¿Cuál es el futuro del marketing en la era de la IA?

The AI ​​renaissance is sweeping through the entire marketing strategy. The power of AI has reshaped marketers’ traditional approaches, leading us to marketing in the age of AI.

La Inteligencia Artificial (IA) está en el centro de las estrategias de marketing de vanguardia que están llevando a las organizaciones a la siguiente etapa de participación del cliente, creación de contenido personalizado y toma de decisiones basada en datos.

In this write-up, we’ll be covering everything including challenges, benefits, use cases, real examples, and everything you need to know about marketing in the age of AI.

Current Trends of AI in Marketing

The growing adoption of AI in marketing is the next turning point. In reality, it has already had a breakthrough impact – at least the statistics support it. 

51% of marketers are using AI, according to a survey of over 1000 marketers conducted by Salesforce this year (2023). Another 22% are also planning to add AI to their marketing arsenal.

Marketers have extensively used AI to achieve a wide range of objectives. Below you’ll find the marketing professional’s responses to that survey.

• Acerca de 76% de marketers use AI-generated content para redacción publicitaria y otros contenidos básicos.
• Casi 63% of marketers find AI helpful in analyzing market data.
• Incluso 62% of marketers are generating marketing visual creatives with AI.
• También, 71% El porcentaje de profesionales del marketing dice que está recibiendo apoyo para el pensamiento creativo.

But, what factors are influencing marketing experts to take the help of AI?

Si miramos el informe del estudio de Salesforce, 71% of marketers believe that AI eliminates their busy work and helps to get more time for strategic decisions. Applying AI in marketing work can save approximately 5 horas por semana.

Well, marketers are already relying heavily on AI – but, what do audiences or customers think?

¡Buenas noticias! Los consumidores también han mostrado un juicio positivo en esta era del marketing basado en IA. Una encuesta reciente realizada por Instituto de Investigación Capgemini encontré eso sobre 62% of customers have no issue with the utilization of AI in marketing. 

And, they shouldn’t have since one of the core goals underlying AI is to create una estrategia de marketing centrada en el cliente.

Entonces, al observar esta tendencia actual, definitivamente podemos asegurarle que el marketing se enfrenta un importante punto de inflexión in this age of AI.

But, how you’re supposed to utilize AI in your marketing campaign?

What will happen to marketing in the age of AI?

For this, we will first look at what AI means in marketing.

What is AI in marketing?

AI in marketing refers to the practice of integrating artificial intelligence to enhance all aspects of a marketing campaign. 

With AI technologies and techniques like data collection, data-driven analysis, procesamiento del lenguaje natural (PNL), aprendizaje automático (ML) y muchos más para automatizar el flujo de trabajo y ofrecer información precisa sobre los clientes para tomar decisiones precisas.

Further, AI not only helps you with what you are doing, but it also identifies what you are falta para cumplir con sus objetivos de marketing.

The perks don’t end there, though. Nowadays, AI has the potential to empower your marketing campaigns in many other ways. But, before we talk about the benefits, we need to look at the challenges of AI utilization in marketing activities.

Adapting AI into Marketing: Key Challenges

Adapting to a new technology is never easy. And, there is no difference when it comes to AI. Marketers are also regularly facing the following challenges in marketing at the age of AI.

Calidad y precisión de los datos

Ensuring data integrity is one of the biggest challenges for marketers. AI can give you access to millions of data in a fraction of time, pero solo es útil si sirve a tu propósito. Simplemente terminará con un conjunto de datos inadecuado y más desordenado si simplemente está allí sin prácticas eficientes de gestión de datos. 

Further, AI collects data from your external or internal resources, where incomplete or inaccurate data sources can lead to flat decisions.

Metas poco claras

AI can’t determine your marketing goals automatically. You have to set your campaign objectives or road map. But, what AI can do is dramatically enhance the overall operation to reach the goal in a focused and data-driven way.

