Artificial Intelligence is Revolutionazing Digital Marketing

You'll learn how Artificial Intelligence is revolutionizing Digital Marketing in this article on AI and Digital Marketing. It's sponsored by astateofdata.com

If you are reading this article, you are already a step ahead of your competitors. Today, we're going to talk about a drastically new technology that will dramatically improve how you engage with your new and existing customers and lead to significantly increased revenue and return on ad spend.

Artificial Intelligence is revolutionizing Digital Marketing

Artificial Intelligence is revolutionizing Digital Marketing: Identifying Problems

First, let's look at the problems you're facing today because there must be a reason why you are here. When asked about contextual marketing, most marketers think about targeted campaigns they run on various social media platforms aimed at the acquisition of new customers and promoting their brand. In this scenario, the context you can rely on is third-party data Facebook and Google hold a lot of information about all of us and they serve your ads to the audiences that you define.

In other words, most companies focus their contextual marketing efforts on the top of the funnel, the early stages of the customer life cycle. While these are certainly important areas of focus, they reflect a campaign-centric approach rather than an ongoing and evolving program of nurturing your customers through personalized touchpoints driven by data insights.

Targeted advertising is just the tip of the iceberg called "contextual marketing", and marketers have just scratched its surface. People are getting savvier and easily spot when someone tries to sell them something. At the same time, every single interaction with your brand provides an opportunity to learn what your customer is trying to accomplish at that moment. And each and every one of us loves to be taken care of.

Artificial Intelligence and Digital Marketing: The Marketer's Job

Remember that feeling when after a number of visits to a pub, the barman recognizes you and offers you a drink you have always ordered? Or when on arrival at a hotel that you visited a few times before, you discover that the manager took care of the nonallergic pillows you had requested during your previous stay? That's the direction digital marketing is heading.


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Artificial Intelligence and Digital Marketing

Artificial Intelligence is revolutionizing Digital Marketing: the marketer’s job is shifting from managing campaigns to supporting interactions across the full customer journey. Companies that refuse to go through such transformation are risking to get left behind. You're likely to pause me here saying, "Hold on, we've already been struggling to understand how our marketing channels contribute to conversions, not to mention the difficulty translating customer insights into effective interactions. How is it even possible to deal with even more context down the funnel to provide better customer experience?" And you would be right.

Generally speaking, the higher in the funnel you're aiming the less context you have to deal with. You're already spending a lot of resources in measuring the success of your campaigns. Nearly four out of 10 marketers in a study conducted by Forrester mention over-reliance on agencies for driving their marketing strategy as their major challenge. This is where artificial intelligence, AI for short, comes into play.

Artificial Intelligence and Digital Marketing: What Is Artificial Intelligence?

For most people, AI conjures up images of a Terminator or something similar to sci-fi films. Fortunately, we're not there yet. AI is a branch of computer science that leverages mathematics, the plethora of data, and ever-increasing computing power that has become so cheap nowadays. If you have ever used Google Maps to find a route, asked Siri about the weather, or even looked for airplane tickets, and I'm sure you have, you used one or the other form of AI.

Tesla's autopilot uses AI, and IBM's AI named Watson helps doctors diagnose cancer. While targeted advertising already uses some sort of AI, it doesn't exhibit the full potential of what AI can achieve throughout the full customer life cycle. Specifically, due to the abundance of contextual data, AI is capable of managing the complexity of disparate data sources, reducing tactical decision-making burdens, and let humans focus on performing the best tasks that require creative and strategic thinking.

By pulling the information from customer profiles, relationship history, and situational context, AI can react in real-time to changing circumstances to achieve a predefined goal under a set budget. These are the early days of AI in digital marketing, but companies around the world are already reaping the benefits of AI infusions into their businesses.

Artificial Intelligence and Digital Marketing: A Case Study

A Harley-Davidson dealership in New York saw a whopping almost 3,000% increase in leads forcing them to open a second call center to handle all the new customers. Cosabella, an Italian manufacturer of luxury lingerie, following a period of falling sales and the adoption of AI, benefited from 155% quarterly revenue increase and 336% improvements in return on ad spend. By the end of the third month after integrating AI into their ecosystem, their Facebook conversions rose by 2,000%. Both companies used AI software named Albert. In-house marketers set parameters like location, channel, target audience, budget and KPI’s leaving every other decision to Albert, such as identifying the best keywords, shifting the budget between channels, finding fraud, and executing buys. In other words, Albert entirely replaced their advertising agency.

So, let me ask you the following questions. Do you want a solution that provides continuous and autonomous optimization across devices and marketing channels while saving you money? Would you prefer to spend more time on strategy and meaningful interactions with your customers instead of preparing reports, performing the analysis, and driving insights? If your answer is "yes" to these questions, then we have a unique limited opportunity for you. No matter how your IT stack looks today, you can get ahead of your competitors and leverage the power of AI for your business. Make sound strategic decisions around IT technologies that are guaranteed to bring you a competitive advantage. Fill the gap between the business and IT. By constantly learning and keeping up with the fast pace of technological innovation in data science, artificial intelligence, and cloud technologies, think of achieving your goals through automation, simplification, and deep analytics of their processes.

Early adopters of AI have much higher chances of survival during these incredibly competitive times. If you don't want to miss this opportunity to improve your bottom line dramatically, make sure you stay tuned on astateofdata.com