How is technology used in business administration

10 application examples for Artificial Intelligence (AI) in digital marketing

The fear of losing one's job through artificial intelligence also causes displeasure among marketers. We show you how you can see the use of artificial intelligence (AI) in digital marketing as an opportunity and find time again for strategic, creative marketing tasks.

How is artificial intelligence changing digital marketing?

It may seem strange to some that machines seem to replace (or supplement) human intelligence more and more. However, artificial intelligence has long since arrived in everyday life and, depending on the area of ​​application, is widely accepted. In times of big data and driven by AI, the marketer's job is no longer to collect enough data about the customer. Rather, it consists in efficiently evaluating the data and being able to derive specific recommendations for action from them. AI is already one of the most important technologies today. Self-driving cars and robots are just a few of the most hotly debated examples of artificial intelligence at the moment. In fact, the terminology of artificial intelligence has been around for more than 60 years and describes technologies and systems that can learn actions based on large amounts of data.

The Google search engine is one of the world's most famous AI inventions. The technology searches countless sources and displays the appropriate search results within a few seconds. The aim of artificial intelligence is to support people and not to replace them. So far, technology has proven to be a supporting hand, especially in digital marketing.

In the course of the customer journey, the majority of customers move along a number of digital touchpoints. Companies are therefore increasingly being asked to offer their customers the best possible user experience: faster, more personal and more digital than before. This makes it all the more important for marketers to be able to derive specific findings and measures from the user data collected. So far, however, they have not been: According to the Wunderman study, 62 percent of marketing decision-makers are unable to use the company's own data for marketing measures. And this despite the fact that 99 percent of those surveyed are of the opinion that data already today determines the success or failure of marketing and sales.

What opportunities does artificial intelligence offer for digital marketing?

So what can the interaction of data and new technologies look like in the age of increasing digitization? For example through the targeted use of artificial intelligence? With the help of AI, marketers can cope with the huge amounts of data that big data provides. It is not about the comprehensive ownership of data, but rather about being able to identify and filter out the right data in order to develop patterns from it, which can then be used profitably in the company. The main task of AI in digital marketing is therefore to support data analysis and evaluate the data. And at a speed and to an extent that humans cannot afford.

The use of artificial intelligence in digital marketing offers the opportunity to implement targeted and individual campaigns that reach customers at the right moment and offer high investment potential. For this reason, it is becoming even more important for marketers to understand and engage with self-learning technology. Especially in the digital industry, you should stay on the ball as to which investments, technologies and innovations will determine the market. At best before the competition does. Anyone who misses the connection for fear of change will not only be overtaken by early adopters and pioneers, but will also miss the opportunity to hand over tedious data analyzes, campaign management or customer and lead generation to the machine.

So how can artificial intelligence be used in digital marketing? In the following we present10 application examples for the use of artificial intelligence in digital marketing.

1. Digital voice assistants in daily life

One of the most important AI trends in 2018 are digital voice assistants like the Google Assistant. They are enjoying increasing popularity and follow users into daily life. More and more companies are also using them for their products and services. Content marketers and SEOs should above all integrate the topic of voice search into the marketing mix. Here you will find out why voice search is becoming more and more important and how you can optimize content for voice search.

2. Evaluation of large amounts of data (Big Data Analytics)

The work of marketers is constantly changing due to digitization: While a few years ago they mainly worked out creative and strategic concepts for campaigns, the majority today deal with large amounts of user data, Google Analytics & Co. through the use of artificial intelligence When evaluating this amount of data, the technology can create targeted reports thanks to competent support, which form the basis for targeted marketing measures.

3. Pattern recognition in the usage behavior of customers

Data is the basis for almost every digital marketing measure. The use of AI on websites can recognize certain behavioral patterns of potential or converted customers and transmit them to marketing in the form of detailed reports. Based on this knowledge, marketers can make decisions about future marketing measures and activities and use AI to address new, strategically sensible target groups.

4. Classification of websites and advertising content according to relevance

When displaying advertising content, AI technology can learn which websites the content should be displayed on and which should not. It classifies the web pages or the website content. On the basis of the available data, the technology recognizes and assesses whether the environment surrounding the advertising content can be qualified as "brand-safe". If this is not the case, it can prevent the delivery of advertising on this website. Website content such as B. product recommendations or personalized start pages can be equipped with AI and thus individually adapted for each user. The technology can evaluate which content works for which customers and enables uninterrupted A-B testing.

