The different fields of application of artificial intelligence in marketing
Posted: Thu Dec 05, 2024 6:00 am
Data is the fuel of marketing. Yet, it is still largely underexploited by companies, despite the existence of technological solutions facilitating the centralization, unification and analysis of data. Artificial intelligence is radically changing the game.
Artificial intelligence can be used to:
Analyze large volumes of data , generate ad hoc reports, answer specific list of australia whatsapp phone numbers questions (for example: the average basket of customers in segment X and its evolution over the last 12 months), detect trends and behavioral patterns.
Segment and score contacts intelligently and dynamically, based on real-time data analysis.
Optimize the targeting of campaigns and marketing scenarios , again based on the analysis of customer data and real-time performance data.
Artificial intelligence is at home in the world of data, so it’s no wonder that many of the use cases for AI in marketing involve getting more out of data.
Personalization of the customer experience
We discussed earlier the benefits of AI for the marketing team, for the company. Artificial intelligence also has benefits for the customer by enabling an improvement in the customer experience .
Here's what AI can offer in this area:
Advanced personalization of customer journeys , i.e. sequences of messages and requests sent to the customer.
Better management of marketing pressure . AI can be used to manage the frequency of solicitations based on customer typologies and the level of customer responsiveness/engagement (based on real-time data).
Better personalization of marketing message content, website and product recommendations.
Customer Support
AI use cases are not limited to marketing in the strict sense. All functions involved in customer relationship management can be assisted, “augmented” using artificial intelligence. We are thinking in particular of customer support, the contact center, which is one of the areas where AI offers very advanced applications.
AI-powered chatbots trained on company data can handle even the most basic customer requests or prequalify requests before they are handled by customer support .
AI can also be used to produce:
Summaries of telephone conversations and generate prospect/customer knowledge using voice data.
Sentiment analysis based on customer verbatim or even the tone used by customers.
Optimization of advertising campaigns
The success of advertising campaigns is linked to the quality of message targeting. This is true of all marketing campaigns.
By analyzing user behavior and browsing history, artificial intelligence can automatically optimize impression targeting and help achieve this goal of any advertising campaign manager: to solicit the right prospects/customers at the right time, on the right channel and in the right context.
Most retargeting advertising technologies integrate AI building blocks.
Content creation
AI brings to mind for many large language models (LLM) and first and foremost ChatGPT. These technologies offer many use cases around content generation, as we know.
A tool like ChatGPT, if used intelligently, can be very useful in content marketing, in the process of creating marketing content, whether for email campaigns (email subjects, pre-headers, content) or blog articles for example.
Predictive analysis
Predictive analysis is used to identify trends, needs, behavioral patterns from an analysis of historical data. Its interest in marketing lies in this truth: what determines a customer's purchasing behavior is much more their past behavior (behavioral data) than the customer's intrinsic characteristics (socio-demographic data).
AI technologies, by analyzing vast volumes of data in real time, can predict future customer behaviors, build hypotheses and improve marketing decision-making, ie. the content of messages and offers to propose, the appropriate time to send solicitations, the most appropriate channel, etc.
The challenges and limitations of artificial intelligence in marketing
Artificial intelligence is not a panacea. While it must be acknowledged that AI can in many cases help marketing teams work better, it is also important to be aware of the limitations and challenges that artificial intelligence poses. We will simply mention two of them.
Data protection and privacy
Who says AI says Big Data. Data is the raw material of artificial intelligence. In marketing, the use of AI involves opening up access to the personal data of your contacts, prospects and customers to third-party technologies.
This can cause problems, or at least challenges, in a context where the protection of personal data has become a major issue. Challenges in terms of confidentiality, consent, security.
Companies considering massive AI integration must address these challenges and ensure that their uses of AI are compliant with data protection regulations (GDPR and others). This legal aspect must be on the agenda in all AI projects.
Training and implementation cost
AI certainly makes it possible to reduce certain costs, but its implementation requires investments that can be significant depending on the target use cases and the technologies deployed.
It is important to anticipate these costs before embarking on an artificial intelligence deployment project. Beyond the cost associated with subscribing to AI technologies, the following must be taken into account in the calculation:
The cost of possible support, for example from a consultancy firm.
