SMART GUIDE TO

AI Marketing

21st-century, accessible AI is here for the taking. We’re breaking down the nuts and bolts of AI, how you can use it in your day-to-day, and how marketers are already seeing amazing results.

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AN INTRODUCTION TO

Smarter Marketing with AI

Are you constantly amazing by industry leaders who continue to push the envelope with hyper-personalized, relevant marketing? Marketing like Amazon or Netflix can seem far-off, but it’s within reach: the secret lies in AI.

Today’s customers have sky-high expectations for marketing — and these expectations extend to a growing number of channels and devices that they access almost 24/7. What’s more, marketers are also expected to have a greater hand in crafting customer experiences (CX). So how are marketers supposed to deliver personalized messaging across a myriad of channels while remaining agile and responsive to customer preferences? The answer lies in AI marketing.

In this guide, we’ll introduce you to some AI basics, how they relate to marketing (and just how easy they are for marketers to leverage), and why AI marketing presents a fantastic opportunity for your business, no matter your budget, size, or vertical.

RESULTS SEEN BY

AI-Driven Marketers

Improved Performance

AI helps you better engage and convert customers through relevant, timely interactions. Built-in optimizations continuously improve campaigns as they run.

Increased Productivity

You can streamline manual, time-consuming processes around data gathering, segmentation, customer insights, campaign orchestration, and execution.

Upleveled Day-to-Day Responsibilities

AI frees marketers from mundane and tedious tasks so they can focus on creativity, strategy, and new revenue-generating ideas.

Became Self-Sufficient

With AI tools built specifically for them, marketers no longer need to rely heavily on engineering and data science resources to run campaigns.

THE SECRET SAUCE

Breaking Down the Science

At its core, AI is simply a process of learning meaningful predictions or patterns through data and using the predictions to automate business decisions. Collectively, AI is a set of computational algorithms that takes data as inputs and produces insights in the form of predictions (scores) or patterns (segments or groups). We can then use these predictions to make automated decisions, and it’s key to distinguish between the two.

  • Predictions are insights
  • Decisions are actions

Once AI reaches a conclusion as to its prediction and decision, it’s critical to run experiments to test the validity of these statements.

WHO TO TARGET

Selecting Your Audience

The days of “spray and pray” campaigns are far behind us. Most of us today now use some form of segmentation. Brands may start out with simple segments based on demographic information, but that isn’t the most effective way to segment — and trying to do anything more involved manually is nearly impossible.

Marketers have access to a growing amount of customer data which makes maintaining segments difficult. Segmentation is traditionally an offline, time-intensive process and by the time a segment list comes back, it’s already outdated and has grown in size and complexity. But luckily, this complexity and volume of data are perfect for AI to tackle, as the more data you have the better AI will function. Let’s examine 2 ways we can use AI to better understand the Who of our marketing.

WHERE TO MESSAGE

Hyper-Accurate Recommendations

Your customers are looking for a seamless omnichannel experience that incorporates meaningful personalization throughout. This requires you to serve up personalized content across every channel — which is extremely challenging given how much data customers leave behind and the sheer size of product catalogs. The key to moving past generic batch recommendations is through using AI-powered Predictive Recommendations.

Luckily for marketers, recommendations happen to be some of the most well-researched areas in academia — which means there are many algorithms out there that produce extraordinary recommendations. Predictive Recommendations will take the input of your catalog content, customer data, and customer interactions with your catalog and produce recommendations based on a number of algorithms. Let’s examine ways AI can determine the best What for your messages.

APARTMENT RENTAL MARKETPLACE

Zumper Scales Lead Submissions by 384%

Incorporated Advanced, Predictive Recommendations

“Blueshift’s AI-powered recommendation engine allowed us to better serve our customers with targeted marketing and personalized campaigns at scale. The platform enabled us to turn user behavior into experiences that capitalize on actionable insights that were critical to customer experience.”


Kristy Ng
Sr. Director, Growth, Zumper

APARTMENT RENTAL MARKETPLACE

Zumper Scales Lead Submissions by 384%

Incorporated Advanced, Predictive Recommendations

“Blueshift’s AI-powered recommendation engine allowed us to better serve our customers with targeted marketing and personalized campaigns at scale. The platform enabled us to turn user behavior into experiences that capitalize on actionable insights that were critical to customer experience.”

Kristy Ng
Sr. Director, Growth,
Zumper

SMART GUIDE TO

AI Marketing

To continue reading download the full Smart Guide.