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    Are You Using Your AI to Target Properly?

    Are You Using Your AI to Target Properly?

    Artificial intelligence (AI) has cemented its role as a cornerstone of modern marketing campaigns across businesses of all sizes. Leveraging AI has become essential for automating and optimizing various aspects of brand promotion, particularly for those lacking the workforce required for manual efforts.

    In 2023, AI and its subfield, machine learning, continue to disrupt industries, spanning from law to entertainment. Major global players like Alibaba, Apple, and Facebook are actively investing in AI technologies, reflecting the industry’s increasing importance. The impending marketing frontier revolves around the integration of AI, making it paramount for businesses to not only possess advanced AI technology but also to wield it effectively to target their ideal audience.

    Engaging with Consumers

    A key facet of AI’s role in marketing today is its ability to shape the initial consumer engagement experience. The best AI systems excel in molding how prospects interact with your product or brand. However, the key is not simply to target prospects blindly; rather, it’s essential to use AI to adapt to their behaviors and evolve with them throughout their customer journey.

    AI shapes consumer engagement by adapting to behaviors.

    In 2023, the focus is on using AI as a continuous companion throughout the customer’s entire journey. The days of solely relying on AI for initial targeting and then reverting to traditional marketing practices are outdated. Today’s marketing landscape calls for AI that evolves alongside your customers, ensuring engagement remains meaningful and relevant.

    Understanding AI Types

    In the ever-evolving landscape of artificial intelligence (AI) in 2023, understanding the different types of AI is paramount for businesses seeking to harness its potential effectively. The AI spectrum primarily comprises two major categories: Artificial Narrow Intelligence (ANI) and Artificial General Intelligence (AGI). These categories represent distinct levels of AI capability, each with its own set of strengths and applicability in the marketing domain.

    1. Artificial Narrow Intelligence (ANI) – “Weak AI”: ANI, often referred to as “weak AI,” is designed to excel in performing specific tasks or solving particular problems. It operates with a high degree of specialization and efficiency within its predefined domain. ANI systems are expert at handling well-defined tasks but lack the broader understanding and adaptability associated with human intelligence.In the context of marketing in 2023, ANI proves to be highly functional and efficient, making it an ideal choice for various targeted marketing applications. ANI-based solutions can effectively handle tasks such as customer segmentation, personalized content recommendation, and data analysis, enhancing the overall marketing strategy.
    2. Artificial General Intelligence (AGI) – “Strong AI”: AGI represents the pinnacle of AI development, closely mirroring human intelligence in terms of versatility and adaptability across a wide range of tasks and contexts. Unlike ANI, AGI possesses the capacity to generalize its knowledge and apply it to various scenarios, similar to how humans can learn and adapt to new challenges.While AGI showcases remarkable potential, it may be perceived as overkill for many marketing applications in 2023. AGI’s complexity and resource-intensive nature may not be warranted for routine marketing tasks. However, as businesses and operations expand, particularly those requiring highly nuanced and adaptive customer journey tracking, AGI-based solutions could become a valuable asset.

    In practice, the choice between ANI and AGI for your marketing needs depends on the scale and complexity of your operations. For most marketing scenarios in 2023, ANI remains adequately equipped to handle the essential tasks. However, as your organization grows and demands a more nuanced, adaptive, and comprehensive approach to customer engagement and data analysis, exploring AGI-based solutions becomes a worthwhile consideration.

    Two main types of AI for marketing: ANI and AGI.

    When selecting an AI partner or solution provider, it’s crucial to inquire about their AI technology level to ensure alignment with your specific marketing objectives. This inquiry ensures that you are investing in the right level of AI sophistication to meet your current needs while remaining flexible enough to scale with your evolving requirements. By understanding and leveraging the strengths of ANI and AGI in the marketing landscape, you can stay at the forefront of AI-driven marketing strategies in 2023 and beyond.

    Harnessing Machine and Deep Learning

    In 2023, the integration of machine learning and deep learning has become increasingly pivotal in the realm of artificial intelligence (AI) for marketing. Understanding how these two subsets operate and their respective roles is essential for businesses aiming to harness AI’s full potential for enhancing marketing strategies.

    Machine learning aids in predictive analysis and targeting.