The cost of deploying these tools or technologies in the company's marketing and data ecosystem.
The cost of training the marketing team.
Artificial Intelligence in Actito
Artificial intelligence is becoming an increasingly useful tool for marketers in many fields. That is why Actito has been developing a variety of artificial intelligence services directly in your license for 10 years.
Email campaigns
The subject line of an email campaign is an important step when creating a campaign. It is this text that attracts the attention of your audience and makes them want to open your email.
After writing your email, you will be able to choose a subject and preheader based on the content of your email from three subject and preheader suggestions made by OpenAI services to improve the performance of your campaigns.
Article_IA-Equipe-Marketing_Ai-Actito-Object
SMS campaigns
Short and explicit messages have a better impact on your audience. With OpenAI services offered by Actito, you can easily condense your messages .
When writing your content, you will be able to choose from three rewriting suggestions made by OpenAi to reduce the size of your content.
Article_IA-Equipe-Marketing_Ai-Actito-SMS
Engagement score
The engagement score is a visual indicator that allows you to check at a glance the degree of engagement of a profile with your brand.
This figure alone will allow you to distinguish highly engaged profiles from profiles that should instead be targeted by a reactivation campaign.
More than the current level of engagement of your profiles, this indicator will allow you to measure the impact of your campaigns on this engagement, by measuring its evolution.
Article_IA-Equipe-Marketing_Ai-Actito-Engagement
Predictive scoring
Actito Predictive Scoring is an optional module that provides easily actionable insights by evaluating your customer profiles using AI.
This module will allow you to:
Increase ROI by focusing your efforts on customers with identified potential.
Take the uncertainty out of decision making and send the right offers at the right time.
Find your ideal customer profile (ICP) based on data, not intuition.
Using artificial intelligence insights to improve automated customer experiences.
Leverage artificial intelligence without IT intervention.
Article_IA-Equipe-Marketing_Ai-Actito-Predictive-scoring
Email deliverability
To maintain an optimal reputation, it is recommended to perform a regular cleaning of problematic email addresses after sending a campaign. Actito has implemented a smart filter to improve your deliverability.
This intelligent filter leverages a shared knowledge base on routing history, which includes inbox placement rates, permanent blocks due to complaints or hard bounces, repeated temporary quarantines, and much more.
Using this knowledge base, Actito's artificial intelligence will determine whether it is relevant to include the targeted address when sending your email campaign.
Article_IA-Team-Marketing_Ai-Actito-Filtre-Intelligent
When it comes to the deliverability of your email campaigns, the behavior of your recipients is an important component that should not be overlooked.
Messaging the most engaged profiles first helps maximize positive traffic early in the campaign and build a good reputation.
Actito takes care of this automatically for any marketer because its sending optimizer does it natively with each sending of an email campaign.
Article_IA-Team-Marketing_Ai-Actito-Optimizer-Sending
RFM Activation Matrix
Want to prove that activation is a profit center? Actito helps you visualize and demonstrate how much revenue is generated by its profile database, based on their purchase frequency , recurrence , and monetary value .
Do you want to analyze your data, confirm your hypothesis and then take action? Actito provides intelligent reporting that makes data actionable. You will be able to analyze and visualize your data and take action by selecting the target corresponding to the activation program you want to launch.
Article_IA-Equipe-Marketing_Ai-Actito-Matrice-RFM
Signals
Actito Customer Signals (ACS) is an optional module that provides real-time signals for timely, relevant and useful orchestration of the customer experience:
Use rich website signals to engage customers at the right time and increase the chances of conversion.
Drive customers to conversion by meaningfully re-engaging programs triggered by abandoned cart, product interest or price drop.
Article_IA-Equipe-Marketing_Ai-Actito-Signals
Product recommendation for email
Actito Product Recommendations for Email Powered by Raptor is an optional module that helps create personalized up-sell and cross-sell opportunities using artificial intelligence.
It will allow you to:
Improve upselling and cross-selling with personalized product recommendations.
Revive lost opportunities with intelligent alternative recommendations.
