This guest post was written by Jordan Ehrlich, DemandJump’s Inbound Marketing Manager.
How is artificial intelligence already used in marketing?
It’s nothing new, we know that artificial intelligence can help marketers innumerable ways. From paid search optimization to social media analytics, AI can be used to improve pretty much all aspects of marketing operations. Due to its ability to automatically organize and make sense of massive amounts of information, it can generate insights in minutes from data sets that would have taken humans a lifetime to analyze.
Here are a couple quick ways marketers are already taking advantage of the benefits of artificial intelligence:
Copywriting is aided by AI.
Chase Bank already uses AI to optimize creative headlines. In their case, it wrote seemingly more human headlines than a human could. Take a look at these two examples highlighted by Social Media Strategies Summit:
“Access cash from the equity in your home.”
“It’s true—You can unlock cash from the equity in your home.”
Can you guess which was written by the computer?
The latter was… And it scored better engagement with customers.
Data-Backed Trend Detection
As mentioned earlier, AI has the ability to quickly analyze data that would take humans lifetimes to go through. With the application of natural language processing and image recognition technology, AI can pick up on trends in popularity of certain products or topics from across the internet.
Some marketing solutions are able to detect the latest changes in marketing creative trends. For example, Pattern89 detected creative shifts in depicting travel and human connections across Facebook and Instagram ads throughout the COVID-19 pandemic.
This application of artificial intelligence empowers teams to deliver the most appropriate, high-performing content to your audiences. And with the capability to make creative predictions based on consumer data, artificial intelligence is helping marketers create winning campaigns, before those campaigns ever begin.
Can artificial intelligence help marketers make better decisions?
Like many aspects of marketing, creating the right blog and video content has always been a bit of a guessing game. While many marketers incorporate search data into their content strategies, knowing what content your target audience actually wants has never been an easy task.
Some of today’s AI-backed marketing solutions, like DemandJump, use natural language processing and graph theory to understand consumer behavior at scale.DemandJump’s Consumer Insights product uses AI to understand the ways searches, questions, and content are related– to build a snapshot of the online customer journey.
This application of AI builds out a 3 dimensional network of internet behavior to understand what consumers care about at each stage of the buyer journey. Marketers can learn:
- What questions are my customers asking?
- What is my audience searching for?
- What videos and content do they consume?
These questions and searches are prioritized by their relatedness and interest to your audiences, and in turn, marketers receive a prioritized list of titles and topics to write about in their content.
For example, DemandJump ran one of these analyses on the topic of “handwashing” to uncover what consumers want to know.
Appropriately enough, when interested in handwashing, consumers seem to be curious about the “3 types of hand washing” alongside instructions for various hand washing techniques and procedures.
Fun fact, this application of AI in marketing is also how DemandJump’s marketing team decided to write this blog titled, “How will AI affect marketing?” According to the data, consumers are most curious to answer the question, “how does AI affect marketing?”
Hopefully this blog answered your questions and gave you some insights into how AI is being used by marketers today. How will it improve your marketing team’s decision-making?