Using Artificial Intelligence to improve a Digital Marketing Strategy
- May 31, 2021
But what is this Artificial Intelligence or AI about, anyway? Just an industry buzzword or something else? That’s what we’ll try to explain in this article, so you can use it to your advantage.
It is defined as:
“any device that perceives its environment and takes actions that maximize its chance of achieving its goals”[1].
Seen in this way, a system with Artificial Intelligence is considered to be something that helps to maximize the company’s opportunities.
We can say that all systems work for you, as they are composed of algorithms that will help you make decisions. What is an algorithm?
“it is a finite sequence of well-defined, computer-implementable instructions, typically to solve a class of specific problems or to perform a computation..” [2]
Having defined the basic concepts, we move on to action. How does Artificial Intelligence help your business?
To answer this question, let’s structure the ideas into two areas – sales and marketing. And then realize the applicability of AI in these contexts.
What is the applicability of AI in the sales and marketing context?
Sales
There are several applicability in sales, but the most relevant are:
- The possibility of creating sales opportunities without necessarily being the Account Manager / Salesperson to do the same – cross buying behaviors and understand what the probability is.
- Get the customer profile/segment through their behavior on the website, and then create a more personalized relationship with customers. It is to understand the customer’s needs first. Let’s look at a practical example: through Artificial Intelligence we understand the buying behavior of customers in an online grocery store, having then adapted the campaigns to their own behavior. Thus, we adapt the digital strategy to the client, only using the data that the client already has.
Also, read this quick guide on SEM or Google ADS
Marketing
Marketing exists to enhance opportunities for the company, so the connection to artificial intelligence is more than natural, namely in digital marketing.
An example of artificial intelligence applied to marketing is the possibility of gathering data from various sources such as Facebook, Google, Twitter, LinkedIn, etc.
The data is automatically processed in order to provide some kind of insight, improvement tip or even immediate action – if a campaign is too expensive, an artificial intelligence system may request that it be stopped.
In addition, you can even trigger revisions according to behavior, for example do an A/B test to see if a campaign is working worse with a type of image.
In short, the essential thing is to realize that Artificial Intelligence in Marketing is not just a mirage to which the largest companies have access and SMEs pass by – Logrise’s main mission is to democratize this access and make best practices available to all companies market using Amplifier to do this.
Taking this into account, more than an expense, it’s an investment you have to make in your business – digital transformation makes no sense if we don’t implement an extra help to make our company visible to more potential customers. Thus, artificial intelligence comes in as the right arm that can help you to leverage your business, either through more sales or through better marketing.
We conclude that artificial intelligence is not just a trend, but something that is here to stay between us and that could be the difference to highlight from our competitors.
Sources:
[1] Definition taken from: https://pt.wikipedia.org/wiki/Intelig%C3%AAncia_artificial
[2] Definition taken from: https://pt.wikipedia.org/wiki/Algoritmo
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