Even though AI still is in its early stages, it is very powerful and marketers are adopting it quickly. We have looked at few applications in my previous blog and in this article we will go on to explore four other interesting use cases of AI in marketing which you simply can’t afford to miss out on!
Scoring and Targeting
It is easier for a marketer to choose a great marketing channel for the business, but targeting the exact audience that is relevant to the business has always been challenging. To acquire leads relevant to the business, one first needs to think of the targeting criteria that they will use on the marketing channel. For instance, if you are doing Facebook Ads, you would want to show your message to an audience you feel could be you typical targeted customer. If you are doing search advertising then you might want to focus on people who are searching for specific keywords related to you product. However, as we all know, consumer cannot be classified into fixed segments. Consumer has and will always show dynamic behavior which is difficult to predict.
Dynamic customer behaviors have always been a burden to monitor for marketers during a marketing campaign. Marketers sailing on the traditional marketing boat had to write and maintain dozens of if-then rules across multiple marketing campaigns to get the desired targeting granularity. Moreover, the targeting rules had to be set in advance before running a campaign and the initial success of the campaign was completely dependent on the “best-guess” capabilities and experience of the marketer configuring the campaign. As a result of these challenges, there was always a gap between expectations and results from any campaign
In order to improve the efficiency of the campaigns, marketers today are turning towards Artificial Intelligence solutions that are “data-driven”. Using AI solutions, marketers can actually identify any gaps in targeting and run campaigns with enhanced targeting parameters to reach refined audience. AI driven automated and programmatic campaigns have helped marketers improve short-term opens and retention KPI’s which directly impact the revenue. The advantage of AI based marketing platforms is that they eliminate the need to design, develop, test , and optimize targeting rules by automatically identifying the context and conditions for optimal targeting.
Artificial Intelligence solution providers like Mintigo and Amplero are changing the way marketers target their customers. Amplero’s Artificial Intelligence Marketing (AIM) solution makes use of machine learning to create automated marketing campaigns and optimizations tools which quickly run thousands of recursive tests and optimize every customer interaction. This helps marketers adapt rapidly to changing consumer behaviors across diverse marketing channels which would otherwise not be humanly possible.
Instead of targeting rules, AIM creates a revenue lift score for each combination of experience, customer and execution context leading to increased targeting granularity and increased revenue per experience across diverse marketing channels for all campaigns. Amplero’s AIM solution can evaluate more than 1,267,650,600,228,229,401,496,703,205,376 (i.e. 2 raised to the power of 100) permutations for any given marketing program helping marketers decide which piece of the campaign works best for a unique customer. Amplero’s AIM platform has helped marketers optimize campaigns 200%-500% better compared to manually coded targeting rules.
Amplero could be the early leader in adopting AI for scoring and targeting marketing campaigns, but there are other companies that are following a similar path - Optimove, TinyClues and Ascent360 to personalize and optimize every customer interaction throughout the journey.
Visual Context Identification
According to a research, 49% of the US marketers use contextual marketing today and 31% of the brands plan to increase their spend on contextual marketing by next year. Not surprising, because all professional marketeers have started using contextual marketing. Gone are the days when contextual targeting was based on simple search for a single keyword or a phrase. The advances in computer vision technology and AI has today made it possible to decipher visual content of a publisher’s page to capture consumer’s attention with the intent of getting the right ad in front of the right person. AI is making contextual marketing visuals driven.
Companies like Heuritech, Netra, and Gumgum have developed AI solutions that incorporate machine learning, deep learning, natural language processing, and other computer vision techniques to help brands and agencies better understand and reach their targeted customers. These AI solutions analyse millions of images – and identify the interests, passions, demographics, key life events, and brand preferences of every customer.
Gumgum unlocks the value of visual content for marketers by processing 500+ million videos and photos every month , and the AI based solution has become pretty good at it over the years. Within one image, the solution is capable of identifying scenes, celebrities, models of the vehicles, color of the skin and hair. This helps marketers place contextually relevant ads where customers are most likely to see them leading to targeted, highly relevant , and preeminent brand experience. Dairy substitute brand Ripple Foods used image recognition to identify and target its consumers before gearing up for its launch. Ripple Foods in partnership with artificial intelligence company GumGum analysed health, fitness, organic living, and non-diary related images across diverse publisher websites to place advertisements for its pea-based milk product at the bottom of those images. Heuritech has helped clients analyze millions of images of skirts from 2016 and 2017 to predict skirt trends in 2018. And, Netra analyzes video content to detect unsafe content like violence, nudity, hate, drugs etc. to ensure brands do not get associated to anything unsafe.
AI based visual context identification is finally coming of age and giving marketeers the power to see consumers from a new perspective.
Content & Site Optimization
Good content is the key to success for a marketer and so is the customer. Marketers today are integrating content marketing within overall digital strategies. However, the biggest challenge with content marketing is finding answers to two critical questions –
- What type of content do my customers actually want?
- What should I do to take my prospects from Stage 1 to Stage 2 to improve conversions?
With the advent of AI solutions like Optimizely and Refuel4, marketers can easily find out the answers to the above questions by experimenting out-of-the-box on dynamic content – whether it is displaying the design elements on the page based on the user profile, showing the content based on the demographics, or showing dynamic call-to-actions. Using artificial intelligence solutions marketers enjoy the privilege of dynamically changing the content of ads to be customized to the consumer seeing it in real-time. Artificial intelligence solutions use treasure troves of data like geographic location, weather, time, day of the week, web pages visited previously, and other recent web searches.
AI based marketing platforms like OneSpot take content optimization one step further by making personalized content delivery possible in real-time to live up to consumer expectations. OneSpot’s AI platform targets consumers based on their preferences and interests to recommend most personally relevant content to each consumer for deeper engagement, increased content consumption and more assessable business outcomes. OneSpot AI platform is being used by big brands like IBM, Delta Faucet, Nestle, L’Oréal, and Whole Foods Market to optimize and personalize content across diverse marketing channels because good content delivers results e.g. 'Avacados from Mexico' saw a 32% lift in their highly-engaged-visitors by adopting content optimization solution from OneSpot.
Automatic Control of Campaigns
One of the biggest challenge for any campaign is message relevance. Higher the relevance, higher the chance consumer will engage with the message. The quest is, how do you decide which communication is relevant to the consumer? In order to be effective, relevance needs predictability and AI can add this predictability to marketing.
Artificial Intelligence solutions offered by companies like Pega serve the most relevant communications at the moment of interaction. These AI solutions analyse customer behavior across both paid and owned channels and display offers in real-time for the right context. Marketers can hyper-personalize marketing campaigns, increase customer retention rates, increase conversions, and optimize returns on ad spends by leveraging AI solutions to automatically track and control various marketing campaigns. These solutions provide a deeper level of insight into customer tendencies allowing marketers to fully organize the customer journey by serving the most relevant “right now” ads whenever any prospect goes online.
Pega’s AI powered marketing solution provides marketers with the ability to optimize strategies throughout the life cycle of the marketing campaign so that they can achieve excellent response rate. The solution selects the most relevant audience and balances it with a mix of offers, call-to-actions, and treatments to achieve desired campaign goals. Moreover, the Pega AI solution learns with each iteration of the campaigns to consistently adapt its approach and increase the performance.
AI revolution in marketing is just starting. Even with all this technology and solutions, we can clearly see that we’ve hardly scratched the surface of the possibilities ahead of us.
The list continues to grow. In the next blog, I will discuss other interesting use cases of AI in marketing that you might find useful in the quest to give your marketing strategy an AI powered boost.