Artificial intelligence in the household is no longer a thing of the future; it’s here now. Have you tried listening to your Daily Mix on Spotify? Watched a show recommended for you by Netflix? Asked your smartphone if you need a jacket today? Then you’ve experienced AI! Artificial intelligence is essentially intelligence that helps machines and computers mimic human behavior. Using AI in the marketing world is a very useful strategy, as it permeates so much of the consumers’ everyday lifestyle.
If you use Facebook or Instagram, two of the most widely-used social media sites, you are familiar with the seemingly customized ads showing products you’ve recently searched for on Google, or similar products from competitors. These ads are shown based on something called an algorithm. An algorithm is a step-by-step guide to achieving a goal or desired result. We can use algorithms to encourage the consumer to buy our products or services, instead of shopping around online more. For example, when you search for a pair of boots on Google, it tells your ad preferences to show you ads for boots on your social media accounts. This increases the likelihood of you buying a certain brand of boots, or ordering from a certain website.
Consumers can also use AI voice services to purchase products or services. If you say “Alexa, ask Uber for a ride,” you’ll have a car at your front door in no time. You can order a pizza from Siri, or ask Google Home if a certain product is on eBay. To learn more about voice search and how to utilize it in advertising and marketing, check out our previous post titled “Hey Alexa, What is Voice Search?”
So where do we go from here? Many companies offer services to create algorithms for websites to provide recommended purchases or track link traffic. We can also use AI to create email content that is designed to sound like it’s written by a human, send push notifications, and enhance pay-per-click advertising. Artificial intelligence is also used in tracking SEM calls to see what lines are receiving the most traffic and to improve the quality of the calls. We can also use it to see which online ads are the most popular and effective in targeting the consumer, and create similar ads to boost productivity.