Using data and customer profiles, AI tools help online businesses learn how to best communicate with their customers.  Using predictive analytics, such technology can then help online businesses deliver personalized messaging to the right people at the right time.  When it comes to maximizing efficacy–while spending less on each iteration of a campaign–the trick is to carry out such functions without the need for human intervention.  AI makes this possible.  Let’s explore the advantages.

The process of sifting through and analyzing huge dumps of data was once a formidable process–in terms of man-hours devoted to the task and cost incurred.  This made it very difficult for marketing teams to assess campaign performance.  It is now not only feasible, but fast AND economical.  “Big Data” requires the ability to aggregate and segment massive datasets via an automated process.  Marketing teams can then use this data for micro-targeted campaigns.

AI platforms are capable of customizing messages in real time–ensuring the right message is being delivered to the right person at the right time, via their channel of choice.  A system equipped with machine-learning capabilities can leverage Big Data to anticipate any given customer’s next move.  Armed with such insights, digital marketers can boost each campaigns’ ROI–streamlining the sales funnel so that no time or energy is wasted on low-yield leads.  With an AI platform, this can be achieved with essentially no extra effort on the part of marketing teams.  Marketing departments can use machine-learning algorithms to conduct data analysis much faster than a large team of highly-paid experts.

An automated system can tackle the time-consuming tasks, freeing up time for marketing teams to focus on more creative tasks that require the human touch.  AI platforms can use real-time analytics to make better  decisions, not having to devote limited resources to dead ends or ineffective campaigns.  AI helps online businesses allocate funds across channels in the most productive way by identifying the best / worst performing ad placements.

Customer retention is realized by direct-to-consumer engagement avenues, which are predicated on AI chatbots.  Companies can save employee time and expenditures with these tactics.  Not only can AI be used to uncover crucial insights, it can be taught.  A system can learn to incorporate previously uncovered insights into new campaigns, optimizing outreach to target the most relevant users, thereby helping a company not squander its limited resources while increasing conversions.  AI is able to carry out judicious, pro-active marketing in real time.

The latest in machine learning enables personalized content delivery possible–going beyond the demographic level, to target people on an individual basis.  With the kind of real-time micro-targeting that is only possible with AI, online businesses can deliver content that’s most relevant to each person.

AI platforms employ NLP to answer questions contextually by luring prospects to FAQs; or connecting them to human agents if required.  This enables the system to pre-emptively initiate conversations with prospects so as to suggest items for up-selling based on their search history or expressed interests.

AI marketing platforms can identify insightful concepts and themes across massive data sets, and do so quickly.  NLU (natural language understanding) enables these platforms to understand open form content like social media and email responses.   AI makes possible improved campaign reporting / measurement with less man-power, and thus lower cost.

Traditionally, marketers have found it difficult to determine exactly where and when to place advertisements.  The trick has always been to figure out what content to deliver to any given target audience.  AI-platforms allow companies to carry out the rapid parsing routine required to cull useful information from keyword searches and social media activity.  The AI can rapidly parse incoming data to help identify trends.  It can then make highly-complex calculations to predict reactions, and ascertain the likelihood of certain behavior repeating in the future.  AI-enabled dashboards to procure a comprehensive understanding of the campaign elements that work, then replicate those patterns, and adjust campaigns accordingly to see more success.

Data privacy regulations like GDPR and CCPA introduce challenges to the deployment of this new tech.  Consequently, AI tools must be programmed to abide by current guidelines, and ensure online businesses are in compliance with existing data privacy laws.  The key, then, is to successfully carry out these functions according to the conditions set by these regulatory bodies.  The good news is that, unlike humans, an AI will dependably operate within the specified parameters–rarely, if ever, slipping up.

Another perk: AI enables programmatic advertising, which helps companies place bids on ad space that is relevant to the target audience.  The AI can then execute message tracking and predictive analytics, enabling it to send customized messages to users using the right content, in the right place, at the right time.  Considering this changing landscape, marketing teams will soon need to figure out the best way to integrate AI marketing tools into their operations.