How to Use Artificial Intelligence Successfully in Your Ad Campaigns
A machine that can organize your cupboard just as you want it to or a robot that can serve every member of the house a customized cup of coffee will make your day easier. These are the products of artificial intelligence. These machines are artificially incorporated with an intelligence quotient that is human-like so that they can perform tasks similar to humans. This intelligence is built using complicated algorithms and mathematical functions. Artificial intelligence is used in smartphones, cars, video games, banking, surveillance, social media feeds, and many other programs.
Similarly, artificial intelligence has a large role to play in reducing the problems that marketers face today and helping them in increasing their revenues. Let us go through some of the typical problems that are faced by digital marketers while doing their ad campaigns.
- When a campaign is launched across digital media, a digital marketer has very little idea about the target audience where the ad reaches and about the people who click on their ad campaigns.
- If a digital campaign has a click-through rate of 1%, then that means 99% of the audience has decided not to go through the ad for reasons which are unknown to a digital marketer. This situation leads to high costs per acquisition and consequently, huge amounts of marketing losses for brands. For eg., If a digital marketer posts an ad for selling a real estate property on a website, then after a few hours, the same website will start displaying ads on social media platforms for buying the same property.
- One of the greatest causes of the rift between the sales and marketing teams is poor quality leads. A digital marketer might be launching a digital campaign to reach out to the working class of the females, but the same ad campaign might end up giving leads related to students.
- One of the most irritating things about social media platforms is to view irrelevant ads. People might get ads in foreign languages or for products which they don’t shop for.
There are several digital marketing problems that a digital marketer deals with almost every day. However, with the help of artificial intelligence, these problems can be easily overcome and the marketing productivity of the ad campaigns can also be increased.
Uses of AI in Marketing
The first use of AI is to improve the target audience for a digital marketing campaign. This solution can be applied by using machine learning. It helps you to reach out to the right audience at the right time and geographical location.
Artificial intelligence systems like Microsoft Azure can run through vast reigns of data such as email clicks, interests, age, location, websites visited, shopping preferences, and comments & conversations on social media platforms.
Customized algorithms are created which automatically provide scores to audiences and then they suggest the most relevant target audience for displaying ad campaigns.
These insights can be used to create 360-degree profiles of existing and future customers. It also ensures that only those customers are targeted who are already inclined to buy from a brand.
Chatbots can be used for several purposes in the field of marketing. It can be utilized to achieve exceptional quality leads. Chatbots are hosted live on websites and powered by a virtual agent engine. Natural language processing (NLP) can be combined with Artificial Intelligence. This will allow the chatbot to understand human speech, text or messages. The chatbot is programmed to understand and respond to online queries and requests. They are also computed to collect documents from customers and gather interesting good quality leads.
In a simple application, a sentiment analyzer can explain the opinions that are given by people about brands or products which can further explain whether the reviews are positive, negative or neutral.
Predictive analytics is also used for AI in marketing. During campaigns, the quality of the leads can be improved through predictive analytics. The lead scoring tool helps in targeting the right audience which further helps in achieving a higher conversion rate and reduction of cost of the client acquiring rate. It helps in customer segmentation and sharing of customized texts to each segment as per the behavioral traits shown by them.