What AI can add to performance marketing campaigns

Kevin O'Keefe (BHI Marketing)
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What Artificial Intelligence Can Add to Performance Marketing Campaigns

Performance marketing has grown, and the idea of integrating emerging technologies to surcharge these campaigns is exciting. One of these promising technologies is artificial intelligence (AI). As customer behavior changes and new technologies emerge, marketers are exploring various ways of integrating AI in their marketing campaigns. However, many brands still struggle to properly use AI in marketing.  In this article, we will talk about what makes AI such a great marketing tool, and give you tips on how to properly integrate AI into your marketing campaigns.

Artificial Intelligence-Enhanced Pay Per Click Ads

Most digital marketers have pre-determined pay-per-click (PPC) budgets for Facebook and Google AdWords. Regardless, most PPC ads are managed by PPC agencies or the company’s in-house marketing teams, or generally, humans. However, AI can help your marketing team uncover new channels that your competitors don’t use.

AI-powered marketing campaigns can help digital marketers experiment with various ad platforms and allow for optimized targeting. Therefore, companies that roll out large-scale pay-per-click campaigns can benefit from machine-learning algorithms.

Create Personalized Websites with Better CRO

AI’s capacity goes beyond building new websites. AI can help brands enhance their customer experience with intelligent personalization. Intelligent web algorithms can help improve:

  • Website experience – AI helps analyze multiple data points of a single user, including demographics, location, the device used, and their interactions with your website. AI can use this collected data to display accurate content and highlight the best offers. A 2017 survey found that 33% of digital marketers surveyed already use AI to personalize the customer web experience. Out of these marketers who use AI, 63% said that AI-powered personalization has increased their conversion rates, while 61% said it improved their customer experiences.
  • Push notifications – behavioral personalization AI also enables digital marketers to create customized push notifications. With this, you will be delivering the right information at the right time.

Artifical Intelligence Monitors Data Flow When you Can’t

Many consumer brands and publishers currently use AI-powered strategies to boost their conversion rates and stay ahead of the competition. For instance, Spotify uses machine learning algorithms and human curators to create suggestions for their song listeners. Similarly, Here at Visqua, we have created a natural language texting bot that we use in marketing campaigns. 

That aside, AI helps manage data flows. Through artificial intelligence, you can identify when data flow slows or when there is unexpected traffic to your website. Even though you can’t check your website analytics every second, AI tools can. These tools analyze your platform’s Google Analytics data and compile insightful information about your website’s general performance, significant data changes, and more.

  • AI’s capacity goes beyond building new websites. AI can help brands enhance their customer experience with intelligent personalization. Intelligent web algorithms can help improve:
    Website experience – AI helps analyze multiple data points of a single user, including demographics, location, the device used, and their interactions with your website. AI can use this collected data to display accurate content and highlight the best offers. A 2017 survey that 33% of digital marketers surveyed already use AI to personalize the customer web experience. Out of these marketers who use AI, 63% said that AI-powered personalization has increased their conversion rates, while 61% said it improved their customer experiences.
  • Push notifications – behavioral personalization AI also enables digital marketers to create customized push notifications. With this, you will be delivering the right information at the right time.

Intelligent Email Curation

Your marketing team probably spends hours creating and scheduling weekly marketing emails for your email marketing campaign. However, even with smart segmentation, you cannot deliver personalized emails to every subscriber. This is very unfortunate since 80% of digital marketers agree that personalized emails are more effective than generalized content.

This is where artificial intelligence comes in. AI algorithms can map your email subscriber’s browsing data and website experience to understand their -interaction with your email content. This knowledge allows algorithms to create dynamic emails based on:

  • Time spent on webpages
  • Interests of other similar customers
  • Their previous interactions with your website and other branded emails
  • Customers’ wish list
  • Popular content at that time

Generally, AI can help create and curate personalized emails that are engaging for every subscriber.

Artificial Intelligence Lead Generation

Many organizations (including Visqua Innovation Labs) are working hard to create innovative technologies that generate leads using AI. These technologies include lead generation bots for smart speakers that generate leads for businesses based on the questions people ask their smart speakers. 

AI can be a game-changing tool for performance marketers. Apart from the abilities mentioned above, you can also use AI to gain customer insights, create website content, and guide website chatbots. Furthermore, you can use artificial intelligence to analyze incoming leads and transform performance marketing by making maximum use of the data available.

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