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Artificial intelligence and marketing efficiency

In the example of large tech companies like Amazon and Google, we may see how artificial intelligence has a solid presence in every small business sector. The voice of Amazon’s intelligent assistant Alexa, present in over 20 thousand devices, will guide you in your Amazon purchase journey. A voice created with intelligent software, reminds the users if something is forgotten and “prompts” on what has to be purchased. Famous as Alexa are virtual assistants Cortana, Siri and others.

These are just some of the tools used by the most dynamic companies in online retail.

Effective actions to be implemented through a modern digital strategy are based on the use of artificial intelligence to understand the users, analyse their behaviour and needs. Thus, artificial intelligence can be used not only for inventory and product management but drive some of the most effective marketing activities.

The approach should be systemic, having a final goal of creating perfect experiences for the client. The solutions should change as quickly as customer expectations do. All these will allow fundamental competitive advantages of the ecommerce experience.

Through a single tool based on artificial intelligence, companies can collect, aggregate and segment the buyers, retailers, subscribers and just unknown website visitors behaviour data.

Artificial intelligence applications in marketing

The research of McKinsey Global Institute’s “Notes from the AI Fronteier Insights from Hundreds of Use Cases” (2018) shows that marketing, retail sales and production are the areas AI can create the most incremental value.

Intelligenza artificiale marketingFonte: McKinsey Global Institute analysis

Nowadays companies use artificial intelligence in marketing to automate decision-making processes, reduce time customers spent online, and ultimately provide a better user experience.Take, for example, CRM sales applications, sales tips, logistics and delivery, payments and related services.

Marketers can use artificial intelligence software to increase inbound and outbound lead conversion rates, using intelligent conversations to cultivate and qualify leads. A.I solutions can be used to boost your online conversion rate and qualify your leads.

There are three main why commerce players must invest in artificial intelligence today:

  • to offer a personalized online shopping experience;
  • to scale customer data: retail digitization gives retailers access to an unprecedented level of consumer data;
  • to keep up with competitors who are already investing in artificial intelligence.

Software and apps based on artificial intelligence enable marketing professionals to acquire the information they need to better understand their audiences and optimize bids using the data collected. By analyzing various marketing campaigns to evaluate individual or target group response rates, marketers can identify relevant audiences and study optimal pathways for future communications. This allows them to optimize the results and campaign execution.

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