Easily drag and drop recommendation blocks into the email builder.
Article_IA-Team-Marketing_Ai-Actito-Reco-Product
Forms
In its optional Actito Engage Powered by Qualifio module, Actito offers a question generator that automates the question creation process using artificial intelligence. You will be able to generate between 1 and 15 questions, with 2 to 5 potential answers each.
Article_IA-Team-Marketing_Ai-Actito-Form
A/B Testing
Test, learn and iterate... smart A/B testing will be your best friend!
Play with these different settings:
Sample size for versions: A slider bar allows you to choose the split between the test version and the winning version. If you have more than 2 versions (A/B/C/D test), each version will automatically have the same sample size.
Optimization criteria: You can choose the criteria used to determine the winning version, either the open rate or the click-through rate.
Period: Determine the testing period after which the winning version will be determined. This can be set in hours or days.
Article_IA-Equipe-Marketing_Ai-Actito-A-Btest
Conversational Assistant
Finding the right information can sometimes be tedious when you have to go through several documentation articles. To meet this need, Actito has developed the AIO chatbot. Based on artificial intelligence, this conversational assistant provides you with precise, structured and detailed answers to the questions you ask yourself, by browsing the entire Actito documentation for you. Whether you are looking for answers on your daily use of the interface or specific information, AIO provides you with clear solutions in the blink of an eye. You save time and are more efficient, by having the answers to your questions at your fingertips. This way, you can fully concentrate on your marketing tasks and get the most out of your Actito interface.
Article_IA-Equipe-Marketing_Ai-AIO_New
What you need to remember
Artificial intelligence is a valuable tool for the marketing team. It would be a shame to deprive yourself of the opportunities offered by these new technologies. The important point is to succeed in identifying the opportunities that make sense and the technologies adapted to your company - the risk being to spread yourself too thin in poorly qualified and poorly mastered use cases.
For AI to become a real corporate culture and not just a gadget that is quickly abandoned, it must be made a company project and a progressive deployment approach must be favored, prioritizing the use cases to be deployed.
Are you looking to know to what extent and at what levels AI could quickly increase the efficiency of your teams and your marketing performance? Do not hesitate to contact us to discuss it.
Artificial intelligence can be used to:
Analyze large volumes of data , generate ad hoc reports, answer specific list of australia whatsapp phone numbers questions (for example: the average basket of customers in segment X and its evolution over the last 12 months), detect trends and behavioral patterns.
Segment and score contacts intelligently and dynamically, based on real-time data analysis.
Optimize the targeting of campaigns and marketing scenarios , again based on the analysis of customer data and real-time performance data.
Artificial intelligence is at home in the world of data, so it’s no wonder that many of the use cases for AI in marketing involve getting more out of data.
Personalization of the customer experience
We discussed earlier the benefits of AI for the marketing team, for the company. Artificial intelligence also has benefits for the customer by enabling an improvement in the customer experience .
Here's what AI can offer in this area:
Advanced personalization of customer journeys , i.e. sequences of messages and requests sent to the customer.
Better management of marketing pressure . AI can be used to manage the frequency of solicitations based on customer typologies and the level of customer responsiveness/engagement (based on real-time data).
Better personalization of marketing message content, website and product recommendations.
Customer Support
AI use cases are not limited to marketing in the strict sense. All functions involved in customer relationship management can be assisted, “augmented” using artificial intelligence. We are thinking in particular of customer support, the contact center, which is one of the areas where AI offers very advanced applications.
AI-powered chatbots trained on company data can handle even the most basic customer requests or prequalify requests before they are handled by customer support .
AI can also be used to produce:
Summaries of telephone conversations and generate prospect/customer knowledge using voice data.
Sentiment analysis based on customer verbatim or even the tone used by customers.
Optimization of advertising campaigns
The success of advertising campaigns is linked to the quality of message targeting. This is true of all marketing campaigns.
By analyzing user behavior and browsing history, artificial intelligence can automatically optimize impression targeting and help achieve this goal of any advertising campaign manager: to solicit the right prospects/customers at the right time, on the right channel and in the right context.
