Artificial intelligence has impacted every industry differently, and marketing is no exception.
The adoption of AI in marketing is accelerating, driving profound changes in how businesses target, interact with, and predict consumer behavior.
“AI is fundamentally reshaping marketing, delivering more effective, personalized and data-driven approaches to customer engagement,” said Dr Ismet Anitsal, head of marketing department at Missouri State University.
It addresses several key trends that have and will continue to redefine marketing.
Better segmentation and targeting
With AI’s ability to analyze massive data sets, marketers can better segment their audiences and deliver more personalized experiences. Instead of relying on broad demographic data, AI algorithms can take into account behavior patterns, purchase history, and even real-time engagement to refine targeting.
This results in more relevant ads and content, increasing conversion rates and customer satisfaction.
“AI-powered segmentation allows marketers to tailor content and experiences to individual customer preferences,» » said Anitsal.
“A clothing retailer, for example, could analyze customer data and divide its shoppers into distinct groups based on their behavior, preferences and purchasing history, such as those who frequently purchase sportswear.”
Improved automation
AI-driven marketing automation has improved tasks like creating content, sending emails, managing social media, and programmatic advertising (the decision of where and when to place ads ).
Automation streamlines repetitive or routine activities, allowing marketers to focus on strategy and creativity. This, in turn, increases productivity.
For example, AI virtual assistants, such as AI avatars and chatbots, autonomously handle customer requests. They look like humans and can interact with customers 24 hours a day and give instant responses.
“These AI-powered chatbots and virtual assistants deliver personalization at scale, which is crucial for businesses looking to maintain a competitive edge in a crowded marketplace,” Anitsal said. “This automation not only increases efficiency, but also improves the customer experience by providing faster and more accurate responses. »
More powerful predictive analytics
AI is also reshaping marketing by expanding predictive capabilities. By analyzing historical data, AI can forecast sales and predict performance metrics, such as email open rates, ad engagement, and even customer churn.
One example is Optimove, a customer relationship management and marketing automation platform, which helps businesses increase customer engagement and retention. It uses machine learning algorithms to study customer data and predict future behaviors such as future spending or lifetime value. With this valuable data, marketers can anticipate customer needs and develop effective strategies.
Other tools with similar functionality include Google Analytics 4, HubSpot, IBM Watson, and Salesforce Einstein.
“AIData-driven analytics enable marketers to predict performance with greater accuracy, enabling them to make data-driven decisions that improve campaign profitability and effectiveness,” said Anitsal.
Ethical considerations and future perspectives
As AI continues to evolve and integrate with technologies like augmented reality (AR), the potential for even more innovative marketing strategies is enormous. However, Anitsal warns of the need for responsible use.
“While AI offers significant opportunities to reduce costs and improve marketing strategies, we also need to pay attention to the ethical aspects of data use and consumer privacy.” » said Anitsal.
Finding the right balance between technological advancement and ethical considerations will be essential as AI further revolutionizes marketing.
Learn more about the marketing department
