Qual é o futuro do marketing na era da 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.

A Inteligência Artificial (IA) está no centro das estratégias de marketing de ponta que estão conduzindo as organizações para o próximo estágio de envolvimento do cliente, criação de conteúdo personalizado e tomada de decisão baseada em dados.

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.

• Sobre 76% de marketers use AI-generated content para direitos autorais e outros conteúdos básicos.
• Quase 63% of marketers find AI helpful in analyzing market data.
• Até 62% of marketers are generating marketing visual creatives with AI.
• Também, 71% por cento dos profissionais de marketing afirmam estar recebendo apoio para pensamento criativo.

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

Se olharmos o relatório do estudo da 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?

Boas notícias! Os consumidores também demonstraram um julgamento positivo nesta era de marketing baseado em IA. Uma pesquisa recente feita por Instituto de Pesquisa Capgemini descobri que cerca 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 uma estratégia de marketing centrada no cliente.

Assim, olhando para esta tendência contínua, podemos garantir-lhe que o marketing está enfrentando um grande ponto de viragem 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, processamento de linguagem natural (PNL), aprendizado de máquina (ML) e muito mais para automatizar o fluxo de trabalho e fornecer insights precisos do cliente para tomar decisões precisas.

Further, AI not only helps you with what you are doing, but it also identifies what you are faltando para atingir seus 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.

Qualidade e precisão dos dados

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, mas só é útil se servir ao seu propósito. Você acabará com um conjunto de dados inadequado e mais confuso se estiver lá sem nenhuma prática eficiente de gerenciamento de dados. 

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

Metas pouco 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.

Compreendendo o 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 fazer com seu bom senso. 

Integrando-se à estratégia 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.

Experiência insuficiente dos profissionais de marketing

Although many marketers are using AI extensively for various purposes there is still um grande grupo que não está aproveitando esse avanço. Mesmo aqueles que já o adicionaram às suas atividades de marketing ainda estão longe de lucrar cem por cento com ele. 

E isso está acontecendo devido à falta de habilidades no uso de IA. Outro infortúnio é não ter material de treinamento e aprendizagem suficiente dedicado à indústria de marketing digital na era da inteligência artificial e do aprendizado de máquina.

Preconceitos e preocupações 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.

Privacidade e segurança de dados: 

AI drives marketers to build personalization in their campaigns. 

A coleta e análise de dados para personalização baseada em IA levanta questões de privacidade. Os profissionais de marketing devem cumprir os regulamentos de proteção de dados, incluindo o GDPR, e lidar com os dados dos clientes com segurança.

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.

Ofereça conteúdo personalizado

A melhor campanha de marketing apresenta as mensagens certas na hora certa para seus clientes. Personalizando conteúdo de marketing based on customer preferences and behaviors can significantly boost customer engagement. AI-based solutions can analisar a jornada do cliente de forma baseada em dados e conhecer seus interesses e necessidades – O que também ajuda na redução do índice de rotatividade.

Segmentação de clientes-alvo

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. 

Encontre novos canais 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.

Análise Preditiva

Antecipar as tendências futuras e o comportamento do consumidor lhe dará uma vantagem sobre seus concorrentes. Como comerciante, é uma grande vantagem. 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.

Obtenha acesso à análise de dados em tempo 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.

Automatize e simplifique o fluxo de trabalho

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 gastar mais tempo e esforço em outras decisões estratégicas.

Tomada de decisão aprimorada

Quando você tem mais tempo para tomar decisões, é menos provável que você tenha problemas. Mais importante ainda, você terá os recursos de dados para resolver confusões sem quaisquer falhas emocionais. Por exemplo, manter os profissionais de marketing informados sobre todos os dados de uma estratégia de marketing futura irá torná-los mais eficientes na alocação de um orçamento.

Reskilling the Marketers for the AI Revolution

Ao longo do tempo, 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.

Na verdade, 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.

Garanta valor igual

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.

Redesenhar o treinamento 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 esta razão, os módulos de formação existentes devem ser modificados para ensinar aos funcionários como as aplicações de IA podem impulsionar cada etapa de uma estratégia de marketing.

Parceria com instituições educacionais

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.

Garantir perspectiva 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

Vamos entrar na prática de verdade. Listamos algumas práticas comuns de marketing na era da IA. Essas práticas vão te ajudar a entender ainda melhor o cenário atual.

Content Marketing in the Age of AEU

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 o fluxo de trabalho de criação de conteúdo. 

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 gerador de blog com um clique feature of GetGenie AI you can craft an entire blog within seconds.

Social Media Marketing in the Age of AEU

Se você deseja construir uma forte presença de sua marca no mídia 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 satisfeitos com modelos dedicados para diferentes sites sociais da GetGenie. Nossa equipe de mídia social pode facilmente gerar textos atraentes para suas postagens, que também incluem emojis.

Email Marketing in the Age of AEU

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.

E esteja sempre atualizado supervisionando as análises em tempo real de sua campanha de e-mail. Seguindo esses relatórios, você reestruturará a campanha de e-mail.

Video Marketing in the Age of AEU

O marketing de vídeo é uma das tarefas mais difíceis que os profissionais de marketing realizam. Envolve idealização, redação do roteiro, edição de vídeo, produção de vídeo, narração, etc. E também há muito trabalho de pós-produção envolvido na execução de uma campanha de vídeo.

A inteligência artificial pode agilizar todo o marketing de vídeo processo. Nos últimos tempos, o uso da escrita de IA ferramentas para gerar scripts 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: Análise Preditiva

AI Marketing Outcome: Aumento nas vendas em 20% das concessionárias 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: Alcance 31,2 milhões de clientes móveis.

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.

O objetivo deles era garantir a flexibilidade dos clientes para fazer pedidos personalizados e definir locais de coleta por voz ou chatbot. Com o apoio da Alexa da Amazon, eles conseguiram alcançar 31,2 milhões de clientes móveis.

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: Personalização

AI Marketing Outcome: 80% de visualização de programas é baseado em recomendações pessoais.

A Netflix é a maior plataforma de conteúdo de entretenimento do mundo. Mas as pessoas não se inscrevem apenas para assistir todo tipo de conteúdo. Diferentes usuários têm suas preferências únicas e não querem pular em 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. 

Este esforço teve um impacto positivo, onde 80% de programas são vistos a partir de uma recomendação pessoal.

É com você!

Agora é hora de repensar sua estratégia de marketing com a ajuda da IA. Mas também é verdade que nem tudo é suficiente como os exemplos dos livros didáticos. 

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.