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The world of Artificial Intelligence has provided us with so much innovation. In fact, AI is currently being applied in the fields of medicine, entertainment, and education, so much so that the industry itself will be worth over $191 billion by 2024, according to Market Watch.
AI’s expansion is incessant and almost inevitable as it also provides businesses with efficiency-boosting solutions. One aspect of business that benefits the most from AI is marketing. Indeed, seeing that marketing budgets are on an uptrend, businesses are keen on adopting new tools and strategies for acquiring sales prospects. This comes as entrepreneurs uncover the value that AI technology provides.
Sure enough, an article by Adobe reveals that at least 75% of businesses believe AI to be the next big thing while 71% of business leaders “believe AI is going to be fundamental in the future.” These observations describe the current state of AI tech as it continues to persist as an essential part of the business landscape.
Narrowing it down to the field of marketing, AI will also prove helpful in supporting businesses with their brand awareness and lead generation initiatives. It all boils to the specific approaches executed to achieve these ends.
- Using predictive analytics
Many businesses consider it their weakness to know what their audiences want. Before AI opened up new possibilities along the lines of market research, businesses relied mostly on direct audience interactions to understand how customers behave and match their expectations with the perfect marketing strategy.
Fast forward to 2019 and we are seeing market research become more efficient with the application of Predictive Analytics. This relatively new approach to market intelligence and planning stems from the use of AI in narrowing down complex human attitudes into workable data. With the right tools in place, marketers can get a more comprehensive picture of the current consumer landscape and create more potent marketing activities that are guaranteed to cost less and generate better results.
- Hyper-targeted content
Perhaps the best use of AI in marketing has to deal with its value in delivering personalized and highly specific content to the right decision-makers. No doubt, AI-driven tools can help you increase the efficiency of your marketing efforts by distributing content based on predetermined criteria of your ideal audience.
Hyper-targeting is a popular strategy that surely helps businesses maximize the resources they spend on content creation and distribution. Beyond that, this approach can help businesses secure more sales by delivering the right materials based on prospects who are warm enough to decide on making a purchase.
- PPC Campaigns Using AI
Pay-per-click campaigns are effective in their own right, especially if you’re managing an e-commerce site that has to focus on getting quality traffic. However, the trickiest part of using this strategy is knowing the optimum amount of resources you need to spend in order to get the results you want. You might also be thinking of getting a paid search marketing provider to help you out.
Through machine learning, AI technology could improve PPC campaigns by analyzing different campaign metrics, suggesting high-value keywords, and determining and setting bids that produce the most conversions. Sure enough, this allows marketers to lighten their workload and ensures businesses are using PPC budgets optimally.
- Marketing automation
Though not a new disruption, marketing automation remains a highly effective means for streamlining marketing campaigns and producing results that align with core business objectives. Sure enough, if you’re looking to create and distribute content and unify all your content marketing efforts across different digital channels, you may need the help of an automation tool that understands what your prospects want and eases the workflow of your marketing team.
Certainly, marketing automation lets you enhance the customer experience and nurture leads who could end up buying a product or solution. And with AI technology in tow, businesses will be able to use marketing automation to its fullest potential. Using a combination of predictive lead scoring and multi-platform integrations, businesses will be able to educate and influence potential clients more effectively without any added costs.
- Big data management
Businesses are more often finding themselves managing ever-expanding marketing databases that require regular maintenance. Using an AI-driven platform can help simplify these all too tedious processes by using an algorithm that lets it identify duplicates and delete them accordingly. Accuracy has to be an important element for generating more revenue, so it’s a must for businesses to use AI for cleaning up their databases and making sure their budgets will help them achieve the right results.
AI has indeed come a very long way. And though more has to be done to improve its capacity for direct audience interactions, at least its current practical applications provide businesses a stepping-off point towards the future.
