We already know that artificial intelligence is here to stay in the business world, especially in the Digital Marketing sector. In addition to automating and optimizing processes, it provides accurate data to speed up and improve decision-making.
A survey conducted by Kantar revealed that 67% of Marketing professionals perceive the generative artificial intelligence tool (AI to create texts, images, music, audio and videos) in a positive way.
Another study by IBM showed that 41% of companies in Brazil actively use AI in business, with 30% applying the technology to Marketing and sales.
And the results can already be harvested.
A study by Harvard Business Review indicated that companies that use AI in business increased lead capture by more than 50% in their campaigns, for example.
In other words: artificial intelligence is the way to obtain more opportunities, scale Marketing actions and make campaigns data-driven, making them more assertive and profitable.
If you want to know more about this subject, read until the end and learn what artificial intelligence is, how it works in Digital Marketing and how to use it to achieve better results at scale!
What is artificial intelligence?
Artificial intelligence is a technology with the ability to learn, perceive, decide and think like a human, in addition to performing complex tasks, identifying patterns, analyzing and correlating data to generate insights.
In other words, AI software acts in a similar way to human intelligence, but in a much more agile way, monitoring a large volume of data to provide accurate data and help solve problems, freeing professionals to focus on more strategic activities.
In Digital Marketing, this technology has several applications, especially when associated with machine learning, which increases your knowledge about human behavior according to each interaction and campaign carried out.
How does AI work in Digital Marketing?
AI in Digital Marketing works in a similar way to other applications of this technology: algorithms and computing models are programmed to perform certain tasks on a large scale.
In summary, here’s how AI works:
- Collection: the immense amount of data can be collected by various sources automatically, such as online interactions, customer service, sending actions and campaigns, forms on websites, chatbots, etc.;
- Processing: data is processed by algorithms and analyzed so that irrelevant data is discarded and useful data is transformed into valuable information;
- Learning: With machine learning, with each piece of data collected, learning increases. This way, AI can identify patterns, integrate information, etc.;
- Application: with data collected, processed and analyzed, it is used for AI to perform predetermined tasks, such as automated sending of omnichannel campaigns, creation of texts and conversion predictions.
The importance of AI in mapping customer data
Artificial intelligence is a powerful ally in mapping customer data in real time. This is because, with its ability to retain information from different sources and correlate it, it allows us to centralize every important detail about the consumer.
In other words, this technology optimizes the customer cycle from end to end, as it uses data to base actions, such as hyper-personalized recommendations of products or services, segmentation according to the user’s interest and much more targeted campaigns.
Furthermore, by automating processes and integrations, AI makes it possible to map data in real time, even on a large scale.
How to apply artificial intelligence in Marketing?
AI in Digital Marketing is used for various tasks and activities. See the main ones below.
Customer Journey Mapping
Through data retention, AI can identify customer patterns, behaviors and habits, mapping their experience with the website, e-commerce or app end to end.
Omnichannel engagement strategies
With large-scale delivery, it promotes simultaneous communication across multiple customer contact channels, encouraging greater engagement and retention. With data analysis, it knows the best time, channel and content to be shared.
Recommendation system
By segmenting customers and mapping all data in real time, AI can personalize communication and recommend products or services based on behavior and interactions.
Data-driven management
The manager has a complete view of the results and performance indicators through quickly generated reports and direct access to the dashboard, with a summary of the main aspects for the company, improving decision-making.
Task automation
AI automates manual and repetitive tasks, allowing professionals to focus on more strategic, creative and decisive activities. It also automatically triggers campaigns via email, SMS, in-app messages and more.
Lead capture and qualification
It is possible to define criteria to capture and qualify leads according to their stage in the purchasing journey and sales funnel.
Paid media
Generative AI can help develop text and images for ads, as well as indicate the best performing campaigns.
A/B Testing
You can apply A/B tests to actions and campaigns, experimenting with variations of texts, images and other elements and determining which ones engage and convert the most.
Content Marketing
Automates the large-scale, segmented and personalized sending of materials produced by the brand, such as e-books, blog articles and email marketing that meet the needs and interests of each customer.
Invest in a good AI platform
Well, since artificial intelligence works through software and systems, it is essential to invest in a platform with complete AI and, of course, simple and easy to use and extract all the necessary information to optimize the work of Marketing professionals and the customer experience with the brand.
CleverTap is the perfect solution for this! It uses artificial intelligence to optimize all Omnichannel Marketing campaigns, performing A/B testing, hyper-personalized recommendations, segmentation based on several variables and much more.
Take advantage and take the first step to boost your results with artificial intelligence in Marketing!
Transform your Marketing with Artificial Intelligence!
Artificial intelligence has shown that it is here to transform the market, and companies that invest in AI are already reaping the rewards: greater lead capture, more profitable campaigns and results on a scale.
But to take advantage of all this, you need to work with the right partners. Orgânica is a Digital Marketing agency with 17 years of experience, specializing in connecting technology, data and creativity.
We are ready to help your company continue to grow. Count on Enjoy minder!
