21 Dec AIM: artificial intelligence in marketing
Artificial intelligence in marketing is a key tool to support marketers in solving most problems, such as the difficulty of extracting useful information from available data, fulfilling customers’ expectations of personalization, and improving their trust in the brand.
Artificial intelligence in marketing leverages the latest technologies that fall within the scope of AI, such as Machine Learning and NLP (Natural Language Processing), integrated with mathematical and statistical techniques. All with a very clear goal: to improve persuasiveness to lead users to take an action that generates value for the user but also has a positive implication for the company.
For this reason, the acronym “AIM” was created, which means “Artificial Intelligence Marketing”
AIM provides CMOs (Chief Marketing Officers) with a set of tools and techniques that enable them to direct user behavior toward well-defined targets.
This new branch of marketing is based on the typical cycle of the cognitive sciences “perception-reasoning-action”, which becomes “collecting-reasoning-action” in the context of marketing.
The first pillar of the cycle refers to all those activities aimed at capturing data from customers, potential customers, and more generally, people “on target” regarding the objectives of the company or a marketing campaign.
This is the part where data is transformed into information and finally into intelligence or insight. It is the central part where Machine Learning and artificial intelligence play a crucial role.
The intelligence and knowledge attained through the reasoning stage are what then enable action; in the marketing context, action can be translated into a communication or campaign with a higher probability of persuading target users (and thus higher results in terms of effectiveness for the company).
The 4 benefits of AI applied to marketing
Adopting an approach that integrates artificial intelligence into marketing and the user’s customer experience has a major impact on the effectiveness of the strategies implemented:
1. AI is essential in the data collection phase because it allows data to be extracted promptly. Moreover, the resulting data collection is able to generate reports that highlight patterns and new market opportunities.
2. Predictive models become possible. All details about customer behavior can be translated into predictive marketing actions, intercepting new interests and needs even before they become apparent.
3. ROI (Return on Investment) is maximized and diversified as it becomes possible to analyze actions in real-time, declining campaigns toward new opportunities and market targets.
4. The integration of human intelligence with artificial intelligence yields extraordinary results. There is a mutually positive exchange because, on the one hand, algorithmic intelligence has a very high degree of accuracy and objectivity but, on the other hand, the human element has creativity and non-linearity that are essential for successful marketing activities.