7 Ways AI Marketing Can be a Game Changer for Businesses in 2020

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AI Marketing for businessesArtificial Intelligence (AI) in marketing is at the center of exciting possibilities, and we are currently
experiencing an AI "gold rush." The impact of AI and machine learning (ML) is spectacular, and as
business owners and digital marketers, you can experience astounding benefits.
AI in marketing is promising — making the solutions more efficient, intelligent, and consumer-
friendly.
As a small business leading organization, it is only evident that you, too, would want to strike gold
and get that competitive advantage from cutting-edge AI apps for business marketing & ultimately
more sales.
So the question is not whether to indulge in AI but how to systematically investigate the problem
scenarios in your business to drive in AI-powered solutions and advance at lightning speed.
AI is far beyond the stage of short-term wins. With established, tried-and-tested marketing
processes and innovative apps, you can improve your brand image and augment customer
experiences.
Over the next decade, you can expect a profound transformation as AI-powered marketing tools
drive in innovation to communicate to your potential users and convert prospects.
In this post, we'll highlight seven popular ways AI marketing can augment your business in 2020.

Striking Gold—Ways to Boost Your Marketing Efforts Using AI


If the why is clear, then the how just automatically falls in place! Does it sound like a vague
philosophy?
In essence, it is quite simple — once you are convinced about the AI benefits (why), then you will
undoubtedly find the ways to use AI in marketing
Let's start by looking at ways to boost your marketing efforts using AI, and then look briefly at the
benefits of using AI in marketing.

1. Predicting Customer Behaviour with Propensity Models


Data is at the heart of making decisions. You can amplify digital data with computing power and
probabilistic prediction models. The algorithms can churn through data to produce more reliable
business decisions in real-time.
How interesting would it be if you knew of prospects that are more likely to respond to an offer?
With statistical scorecards like Propensity models, identification of potential customers has become
a reality.
Machine Learning has unlocked the potential of propensity modeling — and fortified with propensity
scores — you can understand the probability of an individual customer transacting and estimate the
value of the customer.

As AdWords professionals, you can get impactful insights and recommended strategies to achieve
your coveted marketing goals — all you need to do is use AI and define your target audience and
campaign objectives. Your inputs can work as a trigger for the tool to automatically recommend
strategies.
The approach is quite systematic, and all you need to do is identify objectives for data extraction,
create and validate models, and manage the results.
You can start by looking inside your organization and list down the problem case scenarios. The
reflection exercise will facilitate in identifying your business objectives and available sources of data
to determine patterns that match your needs.
At this point, data extraction will be possible. Next, you can use data mining before selecting a final
model. You can validate the models based on the set goals.
Finally, you can apply the model results into business decisions and experience better outcomes. You
would find it beneficial to continuously tweak the models, which will facilitate in best-in-class
outcomes.

2. Reducing Load Time Using Accelerated Mobile Page (AMP)


Imagine your content getting featured in the News Carousel — that'd be great, isn't it?
With AI affecting SEO, you can find the digital marketing sphere transformed. You can use an
Accelerated Mobile Page (AMP) to reduce load time and find your content in priority placement
areas.
With an AMP page, you can also increase the chances of your site ranking on the top three search
results of Google and generate more organic web traffic.
If you want to encourage content consumption, and your site is already mobile-friendly, then AMP
may be the right choice for you.
Some of the big brand names use AMPs — eBay created AMP versions of their product listing pages,
and it was a proof-of-concept that shop sites could use AMP for mid-funnel content.

3. Crafting Personalized Experiences with Intelligent Algorithms


Think about it — if you get marketing emails explicitly tailored for you, what happens? You guessed
it! It is more likely that you engage with digital messages. You can make the most out of the
resources that you already have with AI marketing tools.
So automating tasks and creating personalized content facilitating unique experiences for each
customer are going to shape the future of marketing.
The cloud-based content platform Uberflip makes it easy to personalize content and execute at scale
for B2B marketers with a diverse audience. The platform creates revenue-generating experiences
and not only boosts engagement, generates leads, but can also leverage content to meet your
unique goals.

Another interesting AI software that works on custom and personalized messages on your behalf
—is Aizimov.
The platform scours the web for social media, news sources, and financial transcripts and creates
valid emails and messages for each of your target audiences.
How does the tool operate?
The device is programmed to analyze a user's psychological profile and then decide on the kind of
message to create and how to word it. It also chooses the best channel, such as email, Twitter,
LinkedIn, and more, to reach out to each prospect.
AI can enhance the user experience with intelligent personalization on your site. With analyzing data
points, AI can display personalized content, and analyze users' based on their location, device,
demographics, past interaction, and more. The insights help to automate email marketing and send
regular push notifications to prospects based on micro-moments.
You can find intelligent algorithms personalizing push notifications. With push notifications powered
by behavioral personalization, you can send specific messages to individual users, and delivering the
right message at the right time.
Take Pandora, for instance — it suggests new songs that listeners might like based on machine
learning algorithms. Music listening services are gaining a competitive advantage to bring in the best
user experience.
The algorithms also enhance website experiences — AI can display best-fitting offers and content
after analyzing hundreds of data points about a single user.
Personalization can help in creating meaningful user experiences — although content
personalization remains one of the biggest challenges for brands, with continuous refining of
algorithms, you can find a crazy amount of things are possible with AI tools.

