Artificial intelligence (AI) will disrupt healthcare, enable autonomous driving and be part of the solution for today’s business-related big questions. In short: nobody doubts AI’s importance for the future of humanity anymore. Furthermore, AI is not limited to robotics and the automotive industry. Wherever you look, AI is on the agenda of top-level decision makers and marketing is no exception.
AI is forming a substantial part of the foundation upon which tomorrow’s digital marketing will be built. The AI-driven future is calling for new strategies – and this is why we at adverserve took the time to look into the implications for today’s marketing world. This blog article aims to show how AI can help companies to reach their customers, improve the customer experience and how it can be implemented in the here and now.
Before we start, how can we define artificial intelligence for marketing purposes?
Data processing and process automation are at the heart of AI opportunities in marketing. On the one hand, it helps to leverage large amounts of customer data. On the other hand, AI concepts, like machine learning, enable marketers to anticipate the customer’s next move and improve the user journey. In concrete terms: it can turn Big Data into Smart Data and help marketers in gaining more insights from user analytics to customise their advertising campaigns.
The Current State of AI in the Marketing Sector
High expectations and little usage have been prevalent in digital marketing until now. According to a study of the SRH Hochschule Berlin, only seven percent of the respondents apply artificial intelligence to perform company tasks. However, almost 90 percent believe in the potential of the technology and, accelerated by the need to manage their wealth of data, companies are starting to embrace the power of AI-driven approaches.
As of now, most marketing departments are already using AI-driven automation to one degree or another. In the form of Google ads, marketers work with automation to achieve better results for their advertising budget. Take UA campaigns as an example, an automated campaign type for advertisers to drive in-app conversions. With the help of structured data from the advertiser’s app listing, it automatically manages bidding, targeting and creatives.
Applied AI – Opportunities for Digital Marketing
Optimising the User Journey!
Nowadays, users have endless online and offline touchpoints and marketers need a unified customer view to acknowledge all of them. Programmatic advertising allows a complete display of the user journey from the first touch to the final sale. AI-driven technology can help to extend this knowledge to future actions.
Currently, many companies are experimenting with artificial intelligence to gain insights into future behaviour when managing their massive amounts of customer information. However, successfully gathering data from social media, web analytics, customer purchase history and in-store visits remains a challenge. The sheer amount of data and the fast-changing nature of it call for ready solutions which still produce out-of-the box results for most companies. To optimise the user journey and foresee action, aggregating data is of paramount importance.
Predicting Action and Identifying Key Moments with Data
With the help of Smart Data, marketers can customise messages and identify audiences. Foreseeing action is another piece of the puzzle when it comes to projecting a complete customer view. This is where predictive advertising comes into play. Machine-learning algorithms analyse past customer behaviour and produce deep insights into where the customer’s key moments are. Marketers can anticipate future responses based on these key moments.
Take buying behaviour as an example: understanding which step in a user journey had the biggest impact helps to inform ad targeting and media buying strategies. The potential applications for predictive advertising are manifold: they range from prospecting and retargeting to ad mediation and campaign optimisation.
Artificial intelligence will inevitably transform business practices and corporate cultures. If they are to truly reap the benefits of artificial intelligence, organisations will first have to build their internal practices around harnessing data from across the business. A company that wants to get ready for the new era of artificial intelligence should replace its silo culture with a transparent approach across all company departments. However, change is never easy. In a recent study, 66% of the 500 executives surveyed stated they have difficulty integrating their IT infrastructure with new AI technology.
How do we solve this dilemma?
The best way to implement the changes will be to shift the focus away from gatekeeping. In the future, it will be crucial to balance the demands of new and existing analytics requirements and support the sharing of data across the entire organisation. To exploit their full potential, AI algorithms must be trained with information and input from every department. The change is not going to happen overnight – adverserve recommends a step-by-step approach to make sure companies embrace the change sustainably and with everybody on board.
To nurture one’s own AI capabilities with the most powerful dataset possible, every single data point needs to be tracked, processed, and aggregated. Finding patterns in this ocean of data is a fast track to creating new opportunities of growth. This development will ultimately bring data, people and outcomes closer together, finally ending the age of silos.
Florian Wagner, Media Consultant at adverserve
Taking Small, Thorough Steps
The development of artificial intelligence has the potential to mark the beginning of a new era and is often compared to the Industrial Revolution. Still, artificial intelligence will not solve all future problems in marketing. It is important to acknowledge what is feasible in the here and now.
The best way to implement AI technology is a thorough analysis of the company’s needs and pain points, and a clear idea of where it could be applied to solve present challenges. Artificial intelligence will always require organisational change as well as education, support, and guidance. Taking on one project at a time with a small, manageable solution can help eradicating fear and introduce the new technology smoothly. adverserve is experienced in helping companies start their journey into an AI-powered future and offers customised solutions for every single user case.
In a nutshell: Artificial intelligence is everywhere – and it’s already shaping the future of marketing with new possibilities to understand and predict user behaviour. Digital marketers, on the one hand, can make use of AI-driven tools to focus on the user and improve the customer experience. Companies, on the other hand, need to rely on experts to prepare for the change, develop a strategy and foster a culture of data literacy.
Where, when and how you want to jump on the boat depends entirely on you. Our experts at adverserve will make sure you have a safe journey into the future with artificial intelligence.