How AI is Transforming Online Marketing

AI is swiftly working its way into many facets of our everyday lives. With more and more companies using AI, it isn’t an exaggeration to say AI might bring the next industrial revolution. It has already started making large strides in areas such as customer service, but what can it do for online advertising?

It’s Revolutionizing Email Marketing

Email marketing is a mainstay of the digital marketing world. It’s easy to see why when you realize over 300 billion emails are sent each day. It’s no wonder advertisers want to get a cut of the pie. Thankfully, Artificial Intelligence is there to help with some of the more laborious tasks in email marketing.

Personalization

Writing dozens of different emails for your customers individually can only work for a small, locally-owned business. If you’re a larger enterprise, you’ll eventually have to resort to sending out emails at scale to get the word out.

AI can help you with this. It’s no secret that people are different, and what might make one person open an email the moment it hits their inbox, another may not even take a second look. AI algorithms can analyze how your recipient reacts to different subject lines and opening lines and personalize these so that they’re far more likely to open them.

Sending email goes far beyond basic salesman tactics, such as using your customer’s name. AI can incorporate a person’s whole field of interest, as well as mutual contacts, in order to extrapolate what type of content appeals to them. This will, in turn, help you boost your click-through rates through the roof.

Personalized emails perform far better than their non-personalized counterparts. In fact, some case studies have reported an increase in generated revenue of up to 171%!

Another benefit of AI is that it can find the time that your customer is most likely to open an email. They might be much more likely to open an email coming at 10 AM on a Wednesday than one coming at the end of their weekly Netflix binge. AI algorithms can help identify these individual preferences at a large scale.

AI doesn’t just help with email marketing personalization – it can help with personalization on the outreach side of things, too! AI algorithms can help sales and PR teams determine the most effective points of personalization to use when sending a follow-up email, for example.

Practicality

While we humans pride ourselves on being adaptable, we cannot notice the small changes that an AI will. This, in turn, helps you optimize your email campaign towards your customer’s changing needs. What you’re trying one week might not work by the next.

One of the biggest benefits of AI, however, is how well it can see our errors. People are quite prone to handwaving errors and ascribing them to factors that they are not in control of. Luckily, AI does no such thing. Instead, it’ll let you know the weaknesses of your campaign with the brutal honesty a person wouldn’t be able to muster up. AI grammar checkers, for example, can help you identify spelling, grammar, and even syntax issues in your email copy.

Finally, using AI can be significantly cheaper in the long run than using people. The benefits of hiring a machine learning services company far outweigh the costs. While the marketers themselves will always serve a crucial role in marketing, AI can save you dozens of laborious hours. Not only will you make more money, but your workers will also thank you.

It’s Helping Target Customers with Social Media Ads

Social media is the latest large frontier in advertising. Ever since Facebook has skyrocketed in popularity, corporations have been looking for ways to use social media for advertising purposes. AI helps with this and can even help a business isolate its target audience more precisely.

Maintaining Consistent Quality Across Platforms

It’s no secret that there are many more platforms where you can advertise in order to garner attention. It’s no longer enough to simply purchase a TV ad and be done with it. Today, consumers require multiple touchpoints before they turn into buyers. If you aren’t on a variety of social networks, in addition to TV and popular streaming services – your ads may not be as effective.

Your brand needs to have its message delivered through a variety of different channels. This can be hard to manage consistently if you’re making every campaign by hand. Usually, you’ll get a few very similar campaigns that will be somewhat engaging to most of your audience.

Rather than settling for somewhat engaging, today, you’ll need to impress your customers if you want their business. This can easily be done by using AI to help subtly guide your campaigns towards your target audience. For example, Hulu has a largely older audience in comparison to TikTok. With TikTok having a primarily adolescent-teenage population and Hulu favoring older audiences, you’ll need to take two drastically different approaches.

Localization

Even as a medium to small corporation, you’ve definitely faced issues when localizing your ad campaigns. It can be hard to really know what the locals of your area want by simply doing a handful of manual surveys.

By incorporating AI, you can automate a good chunk of this process. Something especially surprising is how good AI is at optimizing a CTA to the geographical location of your choice. Since the call to action is one of the most important parts of an ad, this can lead to a massive increase in sales.

If you’re branching out to a new area, that makes localization all the more important. This is especially true if you’re expanding to an area where you’ve already got competitors. If you misjudge the cultural norms of the area, you might find yourself with a failure on your hands. AI is spectacular at detecting these nuances, and even smaller corporations can benefit from this these days.

Social Media Ad Copy

Despite the technology being fairly new, AI has been getting more and more use as a method of creating social media ad copy. Companies are using it to create copy, which is later simply edited by marketers, with some daring to hand over the whole process to the AI. Here are some advantages AI can offer in creating social media copy:

  • Speed – AI is much faster than people. It can take historical data about your customer’s behavior and come up with what you should post next by the time a writer has written the outline.
  • Time – If you’ve got writers that can do better than the AI in terms of copy quality, this doesn’t mean it’s useless. It can provide you with valuable data that your authors can use to craft the perfect ad.
  • Detect trends – AI can help you predict trends ahead of time, as well as detect subtle changes in customer behavior. This will help you better understand your target audience and improve the equity of your brand.
  • Frequency and theme – AI can check out your past posts and the posts of other companies in your niche and analyze them in order to determine what posting times and subjects are proving most effective at the time.