Most retargeting advertising technologies integrate AI building blocks.
Content creation
AI brings to mind for many large language models (LLM) and first and foremost ChatGPT. These technologies offer many use cases around content generation, as we know.
A tool like ChatGPT, if used intelligently, can be very useful in content marketing, in the process of creating marketing content, whether for email campaigns (email subjects, pre-headers, content) or blog articles for example.
Predictive analysis
Predictive analysis is used to identify trends, needs, behavioral patterns from an analysis of historical data. Its interest in marketing lies in this truth: what determines a customer's purchasing behavior is much more their past behavior (behavioral data) than the customer's intrinsic characteristics (socio-demographic data).
AI technologies, by analyzing vast volumes of data in real time, can predict future customer behaviors, build hypotheses and improve marketing decision-making, ie. the content of messages and offers to propose, the appropriate time to send solicitations, the most appropriate channel, etc.
The challenges and limitations of artificial intelligence in marketing
Artificial intelligence is not a panacea. While it must be acknowledged that AI can in many cases help marketing teams work better, it is also important to be aware of the limitations and challenges that artificial intelligence poses. We will simply mention two of them.
Data protection and privacy
Who says AI says Big Data. Data is the raw material of artificial intelligence. In marketing, the use of AI involves opening up access to the personal data of your contacts, prospects and customers to third-party technologies.
This can cause problems, or at least challenges, in a context where the protection of personal data has become a major issue. Challenges in terms of confidentiality, consent, security.
Companies considering massive AI integration must address these challenges and ensure that their uses of AI are compliant with data protection regulations (GDPR and others). This legal aspect must be on the agenda in all AI projects.
Training and implementation cost
AI certainly makes it possible to reduce certain costs, but its implementation requires investments that can be significant depending on the target use cases and the technologies deployed.
It is important to anticipate these costs before embarking on an artificial intelligence deployment project. Beyond the cost associated with subscribing to AI technologies, the following must be taken into account in the calculation:
The cost of possible support, for example from a consultancy firm.
The cost of deploying these tools or technologies in the company's marketing and data ecosystem.
The cost of training the marketing team.
Artificial Intelligence in Actito
Artificial intelligence is becoming an increasingly useful tool for marketers in many fields. That is why Actito has been developing a variety of artificial intelligence services directly in your license for 10 years.
Email campaigns
The subject line of an email campaign is an important step when creating a campaign. It is this text that attracts the attention of your audience and makes them want to open your email.
After writing your email, you will be able to choose a subject and preheader based on the content of your email from three subject and preheader suggestions made by OpenAI services to improve the performance of your campaigns.
Article_IA-Equipe-Marketing_Ai-Actito-Object
SMS campaigns
Short and explicit messages have a better impact on your audience. With OpenAI services offered by Actito, you can easily condense your messages .
When writing your content, you will be able to choose from three rewriting suggestions made by OpenAi to reduce the size of your content.
Article_IA-Equipe-Marketing_Ai-Actito-SMS
Engagement score
The engagement score is a visual indicator that allows you to check at a glance the degree of engagement of a profile with your brand.
This figure alone will allow you to distinguish highly engaged profiles from profiles that should instead be targeted by a reactivation campaign.
More than the current level of engagement of your profiles, this indicator will allow you to measure the impact of your campaigns on this engagement, by measuring its evolution.
Article_IA-Equipe-Marketing_Ai-Actito-Engagement
Predictive scoring
Actito Predictive Scoring is an optional module that provides easily actionable insights by evaluating your customer profiles using AI.
This module will allow you to:
Increase ROI by focusing your efforts on customers with identified potential.
Take the uncertainty out of decision making and send the right offers at the right time.
Find your ideal customer profile (ICP) based on data, not intuition.
Using artificial intelligence insights to improve automated customer experiences.
Leverage artificial intelligence without IT intervention.
Article_IA-Equipe-Marketing_Ai-Actito-Predictive-scoring
Email deliverability
To maintain an optimal reputation, it is recommended to perform a regular cleaning of problematic email addresses after sending a campaign. Actito has implemented a smart filter to improve your deliverability.
