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How are companies using Artificial Intelligence in marketing and advertising?

Companies are leveraging artificial intelligence (AI) in various ways to enhance their marketing and advertising efforts. Here are some common applications of AI in marketing and advertising:

Customer segmentation: AI algorithms can analyse large datasets and identify patterns to segment customers based on their preferences, behaviours and demographics. This segmentation enables companies to create personalised marketing campaigns that resonate with specific customer groups.

Predictive analytics: AI algorithms can analyse historical data to predict future consumer behaviour, such as purchasing patterns or response to marketing messages. This helps companies optimise their marketing strategies and allocate resources effectively.

Content creation: AI-powered tools can generate content, including blog posts, social media updates and product descriptions. These tools utilise natural language processing and machine learning techniques to understand and mimic human writing styles.

Chatbots and virtual assistants: AI-powered chatbots and virtual assistants can interact with customers in real-time, answering queries, providing product recommendations and guiding them through the purchase process. They enhance customer support and provide personalised experiences at scale.

Ad targeting and optimisation: AI algorithms analyse vast amounts of data to optimise ad targeting and placement. They can identify relevant audience segments, select the most effective advertising channels, and optimise ad content to maximise engagement and conversion rates.

Many applications relevant for artificial intelligence in marketing and advertising

Voice search optimisation: With the rising popularity of voice-activated devices, AI is used to optimise marketing content for voice searches. This involves understanding natural language queries and tailoring content to match user intents.

Sentiment analysis: AI algorithms can analyse social media posts, customer reviews, and online discussions to gauge sentiment towards a brand or product. This information helps companies understand customer perceptions and sentiments, allowing them to make informed marketing decisions.

Recommender systems: AI-powered recommender systems use customer data and behaviour patterns to provide personalised product recommendations. This enhances cross-selling and upselling opportunities and improves the overall customer experience.

Image and video recognition: AI algorithms can analyse images and videos to recognise objects, faces and scenes. This capability is utilised in targeted advertising, where ads can be dynamically customised based on the content of images or videos being viewed by users.

Competitive analysis: AI tools can monitor competitors’ marketing strategies, analyse their online presence, and identify potential opportunities or threats. This information helps companies adjust their marketing campaigns and stay competitive in the market.

These are just a few examples of how AI is being utilised in marketing and advertising. The specific applications vary across industries and organisations, but the overarching goal is to leverage AI’s capabilities to improve targeting, personalisation, efficiency and customer experiences.

Written by: Louise Coetzee

Louise Coetzee is a digital marketing specialist and a director of Evergreen Media. She has worked in the publishing industry for 30 years, primarily in B2B, and is an expert in SEO, digital advertising, content writing and website planning. Evergreen Media focuses on SME’s in the industrial sector. All three directors and our team understand that B2B in this sector is highly specialised and needs a focused and well-planned approach in order to succeed in the digital space. Get in touch if you would like to find out more.

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