    Machine Learning’s Dominance:

    Machine learning remains a dominant force within AI, driving predictive behavior analysis and precise targeting. This subset, prevalent in Artificial Narrow Intelligence (ANI) systems, empowers marketers with powerful tools for data-driven decision-making. Here’s how machine learning contributes to marketing in 2023:

    1. Predictive Behavior Analysis: Machine learning leverages historical data and other relevant information to predict future consumer behavior accurately. By analyzing past interactions, purchase history, and demographic data, marketers can anticipate customer preferences and tailor their strategies accordingly.
    2. Techniques for Precise Targeting: Machine learning employs a variety of techniques, including:
      • Decision Trees: These hierarchical structures help segment and classify consumers based on various attributes, aiding in targeted marketing campaigns.
      • Bayesian Networks: Probability-based models enable marketers to make informed decisions by considering the likelihood of different outcomes.
      • Association Rule Learning: This technique identifies patterns and correlations within data, revealing valuable insights for product recommendations and cross-selling.
      • Reinforcement Learning: Often used in optimizing ad campaigns, it involves learning through trial and error to maximize desired outcomes.

    Deep Learning’s Potency:

    Deep learning, characterized by its multilayered neural network architecture inspired by the human brain, is typically associated with Artificial General Intelligence (AGI)-level AI. In marketing contexts, deep learning offers unique advantages in 2023:

    1. Automated Feature Extraction: Deep learning systems possess the remarkable ability to automatically extract relevant features from raw data. This eliminates the need for manual feature engineering, saving time and effort in setting up predictive models.
    2. Unparalleled Scalability: Deep learning’s scalability is a game-changer for advanced marketing efforts. These systems can effortlessly handle vast volumes of data, making them ideal for analyzing extensive datasets, customer behavior patterns, and multimedia content like images and videos.
    3. Enhanced Predictive Accuracy: Deep learning excels at complex pattern recognition and understanding, which enables it to make highly accurate predictions. This capability is invaluable in scenarios where subtle nuances in consumer behavior need to be detected and acted upon.

    Incorporating deep learning into your marketing strategy in 2023 can be particularly advantageous for businesses operating at scale or those seeking to make data-driven decisions in real-time. While machine learning remains a stalwart tool for many marketing tasks, deep learning’s ability to process vast datasets and automatically identify relevant features can drive advanced marketing efforts to new heights.

    RELATED: Predictive Analytics: Leveraging AI for Data-Driven Marketing

    By understanding the strengths and applications of both machine learning and deep learning, marketers can make informed choices about which AI techniques to employ, ensuring that their strategies are data-driven, precise, and adaptable to the ever-evolving consumer landscape in 2023 and beyond.

    AI’s role in marketing has evolved significantly in 2023, and it remains a critical driver of success for businesses. To stay relevant and effective, it’s vital to embrace AI technologies that align with your marketing objectives, continuously adapt to consumer behaviors, and stay informed about the latest advancements in AI and machine learning.

    FAQs

    What is the role of AI in modern marketing?

    AI is essential for automating and optimizing marketing efforts, especially for businesses lacking a manual workforce.

    Why is AI important in marketing in 2023?

    Major global players like Alibaba, Apple, and Facebook are actively investing in AI technologies, making it crucial for businesses to integrate AI effectively for audience targeting.

    How does AI shape consumer engagement?

    AI molds how prospects interact with your product or brand and adapts to their behaviors throughout the customer journey.

    What are the two main categories of AI in marketing?

    The main categories are Artificial Narrow Intelligence (ANI) and Artificial General Intelligence (AGI).

    What is ANI, and how is it used in marketing?

    ANI, or “Weak AI,” excels in specific tasks like customer segmentation, personalized content recommendation, and data analysis, making it ideal for targeted marketing applications.

    What is AGI, and when is it useful in marketing?

    AGI, or “Strong AI,” closely resembles human intelligence and is valuable for highly nuanced and adaptive customer journey tracking, suitable for complex marketing scenarios.

    How do you choose between ANI and AGI for marketing?

    The choice depends on the scale and complexity of your operations, with ANI sufficient for most marketing scenarios, but AGI becoming valuable as demands grow.

    About The Author

    Elton Mayfield

    Elton's career spans media, production, digital and building industry expertise. His diverse experience makes him nimble, innovative, and curious โ€“ always pushing the envelope to create extraordinary work that delivers real results for our clients.

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