Qual è il futuro del marketing nell’era dell’intelligenza artificiale?

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’intelligenza artificiale (AI) è al centro delle strategie di marketing all’avanguardia che stanno guidando le organizzazioni verso la fase successiva di coinvolgimento dei clienti, creazione di contenuti personalizzati e processo decisionale basato sui dati.

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.

• Di 76% Di marketers use AI-generated content per copywriting e altri contenuti di base.
• Quasi 63% of marketers find AI helpful in analyzing market data.
• Anche 62% of marketers are generating marketing visual creatives with AI.
• Anche, 71% La percentuale di professionisti del marketing afferma di ricevere supporto per il pensiero creativo.

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

Se guardiamo il rapporto dello studio 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 ore per settimana.

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

Buone notizie! Anche i consumatori hanno mostrato giudizi positivi in quest’era di marketing basato sull’intelligenza artificiale. Un recente sondaggio di Istituto di ricerca Capgemini trovato questo circa 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 strategia di marketing incentrata sul cliente.

Quindi, guardando questa tendenza in corso, possiamo sicuramente assicurarti che il marketing sta affrontando una svolta importante 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, elaborazione del linguaggio naturale (PNL), machine learning (ML) e molto altro ancora automatizzare il flusso di lavoro e fornire informazioni precise sui clienti prendere decisioni accurate.

Further, AI not only helps you with what you are doing, but it also identifies what you are mancanti per raggiungere i tuoi obiettivi di 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.

Qualità e accuratezza dei dati

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, ma è utile solo se serve al tuo scopo. Ti ritroverai con un set di dati inadeguato e disordinato se sei lì senza pratiche efficienti di gestione dei dati. 

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

Obiettivi poco chiari

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.

Comprendere il contesto di 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 fare con il loro buon senso. 

Integrazione nella strategia di marketing esistente

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.

Competenza insufficiente degli esperti di marketing

Although many marketers are using AI extensively for various purposes there is still un grande gruppo che non trae vantaggio da questo progresso. Anche coloro che lo hanno già aggiunto alle proprie attività di marketing sono ancora lontani dal realizzarlo al cento per cento. 

E questo sta accadendo a causa della mancanza di competenze nell’uso dell’intelligenza artificiale. Un’altra sfortuna è non avere abbastanza materiale di formazione e apprendimento dedicato al settore del marketing digitale nell’era dell’intelligenza artificiale e dell’apprendimento automatico.

Pregiudizi e preoccupazioni etiche

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.

Privacy e sicurezza dei dati: 

AI drives marketers to build personalization in their campaigns. 

La raccolta e l’analisi dei dati per la personalizzazione basata sull’intelligenza artificiale solleva problemi di privacy. Gli esperti di marketing devono rispettare le normative sulla protezione dei dati, incluso il GDPR, e gestire in modo sicuro i dati dei clienti.

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.

Offri contenuti personalizzati

La migliore campagna di marketing presenta i messaggi giusti al momento giusto ai tuoi clienti. Personalizzazione dei contenuti di marketing based on customer preferences and behaviors can significantly boost customer engagement. AI-based solutions can analizzare il percorso del cliente in modo basato sui dati e scoprire i loro interessi e bisogni, il che aiuta anche a ridurre il tasso di abbandono.

Segmentazione dei clienti mirati

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. 

Trova nuovi canali di 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.

Analisi predittiva

Anticipare le tendenze future e il comportamento dei consumatori ti darà un vantaggio rispetto alla concorrenza. In qualità di operatore di marketing, è un grande vantaggio. 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.

Ottieni l'accesso all'analisi dei dati in tempo reale

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.

Automatizza e semplifica il flusso di lavoro

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 dedicare più tempo e impegno ad altre decisioni strategiche.

Processo decisionale migliorato

Quando hai più tempo per prendere decisioni, è meno probabile che incontrerai problemi. Ancora più importante, avrai le risorse di dati per risolvere la confusione senza difetti emotivi. Ad esempio, mantenere gli esperti di marketing informati su tutti i dati di una prossima strategia di marketing li renderà più efficienti nell’allocazione del budget.

Reskilling the Marketers for the AI Revolution

Col tempo, 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.

Infatti, 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.

Garantire pari valore

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.

Riprogettare la Formazione Convenzionale

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.

Per questo motivo, i moduli di formazione esistenti dovrebbero essere modificati per insegnare ai dipendenti come le applicazioni di intelligenza artificiale possono alimentare ogni fase di una strategia di marketing.

Collaborazione con istituzioni educative

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.

Garanzia Prospettiva Futura

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

Entriamo nella pratica reale. Abbiamo elencato alcune pratiche comuni di marketing nell’era dell’intelligenza artificiale. Queste pratiche ti aiuteranno a comprendere ancora meglio lo scenario attuale.

Content Marketing in the Age of AIO

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 automatizzare il flusso di lavoro di creazione dei contenuti. 

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 generatore di blog con un clic feature of GetGenie AI you can craft an entire blog within seconds.

Social Media Marketing in the Age of AIO

Se vuoi costruire una forte presenza del tuo marchio su mezzi di comunicazione sociale, 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. 

Siamo soddisfatti modelli dedicati per diversi siti social di GetGenie. Il nostro team di social media può facilmente generare testi accattivanti per il loro post che includono anche emoji.

Email Marketing in the Age of AIO

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.

Inoltre, rimani sempre aggiornato supervisionando l'analisi in tempo reale della tua campagna e-mail. In seguito a questi report, ristrutturerai la campagna email.

Video Marketing in the Age of AIO

Il video marketing è uno dei compiti più difficili che i professionisti del marketing svolgono. Implica l'ideazione, la scrittura della sceneggiatura, il montaggio video, la produzione video, la voce fuori campo, ecc. Inoltre, c'è anche molto lavoro di post-produzione coinvolto nella gestione di una campagna video.

L’intelligenza artificiale può semplificare il tutto videomarketing processi. Negli ultimi tempi, l’uso della scrittura AI strumenti per generare script video 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

Metodo applicato: Analisi predittiva

AI Marketing Outcome: Aumento delle vendite entro il 20% presso le concessionarie 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

Metodo applicato: AI Voice Search (Amazon’s Alexa)

AI Marketing Outcome: Raggiungi 31,2 milioni di clienti mobili.

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.

Il loro obiettivo era garantire la flessibilità dei clienti per fornire ordini personalizzati e impostare luoghi di ritiro con voce o chatbot. Con il supporto di Alexa di Amazon sono riusciti a raggiungere 31,2 milioni di clienti mobili.

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

Metodo applicato: Personalizzazione

AI Marketing Outcome: 80% della visualizzazione degli spettacoli si basa su consigli personali.

Netflix è la più grande piattaforma di contenuti di intrattenimento al mondo. Ma le persone non si iscrivono solo per guardare ogni tipo di contenuto. Utenti diversi hanno le loro preferenze uniche e non vogliono saltare in massa.

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. 

Questo sforzo ha avuto un impatto positivo, poiché gli spettacoli 80% vengono visualizzati in base a una raccomandazione personale.

A voi!

Ora è il momento di ripensare la tua strategia di marketing con l'aiuto dell'intelligenza artificiale. Ma è anche vero che non tutto basta come gli esempi dei libri di testo. 

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.