How AI can make your marketing more effectiveNordic Morning logo

How AI can make your marketing more effective

Author Karolina Sjödahl

07/02/18

Artificial Intelligence (AI) is a key contributor to more seamless customer experiences and is helping marketers predict what their customers want. Acting on this predictive technology positions digital marketing as one of the most effective ways to reach an audience.

Some quick facts about AI Artificial Intelligence is the technology that enables machines to solve problems in the same way we do as humans. For decades, computer programs were coded manually to give a specific outcome from a certain input. By using AI, computers can sift through data to recognize patterns and make predictions, without being explicitly programmed to do so.

One-to-one optimization through AI In marketing today, there is an increased focus on personalized messages. ROI on marketing campaigns can be significantly improved through the use of robust analytics, CRM and social data. Together, these three capabilities enable a strategic, multi-layered approach that identifies, understands and automatically produces customized messages.

Focusing on one-to-one optimization, rather than one-to-millions is all about understanding your customers: what they need, what they want and what they dream about. Considering this will enable you to provide the right solution and the right message for each individual. When you reach a true one-to-one messaging strategy, AI can be used to limit the number of interactions customers have with a product, ensuring that it's only those interactions with true value that they engage with.

This needs to be done automatically, and AI-based tools are there to help you. Solutions optimize in real time, with tailored messages to each customer, who also receives the right triggers to help them reach the next stage in their buying process, resulting in more sales and greater ROI.

AI helps marketers innovate faster Thanks to better prediction systems using machine learning, it is possible to repeatedly test new ideas, faster. An agency like Nordic Morning - that leverages machine learning for testing - is able to help clients out-innovate their competitors.

Human and machine collaboration for the greatest results Exponential advances have now brought technology like AI to the point where it can legitimately compete with the performance and precision of a human. So, how do you proceed, in order to get the best results with this new technology? According to the book "The Second Machine Age" by Erik Brynjolfsson and Andrew McAfee, a human player aided by a machine could beat a computer. This means that combining skilled marketing people with cutting edge technology is a winning combination.

You'll need people to make sense of the data and to figure out how to turn new insights received from more sophisticated AI into new strategies. The capabilities within AI-based tools are a strong start, but the real game-changer will be how marketers decide to use the collected insights in novel ways that are yet to be discovered. That is when we will begin to see the true value of AI in marketing. Beyond artificial intelligence, human intelligence will continue to play a significant role in harnessing AI.

At Nordic Morning, we focus on finding the best marketers in the business, building an innovative process and equipping the team with the best tools that make that process easy to follow.

AI applied to marketing Listed below are some of the things that AI applied to marketing can do.

Optimization of ads AI-based tools permit you to handle the process of A/B testing ads in a way that saves time and money, and facilitates the production of top advertisement content using the least amount of time possible, while using the algorithms of machine learning. The machine dynamically splits budgets across channels to maximize ROI. It optimizes thousands of micro-campaigns every minute and expands on new strategies. With the help of technology, you can also retain information on customer behavior for future targeting and use the most cost-effective touchpoints to drive ROI.

Testing Perform continual A-B testing across thousands of variables including creative ones. AI increases its results faster than an individual. This is mainly is due to the fact that AI can make use of minute pieces of information to attempt and create a prediction. Automated and personalized content With AI-based technology you can optimize digital creatives so it is tailor-made for one-to-one communication instead of mass-communication. This is done automatically within a fragment of a second and at a large scale, enabling marketers to meet the consumer with a personalized message. This is proven to be a great way to increase ROI of a marketing campaign.

Semantic research AI-based tools are used for recognizing language structures in groups and texts and to process them, based on specifications used to find word patterns.

Development of chatbots The Chatbot is an artificial intelligence tool, which treats clients in an individual stage. This is a cost-efficient solution that deals with less complex customer questions. The New York Times, for example, posts roughly 300 messages every day to its social media channels. In the past, a human had to post each of those messages manually, but then the publication created a chatbot to handle social postings automatically. Today it also predicts which stories perform well and which ones need to be promoted more. With the bot automating that process, the human team has more time to dedicate to the creative process that AI simply can't handle.

More intelligent decisions Analytics systems like Google Analytics 360 Suite and Adobe Analytics are based on AI technology and they provide a solid base for data-driven decisions. By analyzing historical data, all digital touchpoints and competitor data, the machines can tell us what is working and what is not. The machines will crunch details to provide intelligent information on possible next steps.

Reaching the right person, at the right time, at the right place AI supports digital advertising by getting the best viewers by segmentation, based on demographics, such as profession, education, income, interests, gender and age. With digital advertising, potential customers can simply sit at home and browse for their most desired item on websites readily available using their smartphones and desktops. AI-based tools make sure you reach the right person, at the right time, at the right place.

Increasing marketing revenue with AI Used in a smart way, AI can make your marketing budget convert into more sales and a better branding experience.

The famous US pioneer of marketing John Wanamaker coined the phrase, "Half the money I spend on advertising is wasted; the trouble is I don't know which half". Luckily for us it's no longer valid. Combining smart machines and smart people, we can ensure that every budget, large or small, is doing what it should be: increasing our clients' revenue.

Nordic Morning guides clients in AI for better marketing Nordic Morning is an independent agency that partners with AI-based marketing tools. We provide guidance on what set of tools suit different companies best. There is not one AI-solution that is best for all. You need to find the best one for your specific needs and prerequisites. In the growing marketing technology (MarTech) landscape, it can feel overwhelming to try and find out what solution is the best match for you. Don´t worry - we have specialists to help you out!

Would you like to know more about how AI can help your marketing department achieve greater results?