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Ways Marketers can Benefit from AI and ML

By Marketing Tech Outlook | Wednesday, June 26, 2019

The integration of AI and ML assists the marketers in identifying the target consumers and bringing them to their products.

FREMONT, CA: Marketing is one of the essential components of industries across every sector. Be it a hot new startup or an age-old family business; without effective marketing, it is destined to hit the ground. The most successful organizations always have two things in common; amazing products, and ingenious marketing strategies.

What can make marketing strategies more brilliant? It is the incorporation of emerging technologies, specifically, artificial intelligence (AI) and machine learning (ML). Several organizations have adopted the new technologies, but not many have succeeded in reaping the full benefits of AI and ML. For instance, there are more than 300 million potential consumers in the United States. The purchase decisions of each of these consumers will be based on previous brand interactions, time of day, weather, preference, language, and so on. Practically, no manual approach can be employed to assess all these variables and turn them into actionable insights.

The adoption of big data enables marketers to draw insights from the vast troves of data. The integration of Artificial Intelligence and ML not only assists the marketers in identifying the target consumers and bringing them to their products, but also in managing costs, drawing predictions, reaching actionable insights, achieving measurable ROI, and eliminating spends.

Organizations can target specific consumer groups most likely to result in lead conversion through AI and ML. It will allow them to determine the optimal offers to ensure maximum effectiveness. Businesses can assess customer behaviors and augment their retargeting strategies accordingly. Predictive analysis also plays a vital role in the effective utilization of AI and ML in marketing. It can facilitate trend analysis and purchase patterns to predict customer behavior.

The optimization of data can assist brands in bridging the gap between digital engagement and sales. The automation can help in reducing costs and employee time spent on repetitive tasks, enabling the organizations to invest their resources into more productive tasks. ML can be leverage to analyze the data from marketing efforts and develop better marketing strategies to focus on customers that are most likely to invest in the brand.

Organizations investing in modern technologies have witnessed a steady increase in their revenue. Over the next few years, the market is likely to favor organizations adopting personalization techniques through the incorporation of AI, ML, and automation. Hence, it is imperative for organizations to shift toward a more value-based service to increase productivity as well as revenue.

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