By Cristian Bustos. Originally published at ValueWalk.
Jeff Bezos, founder and former CEO of Amazon Inc (NASDAQ:AMZN) weighed in on AI once by saying, “We’re at the beginning of a golden age of AI. Recent advancements have already led to invention that previously lived in the realm of science fiction —and we’ve only scratched the surface of what’s possible.”
When it comes to Artificial intelligence in the business world, AI has proven to have superior learning capabilities and has been consistently getting better at doing its job without additional input from humans.
In the myriad of fields of application, what are the implications of AI in the field of digital marketing to drive lead generation and edge closer to increased sales?
Technology is capable of completing a variety of tasks that actually require thinking and decision-making processes.
More specifically, artificial intelligence has mutated beyond just software that can communicate with us such as Alexa or Siri, or onboard self-driving cars.
Today, marketers are increasingly turning to AI to set up more effective marketing campaigns.
According to a study, “Marketing has reached a point in its evolution where adapting to digital trends is imperative. Although it seems to be a push for marketers, in fact, all automated applications and systems that are based on artificial intelligence only diminish the complexity of classic targeting and customization processes.”
In various situations, the platforms used for online promotion utilize algorithms for identifying the most suitable combinations. In other cases, the companies are able to develop and implement tailored in-house systems.
Innovative AI Technologies in Email Marketing
Multimedia advertising has become increasingly popular, which means that digital marketers have to constantly keep up with the latest trends.
When it comes to emails, marketers will often utilize a variety of media options to grab a reader’s attention while being careful not to overwhelm them. While email marketing may not be the latest innovation or the most exciting concept, it continues to be one of the most productive marketing methods.
By being able to send automated website and product-related messages that connect with customers when they are actually ready to engage, marketers are able to generate leads and customers with automated and one-off emails that have a more personal touch.
Constant Contact, Mailchimp, and Sendinblue are some of the most popular email marketing platforms that provide personalized campaigns for businesses.
These companies help brands to create engaging emails that will save them time and improve efficiency.
John Wolf, Mailchimp’s principal product manager of smart content, said, “Even the most sophisticated marketers don’t want to spend as much time as they’re spending creating their content.”
Wolf continued: “It’s just a very time-consuming, inefficient task. They don’t really have the data or the tools to know which content is working and which isn’t.”
Still, while email marketing is highly effective, marketers should always be looking for aspects they can improve. Studies show that consumers display a higher engagement with marketing that appears to be directed to them specifically.
Statistics have also further revealed that the use of videos in emails significantly improves brand awareness and engagement. Therefore, it would only make sense to combine the two and incorporate personalized video marketing with email marketing.
Personalized AI Marketing Videos
AI personalized videos have been revolutionizing email marketing in a way that goes far beyond simply having the recipient’s name in the subject line.
Companies such as Windsor, Vidyard, and Bombbomb have emerged as leaders in the industry and their platforms allow brands to send out personalized video messages on a mass scale without having to spend too much time.
“Video outreach is phenomenal but doesn’t scale. In a world where people spend a lot more time watching and creating videos than ever before, Windsor bridges the gap, letting Sales & Marketing reps feasibly send videos instead of emails, which are attention-grabbing and perform far better in soliciting a response,” said Windsor CEO Pranay Prakash.
“We’ve consistently seen AI personalized videos improve a businesses’ engagement rates, conversion rates, and bottom-line revenue,” he added.
Regardless of the company, with AI personalized videos, a single video can be expertly tweaked to become individually personalized for a mass audience. The video is edited to look and sound as if each video had been recorded individually.
Unlike regular emails, video personalization is able to transcend just a person’s name and evoke a closer relationship between a customer and a brand.
Ultimately, this will grow a business faster as the brand becomes a familiar and trusted name in its industry.
Video personalization as a marketing technique has so much potential that Windsor has set sights on users being able to send 10,000 videos within just one hour of signing up for their services.
Helping Businesses Grow Swiftly
By applying AI technologies to a business marketing strategy, brands are able to produce smarter and more targeted advertisements.
Since adverts are now reaching a more precise audience, brands are more easily able to accelerate their growth. By making AI an integral part of an agency’s digital marketing strategy, companies can increase their sales and save money in the process.
Chief Executive Officer of Alphabet, Sundar Pichai, has said, “AI is probably the most important thing humanity has ever worked on. I think of it as something more profound than electricity or fire.”
Harnessing the potential of AI technology offers great opportunities. The current state of digital marketing has placed significant emphasis on refinement, as well as extraction and analysis.
Brands and businesses should center their strategy on who they want to be online and find innovative ways to differentiate from competitors. AI technology has been doing just that, while developing and strengthening a brand’s credibility.
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