Artificial Intelligence (AI) has been a "hot topic" for nearly 10 years. But to what extent do marketers really use AI tools? And more importantly; How can marketers use AI? Although we see more and more marketers and companies using AI tools, there is still a lot of untapped potential. After all, AI is going to play an increasingly important role. For example, AI is having a significant impact on how marketing activities are conducted. In this article, Jr Digital Communications Consultant Jaimy Eymael discusses a number of AI tools that can help you move forward. These include content personalization, data analytics, media buying and budget optimization, as well as the pros and cons of this technology.
Content personalization and creation:
One of the most notable applications of AI in marketing is the ability to deliver personalized content to consumers. Through AI-driven algorithms, marketers can create content that matches the specific interests, needs and preferences of their target audience, thereby improving engagement and conversion rates. For example, it is possible to use AI to apply the right message, copy, content, tone of voice and timing based on collected information about specific target groups or customers. All this without the need for numerous separate and different versions, since AI automatically links the delivered ad assets based on collected data.
6Sense is an example of a useful AI tool that searches data. Using this tool, marketers can understand who from their target audience wants to make a purchase, so they can then personalize the marketing experience.
AI can additionally be used to create content, such as posts and captions on social media, that will generate more engagement. For example, an example of a well-known AI content creation tool is Midjourney. This tool converts text into stunning images without the intervention of designers. In short, the use of AI content personalization and creation tools put the marketer well on the way toward a personalized content strategy in terms of images and text, where more output can be delivered in the same or even less time.
Data analysis and behavioral prediction:
AI enables marketers to analyze vast amounts of data and identify patterns that would otherwise be difficult to detect or take an enormous amount of time to dig through manually. For example, by tracking and analyzing consumer behavior, marketers can predict future actions and develop personalized marketing campaigns that address the needs of individual consumers. Data such as consumer engagement, purchases and time-on-page are important parameters that are analyzed by AI data analysis tools. In addition, AI is able to summarize data from different campaigns and draw conclusions, which can then be used as input for follow-up campaigns. This, of course, provided conditions (such as the economy, competition, spending, etc.) remain the same. Humans remain indispensable when it comes to forward thinking.
Media buying:
AI-driven technologies have also transformed the way media buying is conducted. By using AI, marketers can procure and place ad space more efficiently, allowing them to use their budgets more effectively and achieve higher ROI. In fact, AI algorithms can be used to predict the most effective and even cross-media combination of ad and media deployments to reach a target audience. An example of a software that utilizes such AI algorithms is BIONIC. Using BIONIC one can determine the best ad placements in no time based on the objective and target audience of the campaign. It is important to see these tools as a way to take marketing activities to the next level, not as a replacement for the marketer himself.
Budget optimization:
Another key benefit of AI in marketing is the ability to optimize marketing budgets. Through AI-driven analytics, marketers can gain insight into the performance of their marketing campaigns and shift budgets to the channels and tactics that produce the best results. Well-known systems, such as DV360 but also Snapchat, are already taking advantage of this.
Pros and Cons:
While AI offers numerous benefits for marketers, there are also some drawbacks to keep in mind. Positive aspects include improved targeting and customer relationships, higher consumer engagement and more efficient budget use. On the other hand, there are concerns about privacy and ethics, given that some AI techniques require the use of cookies and previous Internet behavior. In addition, the quality of output is sometimes questionable and there will always be a human editor to check the output. Last, benefits such as improving customer relationships are actually non-quantifiable KPIs and thus harder to measure.
Conclusion:
In conclusion, AI is having a revolutionary impact on the way marketing is conducted. By harnessing the potential for personalized content, advanced data analytics and efficient media buying, marketers can optimize their campaigns and achieve better results. However, it is important to consider the pros and cons of AI in marketing and take a balanced approach that embraces both technology and human creativity.