Digital marketing didn’t go through large-scale changes for some time now. Why is this case? Well, the most recent significant changes have revolved around mobile optimization and some minor SEO tweaking. The strategies are all pretty much the same, with only minor trends surfacing on a yearly basis. However, the undertow of these calm waters is a much more significant change looming over the digital marketing landscape.
We’re talking about the way AI and ML impact the world through automation software and RPA. Don’t be confused by these terms, as they will be explained in the lines the will succeed. They are all merely a spawn on the digitalization movement, and we’re eager to analyze them. Let’s take a look at the magnitude of the cybernetic revolution and the many ways it impacts the way we create uses and interpret ads around us.
What are ML and AI Anyway?
We’ve heard the acronym AI thrown around a couple of billion times in the last decade, with no signs of it ever stopping. It stands merely for Artificial Intelligence. How do we define this term? According to most experts, artificial intelligence is the power of a machine to learn, reason and understand, with the added ability to use that information when it senses that the moment is right.
ML has also been “abused” by the media, but many still can’t comprehend the vast realm of opportunities Machine Learning gives us. Theoretically, machine learning can be much more powerful than human learning. This is because machines aren’t capable of “forgetting” pieces of information. Your iPhone, for example, can’t simply “forget” the path to that photo you took in Paris last summer.
However, there are slight disagreements that stem from a slightly dystopian outlook by many renowned psychologists and theoretical sociologists. They claim that an AI takeover of the work market will not only cause dismay due to a lesser need for human workers but that ML is also less efficient than the human mind. Why? Well, mostly because machines can’t improvise, they can’t create new paths yet. The word, however, is just what impacts the marketing world the most.
The Future is Already Here
Intelligent automation via AI is something that sounds incredibly futuristic but is a method that is used in many forms of advertising. Having AI perform automated decisions is just one way in which the future has already arrived. Automation software is an indispensable part of many websites and their crucial functions. Have you ever wondered which part of a website’s feature is run by an AI? Let’s take a look.
- Ad blockers are the real deal nowadays. People find YouTube ads annoying; they see Google Search ads repulsive, as well as website banners repugnant. They, use software that is designed to block incoming ads from disturbing their search conquest.
However, many sites have caught onto the trend and have decided to fight back to preserve funds. In this battle between people and companies lie several examples of AI used in advertising.
- The AI uses the available information to target an ad and send it towards you. When an advertiser sets up the targeting, the AI directs the advertisement towards you.
- When a website, intelligent automation steps register the Adblocker onto the scene. Boom! The AI registered your ad blocker and decided to prevent you from continuing further unless you turn it off.
- An AI also collects data for the advertisers. In this received data, they can see which ads caused the most people to abandon their sites and which ones weren’t so repulsive to others.
How can you use Artificial Intelligence in your Marketing campaign?
There are several ways with which you can use artificial intelligence in order to establish a chokehold over your competitors and achieve your goals. We would like to divide it into four categories.
Processing data
A machine can read, collect, analyze and place enormous amounts of data. AI assistance means less of a workload for you.
Personalization
Through monitoring your customers’ habits and web rituals, you can personalize ads and make sure that their placement is a guaranteed conversion.
Customization
You can create several forms of ads and allow the AI to choose which one to implement, depending on the conditions.
Pricing
Dynamic pricing is something that can attract many customers. This means customized discounts for customer groups, as well as lesser prices due to less of workload being bestowed upon humans.
