AI in Marketing Technology – Elements of Artificial Intelligence-Powered Marketing Tools

B2B marketers are finding that Artificial Intelligence (AI) can be variedly applied in their marketing operations. Both machine learning and AI-based marketing tools enable B2B marketers to scale their programs. 

The advancements in AI have been continuously evolving ever since 1956 when a group of academics and scientists at the Dartmouth Conference started working on how to enable machines to act and function like humans. Since then, we have seen three prominent stages in the advancement of artificial intelligence that are provided below: 

Artificial Intelligence – Invented in the 1950s, it was referred to as a program that can do a bunch of functionalities like humans, such as sensing, acting, reasoning, and adapting.

Machine Learning –  began in the 1980s, systems started learning without requiring to be programmed. Machine Learning is based on a single algorithm that acquires learning from previous data and experiences that were added manually. 

Deep Learning – began in 2010 when computers started mirroring how the human brain functions. AI-based systems can then be trained following the same methods to predict outputs based on a set of inputs fed to the system.

Now the question is, what is AI in marketing systems?

What is AI in Marketing?

Artificial Intelligence in marketing involves the use of systems that leverage machine learning, customer insights, and other concepts to create the predictive value of how your targeted customers will act or react to messages, content, information, products, or services. AI uses vast amounts of customer data to assist marketers in segmenting their different types of customers into different groups and enables them to create personalized experiences and messages for each segment of their audiences. 

AI helps users and companies to adopt the right marketing analytics approaches to target the right potential customers and nurture their prospects and customers with the right resources and information, across the right set of marketing channels, at the right time.

Why is AI Important for Marketers?

The significance of artificial intelligence in marketing is paramount. 

A study by Smart Insights has revealed that 55% of seasoned marketers from different verticals are planning to or already in the process of implementing AI-based marketing technologies in their digital marketing approaches. This is because AI Marketing (AIM) enables marketers to collect a wide pool of marketing data analytics from different analytics and data sources. 

• The customer data they source within such a shorter span of time can empower users to improve their data-driven or customer-first marketing efforts and campaign performance, generating higher revenue, and achieving their ROI faster. The faster turnaround time in data accessibility and predictive outputs helps marketers and companies with more available time and resources to dedicate in their planning strategic business decisions and creative pursuits. 

• Also, customers (around 76%) in 2020 expect companies to tailor the content, solutions, services, recommended, and related products and solutions based on their needs and preferences. AI-backed marketing technologies can help digital marketers analyze prospects’ and customers’ segments and identify their ideal customer profiles. Thereby, marketers can achieve the enhanced personalization that their visitors, prospects, and customers expect on the brand website, communications, emails, social media posts, content, and solutions more accurately tailored to their behaviors, demography, needs, and preferences. 

So, what type of elements or applications do AI Marketing platforms consist of and how do those elements work in favor of digital marketers? 

Core elements and applications in AI-based Marketing Technology 

Platforms 

AI-based marketing technology platforms can be broadly categorized into two groups:

Media

AI Marketing, which is focused on media, delivers thorough analysis in media selection and media buying, including audience analysis, bid and cost management, conversion contexts, media buying, and investment analysis. 

AI includes a wide range of marketing channels and media, including search platforms like Google, all major email clients including Apple Mail, Gmail, Outlook, and the like, social media channels such as Facebook, LinkedIn, Instagram, Twitter among many others. These media channels leverage AI algorithms to identify variables that factor in impacting the customer experience.

Google AI platform determines the search ranking position of a business, while social media tools determine the relevance of the content and the customer reach the content can attain on social media platforms. Google Analytics, built with a plethora of metrics monitors, helps keep track of every customer from websites, the context of opportunities, and conversion.

Experiences

There are diverse types of AI marketing tools that focus on customer experience assets with content and campaign personalization, user responsiveness, customer interactions, and predictive customer services, among many others. Most beneficial ways to improve the experience using AI marketing are –  

Chatbots present media for marketers to deliver timely responses and customer service to visitors. Though these chatbots are not alternatives to human interactions and consultations, these AI tools facilitate maintaining communications and providing real-time product information or answers to their frequent questions. 

Another major advantage of chat boxes such as Drift is that these bots do not cost as much as consistent human customer service personnel, and these tools are accessible 24×7 to attain customers round-the-clock. Another important feature of chatbots is that customers can comfortably reach out to these tools at their own convenient time without having to confront aggressive sales pitches, which often meddle with their important meetings or sleeping time.

Check out these do’s and don’ts to achieve maximum success with Drift.

AI-based marketing automation tools built on machine learning enable marketers to create content, customer segmentation, and email templates automatically. These tools also go an extra length to help you deliver those emails to new contacts and tell you if or when they will be interested in interacting with your representatives. Thus, you can save hundreds of hours from being spent in establishing initial contacts while improving the quality of each lead your team has generated.

Key elements of artificial intelligence marketing

The main elements which make artificial intelligence marketing robust and powerful include – 

Big Data

Big data will enhance your capability to gather and segment huge chunks of customer data with lesser human intervention. Then, your marketing professionals can utilize this set of data to craft personalized messages to target and deliver to the right segment, at the right frequency and time, through the right marketing channels.

Find out How to Use Big Data to Understand Customers 

Machine Learning

Machine learning systems are beneficial for you to analyze the vast amount of customer data sets. Use these systems to identify top trends and current occurrences to make data-driven predictions on customer actions, reactions, visits, responses, and even the factors that will influence their purchase decisions. In addition, you can also figure out the main cause and probability of their specific repetitive actions and reactions.

Conclusion

Overall, artificial intelligence marketing systems can help you accurately understand and know your customers the way manual efforts would. These platforms can present insightful themes and patterns across a large volume of data, much faster than human efforts. Plus, AI platforms also guide your team to interpret your prospects’ and customers’ sentiments and communications. That’s why these solutions come in handy to understand content and copy from email responses, mobile marketing messages, social media comments, among many others. 

Do these capabilities of AI marketing sound perfect to work for your marketing campaigns? If you are still hesitant and need more in-depth discussions and information before you adopt AI marketing – then we can be the honest, unbiased guide you need. Start chatting with our certified marketing operations experts by clicking the chat box at the right below, or in case you are busy, then drop us a “Hello” or any message you prefer at experts@marrinadecisions.com. If you are active on social, then you can simply DM us on Facebook, LinkedIn, and Twitter – however you want!