AI in digital marketing

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01
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Part
01

AI in digital marketing - key uses

Five ways that AI and machine learning are being used in digital marketing include content curation and search optimization, predictive analytics and sales forecasting, chatbots and data learning, profitable dynamic pricing model, and computer vision for product recognition.

Insights

AI Uses In Digital Marketing

#1 Content curation and search optimization

#2 Predictive analytics and sales forecasting

Both Artificial Intelligence and Machine Learning

#3 Chatbots and data learning

#4 Profitable dynamic pricing model

Machine Learning Uses in Digital Marketing

#5 Computer vision for product recognition

  • Using a software called GumGum, machine learning for computer vision was used to assist brands to recognize their products in videos and images online.
  • A company called Miller Lite utilized a machine-learning algorithm to scan through user-generated content on social media. It searched for images without relevant text to find posts related to the brand and tracked information about competing brands and influencers.
  • The results of the data collected by the software include 1.1 million total posts found, 3.2% irrelevant text posts scanned found, and 575 promoters found. This would have been almost impossible for a human to carry out such a task.

Research Strategy

We searched relevant sources to come up with all of our findings and achieved the desired results. We did not need to triangulate to answer the client's request as all findings were easily obtained via the public space. We consulted sources with relevant and credible information as regards the uses of AI and machine learning in digital marketing and was successful at achieving all the above findings.

Part
02
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Part
02

AI in digital marketing - case studies 1

Virgin Holidays, Dell, and KLM are three examples of companies that have utilized AI or ML to boost their digital marketing.

VIRGIN HOLIDAYS

DESCRIPTION
RESULT
  • After the campaign, there was a 22% increase in clicks on the new subject lines and a 2% improvement in open rates.
  • Furthermore, email campaigns, powered by AI, generated "66% increased awareness and a 33% increase in web traffic."

DELL

DESCRIPTION
  • Dell witnessed a decline in its email engagement rates. The company figured that it could be a result of language differences.
  • In 2016, they partnered with Persado — "a technology company that machine-generates email copy (categorized by emotion) and analyses which key phrases or words succeed where others don’t".
  • Persado leveraged its AI-driven tool to optimize language for every Dell's segments, thereby intensifying the effectiveness of the channel.
  • Persado was able to "create email copy that was more than just descriptive, it injected characteristics like exclusivity to prompt engagement."
  • Furthermore, Persado has improved the marketing copy of Dell's Facebook ads and display banners.
RESULT
  • For using the Persado platform, Dell's email CTR averaged about 50% increase, a 46% rise in email conversion, add-to-carts soared by 77%, and page visits improved by 22%.

KLM

DESCRIPTION
  • KLM is one of the oldest airlines in the world. Regarded as the "most punctual airline and safest European air carrier in 2016", the company envisaged an increase in customer volume.
  • Every week, KLM's human agents attended to 16,000 cases, hence, the need for assistance.
  • To ensure top quality customer experience, the company invested in the KLM's BB (BlueBot).
  • The BB was to be accessed through Facebook’s Messenger.
  • The BB was designed to assist customers in ticket booking, "deliver booking confirmation, check-in reminders, boarding passes, deliver flight status updates, and answer passenger questions."
  • It leveraged a similar response to entertain thousands of inquiries.
RESULT
  • KLM reported that the BB automatically processed about 1.7 million messages sent by about 500,000 passengers.
Part
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Part
03

AI in digital marketing - case studies 2

Below are some examples of company platforms such as GumGum and Albert that provide AI digital marketing services as well as companies that use machine learning for Google Ads outcomes like Ebay.

CASE STUDY 1

Company:
  • GumGum is recognized as an AI company with computer vision as its primary focus. They work towards solving various industry hard problems through enabling machines to perceive the world.
How:
  • GumGum has developed applied vision technology that enables the computer to view the surrounding images and hence enable marketers and advertisers to strategically place ads.
  • The team has developed "patented algorithms to read online images and then places related advertisements on top of them."
  • One of GumGum's clients is Ford, a motor company that specializes in multinational automakers. The technology at GumGum scans through its publishing partners that are more than 2,000 to find related articles, images or videos of specific keywords and terms such as "driving tips" and "road trips." Afterwards, the technology would drop Ford ads either around or on the bottom of the page.
  • Ford pays GumGum a charge for advertising while GumGum pays their publishing partners a fee for space.

CASE STUDY 2

Company:
  • Albert technologies uses AI to provide solutions for agencies and brands. This software works along customer life cycle in channels such as Google ads.
How:
  • Albert "developed proprietary, patent-pending algorithms that leverage predictive analytic to execute on data-driven actions, and deep learning technology to act effortlessly on unpredictable situations that would traditionally require decision-making and reasoning by a human marketer."
  • Their technology uses algorithms that have been created from Albert's unique capabilities of machine learning combined with expert systems and natural language processing.
  • RedBalloon, a gift basket store, is one of Albert customers that has recorded a "3000% return on as spent." Albert also identified and presented new customer audiences that RedBallon has not realized were part of the targeted audience.
  • Albert reduced the amount spent on customer acquiring "by more than 25% in less than 30 days."

CASE STUDY 3

Company:
  • Ebay is a multinational e-commerce corporation that facilitates sales through the website.
How:
  • Machine learning enables the likeliness of a click to result in maximized conversion value as well as precise goals on new customers and store visits.
  • GittiGidiyor is an Ebay brand that uses "Google’s Smart Shopping campaigns for ad management" that saw a sales bump of 4% and ad spent returns increase of 28%.
  • Through machine learning, shopping ads can be optimized to where they are supposed to be such as Google.com, YouTube, Image Search and other sited and apps found in the web as well as product featured.
Sources
Sources