Comprender el contexto de marketing

Another key point that AI+ commonly misses is the context of your marketing strategy. Contextual understanding is something that is deeply attached to the human beings. AI can’t read natural situations like humans ver con su sentido común. 

Integración en la estrategia de marketing existente

If you think AI is a stand-alone tool for marketing strategy, you are in misconception. The challenge here is finding talented marketers who can understand the needs of AI throughout the strategy and apply it efficiently.

Experiencia insuficiente de los especialistas en marketing

Although many marketers are using AI extensively for various purposes there is still un grupo grande que no está aprovechando este avance. Incluso, aquellos que ya lo han añadido a sus actividades de marketing todavía están lejos de ganar el cien por cien. 

Y esto sucede debido a la falta de habilidades en el uso de la IA. Otra desgracia es no tener suficiente material de formación y aprendizaje dedicado a la industria del marketing digital en la era de la inteligencia artificial y el aprendizaje automático.

Sesgos y preocupaciones éticas

Another vital AI marketing challenge is avoiding biases and ethical concerns. Algorithms are powerful but not intelligent enough to maintain transparency. Hence, markets must pay close attention to such concerns before blindly trusting AI reports.

Privacidad y seguridad de datos: 

AI drives marketers to build personalization in their campaigns. 

La recopilación y el análisis de datos para la personalización impulsada por la IA plantea problemas de privacidad. Los especialistas en marketing deben cumplir con las normas de protección de datos, incluido el RGPD, y manejar de forma segura los datos de los clientes.

Benefits of Applying AI Applications in Marketing?

AI can help you in many ways to help your marketing efforts. Below, we have discussed some major AI marketing benefits to maximize your ROI.

Ofrezca contenido personalizado

La mejor campaña de marketing. presenta los mensajes correctos en el momento adecuado a sus clientes. Personalización del contenido de marketing based on customer preferences and behaviors can significantly boost customer engagement. AI-based solutions can analizar el recorrido del cliente basándose en datos y descubra sus intereses y necesidades, lo que también ayuda a reducir la tasa de abandono.

Segmentación de clientes objetivo

As a marketer, it is important to segment your customers according to different factors. And, also reach them with customized messages. AI algorithms will help you understand the different needs of users by grouping them into different demographics. 

Encuentre nuevos canales de marketing

While AI is excellent at helping you keep engaged with the customer before your eyes, it also opens up new channels to increase your customers. As AI plays with large amounts of data, it can easily find new channels where potential customers are roaming. And, leveraging them in your marketing campaign will help increase sales.

Análisis predictivo

Anticipar las tendencias futuras y el comportamiento del consumidor le dará una ventaja sobre sus competidores. Como comercializador, es una gran ventaja. It lets you identify the features or attributes that customers are looking for and effectively design the promotional strategy. AI can analyze existing consumer data and predict what’s coming next.

Obtenga acceso a análisis de datos en tiempo real

As your marketing campaign progresses, you need up-to-date reports to oversee the current state. It helps to bring any improvement or update in the campaign for maximizing the ROI. For this, AI can present a real-time data analysis of your campaign performance over time.

Automatizar y optimizar el flujo de trabajo

While traditional marketing can be time-consuming and involve mundane tasks, AI-based campaigns tend to alleviate repetitive tasks. AI integrates automation into the marketing workflow and ensures you’re only doing the appropriate things. Such a system lets you dedicar más tiempo y esfuerzo a otras decisiones estratégicas.

Toma de decisiones mejorada

Cuando tiene más tiempo para tomar decisiones, es menos probable que tenga problemas. Lo más importante es que tendrá los recursos de datos para resolver la confusión sin ningún defecto emocional. Por ejemplo, mantener informados a los especialistas en marketing sobre todos los datos de una próxima estrategia de marketing los hará más eficientes a la hora de asignar un presupuesto.

Reskilling the Marketers for the AI Revolution

Con el tiempo, AI vs human conversation has undergone extensive changes. The present workforce has started to take AI as their companion rather than a competitor. But, this sync between both sides has to go through a reskilling process.