Product descriptions fall into a similar pattern. They will also be written faster and more effectively with AI than they will with a human author. Another benefit of AI in this area is that AI is able to update its listings at a moment’s notice.

If it notices that your customers are fans of something, it’ll make an effort to make that stick out more in the description immediately. Furthermore, this can be combined with localization to make custom region-specific descriptions.

Measuring Performance

Another use for AI which saves manpower is measuring performance. Manually calculating things like engagement rates are a death sentence for progress. Instead, you could have AI look through almost every facet of how your ads performed.

Not only can you track user engagement flawlessly, but you can also compare and contrast your ad’s performances amongst target groups and even different forms of social media. With that being said, this isn’t to be used recklessly.

With AI that’s sufficiently advanced, you can even determine which parts of your ad copy your users dwell upon the most and which goes by barely detected. This will let you put out more polished adverts with haste.

As always, it’s a good idea to have the AI’s performance monitored by a human every now and again. For example, Amazon has had a famous incident where its AI was extremely biased towards male candidates.

One example of how AI is helping with performance-based marketing is with Facebook. Facebook’s ad platform uses the performance of your ad to determine which users should see the ad. By leveraging multiple data points quickly, Facebook is able to put your ad in front of the users who are most likely to be interested in your product or service.

Improving The Customer Experience

There are a lot of ways to gain new customers; however, none of them are quite as infallible as providing an amazing customer experience to influence word of mouth. Companies have been trying to outdo each other in customer service since the dawn of modern capitalism. Today, AI is the next technology you’ll need to incorporate in order to ensure your customers get the best experience possible.

AI Chatbots

The customer service industry is one of the ones that have benefited the most from the inclusion of AI. If a customer has an issue with a product, or they’re having issues navigating your website, they’ll want to talk to someone to have it explained for them.

Now, these can be full-time employees who are paid for all of the manpower in answering the questions that your customers may have. On the other hand, you could have AI handle that (like an AI bot) while your employees are given tasks that are harder to automate.

This change is already in full swing. If you’ve seen a “Talk to one of our representatives” button on any sites you’ve visited recently, the chances are that’s a chatbot right there. With that being said, that isn’t a bad thing; chatbots are generally clear in writing and are sometimes more helpful than actual workers.

This isn’t to say that you should fire any customer service employees on the spot. No! Rather than letting these valued employees go, it is best to delegate them to other tasks, with customer support being done by people exclusively in the cases where the AI doesn’t rise to the occasion.

Predictive Marketing

Imagine being a vacuum cleaner salesperson in the ‘70s. When would the ideal time be to knock on someone’s door to sell them a vacuum cleaner? When their old one just broke.

Unfortunately, for a vacuum cleaner salesperson in the ‘70s, there was no way to know when exactly that was. Today, AI can predict most of a customer’s purchasing desires and decisions. Because of this, it is one of the most important tools to get started with.

Customers don’t want to be bombarded with ads for things they don’t currently need or care about. Because of this, any customers you advertise to that simply have no need for your product or service are nothing but wasted capital.

By using AI that puts large amounts of data together in order to better understand consumer behavior, you can ensure that the customer is going to be interested in your product.

For example, let’s say that customer A has been searching for vacuum cleaner bags, vacuum cleaner pipes, as well as vacuum cleaner alternatives. Customer B has been searching how to use Vacuum Cleaner X. The AI will be able to determine that Customer A’s current vacuum cleaner is broken, and Customer B has possibly just purchased a new vacuum cleaner. With this information, it will show Customer A an ad for your company.

This is extremely common in large corporations such as Google or Amazon. However, it’s slowly becoming more affordable for small and medium-sized businesses.

Improving Your UI

The UI (User Interface) is what your customers interact with your website or mobile app through. Having a seamless interface is crucial in making conversions because customers won’t stay on a site that’s not easy to use.

Thankfully, instead of hiring dozens of UI testers and running constant surveys among your target group, you can have AI do the testing for you. The AI has the intuitiveness of a person but is able to identify issues more quickly so that you can make changes to the UI more easily.

It looks through a variety of things, such as:

  • Where the user is when they load up the site
  • How long they stay on the website
  • The site’s bounce rate
  • The user flow
  • How many products each user views before leaving the site

These metrics can be measured by an AI at a large scale to help you make more informed decisions quickly.

Conclusion

While AI certainly has a long way to go, it’s has made massive strides in its development lately.

AI is not perfect, and there’s still a long way to go in terms of improving it. However, your business could definitely benefit from making use of AI in your next marketing campaign to improve conversions, targeting, and user experience metrics.

Image Credit: jose francisco fernandez saura; pexels

January 29, 2021
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