Recently I was asked, “as an agency, how are you using ai within your marketing?” and honestly, the question gave me pause. I know we are using ai, but could not answer exactly how. Since it was (and is) a really valid question, I wanted to have a really good answer the next time someone asks.
Artificial intelligence (ai) boils down to a relatively simple concept: using machines to process data and automate repetitive tasks. And in my experience, ai also helps with seamless integrations that have been overlooked and taken for granted.
While ai, by definition, seems quite simple, the execution and process are not. Developing a program that can mimic the human brain, solve problems and apply reasoning is actually quite complex.
Discussion to five internal applications for ai that you may not have integrated
Based on our own agency’s experience with them, I believe that each of these, while simple to integrate, also streamlines workflow, reduces errors, cuts costs and delivers better insights.
1. Sales predictions: our sales team telephone biz relies heavily on a crm system to house information on clients, prospects and sales history. To date, much of this has been a library of information with search functionality. However, we are seeing systems such as salesforce, active campaign and many more, beginning to incorporate predictive analytics (ai) into their services.
Ad bids google is leading the way in ai development
Testing and integration (alongside facebook, amazon, microsoft and apple). If you are executing a paid ad campaign with google’s search pages, you are likely using its artificial intelligence technology. Called smart bidding, the platform IG Users will test, monitor and. Adjust your google ads bid strategy with the intent of improving. The quality and return on investment (roi) of your ad campaign. In our experience, this is still new. And needs consistent human oversight (it does not. Always work the way it should). However, as machine learning goes, we know it will gain intelligence and improve on the structure quickly.
Dynamic ads: use predictive analytics to serve the most relevant online ad to your prospective customers, and your ad buys will become exponentially more successful. For us, this means providing google a list of landing pages we would like to use in an ad campaign. The program will then scan the pages and identify critical phrases and keywords for each page. Often, when dynamic ads are incorporated into a campaign, we realize a three-to-four-point increase in ad engagement.
