If you're not quite sure what AI means and you're still stuck on the mental picture of a humanistic robot, you're not too far off.
TechTarget defines this technology as, "the simulation of human intelligence processes by machines — especially computer systems".
Now, marketers, you may not know it, but you probably use this type of technology every day.
SpiceWorks says that:
- 63% of you use AI-powered tools for email marketing
- 58% for advertising 57% for data analysis, and
- 33% for content generation.
So, do you think machines and marketing make a good combination?
Find out how they do as media update's Lara Smit delves into three examples of how this duo works here:
1. AI-powered advertising
McDonald's has started the year off by blending tradition with innovation by launching an interactive campaign that celebrates the Lunar New Year in a new-age style.
For this advertisement, McDonald's teamed up with a digital content creator Karen X Cheng to create an AR filter that allows audiences to experience and view art created to celebrate the Lunar New Year in their own spaces. How?
Well, audiences can access the filter by scanning a QR code shown in the advert and submerging the art created for this celebration into their own environments. This makes the advert interactive for its viewers.
So why is this type of AI-powered advertising effective?
By using this type of technology, marketers actually make their marketing tangible and accessible to audiences. Therefore, audiences feel as though they are involved in your marketing messages because they can engage with and experience them.
Interactive marketing not only gets your messages across in a more effective way, but it also makes them more memorable and interesting, helping you stand out among your competitors.
2. Translation
According to Dorian Stone from
Marketing Dive, machine learning has played a major role in helping marketers to analyse and translate their marketing copy for different audiences speedily and with increasing accuracy.
Moreso, Stone says that this technology also localises copy by integrating a language's nuanced phrases and industry jargon — making it seem as though the copy was originally written in the language it was translated to. This helps the messaging to appeal to audiences in
personalised and
relevant ways.
Therefore, AI doesn’t just allow marketers to streamline the processes of translation, but it also helps you appeal to audiences of different localities effectively — helping you appeal to old and new audiences simultaneously.
3. Media monitoring
According to
Focal Points, they use AI-powered technology, like Natural Language Processing (NLP) and entity extraction, to monitor and analyse any mentions of your brand in the media. Therefore, you can discover feedback and responses that you have received related to your marketing messaging online.
Not only does this give you valuable insight into how your target market feels about your messaging, but it
also gives you valuable data that you can use to paint a better picture of your audience and what they need from you.
This then allows you to tailor and tweak your messaging to better suit your audiences and their preferences — helping your messages to resonate with them while appealing to their desires.
Moreover, this also allows you to identify holes in your strategy and find ways to improve your strategies and enhance their efficacy. This can be done by recognising ways to enhance your customer's experience or pinpointing new trends you can hop onto.
Marketers, how else has AI technology helped you with your job? Let us know in the comments section below.
*Image courtesy of Canva