De hecho, 40% of the total workforce needs the training to adapt to AI over the next three years- as per an IBM report. Marketers are also not exempt from this requirement. The reskilling in the age of AI of all human stakeholders for marketing in the age of AI is evident.

Let’s learn about some optimal ways to bridge the gap between AI and marketers.

Garantizar el mismo valor

On most occasions, we have seen that businesses or organizations underestimate humans compared to AI. This tendency results in demotivating marketers and disrupts the practice of healthy marketing.

To prevent this, there should have been an equal investment in developing AI technology and improving human knowledge. This combined allocation will lead to a better prospect in the marketing industry.

Rediseñar el entrenamiento convencional

Most companies offer regular training and educational resources to help marketers step up their game. But, in this age of marketing with AI, we need to redesign this employee development process. We must understand, AI is augmenting our existing capabilities rather than introducing an entirely new marketing system.

Por este motivo, los módulos de formación existentes deberían modificarse para enseñar a los empleados cómo las aplicaciones de IA pueden impulsar cada paso de una estrategia de marketing.

Asociación con instituciones educativas

Companies can also take the initiative to partner with local educational institutions to design high-skill training for their employees. Such knowledge-sharing sessions will help both parties to be up-to-date with the latest AI developments. In this way, we can also ensure future qualified talent in the workforce.

Garantizar perspectivas de futuro

This reskilling mission should be conducted with employees in mind. They will only show interest in this upskilling process if it adds value to their careers. Companies should also promote people who are capable of making the most of AI.

Popular Use Cases of AI in Marketing Practices

Entremos en la práctica real. Hemos enumerado algunas prácticas comunes de marketing en la era de la IA. Estas prácticas le ayudarán a comprender aún mejor el escenario actual.

Content Marketing in the Age of AI

Content marketing requires your time and expertise. You can’t add value to your audience without investing your sweat. Here, AI makes the biggest efforts to automatizar el flujo de trabajo de creación de contenido. 

The content creation team can apply AI writing for each phase like analyzing keywords, creating an outline, optimizing with NLP suggestions, and many more. This integration will enhance the speed of content production.

Even, AI writing technology has gone even further. For example, using the generador de blogs con un solo clic feature of GetGenie AI you can craft an entire blog within seconds.

Social Media Marketing in the Age of AI

Si desea construir una fuerte presencia de su marca en medios de comunicación social, AI has a lot to offer. It can be a tedious job to come up with an attractive social media post every day. But, you have to maintain it to keep your followers always engaged.

To make your social media work easier, AI-based tools can automate the scheduling of social posts, generate text copies, and analyze key insights. 

Estamos contentos con plantillas dedicadas para diferentes sitios sociales de GetGenie. Nuestro equipo de redes sociales puede generar fácilmente un texto atractivo para su publicación, que incluso incluye emojis.

Email Marketing in the Age of AI

It may seem that using AI for email marketing only means generating email copies. But, there’s more to do. When you incorporate AI into your email marketing, you’re sending the right message to your audience at the right time. 

AI analyzes past email campaign behavior and performance to create an optimized email strategy. It can even customize emails according to different audience types. And, when someone takes action after receiving an email AI will automate the triggering to lessen the repetitive work.

Y manténgase siempre actualizado supervisando los análisis en tiempo real de su campaña de correo electrónico. Siguiendo estos informes, reestructurarás la campaña de correo electrónico.

Video Marketing in the Age of AI

El vídeo marketing es una de las tareas más difíciles que realizan los especialistas en marketing. Implica ideación, redacción de guiones, edición de vídeo, producción de vídeo, locución, etc. Y también hay mucho trabajo de postproducción involucrado en la ejecución de una campaña de vídeo.

La inteligencia artificial puede optimizar todo marketing de vídeo proceso. En los últimos tiempos, el uso de la escritura con IA herramientas para generar guiones de vídeo has become increasingly popular. Another key benefit of AI is empowering data analysis. The powerful data insight can open the door for new video content ideas and more viewers. 

