By | Bernard Marr
Leveraging artificial intelligence (AI) is now commonplace in marketing. Tools, platforms, and services put sophisticated audience targeting and segmentation tools at marketers’ fingertips, making it easier than ever to connect your products and services to customers.
As organizations grow more sophisticated in their adoption of AI, they can start to look beyond core uses cases and solutions such as the basic targeted advertising tools offered by Google and Facebook. Today, consistently finding new applications of data and smart algorithms is essential to building and maintaining a competitive advantage.
It’s important because if you’re simply using AI to do the same as everyone else then your results won’t differentiate you from your competitors in the eyes of potential customers. On top of this, core AI marketing tools (such as Adwords or Facebook advertising) are often described as “pay-to-win” – put simply, companies with bigger marketing budgets will generally get better results and take potential customers from smaller businesses. This is because they can afford to bid higher for the most important keywords.
Thinking smarter about alternative and emerging use cases for AI in marketing (or any business function) can help mitigate this. Here are a few ideas for getting ahead of the curve and ensuring your AI-driven marketing strategy is always evolving to become more efficient.
Intelligent advertising design
AI enables highly personalized design, meaning individual elements of advertising materials and marketing campaigns can be automatically tailored to specific audiences or even individuals. Individual elements of marketing campaigns – down to the style of design or the color schemes used – can be determined by algorithms to ensure they have the best likelihood of grabbing your audience’s attention and prompting further engagement. Algorithms can then assess the performance of different combinations of design elements and audiences and determine where tweaks could bring better results.