The Age of AI and Big-Data for Decision Making is here!
Is your business still relying on intuition to make decisions on your marketing campaigns and strategies? If so, it is very likely that your digital marketing campaigns are not very effective. Artificial Intelligence has revolutionized the way we make decisions because it allows us to rely more on database analysis, rather than intuition and experience.
Steve Lohr, in his book, Data-ism: The Revolution Transforming Decision Making, Consumer Behaviour, and Almost Everything Else, shares that “Ninety percent of all of the data in history was created in the last two years. In 2014, the International Data Corporation estimated the data universe at 4.4 zettabytes, which is 4.4 trillion gigabytes. That volume of information would fill enough slender iPad Air tablets to create a stack more than 157,000 miles high, or two thirds of the way to the moon.”
How powerful is that?
AI has given us a revolutionary change in digital marketing; especially as it pertains to real-time optimization and consumer targeting. AI enables marketers to use real-time data to make sound interpretation through database decision making. AI optimizes campaigns in real-time by learning from what users like and dislike instantly. For example, let’s say you have a digital marketing campaign that is sending ads to your consumers, their reaction to your offer is indicative of the effectiveness of your campaign. AI tools can give you real-time data and make real-time adjustments for maximum optimization and higher conversion.
Here are some of the ways AI can help with the Real-time optimization your digital marketing campaigns:
Content Optimization
AI can help you write better content and faster. For example, AI Writer is a free tool that takes your keyword as an input, then uses an AI to generate an article output. What the AI does is to search the internet for other related articles, and then generate an output. The articles that the AI generates can be so good that t it is highly likely that you have already read several articles by highly reputable sources that were AI generated.
In addition to using AI to create better content faster, AI can optimize your content real-time by observing your audience reaction to your content and making real-time adjustments.
Images, Features and Layout Optimization
An Adobe’s State of Creativity in Business 2017 survey shows that 40% of marketers use AI in designing images. And why not? Searching and designing images can be a lengthy and timely process. Adobe’s AI, Adobe Sensei, is currently in the beta stage, but is an AI that can search a pool of hundreds of thousands of stock images and design and deliver an output for your marketing campaign that is optimized and effective. How cool is that?
An AI can find the right images, crop them, create layouts, publish them to your site or social media channels, and target them to the right person at the right time. In fact, AI is so good at this that it can identify objects in photos, recognize faces, facial expressions, and know the mood of the image. Richard Curtis, the principal solutions consultant for Adobe, stated: “When you can combine what you know about the image with what you know about the customer from online and offline behaviors, you can micro-target customers with content that is truly relevant.”
Subject Optimization
In Email Marketing, Your subject line may only be a few words, but it may also be the only opportunity you have to convince the recipient(s) that your message is worth opening. Subject line optimization is the process of testing, analyzing and updating an email campaigns subject line for a greater response from your audience. Companies like Persado have developed AI tools that can write better subject lines based on thousands of subject line data it has learnt and analyzed.
Hyper-Personalization & Deep Market Segmentation
Hyper-Personalization is the real power of AI because it helps to establish much stronger connections with consumers and increases consumer engagement and conversion. Hyper-personalized campaigns use real-time behavioural data from multiple channels to personalize content, products, and services to a specific consumer. This is highly personalized marketing whereby the right marketing strategy is deployed to the right person at the right time. Insidesales.com is an AI recommended tool that finds the top 20% of your consumer base most likely to convert to the sale of your product. Recommender system optimizations also use data that determine what consumers will like and what they are likely to do next.
AI data segmentations gather information and segment them for instant optimization. For example, when using video marketing, the length, style, and pace of your video marketing assets would be targeted differently to a younger demographics. For the younger demographics, the asset would be optimized for mobile devices, apps, and sites, while media marketing assets for older demographics would run on branded platforms that allow for browsing and slower-paced user experience.
The possibilities for artificial intelligence for real-time optimization are truly endless!
NXT Digital can help you strategize and invest in the AI technologies that will get you optimum results suited for your business.
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