This intelligent filter leverages a shared knowledge base on routing history, which includes inbox placement rates, permanent blocks due to complaints or hard bounces, repeated temporary quarantines, and much more.
Using this knowledge base, Actito's artificial intelligence will determine whether it is relevant to include the targeted address when sending your email campaign.
Article_IA-Team-Marketing_Ai-Actito-Filtre-Intelligent
When it comes to the deliverability of your email campaigns, the behavior of your recipients is an important component that should not be overlooked.
Messaging the most engaged profiles first helps maximize positive traffic early in the campaign and build a good reputation.
Actito takes care of this automatically for any marketer because its sending optimizer does it natively with each sending of an email campaign.
Article_IA-Team-Marketing_Ai-Actito-Optimizer-Sending
RFM Activation Matrix
Want to prove that activation is a profit center? Actito helps you visualize and demonstrate how much revenue is generated by its profile database, based on their purchase frequency , recurrence , and monetary value .
Do you want to analyze your data, confirm your hypothesis and then take action? Actito provides intelligent reporting that makes data actionable. You will be able to analyze and visualize your data and take action by selecting the target corresponding to the activation program you want to launch.
Article_IA-Equipe-Marketing_Ai-Actito-Matrice-RFM
Signals
Actito Customer Signals (ACS) is an optional module that provides real-time signals for timely, relevant and useful orchestration of the customer experience:
Use rich website signals to engage customers at the right time and increase the chances of conversion.
Drive customers to conversion by meaningfully re-engaging programs triggered by abandoned cart, product interest or price drop.
Article_IA-Equipe-Marketing_Ai-Actito-Signals
Product recommendation for email
Actito Product Recommendations for Email Powered by Raptor is an optional module that helps create personalized up-sell and cross-sell opportunities using artificial intelligence.
It will allow you to:
Improve upselling and cross-selling with personalized product recommendations.
Revive lost opportunities with intelligent alternative recommendations.
Easily drag and drop recommendation blocks into the email builder.
Article_IA-Team-Marketing_Ai-Actito-Reco-Product
Forms
In its optional Actito Engage Powered by Qualifio module, Actito offers a question generator that automates the question creation process using artificial intelligence. You will be able to generate between 1 and 15 questions, with 2 to 5 potential answers each.
Article_IA-Team-Marketing_Ai-Actito-Form
A/B Testing
Test, learn and iterate... smart A/B testing will be your best friend!
Play with these different settings:
Sample size for versions: A slider bar allows you to choose the split between the test version and the winning version. If you have more than 2 versions (A/B/C/D test), each version will automatically have the same sample size.
Optimization criteria: You can choose the criteria used to determine the winning version, either the open rate or the click-through rate.
Period: Determine the testing period after which the winning version will be determined. This can be set in hours or days.
Article_IA-Equipe-Marketing_Ai-Actito-A-Btest
Conversational Assistant
Finding the right information can sometimes be tedious when you have to go through several documentation articles. To meet this need, Actito has developed the AIO chatbot. Based on artificial intelligence, this conversational assistant provides you with precise, structured and detailed answers to the questions you ask yourself, by browsing the entire Actito documentation for you. Whether you are looking for answers on your daily use of the interface or specific information, AIO provides you with clear solutions in the blink of an eye. You save time and are more efficient, by having the answers to your questions at your fingertips. This way, you can fully concentrate on your marketing tasks and get the most out of your Actito interface.
Article_IA-Equipe-Marketing_Ai-AIO_New
What you need to remember
Artificial intelligence is a valuable tool for the marketing team. It would be a shame to deprive yourself of the opportunities offered by these new technologies. The important point is to succeed in identifying the opportunities that make sense and the technologies adapted to your company - the risk being to spread yourself too thin in poorly qualified and poorly mastered use cases.
For AI to become a real corporate culture and not just a gadget that is quickly abandoned, it must be made a company project and a progressive deployment approach must be favored, prioritizing the use cases to be deployed.
Are you looking to know to what extent and at what levels AI could quickly increase the efficiency of your teams and your marketing performance? Do not hesitate to contact us to discuss it.