AI touches everything in modern society, and advertisers need to know how it’s affecting campaign marketing. Here’s how to keep up.
Analytics
AI algorithms help marketers understand customers. Machine learning algorithms can analyze large amounts of data from social media, website analytics, and customer feedback. This data can predict customer behavior and identify trends like product purchases and churn. It can also help improve products and services, inform marketing strategy, and boost marketing campaigns.
Customer Interactions
AI is powering new experiences by creating more personalized marketing opportunities. According to a Google study, “more than 60 percent of U.S. travelers would consider an impulse trip based on a good hotel or flight deal.” While that sounds exciting, it is also creating higher expectations. The same study from Google also found that “57 percent of U.S. travelers feel that brands should tailor their information based on personal preferences or past behaviors. Furthermore, if a travel brand tailored its information and overall trip experience based on personal preferences or past behavior, 36 percent (over one in three) would be likely to pay more for their services.”
Improved Searches
AI and big data work together to study search patterns and provide marketers with insight into which areas they should direct their efforts. Because of this, consumers are now able to find what they’re looking for on the web faster than they ever have.
Social Media Monitoring
AI can be used to monitor social media platforms for mentions of a brand or product. This can help businesses identify trends and respond to customer feedback in real time. An AI-powered social monitoring tool or social listening tool can deliver insights from your brand’s social media profiles and audience. This often involves using the power of AI to analyze social data at a scale, understand what’s being said in them, then extracting insights based on that information.
Improved Audience Targeting
AI can analyze user interactions on websites and social media platforms to identify potential customers, making it easier to target specific audiences. The idea of tracking visitors to a website isn’t new, but with the birth of “Big Data,” it has become an increasingly important part of online marketing. Websites can collect vast amounts of information about their users and utilize them to target specific ads.
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