5. Automated management of marketing campaigns

Through the use of artificial intelligence, advertisers can benefit primarily in email marketing and in the management of campaigns. The technology can automatically control, evaluate and adapt the marketing campaigns - in real time. Keywords such as "real-time bidding", "programmatic advertising" or "search advertising" are appearing more and more frequently in the context of digitization and have been working for several years mainly through the implementation of AI technology. Marketers can decide whether they want to control and optimize their marketing campaigns automatically (with the help of AI) or manually.

6. Logical conclusions when acquiring new customers

The method of logical inference is particularly used when acquiring new customers: through the implementation of AI technology, the data of the converted new customers can be systematically analyzed. Through the new customer analysis, the technology can logically infer further potential target groups based on the data pattern. This technology has e.g. For example, the Foodora delivery service was used and, in addition to an ongoing display campaign, invested in other potential target groups in order to increase the reach. Using this data, the system was able to identify additional target groups that did not belong to the company's core target group.

7. Hyper targeting

Hyper targeting describes the personalized automation of advertisements and adaptation of the advertising content to an individual user through the implementation of AI technology. The potential customers benefit from this type of targeting, as do the companies. Because consumers only see the content that is relevant to them. To make this possible, an algorithm is used that analyzes the user data. This makes it possible to determine which phase of the buying process the consumers are in and which advertising material could work best. The algorithm remembers the results of the analyzes and continues to learn. in the Programmatic buying For example, the AI ​​process calculates which advertising space is the most lucrative for advertisers and tests countless variants within fractions of a second.


You might also be interested in: 10 tips for your hyperlocal marketing campaign


8. Chatbots in customer service

The chatbots use artificial intelligence and a learned algorithm that contains the most important data that the chatbot needs to know. It is especially used in customer service on the website or in social networks such as B. Facebook used. They are currently used for simple customer inquiries, such as travel or product inquiries. In the future, however, communication between customers and chatbots can be made much more individual and personal in order to accelerate and improve customer service. Through the artificial intelligence, the bots learn more with every customer conversation and thus deliver better and better results.

9. Behavioral Predictions

The e-commerce giant Amazon and streaming service provider Netflix are leading the way: With the help of recommendation AI, it is possible to reliably predict how a customer will behave at a certain point in time. For example, Amazon achieved around 35 percent of its annual sales in 2013. With AI, companies can make automated product suggestions. Another example: The Intel subsidiary Saffron has developed an AI that can predict with up to 88 percent accuracy which channel and for which product a customer will ask for help.

10. Personalized content / content creation using algorithms

Artificial intelligence instead of human editors? AI also offers a wide range of possible uses in content marketing: e. B. when creating content. This is especially true for texts that are based on certain rules, such as financial reports or sports results. In addition, the AI ​​can classify and compress large amounts of text and independently evaluate different wordings and sources in order to optimally address a target group. In addition, AI can support customer approach, which nowadays has to be as individual as possible in order to offer real added value. The data required for this is usually available in the company, but the resources required to evaluate this data and address user groups in an individualized manner are not. The use of AI can help because the technology can significantly improve the use of the data.

How is artificial intelligence developing in digital marketing?

The question that now arises for marketers is: Is the human expert better than the machine thanks to his expertise, experience, intuition and creativity? Or should we gradually leave this field to the computers? The answer to the digital challenges lies in the right mix of the complex algorithm approaches that are currently being discussed and offered on the market, and the (still?) Unique creativity of people. Due to the ever increasing digitization, the examination of artificial intelligence will not stop at one point in time, but will continuously develop itself. Like the technology itself. In the future, this innovative technology will anticipate consumer behavior and preferences and be able to offer individually appropriate information. She will be able to take on routine tasks as well as creative tasks and independently write content and answers. The discourse on artificial intelligence has only just begun. For the marketer, this means above all to deal with the central questions relating to the topic of AI and to question the effects that AI will have on the individual customer, but also on society and the economy.

Conclusion

Human action is and will remain an integral part of marketing, even when using artificial intelligence. AI offers great potential to accelerate, simplify and continuously optimize digital marketing in real time. AI technologies can be used in the course of the entire customer journey of a potential customer and develop and address new target groups based on data. The possible uses of AI will continue to increase over the next few years. However, artificial intelligence is also reaching its limits. Many AI technologies are far from being error-free and can only act on the basis of the parameters that marketers have defined for them. The basis of the AI ​​arises from a human hand and errors can happen in the programming. You cannot learn completely independently from experience or find new solutions yourself, but require constant control, supervision and care by people. The marketing and digital experts will continue to build the bridge between advanced technology and human understanding in the future.