You can even make videos without writing a script or using a camera. Sounds amazing? Using your existing visual content such as videos, images, and text copy, AI can create an entirely new video that can be used for marketing. Furthermore, AI technology enhances the audience experience by automating the transcription and captions.

Product Marketing in the Age of AI

You know your product very well but target customers are far from it. The challenge is more difficult when the jobs need to be done by the startups or new companies. Here comes AI, it can be a great solution for product marketers to sync their original branding messaging with campaign assets.

Actually, things can be started much before. AI can predict customer buying behavior and recommend features for your upcoming products. It helps to create the branding strategy. AI also helps in finding new channels to advertise your new products.

Visual Branding in the Age of AI

The best thing AI can bring to your visual branding is consistency. When properly trained, AI can adhere to brand guidelines better than human designers. But, that doesn’t mean it is replacing the designer team. 

Rather, applying AI tools will help designers be more flexible and creative for an efficient brand strategy.

But don’t limit AI use to our curted areas only. There could be many more depending on the circumstances of your marketing and advertising activities. Get benefits as much as you can.

Let’s learn from the below AI marketing examples, how AI can be used in marketing

Examples of AI in Today’s Marketing

There are thousands of examples of implementing AI in marketing campaigns that have seen success. You will see many examples in every industry. Now, we are going to highlight 3 examples to better understand your on marketing at the age of AI.

volkswagen

Método aplicado: Análisis predictivo

AI Marketing Outcome: Un aumento en las ventas en 20% de los concesionarios Volkswagen.

Volkswagen is a pioneer in using AI in the automobile industry. Since 2013, an expert team has been working in the Data Lab in Munich to implement AI in various aspects. And, as a part of this, their marketing team takes the help of Predictive Analysis to forecast the customer buying decision.

They use AI to analyze data including economic development, household income, consumer preferences, model availability, and pricing. By eliminating their hired marketing agency, they worked on their marketing campaign independently with the support of data. This initiative resulted in an increase of 20% in sales by their dealership.

Starbucks

Método aplicado: AI Voice Search (Amazon’s Alexa)

AI Marketing Outcome: Llegar a 31,2 millones de clientes móviles.

Starbucks has successfully taken the advantage of growing voice search trend. Considering their large number of adult consumers, they implemented an AI voice-powered barista service in their “My Starbucks Barista’ mobile app.

Su objetivo era garantizar la flexibilidad de los clientes para realizar pedidos personalizados y establecer ubicaciones de recogida con voz o chatbot. Con el apoyo de Alexa de Amazon, pudieron llegar a 31,2 millones de clientes móviles.

And, the good thing is Starbucks is still trying to harness the power of AI for the betterment of customer service. They newly introduced a new AI-based innovation “AI-powered Mastrena II espresso makers” to bring consistency to the coffee-making process.

netflix

Método aplicado: Personalización

AI Marketing Outcome: 80% de visualización de programas se basa en recomendaciones personales.

Netflix es la plataforma de contenidos de entretenimiento más grande del mundo. Pero la gente no se suscribe sólo para ver todo tipo de contenido. Los diferentes usuarios tienen sus preferencias únicas y no quieren saltar en masa.

For this reason, Netflix tried to give a personalized user experience. They utilize an AI-driven machine learning technology to show content based on individual choices. This technology works with the historical data of existing subscribers watching. It helps them to create a viewer persona, which helps them to develop personalized experiences for individual users. 

Este esfuerzo ha tenido un impacto positivo, donde 80% de programas se ven desde una recomendación personal.

¡A ti!

Ahora es el momento de repensar su estrategia de marketing con la ayuda de la IA. Pero también es cierto que no todo es suficiente como en los ejemplos de los libros de texto. 

You will find hurdles while taking your marketing in the age of AI. We have to understand this AI is still in the development process. However, human hands can help you overcome all the challenges.