Artificial intelligence (AI) has revolutionized the way we use data to make vital marketing decisions and improve the customer experience.
There’s no doubt AI is gaining significant momentum across businesses of all scopes and sizes. But the concept of using AI in your own business can be daunting if you aren’t familiar with exactly how the tools and technologies work.
In this blog, we’ll discuss some of the pros and cons of artificial intelligence in business and marketing to help you decide if AI is the right move for you.
What Is Artificial Intelligence?
Artificial intelligence replicates human intelligence, learning and performance via machines or computers.
With the help of AI, humans can automate practices with minimal work and analyze large amounts of data to cultivate more user-friendly experiences or make sound business judgments.
In the digital marketing world, AI helps marketers drill down into specific user behavior to paint a better picture of the customer journey. It helps marketers improve crucial metrics like email open and click rates, web traffic, conversion rates and many more.
Before you get started with AI, it’s critical to get a good grasp on the pros and cons of artificial intelligence so you can recognize how, where and when to best rely on AI in your marketing efforts.
3 Advantages of Artificial Intelligence in Marketing
AI can be highly advantageous to your digital marketing efforts. Here are three significant reasons why you should implement AI in your marketing strategy today.
1. AI Is Adaptable and Flexible to the Changing Demands of Your Business
AI tools can learn new information and process data at an unprecedented rate. As marketing trends and technologies change and evolve, so will your AI tools.
AI helps marketers segment, analyze and interpret vast quantities of data – without all the manual effort. You can better predict the actions, responses and behaviors of your contacts and present the right offers at the right time.
2. AI Saves You Time, Money and Effort
By leveraging AI in your marketing strategy, you’ll speed up manual processes and reduce time and effort spent on training employees by allowing a machine or computer to do the work for you.
Machine learning tools can break down and decipher data quickly to present useful findings for your marketing or business strategy. AI technology is an investment which offers long-term benefits for business success.
3. AI Allows You to Send Personalized Messages, Products and Content
Want your brand to stand out amongst the crowd? AI technology can track users’ scroll and click behaviors to give you a concrete idea of what your contacts are interested in at the very moment. You can use this information to send highly personalized messages or offer relevant products or content that users are genuinely interested in at the time.
Sending personalized content is proven to increase email performance rates, lower website bounce rates and boost average order value, revenue and customer lifetime value.
3 Disadvantages of Artificial Intelligence in Marketing
Artificial intelligence is the future, but it isn’t without its faults. Here are three things to consider when deciding if AI is right for you.
1. AI Doesn’t Necessarily Replace Human Power
AI tools are quick and adept, but they lack the creativity and innovation that humans are capable of contributing.
Science fiction storylines often portray AI as a replacement for human jobs, but this is still quite far from the truth. Though AI can replace some jobs, human brain power will always be a necessity, especially in marketing and other creative industries.
2. AI Tools and Machines Aren’t Guaranteed to be Error-Free
It’s nearly impossible to rely entirely on the use of AI tools. Just like any other machine or device, AI tools can slip up or break down, and algorithms can be wrong (surprise!).
AI tools don’t necessarily provide you with all the information you need. Keep in mind you still need a backup plan to keep your performance afloat in case things fall through.
3. Customers Still Crave the Human Touch
Let’s face it – most people aren’t fans of talking to chatbots or computers. The best way to build and strengthen customer relationships is to provide authentic, personable, one-on-one experiences for your contacts. Human interaction is a necessary supplement to your AI tools.
Is Artificial Intelligence Right for Your Marketing Strategy?
The bottom line: AI is a game-changer for your digital marketing efforts. But be sure to proceed with caution. Carefully consider which AI tools are most relevant and beneficial for your business and marketing efforts before you dive all-in.
Overall, implementing AI and keeping up with the latest technological advancements puts you ahead of competitors and promotes long-term sustainability for your business. AI helps you improve communication with your customers and is a vital component for increasing revenue and conversion rates.
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Personalize allows you to target your contacts based on their top three interests by analyzing factors like time on page and recently visited pages. You’ll receive real-time insights so you can send custom content at the right time based on your users’ behaviors and intent.
With Personalize, you can make a lasting impact on your contacts by delivering the products and services they want – when they need them most.
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