With today’s world revolutionizing the entire strategies of the business, AI is empowering the advertising industry with high performance, low cost, and automated solutions. Let’s look at some of the techniques and the advertising use-cases they solve. This is part 2 of the blog post –  AI in Digital Marketing

Personalization

Consumers get attracted to a product of their choice based on different parameters like Personal information (age, gender, interests), Geographical location, Search history/Current search, Particular festivals, and many more. Based on these features the recommendation engines categories the ads using either content-based filtering or collaborative filtering.

AI technologies: Logistic Regression, Cosine similarities.

Domains: B2C organizations like e-commerce websites, social media platforms.

Target Audience

In Outbound marketing (promotions, hoardings, commercials), for performance optimization, it is better to study the location, type of audience, crowd size, the hour of the day, etc. AI helps us to take dynamic decisions over these parameters.

For example, Imagine you want to promote a product in 4 different lanes of the city. Traditionally you pay for hoarding and printed ads in a robust way. Machine learning models can predict the strategy based on real-time crowd strength, the current hour, a particular festival add-on to enhance the product, Location (like college area or hospital area).

AI technologies: CNN based crowd strength, Location categorization using Graphs.

Domains: Digital Advertising, Printed promotions of any product/service.

Enhancing the shopping experience

When it comes to the user shopping experience, omnichannel feedback systems, AR/VR based product demonstrations, precise and comparable descriptions for online purchasing of products/services plays a vital role.

Domains: Vehicle test drive, Property walkthrough online, Software demo are some of the examples.

AI technologies: Virtual Reality and Augmented Reality are implemented combining 3d modeling tools, OpenCV, and/or open-source tools for virtual environments/realities. For product descriptions, product features rating can be done based on normalized features vectors compared with similar products and focusing on those features which promote the product.

Chatbot Marketing

Promoting a product or service in a conversational way has a good impact on the consumer. If a consumer gets to understand the product in their own perspectives s/he is more likely to buy it. 24/7 service, Cost-effectiveness, Quick response from Explore to Payment are benefits of Chatbot Marketing. Chatbot can be used in almost every business via Application, Website, etc.

Technologies: Application integration (like Messenger, WhatsApp), RASA, NLP for analysis models.

 

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