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How are marketers using AI? And What are the benefits of using AI in marketing?

When you think of robots with jobs, you probably picture some distant futuristic workplace where humans are no longer needed. Or maybe you picture your Roomba happily hoovering your floor.

In any case, rather than removing the need for human input, AI is increasingly supplementing and easing the efforts of marketing teams all over the world. 

In fact, in 2020, 84% of marketing leaders said they use AI, up 186% from 2018, when the rate was 29%.

Copy-of-SalesForce-AI-in-marketingAt the minute, marketers are using AI mostly for data collection and analysis to gain a deeper understanding of their customers and make more confident, accurate, and customer-centric decisions. But other use cases include:

  • Natural language processing
  • Media buying
  • Automated decision making
  • Content generation
  • Real-time personalisation.

What are the benefits of using A.I. in marketing?

  1. Increased ROI
  2. A better understanding of your customer
  3. More personalisation opportunities
  4. Smarter and faster decision making
1. Increased ROI

AI helps marketers create a more predictive customer analysis, meaning they can design customer journeys that are way more tailored and targeted. This in turn increases the ROI by driving leads to the next best step for them and ultimately supercharging their experience.

By being able to go deeper when analysing customer journey data, marketers can truly understand what leads want faster and maximise their ROI without risking wasting: A) loads of time on conducting the analysis themselves, and B) huge chunks of their budget on efforts that don't work out.

2. A better understanding of your customer

A.I. can gather audience insights from all over the digital realm to find patterns in behaviours, preferences and interests. All this can help inform your campaigns, what marketing activities to prioritise, and even how your brand presents itself. 

3. More personalisation opportunities

Of course, this then leads to opportunities to give your audience better personalisation, which has time and again been proven to be increasingly what customers want from a brand or supplier.

Loads of brands are already using AI to personalise their websites, emails, social media posts, video, and more. A good example of this is product recommendations, which are a powerful AI marketing practice that makes your customer's experience way more personalised and relevant to their wants and needs. 

4. Smarter and faster decision making

AI helps marketers conduct data analysis much faster than humans can, and at the same time, guarantees accuracy. This helps your team to focus on strategic initiatives that lead to more confident, effective, data-driven campaigns without the faff.  

As it's able to collect and track real-time tactical data, marketers can even make decisions in real-time with AI, without having to wait until campaigns end. You can determine what to do next based on these data-driven reports, leading to smarter decisions being made by your team.

 

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“Go

Emily Malone

Written by Emily Malone Marketing Manager for Venture — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.

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