1 ways AI can be used in Marketing
Q: How can AI be used in marketing?
A: AI can be leveraged in at least 11 ways:
a) Content creation and curation - marketers can use AI to scan the
content resonating with the target consumer, and then use AI to curate
similar content that can be personalised (by using AI).
b) Digital advertising - a marketer can use AI to identify specific segments
of consumers and analyse their tastes and preferences, and then (AI)
curated advertisements can be shown to them. These ads are more likely to
click with the segment(s).
Finally, marketers can use AI to assess the effectiveness of each ad shown
on thousands of platforms, to know how consumers reacted to the ads. This
can help the marketers to eliminate ads and platforms that are not effective,
thus increasing the ROI of digital advertising
c) Chatbots - marketers can use effective chatbots using AI which can bring
in standardisation in consumer interactions, they can reduce response time
and costs.
d) Sensory Search - more and more customers are using voice and image
search these days. Marketers can use AI to understand accents, map
patterns, do text mining and thereby, showing great search results for
queries made by speaking or through images.
e) Email Marketing - marketers and consumers know what happens to
spam mails. AI can be used to create personalised mails which resonate with
the consumers' interests and preferences.
AI can help marketers with identifying right consumer segments for their
content - and - in creating right content for the target consumers
f) Social Media - Through AI marketers can analyse sentiments and text in
large quantity and scan the social media to know how their brands, ads,
overall marketing is seen and felt by the consumers.
AI can also assist marketers in creating and disseminating content in a way
that will resonate with the consumers, like - which message should be
posted? Which message should be posted on which platform? Which
message should be posted on which platform and when?
g) Web testing - AI can help marketers in analysing what is happening on
which part of the website, and then optimising it for better performance.
Through this marketers can decide - which content and website structure /
layout works to increase engagement or to achieve any other marketing
objective.
h) Reviews - AI can help marketers in identifying fake reviews which is a big
problem that marketers are facing. Secondly, AI can easily classify large
number of reviews by analysing their content, classifying it based on
keywords and rank them on their assertiveness and utility for the customers.
i) Robotics - AI can help marketers by making it possible for them to use
drones for deliveries, and robots in the stores or restaurants. AI based
automation can be used to manage social media posts of brands, mail
marketing, making recommendations to customers etc.
j) Forecasting - AI can help marketers in analysing large amounts of data
and use complex models very quickly, to come up with better forecasts and
prediction of consumer behaviour
k) UI and UX design - brands are created at touch-points where customers
come in contact with the brands. AI can help marketers by designing the UI
and UX of websites, apps, devices, service processes, products, customer
support interface, and even ad campaigns - that are effective, seamless and
most likely to work with the target customers.
Adapted from the work of Dimitris C. Gkikas and Prokopis K.
Theodoridis titled - AI in Consumer Behavior
