The importance of artificial intelligence in the field of electronic marketing

You may be wondering what AI features are coming to social media and online advertising platforms? And want to know how machine learning can improve your marketing?

These questions become more important in light of the spread of these new technologies and their entry into various fields, including online services. It is certain that artificial intelligence will play a major role in e-marketing during the coming period, and marketers and sales people will not be able to ignore this.

Topic Contents Toggle Why is artificial intelligence important for marketers?

What is artificial intelligence? Artificial Intelligence and Marketing Campaigns Why is Artificial Intelligence important for marketers? To explain why this technology is important, experts say that artificial intelligence is the new electricity. Just as electricity started powering everything 100 years ago, artificial intelligence is being added to everything now.

The advent of electricity has changed everything, including transportation, factories and other industries and areas of life, and similarly artificial intelligence will change the knowledge economy. For marketers, the upcoming changes are important because your business will benefit from being aware of AI-based tools and technologies before your competitors. If you're in the marketing agency space, you want to help your clients drive AI. Although marketers don't need to understand AI in great detail, they do need to know enough about AI to spot opportunities.

We are a long way from AI that can run Google ad campaigns or send your kids to school and cook dinner, yet it is likely that artificial narrow intelligence (also shortened to narrow intelligence or ANI) will begin to replace an increasing number of human tasks. In recent months, we have begun to see bots and software that provide instant answers to customers through chat

And dealing with live chat in real time, and this is only the beginning of a trend that is expected to have a greater role in the coming years. What is artificial intelligence? Experts define artificial intelligence as the science of making things smart, and it includes robotics, natural language, vision, and much more.

Machine learning refers to computers that can learn without being explicitly taught. Machine learning is an area of ​​artificial intelligence that is taking off, especially a subcategory of it called deep learning. To clarify, how would a computer learn what a chair is? With traditional programming, you would use conditional statements like “If something has four legs, a seat, and a back, then it's a chair.” The code would need to account for chairs with and without arms, and chairs with wheels. The resulting program would require a lot of code, and if there was an error in one line, the code wouldn't work.

Machine learning provides a new way of teaching a computer what a chair is. Essentially, you give the machine thousands of examples of chairs and non-chairs (such as tables, dogs, and trees) so that the computer understands what a chair is and what it actually looks like. Over time, the machine learns to infer whether there is a chair. Over the past five or ten years, this technique has become quite accurate. Today this technology is used to help people shop When you place a product on a camera, the Pinterest, Amazon, or Google Lens apps (via the Google Photos app on iOS) can recognize the product and try to find it for you. You can point the Google Lens camera at your friend wearing a dress, and it will find a collection of similar dresses and tell you where you can buy them.

In addition to recognizing items, AI can make predictions. Amazon uses predictive AI to let you know things like “People who bought this book also bought this book.” Likewise, Netflix suggests TV shows or movies that might interest you. Netflix even changes thumbnails using the same technology. Based on your viewing habits, it predicts which thumbnail will appeal to you the most. Machine learning in self-driving cars is also solving prediction problems, “What street am I on?”

What line should I be in? What is this car in front of me going to do?

What would that person who walks on two legs do?

This means that it will predict how other objects around you will move, and therefore which direction to drive and whether to accelerate or brake, which is a simple example of machine learning capabilities. Another example is Siri on the iPhone. As more things involve machine learning, Siri is increasingly able to deliver on its promise as a personal assistant. Today it may remind you to make a call, in the future it may suggest you to leave early due to traffic or the feeling that one meeting will be long and will be a waste of time for you and you should postpone or cancel it.

Artificial Intelligence and Marketing Campaigns Algorithms such as those used by Facebook are a form of artificial intelligence that predict which articles or ads some users are likely to click on (although there is much more to the algorithm than that). Although they have not reached the stage of perfection or the stage in which they resemble human actions or the manual intervention of supervisors, algorithms learn quickly and acquire skills and information that will enable them to deal with the same situations better next time.

The algorithm tends to make big mistakes, yet most of the time it is good and sometimes better than even the best human. For marketers, the potential of AI has the potential to threaten the very existence of their jobs or agencies. Marketers who still spend most of the day changing budgets and click rates are particularly at risk. These marketers will likely go out of business or have to put in more effort to change the way they go about daily tasks.

All advertising platforms are motivated to improve AI, when they help marketers achieve their goals, they will continue to use the platform, also AI that facilitates the use of advertising platforms will bring more business. Today there is a huge gap between companies that find online and social advertising platforms too confusing and complex, and companies that can hire an agency or employee to handle them. The more these platforms enable everyday businesses to use AI to get more customers, the more business the advertising platforms will generate.

In this regard, we usually find Google always focusing on the user, the advertiser, and the stakeholders and how these three intersect. For it, the user is the largest and most important among the three, but providing a better user experience serves the interests of everyone. For example, in the late 1990s people left search engines like Alta Vista and Ask   in favor of Google because they had better results.

That's why Google today is trying to improve its platform for advertisers. If only about 10% of businesses that should be using a tool like Google Ads actually use them, the platform will have tremendous room to grow and will still be ahead of competitors like Facebook and even Microsoft. #Electronic Marketing #Artificial Intelligence #Marketing Campaigns