4. AI-Powered Content Creation


Before you can personalize content, you need to create it. With AI tools, content creation can add
real value for marketers producing high-performing content across every touchpoint and channel.
Automated creation of business-related content is still in demand. According to Gartner, by 2018,
20% of all business content was expected to be authored by machines.
Though there was no significant growth in the automated creation of business-related content as
predicted — the prediction is still viable, and the global research firm anticipates more automated
business content creation.
You can observe digital content creation in enterprise content, including:
● Contracts and reports
● Profit and loss summaries
● Real-time stock insights
● Targeted messaging
● Annual reports, press releases, and news articles
● Personalized communications, and more
You can find a plethora of AI tools that can facilitate content creation with simplicity and ease.
Acrolinx is a remarkable platform that assists companies in strategically aligning content creation.
The platform helps you create highly-effective content at scale.
The software reads your content and fueled by the AI engine assesses your content, grades it, and
helps you with creating enhanced content. Global brands like IBM, Google, and Facebook are using
Acrolinx to produce on-target content at an enterprise scale.
You can get recommendations for fresh social media content that your brand's users are likely to
engage with better, with AI-powered marketing tool Rocco.
Another facet that is crucial to social media marketing campaigns is visual content. With Stackla,
discovering user-generated content (UGC) and turning it into authentic content that engages with
people is possible.
Using geolocation, keywords, hashtags, and advanced visual recognition technology, Stackla
discovers the best visuals from any social network and brings all visuals together for creating
actionable content experiences at every customer touchpoint.
You can check out the trending AI apps and analyze if it suits your business needs, and then create
meaningful content using AI and ML.

5. AI-Fuelled PPC Advertising
You can uncover new advertising channels that aren't used by your competitors with AI systems.
Most marketers allocate their pay-per-click (PPC) budgets to AdWords or Facebook. AI systems can
help marketers with their ad delivery optimization.
The AI marketing platform Albert provides services such as autonomous media buying. With AI, you
can quickly analyze, manage, and optimize paid ad campaigns with little human effort.

6. Content Creation Chatbots


Intelligent AI chatbots are nothing short of magic. The bots can augment customer experiences with
personalized content marketing. With access to millions of customer-centered data points, chatbots
can predict what's causing issues for a particular user.
They not only direct customer service interactions but can provide advice in the research phase.
Consider Sephora's Kik bot that facilitates a user's makeup preferences by quizzing customers and
follows it up with specific product information.
Another good example is Alibaba's AI-powered chatbot — developers programmed the bot to help
with customer queries. During Alibaba's biggest sales day in 2017, the bot handled over 95% of
customer questions and responded to some 3.5 million consumers.
The chatbots can rapidly improve their ability to diagnose and fix customer issues automatically
using various ML technologies, such as context dialogues, data mining, deep learning, semantic
comprehension, knowledge graphs, and more. The ability to fix customer issues and prompt the
customer to take action can be great for your business.
The need to create bots on the fly is also increasing, and ManyChat can help you create Facebook
Messenger chatbots. The drag-and-drop feature eases coding implications and adds hefty analytics
and automation features.

7. Automated Image Recognition


Have you recently used Google Photos? You may have been amazed at the power of the software
recognizing people and images. With an accuracy exceeding 99%, you can augment the AI-powered
image recognition to suit your unique marketing goals.
As marketers, you can use the power of image recognition to sync online content and store visits.
The facial recognition software can facilitate you in tracing customers' in-store visits and linking such
videos to their customers' profiles.
Global brands, such as Facebook, Amazon, and Pinterest, are already using image recognition to
scan images and videos and help identify people and objects.
Capsuling AI Benefits
With myriad AI tools, you should choose to digitize your business. Some intangible AI benefits
include efficiency, saving time, and error-free results. You can quickly transform your business with
AI recommending intelligent decisions and creating meaningful user experiences.

As CEO iRobot Colin Angle says, “It's going to be interesting to see how society deals with artificial intelligence, but it will be cool.”

So get ready to unleash the power of AI and enjoy productivity,
profitability, and efficiency.

Your Turn to Strike Gold with AI


It's time you create a smart business with the power of AI. You will love engaging in creative
datafication, applying ML algorithms, and enabling real-time data flow and coordination.
The culmination of AI technologies can facilitate in generating intelligent business decisions that can
translate into retention, brand loyalty, and meaningful customer experiences.
AI is poised to shape the future of marketing. The real question is: How can you use AI insights and
tools to grow your business?

2 COMMENTS

  1. Hi Michael,

    As you stated, if AI marketing is a game changer and has tremendous power in driving business success, would it – say in one or two decades – become the absolute advantage of tech giants, like Amazon and Google, since they have unrivaled capabilities in technologies, and these brands would monopolize more and more business domains and industries?

    If SO, why the majority of companies have to adopt AI marketing since it’s a battle deemed to fail? Just to stay alive for a few more years?

    If NOT, then how most companies could deploy your suggested 7 ways to make AI marketing their game changer when they are facing the threat of those tech giants?

    I’d love to hear your thoughts.

  2. Hi Sampson,
    The thing is, every business can leverage the power of AI technology to improve their services, marketing efforts and automate sales processes and so on.

    I believe giants like Amazon and Google are already using AI or have already created their own AI-powered tools to improve their services. I know that there’s a fear in tech communities that these giants will have a monopoly over AI, but I don’t really believe in that. Companies might use AI to create powerful B2b products, for example Facebook chatbot or Hubspot tool, but they won’t have monopoly over how AI can or should be used by other businesses.

    In my opinion, every business is unique and so are their challenges. What’s interesting to see is how businesses would use AI to build custom solutions to tackle those challenges.

    As far as implementing AI for marketing is concerned, there are many ways to do that. For example, you can use a chatbot, feed it with the data and automate the initial sales conversations. If you run a PPC campaign for your business, you can build a custom AI tool that would run, pause, adjust bid, change or update ad content all by itself based on the data insights and user behavior patterns.

    I hope my answer clarifies your concerns 🙂

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