The AI revolution that’s been happening in the last decade has swept the business world by storm. Businesses are looking for ways to take advantage of AI and machine learning services to improve their profits left and right. With most companies replacing a sizable portion of their customer service staff to employ AI chatbots, it’s only a matter of time before AI is present in every facet of company workings.
With this new industrial revolution on its way, how will the presence of AI affect the world of digital advertising?
Taking Email Personalization To The Next Level
Email personalization is a crucial element of every online marketing campaign. After all, with personalized emails performing 171% better in terms of conversions, nobody wants to miss out on almost tripling their conversions. Most of us won’t read an email if it doesn’t at least refer to our titles and has a topic that interests us in it.
Although a small-sized business might be able to get away with personalizing their emails by hand, a company of any significant size will find it to be impossible. Thankfully, AI can help automate this process, and it goes much further than simply adding the recipient’s name to the subject line.
AI can not only include the subject’s name in all relevant places, but it can also incorporate their extracurricular interests as well as shared friends and colleagues. Not only that, but it also finds the best time to send the emails by analyzing different metrics to calculate when your mail is most likely to be opened. After all, an email sent on your shift is much less likely to get opened than one that pops up when you’re reading emails before bed.
Timing Emails And Following Up On Leads
AI has unparalleled customer analysis capabilities. AI can figure out not only when your prospect opens their inbox, but also when they actually read through their mail. You wouldn’t want your email to arrive when your subject is just taking a cursory glance through their inbox.
There’s a lot of variability and nuance in people’s email-reading habits. No matter how many people you have staffed on the task, they won’t be able to analyze them all in a timely manner, if at all. AI, on the other hand, finds this to be a simple and quick process.
With almost one in ten leads not getting a follow-up email, it’s another part of the online marketing process which should be automated. After all, sales teams are humans. They aren’t able to remember every lead, there might be a mixup on who is supposed to follow up, or a myriad of other events can cause a lead not getting a follow-up. Thankfully, AI doesn’t sleep, forget, or have a private life.
Stepping Up Your Social Media Advertising
It’s no secret that most businesses are targeting social media and streaming services more and more these days. After all, we spend much more of our time on social media and Netflix than we watch TV or read newspapers. Because of this, your business must be taking advantage of social media. But you still want to maintain cohesion between your campaigns in all avenues.
Keeping Ads Consistent With Company Image
A necessary evil when marketing on multiple forms of media is that not all ads are primed for all audiences. When gearing your ads towards different platforms, you need to keep in mind that their audiences are not likely to be the same. For example, the audience you’re targeting with an Amazon Prime ad and a TikTok one will be vastly different
Most companies address this by either making their ads audience-agnostic(which is a good way to make sure you get an ‘eh’ reaction from most of your audience) or by putting in resources to capitalize on brand cohesion. AI helps you minimize the resources spent optimizing these ads, as well as ensuring that the ads you put out are grounded in your Brand’s ideals.
Whether your business is small, medium, or a full-fledged enterprise, you’ll have to deal with localizing your ad campaigns. Different cultures in your audience(even if they’re in the same city) can represent a significant change in your ad’s success. Although surveys are one way to handle this, it’s difficult to remove bias from them, and even then, it can be hard for marketing teams to relate to all audiences.
Thankfully, AI can take an in-depth look at your audience and optimize ads for it. The CTA(call to action) is the main aspect of this. As the point where your ad turns into a conversion, it is the focal point of your marketing efforts. AI has shown itself to be amazing at optimizing CTAs for different locations, as it can look at minute details within the target audience’s behavior.
Writing Bite-Sized Ad Copy And Social Media Content
As an experiment conducted by JP Morgan concluded, AI is amazing at creating short-form marketing content. Yes, this means product descriptions, slogans, and even social media posts can be entirely AI-created. Some companies elect to also employ someone to proofread ad-written content for contextual and grammatical errors, however, this is often not needed.
The JP Morgan experiment compared two slogans, one written by a marketer, the other by AI. Let’s see if you can tell which is which:
- Access cash from the equity in your home. Take a look.
- It’s true–You can unlock cash from the equity in your home. Click to apply.
The slogan that garnered almost double the interest compared to the other one is the second, AI-written one. Where most marketers won’t go for something like a double-dash, seeing it as redundant, the AI noticed customers were responding well to it.
Social media posts, especially on ones like Twitter where you can take advantage of hashtags, are prime ground for AI marketing as well. This is because AI is great at tracking moment-to-moment trends and adjusting for them.
There’s no doubt that AI, with its capacity of tracking consumer behavior, timing, and its ability to quickly adapt has a place in any online advertiser’s toolkit.