Artificial intelligence has impacted all industries in different ways, and marketing is no exception.
The adoption of AI in marketing is accelerating, bringing profound changes in how businesses target and engage with consumers, and predict their behaviors.
“AI is fundamentally reshaping marketing, offering more efficient, personalized and data-driven approaches to customer engagement,” said Dr. Ismet Anitsal, head of the marketing department at Missouri State University.
He addresses several key trends that have and will continue to redefine marketing.
Better segmentation and targeting
With AI’s ability to analyze massive datasets, marketers can better segment their audience and deliver more personalized experiences. Instead of relying on broad demographic data, AI algorithms can consider behavior patterns, purchase history and even real-time engagement to refine targeting.
This results in more relevant ads and content, boosting conversion rates and customer satisfaction.
“AI-driven segmentation allows marketers to tailor content and experiences to individual customer preferences,” Anitsal said.
“A clothing retailer, for example, could analyze customer data and divide its shoppers into distinct groups based on behavior, preferences and purchase history, such as those who frequently purchase athletic wear.”
Improved automation
AI-powered marketing automation has enhanced tasks like content creation, email sends, social media management and programmatic advertising (the decision of where and when to place ads).
Automation streamlines repetitive or routine activities, allowing marketers to focus on strategy and creativity. This, in turn, increases productivity.
For example, AI virtual assistants, such as AI avatars and chatbots autonomously manage customer inquiries. They are human-like and can interact with customers around the clock and give instant responses.
“These AI-powered chatbots and virtual assistants provide personalization at scale, which is crucial for businesses looking to maintain a competitive advantage in a crowded market,” Anitsal said. “This automation not only boosts efficiency, but also enhances customer experiences by providing faster and more accurate responses.”
More capable predictive analytics
AI is also reshaping marketing by expanding predictive capabilities. By analyzing historical data, AI can forecast sales and predict performance metrics, such as email open rates, ad engagement and even customer churn.
An example is Optimove, a customer relationship management and marketing automation platform, which helps businesses strengthen their customer engagement and retention. It uses machine learning algorithms to study customer data and predict future behaviors like future spending or lifetime value. With this valuable data, marketers can anticipate customer needs and develop effective strategies.
Other tools with similar capabilities include Google Analytics 4, HubSpot, IBM Watson and Salesforce Einstein.
“AI-powered analytics are enabling marketers to predict performance with greater accuracy, allowing them to make data-driven decisions that improve cost efficiency and campaign effectiveness,” Anitsal said.
Ethical considerations and future outlook
As AI continues to evolve, integrating with technologies like augmented reality (AR), the potential for even more innovative marketing strategies is enormous. However, Anitsal cautions about the need for responsible use.
“While AI offers significant opportunities for costs savings and enhanced marketing strategies, we must also pay attention to the ethical aspects of data usage and consumer privacy,” Anitsal said.
Striking the right balance between technological advancement and ethical considerations will be key as AI further revolutionizes marketing.