Smarten Your Marketing Strategies
There are more than 2.6 billion active social media users in the new world. It should not be forgotten that if you can direct social media users with a good method, you can gather the gaze of millions of people in one place. There are more than 2.6 billion active social media users in the new world. It should not be forgotten that if you can direct social media users with a good method, you can gather the gaze of millions of people at once.
There are more than 2.6 billion active social media users in the new world. This number may not seem like a very high number when compared to the world population of 2.5 billion with limited communication facilities in the 1950s. It should not be forgotten that if you can direct social media users with a good method, you can gather the gaze of millions of people at once. For example, you can look at the recently popular “@world_record_egg” Instagram account and see that an egg picture shared from an unidentified account broke the record for being the most liked photo. So, what do you need most in order to develop and implement a good method? Information, of course. But you need information that has been validated, accepted, and can generate insight. You need to follow thousands of people to reach this information. Moreover, you need to follow every second step by step, not only on social media, and you need to categorize the information you have obtained and draw conclusions that will work for you. Forget about billions, let's reduce the number to one person. Let this person be your closest friend. What habits do you think the person closest to you has? You may have guesses from her choice of coffee to her favorite movie genre. However, even if you are with him at any moment, you may not be able to come up with a useful result in predicting the thoughts that go through his mind and how the decision mechanism works. This is where artificial intelligence algorithms come into play and follow this on billions of people.
In today's digital world, artificial intelligence (AI) can help businesses create more effective marketing and social media strategies. AI can help improve the consumer journey and change the way it attracts and engages potential customers. It can also play an important role in turning customers into crazy fans.
How can you use artificial intelligence to achieve your goals?
The opinions of Alexi Venneri, the founder of Digital Air Strike, one of the best-selling authors in the business world, on artificial intelligence can give us all perspective.
According to Venneri, “know your customer” is a marketing order. The more you know about your ideal consumer, the easier it is to sell your products or services. AI does an outstanding job of collecting data, allowing for the creation of a precise buyer persona about the target audience. With such a customer profiling process, marketing departments can clearly understand a customer's habits, spending purposes, and frequently asked questions. Such information is essential for developing personalized social media marketing campaigns.
Do you really know what people are saying about your brand?
Potential customers of a brand share their thoughts about the brand on social media platforms. In this way, artificial intelligence monitoring tools can reach important results on how brands are perceived. Venneri states that this technology allows:
Finding an influencer (phenomenon) related to the subject,
Defining customer sensitivity,
Revealing trending sentences and/or topics,
Segmentation of customer information
Listening and interpreting the expressions about the brand
Is AI a must to create a loyal customer base?
According to a report published by Salesforce in 2018, 52% of its consumers were more likely to switch brands if a company did not implement personalized communication methods. At this point, Venneri said, “The demand for first-class customer service continues. AI-powered smart messaging can improve the overall engagement experience,” he says.
So, is marketing immune to artificial intelligence?
There is a claim that inevitably comes to the fore whenever this subject comes up. The claim is this: Marketing requires creative thinking and strategy, and so a certain part of it can never be done by artificial intelligence. Only the routine parts are suitable for artificial intelligence. Therefore, there is immunity to marketing.
To be realistic, considering AlphaGo, which plays Go on its own and develops superior strategies that people have not developed for thousands of years, in 3 days, it is clearly seen that we should throw the strategy part of this argument into the trash.
Creativity and Artificial Intelligence
As for the creativity part: Of course, this is a very controversial subject and we all want at least this castle to survive and creativity to be reserved for people, but if we think about it, we realize that creativity is not a monolithic concept. For example, one of the important parts of creativity is to develop insight on the subject. Another is the transfer feature. In other words, the ability to transfer experiences related to a completely different topic to the relevant topic. For example, Archimedes' finding the principle of lifting water by remembering his bath experience.
Research on insight shows that what we call insight is that our brain, which records seemingly unrelated things throughout our lives, establishes a connection between them (pattern recognition). Considering that the transfer feature is also a part of neural networks and learning machines, what emerges is that artificial intelligence can be useful in some, if not all, of the creation process!
In marketing, it is possible to get to know and understand customers better with the data obtained from the internet, especially from social media. Artificial intelligence technologies develop more and more every day, creating a new generation of intimacy between brands and their customers. Brands need to associate this sincerity correctly and develop new methods for a solution.