AI for Marketing

Artificial Intelligence (AI) is the simulation of human intelligence processes by machines, especially computer systems. (Rousse, 2019). 

Nowadays, AI is used in many fields, such as healthcare, education, finance, law, and manufacturing, but we are going to focus on how Marketing is using AI. 

AI in marketing is the use of customer data, machine learning, and other computational concepts to predict a person's action or inaction. (Grimms, 2019). 

It is important for digital marketers because artificial intelligence will allow analyzing big amounts of data from different platforms, such as social media platforms, emails and web activity in a very short period of time, thus, enhancing campaign performance and overall return on investment (ROI). 

According to Dave Chaffey, AI is broken down into 3 different types of technology; machine learning; which uses algorithms to learn from historical data sets that can create propensity models, applied propensity models; which predict future events, and AI applications; which are other forms of AI, related to tasks with a human operator. 

Dave Chaffey uses the RACE Framework to divide each AI application: 

• Reach: in order to attract visitors with inbound marketing techniques some of the AI applications marketers can use are; AI generated content, smart content curation, voice search, and programmatic media buying. 
• Act: to make visitors aware of your products or services some AI applications marketers can use are; propensity modeling, predictive analytics, lead scoring, and ad targeting. 
• Convert: to persuade visitors into becoming customers some AI applications are; dynamic pricing, web and app personalization, chatbots, and re-targeting. 
• Engage: to keep your customers continuously buying from you some AI techniques are; predictive customer service, marketing automation, and 1:1 dynamic emails. 

In conclusion, AI is becoming a very powerful tool for marketers that help us reach better results, although, we have to be very careful regarding the data we use and how we protect that customer data. 

References

Rouse, M. (2019) “artificial intelligence”. Available at: https://searchenterpriseai.techtarget.com/definition/AI-Artificial-Intelligence (Accessed: 19 Feb 2020). 

Grimms, K. (2019) “AI Marketing: What, Why and How to use Artificial Intelligence Marketing”. Available at: https://www.mageplaza.com/blog/ai-marketing-what-why-how.html (Accessed 19 Feb 2020).

Chaffey, D. (2019). “15 Applications of Artificial Intelligence in Marketing”. Available at: https://www.smartinsights.com/managing-digital-marketing/marketing-innovation/15-applications-artificial-intelligence-marketing/ (Accessed 19 Feb 2020).