Even though artificial intelligence (AI) seems to be a trend at the moment, in online marketing it has long been an integral part of the entire campaign process – from planning to reporting. In this article, we would like to shed light on the important role AI has in online marketing. And we tell you how you can harness its potential to increase the success of marketing campaigns while also saving time and resources in the process.
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How can artificial intelligence be used in online marketing?
In the following, we look at four areas of application for AI in online marketing.
Personalisation of content AI-powered algorithms allow advertisers to serve content based on the individual preferences and behaviour of users. This is done by analysing data such as demographic information, browsing behaviour and website interactions. The AI can then generate personalised recommendations, product suggestions and tailored advertising messages based on this data. Example: An online retailer can use AI to display personalised product recommendations based on past purchases, search queries, and interests of individual customers.
Optimisation of ad campaigns AI can improve the success of advertising campaigns through continuous optimisation. Using machine learning and data analytics, AI models can identify relevant target groups, optimise ad placements and allocate budgets efficiently. By using A/B testing and real-time data, advertisers can react quickly to changes and optimise their campaigns accordingly. Example: An advertiser can use AI analytics to find out which target group responds best to a particular ad and target their campaign accordingly.
Chatbots and automated customer support systems AI-based chatbots enable effective and fast customer communication around the clock. They can answer frequently asked questions, help customers find products and even complete transactions. Through the use of Natural Language Processing (NLP), chatbots are getting better at having human-like conversations and providing customers with a seamless experience. Example: A travel company can use a chatbot to help customers book flights, hotels and activities, and provide information about destinations.
Efficient data evaluation AI can help analyse large amounts of data and identify patterns and trends in the data. This can provide valuable insights to make better marketing decisions. AI can also work predictively by forecasting customer preferences and future behaviours. Example: An e-commerce company uses AI to analyse customer data and create personalised advertising campaigns. Through continuous optimisation based on real-time data, the company increases conversion rates and customer satisfaction.
Conclusion: AI makes marketing campaigns more effective and efficient
Artificial intelligence is more than just a trend. It is already an integral part of online advertising – and rightly so. AI makes it possible to design marketing campaigns more effectively and efficiently. From the personalisation of content and the optimisation of advertising campaigns to the use of chatbots and the efficient evaluation of data.
AI offers numerous opportunities to increase success in online marketing. The continuous development of AI technologies will enable advertisers to further improve their strategies and strengthen customer loyalty.
If you would like to learn more about the use of AI at Converto, please email us info@converto.com or give us a call: +41 43 255 20 10.