on past purchases or website visits. If someone has bought something from you before then their ad may have different copy or CTA than someone who hasn’t made any purchases yet.
Another use for AI in your marketing efforts is generating leads through various channels like search engine optimisation (SEO), pay-per-click advertising (PPC) and social media platforms like Facebook and Instagram.
How can AI help you to run your business efficiently?
So far we have discussed how AI can help you to attract customers and increase leads, but it can also be used internally to benefit the running of your business too. AI makes it easier to scale your marketing efforts because it allows you to automate tasks and reduce manual labour costs, which frees up time for other activities or allows you to take on more clients.
AI also makes it easier for companies with limited budgets or resources who want to reach as many people as possible with their message, but don’t have the manpower necessary for such an undertaking. This is especially true when it comes down to targeting consumers at scale – something that was previously impossible without having access to and paying large media companies like Google or Facebook.
Remember that AI is a tool
AI is a tool, not a solution. It can help you automate tasks, but it’s also useful for personalisation and engagement. AI can be used to optimise marketing efforts by analysing data from various sources and providing insights into what works best, when it works best and why it works so well (or not). This makes it easier for you to find the right audience at the right time with the right message – which means better results!
When used properly, AI has the power to transform your business by optimising every aspect of your digital advertising strategy – from targeting audiences through paid search campaigns, creating content tailored specifically for each user based on their behaviour or interests, building more effective landing pages and CTAs, analysing data on customer behaviour over time… and more!
With machine learning techniques, you can create better marketing campaigns at a lower cost, and also reach more people. Better for business, better for customers, better all round.
Incorporating AI into our daily operations at Relative has transformed the way we tackle our workload and continuously refine our processes and procedures.
Many of our clients that are ‘one-man-bands’ and small companies have also been greatly empowered by leveraging AI-based technologies. By doing so, they have accelerated tasks and created content that would have been impossible or costly previously.
By embracing AI you too can reap its benefits. If you’re ready to supercharge your marketing efforts and unleash the full potential of AI in your business, don’t hesitate to contact us at Relative Marketing. Let us assist you in unlocking new opportunities and help you take your brand to new heights.