Five Smart Marketing Use Cases For Artificial Intelligence

Use Cases For
Artificial Intelligence
Five Smart Marketing

© 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
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Introduction
Introduction
Artificial Intelligence (AI) is transforming marketing. Here we look at the
different ways companies of any size, and with any budget, can make use of
this technology to improve marketing performance.
Five Smart Marketing Use Cases For Artificial
Intelligence

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.

Intelligent advertising design
For example, it may be possible to determine that younger potential customers
engage more readily with very visual adverts and marketing materials, whereas older
ones prefer more text or in-depth details about products and services. Advertising
creatives then only need to put together one version of their assets, which can then
be tailored by AI algorithms and automatically distributed to the correct customer
segments. Advertisers are already using tools such as Persado that use natural
language algorithms to create customized wording for sales copy.
AI helps us to recognize and categorize customer segments by their behavioral
patterns, at scale. It can then optimize performance by monitoring how well different
content performs against individual segments.

Image Recognition
Computer vision technology gives computer software the ability to “see” –
meaning they can understand visual information. One opportunity for marketers
here is to scan the millions of images that are uploaded to social media
platforms every day in order to better understand how and where products or
services are being used. This gives marketers new ways of assessing factors such
as market penetration and brand awareness. It can also be used to identify
influencers who already have an association with your brand, leading to more
authentic engagements.

Image Recognition
Another powerful use case is trend analysis. Here AI can help you pick out
changing habits and behaviors that might influence how your customers and
potential customers are engaging with providers in your market. As well as your
own visual messaging, you can more easily assess the effectiveness of your
competitors’ campaigns and judge how customers react to different moods,
color palettes, and scenery.
Image recognition (along with NLP as mentioned above) can also be used to
create automated descriptions for sales copy, from pictures of items.
Additionally, you can use it to protect your brand, by having it automatically
alert you to anyone who might be misappropriating your creative IP, branding,
or messaging for their own ends!

Try-before-you-buy with AR
Ikea lets customers view products in their own homes - to check how a new sofa
or table might fit with their existing décor – by offering augmented reality (AR)
tools that superimpose computer-generated graphics onto real-world images.
Here, AI is used to create realistic-looking composite images, generally in real-
time, as the user is looking through the camera on their phone. In the same
manner, beauty brands such as L’Oreal let users try out make-up and other
products and see how they will look on them, using the same technology. While
big players have been making this sort of functionality available to their
customers for a while, it is increasingly offered “as-a-service” through platforms
such as wearfits.com that make it usable by retailers of any size.

SEO research
Ranking high on search engine results is still a critical part of most marketing
strategies; in fact, despite the rise of social media and influencer-driven
marketing campaigns, search engine optimization (SEO) is still often regarded as
the biggest driver of marketing success. Research suggests that Google is the
first stop on the journey to making up to 85% of buying decisions.
As e-commerce has grown to play a bigger part in our lives, SEO has evolved,
and the most effective techniques for putting your website in the top results
might have changed. In fact, some methods that previously would have
achieved great results – such as link-building and keyword-cramming – may
now result in your site being penalized, as algorithms get smarter at detecting
when marketers are trying to "game the system."

SEO research
In SEO, “search volume” is an important concept as it tells us how many people
are using particular words and phrases when searching for products or services
they need. Today, some of the most sophisticated SEO routines involve machine
learning algorithms to get a better understanding of the intent behind keyword
usage, as well as the content of the searches. It can also be used to examine
competitors’ SEO strategies in order to spot gaps that might exist in your own
and develop SEO-friendly marketing content.

Intelligent website audits
Tracking the “flow” of visitors to your website and social channels is more
important than ever in order to understand where "leaks" are occurring in your
marketing funnel, causing potential customers to back out before they hit "buy."
AI-driven services such as those provided by 123 Internet automatically review
your site and alert you to issues that could be impacting your conversion rate.
Factors like slow-loading pages or large, unoptimized images and videos can
quickly turn customers off, and even incur SEO penalties. Carrying out regular
audits traditionally takes time and money, often requiring an expert third-party
consultant. Increasingly however, it's possible to do this with automated AI
tools, leading to improved efficiency and higher sales.

Bernard Marr is an internationally best-selling author, popular keynote speaker, futurist, and a
strategic business & technology advisor to governments and companies. He helps
organisations improve their business performance, use data more intelligently, and
understand the implications of new technologies such as artificial intelligence, big data,
blockchains, and the Internet of Things.
LinkedIn has ranked Bernard as one of the world’s top 5 business influencers. He is a frequent
contributor to the World Economic Forum and writes a regular column for Forbes. Every day
Bernard actively engages his 1.5 million social media followers and shares content that
reaches millions of readers.
Visit The
Website
© 2020 Bernard Marr , Bernard Marr & Co. All rights reserved
© 2017 Bernard Marr , Bernard Marr & Co. All rights reserved
Bernard Marr is an internationally best-selling author, popular keynote speaker, futurist, and a
strategic business & technology advisor to governments and companies. He helps
organisations improve their business performance, use data more intelligently, and
understand the implications of new technologies such as artificial intelligence, big data,
blockchains, and the Internet of Things.
LinkedIn has ranked Bernard as one of the world’s top 5 business influencers. He is a frequent
contributor to the World Economic Forum and writes a regular column for Forbes. Every day
Bernard actively engages his 1.5 million social media followers and shares content that
reaches millions of readers.
Visit The
Website

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Five Smart Marketing Use Cases For Artificial Intelligence

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