Quel est l’avenir du marketing à l’ère de l’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.

L'intelligence artificielle (IA) est au cœur des stratégies marketing de pointe qui conduisent les organisations vers la prochaine étape de l'engagement client, de la création de contenu personnalisé et de la prise de décision éclairée par les données.

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.

• À propos 76% de marketers use AI-generated content pour la rédaction et d'autres contenus de base.
• Presque 63% of marketers find AI helpful in analyzing market data.
• Même 62% of marketers are generating marketing visual creatives with AI.
• Aussi, 71% pour cent des professionnels du marketing déclarent bénéficier d’un soutien pour leur réflexion créative.

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

Si l’on regarde le rapport de l’étude 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 heures par semaine.

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

Bonnes nouvelles! Les consommateurs ont également fait preuve d’un jugement positif à l’ère du marketing basé sur l’IA. Une enquête récente menée par Institut de recherche Capgemini j'ai trouvé ça à propos 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 une stratégie marketing centrée sur le client.

Ainsi, au vu de cette tendance actuelle, nous pouvons certainement vous assurer que le marketing est confronté à un tournant majeur 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, traitement du langage naturel (NLP), l'apprentissage automatique (ML) et bien d'autres encore pour automatiser le flux de travail et fournir des informations précises sur les clients à prendre des décisions précises.

Further, AI not only helps you with what you are doing, but it also identifies what you are manque pour atteindre vos objectifs 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.

Qualité et précision des données

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, mais ce n'est utile que si cela sert votre objectif. Vous vous retrouverez simplement avec un ensemble de données inadéquat et plus compliqué si vous êtes là sans aucune pratique efficace de gestion des données. 

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

Des objectifs peu clairs

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.

Comprendre le contexte 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 faire avec leur bon sens. 

Intégration dans la stratégie marketing existante

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.

Expertise insuffisante des spécialistes du marketing

Although many marketers are using AI extensively for various purposes there is still un grand groupe qui ne profite pas de cette avancée. Même ceux qui l’ont déjà ajouté à leurs activités de marketing sont encore loin d’en tirer 100 %. 

Et cela se produit en raison d’un manque de compétences dans l’utilisation de l’IA. Un autre malheur est le manque de matériel de formation et d’apprentissage dédié au secteur du marketing numérique à l’ère de l’intelligence artificielle et de l’apprentissage automatique.

Préjugés et préoccupations éthiques

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.

Confidentialité et sécurité des données : 

AI drives marketers to build personalization in their campaigns. 

La collecte et l’analyse de données pour la personnalisation basée sur l’IA soulèvent des problèmes de confidentialité. Les spécialistes du marketing doivent se conformer aux réglementations en matière de protection des données, notamment le RGPD, et gérer en toute sécurité les données des clients.

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.

Proposer du contenu personnalisé

La meilleure campagne marketing présente les bons messages au bon moment à vos clients. Personnalisation du contenu marketing based on customer preferences and behaviors can significantly boost customer engagement. AI-based solutions can analyser le parcours client de manière basée sur les données et découvrez leurs intérêts et leurs besoins – ce qui contribue également à réduire le taux de désabonnement.

Segmentation des clients ciblés

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. 

Trouver de nouveaux canaux 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.

Analyse prédictive

Anticiper les tendances futures et le comportement des consommateurs vous donnera un avantage sur vos concurrents. En tant que marketeur, c'est un gros plus. 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.

Accédez à l'analyse des données en temps réel

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.

Automatisez et rationalisez le flux de travail

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 consacrer plus de temps et d’efforts à d’autres décisions stratégiques.

Prise de décision améliorée

Lorsque vous disposez de plus de temps pour prendre des décisions, vous êtes moins susceptible de rencontrer des problèmes. Plus important encore, vous disposerez des ressources de données nécessaires pour résoudre la confusion sans aucun défaut émotionnel. Par exemple, tenir les spécialistes du marketing informés de toutes les données d’une stratégie marketing à venir les rendra plus efficaces lors de l’allocation d’un budget.

Reskilling the Marketers for the AI Revolution

Au fil du temps, IA 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.

En fait, 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.

Garantir une valeur égale

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.

Repenser la formation conventionnelle

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.

Pour cette raison, les modules de formation existants devraient être modifiés pour enseigner aux employés comment les applications d'IA peuvent alimenter chaque étape d'une stratégie marketing.

Partenariat avec les établissements d'enseignement

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.

Garantie Perspectives d'avenir

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

Passons à la vraie pratique. Nous avons répertorié quelques pratiques marketing courantes à l’ère de l’IA. Ces pratiques vous aideront à mieux comprendre le scénario actuel.

Content Marketing in the Age of Aje

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 automatiser le flux de travail de création de contenu. 

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 générateur de blog en un clic feature of GetGenie AI you can craft an entire blog within seconds.

Social Media Marketing in the Age of Aje

Si vous souhaitez établir une forte présence de votre marque sur réseaux sociaux, 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. 

Nous sommes satisfaits de modèles dédiés pour différents sites sociaux par GetGenie. Notre équipe des médias sociaux peut facilement générer une copie convaincante pour leur publication qui inclut même des émojis.

Email Marketing in the Age of Aje

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.

Et soyez toujours à jour en supervisant les analyses en temps réel de votre campagne par e-mail. Suite à ces rapports, vous restructurerez la campagne email.

Video Marketing in the Age of Aje

Le marketing vidéo est l’une des tâches les plus difficiles à accomplir pour les spécialistes du marketing. Cela implique l'idéation, l'écriture de scripts, le montage vidéo, la production vidéo, la voix off, etc. Et la réalisation d'une campagne vidéo implique également beaucoup de travail de post-production.

L'intelligence artificielle peut rationaliser l'ensemble marketing vidéo processus. Ces derniers temps, l'utilisation de l'écriture IA outils pour générer des scripts vidéo 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

Méthode appliquée: Analyse prédictive

AI Marketing Outcome: Une augmentation des ventes de 20% chez les concessionnaires 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

Méthode appliquée: AI Voice Search (Amazon’s Alexa)

AI Marketing Outcome: Atteignez 31,2 millions de clients mobiles.

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.

Leur objectif était de garantir la flexibilité des clients pour passer des commandes personnalisées et définir des lieux de retrait avec la voix ou un chatbot. Avec le soutien d'Alexa d'Amazon, ils ont pu atteindre 31,2 millions de clients mobiles.

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

Méthode appliquée: Personnalisation

AI Marketing Outcome: 80% de visionnage de l'émission est basé sur des recommandations personnelles.

Netflix est la plus grande plateforme de contenu de divertissement au monde. Mais les gens ne s’abonnent pas simplement pour regarder tous les types de contenu. Différents utilisateurs ont leurs préférences uniques et ils ne veulent pas se lancer en masse.

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. 

Cet effort a eu un impact positif, puisque 80% d'émissions sont visionnées à partir d'une recommandation personnelle.

À vous de jouer !

Il est désormais temps de repenser votre stratégie marketing avec l’aide de l’IA. Mais il est également vrai que tout ne suffit pas comme les exemples manuels. 

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.