Artificial Intelligence (AI) helps analyze information and improves operation through experience. That’s why businesses incorporate AI to formulate brand management strategies.
When marketing a brand, you need to identify your business strategy, competitors, target customers, and needs. It also includes brand positioning and messaging. The process of marketing your brand also involves developing a results-driven branding and marketing plan.
After coming up with your core brand identity, you can design a logo and compose a catchy tagline. However, you need to learn about the latest technologies and implement them in your brand marketing strategies to execute successful branding, such as Artificial Intelligence.
Suppose you’ve started a newborn photography business. You want your venture to grow in the long run. But how? Factors like a compelling logo or photography slogans are essential. But to become a reliable brand, you need to offer excellent customer service as well.
That’s where AI comes into play. Its role is significantly more than ever because AI help in improving brand value. For this reason, many marketers have started to leverage AI in their brand management approaches to improve customer experience.
Understanding Artificial Intelligence (AI)
It’s an extensive computer science branch that deals with developing smart machines. These intelligent machines perform tasks that require human intelligence. AI is becoming a part of people’s daily lives because technology makes everyday tasks or chores more accessible and quicker.
Its rapid popularity is its availability in various shapes and sizes to suit customers’ requirements. That’s why well-known brands, such as Microsoft and Google, have synchronized their business operations to focus on AI research.
AI comes with cost savings benefits for businesses. That’s why global spending on AI is about to reach $57.6 billion. However, the goal for marketers is to AI to improve management and make it more personalized. But how? Without further ado, let’s explore how AI can benefit brand marketing.
Artificial Intelligence (AI) & Brand Marketing
Here are fascinating examples of how AI can become a part of brand marketing strategies.
AI for Website Design
As a designer, you might be familiar with AI website design, Grid, and its functionality. If you’re wondering, the Grid is the future of websites, where a website will be designed itself without any help from humans. It is indeed fascinating to learn about an incredible technology – but will it work?
Take lingerie retailer Cosabella, for example. The company used AI to boost sales. They opted for AI technology in website design and elevated the sales by 35.6%. The brand collaborated with Snap+Style business, a software venture that develops personalized software for retailers.
The collaboration enables customers to share an individualized styling request directly on Cosabella’s desktop or mobile website.
AI for Digital Advertising
If you’ve heard about programmatic and cognitive advertising on advanced algorithms facilitating demand and supply optimization, be prepared to hear about AI advertising ads well. Earlier, you might have made ads, but why bother now?
Let artificial intelligence tackle this task for you. Bigger brands, such as Coca Cola opted for it in partnership with DigitasLBi Hewlett Packard Enterprise. Many companies are also using AI to elevate sales. For example, Harley-Davidson’s decision to go for Albert, an AI-driven platform for marketing.
Albert helped boosted sales by 2,930, saving time and effort for the marketers of Harley-Davidson. Not only this, it has several valuable features as well. It made influential ads and enhanced ad wording after discovering that call-to-action performed better with the word “call” than “buy.”
AI for Augmented Reality
No doubt augmented reality (AR) rules the mainstream. Don’t believe us? Think about Pokémon Go and how we were obsessed with it. Moreover, AR has become a part of our lives with virtual desktops, virtual reality (VR), Google’s Tilt Brush, and other tools selling on the internet.
Lenovo’s New Glass C200 is worth mentioning here as well. The tech brand opted for an innovative approach by combing AR and AI smartly. Who knows, in the future, we will be able to make purchases in the VR environment too.
AI for SEO
Remember the power of voice search when opting for AI for SEO. Voice search technologies, such as Alexa, Cortana, or Siri, etc. These technologies have changed the search queries customers used to make. Question words like how, what, why, nearby, and close have become query triggers.
Changing search queries is also the reason why you need to reevaluate your keyword planning strategy. Moreover, you can make AI a part of your content marketing to save time. AI can help in generating content automatically or customizing news feeds.
You can use Office 365’s AI-based editor to streamline your work. It helps analyze content making overall content management easier.
AI for Customer Service
When talking about AI in marketing, personalization is the word we hear after advertising. Brands prefer to make personalized experiences a standard of their marketing plans. But to provide personalized customer service, you will need the help of AI.
Personalization indicates communication, which is essential to improve customer service. However, dedicating a personal human assistant to every customer seems complicated. That’s why AI personal shop assistants and chatbots provide purchase assistance and facilitate the communication chain.
Moreover, brands are on their way to making the shopping experience interactive with AI. The technology recommends products, analyzes what your customers will like more, and provides an engaging and entertaining experience faster than any human.
For example, the virtual barista of Starbucks allows customers to place orders by communicating with a personal assistant. American Eagle’s Aerie chatbot also makes a great example of a virtual assistant. It helped the brand attract more users than its other social media platforms.
AI for the Right Audience
Who doesn’t want to connect with the right audience? Today, marketers have more opportunities to reach their target audience than ever. Thanks to the multi-channel environment we live in. However, as a marketer, you can use AI to promote your brand in a better way.
You can learn about customer behavior, several patterns, and shape strategies for different campaigns by putting in little effort. AI records and analyze every action a user makes, including:
- The products added to the cart
- The products were added to the cart and then removed.
- The products that are still in the cart.
- A call-to-action or if it left in the midway.
- The browsed items.
Moreover, AI also analyzes these behaviors to know why customers have stopped the action. The technology also analyzes the customer’s data and puts your advertisement in front of the right audience exactly when needed.
The largest hotel chain in the UK, Premier Inn, made the most of AI and reached out to the target audience looking for a hotel in the area by leveraging the signals of their search queries. They used an AI tool to gather the data regarding travelers’ stay or device used to make a search query to make their Google ad show up at the right time.
More importantly, AI helped them connect to the right audience at the right time, boosting their hotel bookings by 40%.
AI for Online Reputation
There’s no denying that opinions spread in the blink of an eye online. Remember, word of mouth has the potential to make or break brand awareness. On the other hand, managing online reputation in the competitive online world can be challenging for brands.
Marketers spend around 17% of their workweek managing online reputation, equal to one full working day per week. Social media monitoring is essential, but it shouldn’t dominate your work time. That’s why AI tools are there to simplify these tasks.
AI uses natural language processing NLP models, which enable computers to understand what your audience says. Moreover, the technology also saves time that you use to monitor your reputation online by doing the following:
- Responding to queries.
- Asking for reviews at the appropriate time.
- Automating the monitoring process.
- Allowing research on a large-scale basis.
- Monitoring social media, websites, and other online mediums.
- Recognizing and recording positive comments.
- Looking for negative remarks and rectifying them quickly.
- Identifying mentions on social media profiles.
AI for Secure Customer Data
Digitalization has been benefiting organizations in various ways. However, it has also made them vulnerable to cyber threats. That’s why we have observed an increase in online attacks. Considering these cyber-attacks, customers are becoming concerned about cyber security and data privacy.
But business leaders and experts have confidence in AI, and they believe that it can improve data security to a certain extent. AI-enabled security tools can do it by using automation and detection or offering security operation centers (SOCs) with improved capabilities.
The benefits of artificial intelligence integration to your branding marketing strategy are immense. That’s why more and more companies have started to incorporate AI in their marketing approaches. The technology is fascinating and helps elevate sales and conversions.
On the other hand, if you’re running a business in a competitive niche, you can use AI in brand marketing to survive the competitive business environment. Studying how AI can benefit your marketing approaches as a brand manager sounds wise.
Lastly, analyzing examples from different brands shows that various subsets of AI will continue to be interconnected. It will redefine how brands connect with consumers. AI also enables companies to know their customers better than ever. If used correctly, you can make the most of branding marketing.