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By The Pollack Group

Artificial intelligence can be a powerful tool, giving agencies deep insights into their audiences that helps them optimize their campaigns. The agency was featured in the Forbes Agency Council’s latest piece, ’11 Ways To Put AI To Work In Marketing And Advertising.’ View the original article on Forbes. The No. 2 contribution is from agency president Stefan Pollack

2. Understand Audience Response In Real Time

AI is most useful in understanding audience behavior and response to marketing in real time. Industry leaders do not need to guess about how messages will resonate if they use AI to determine their audience’s position, marketing needs and predictive behavior. – Stefan Pollack, The Pollack Group

1. Automate Data Collection And Analysis

In advertising, a considerable amount of time is spent on the collection and analysis of data. Too often the opportunity to quickly pivot is lost during this process. Leveraging AI allows you to automate the process, including the actual decision-making around aspects of a campaign such as media spend and creative optimization. It can put an advertiser three moves in front of their competitors. – Dean Trevelino, Trevelino/Keller

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3. Connect With Ideal Prospects On Social Media

We now use AI to connect, nurture and engage with ideal prospects on social media. Our clients do the same. The major benefit of AI is its ability to find the needle in the haystack. Social is the haystack, and the ideal prospect is the needle. But it is AI that finds the needle and allows the connection. – Randy Shattuck, The Shattuck Group

4. Invest In A Behavior-Based Customer Data Platform

One of the best ways marketers can leverage AI is to invest in a behavior-based customer data platform. The AI needs to be able to consistently evaluate which behaviors are occurring and which ones are not. That level of customer detail will uncover and inspire a wide range of communications and personalized customer-experience opportunities. – Roger Hurni, Off Madison Ave

5. Improve Your Campaign’s Visual Elements

Artificial intelligence can help marketers improve the visual elements of their campaigns and identify precisely where prime opportunities exist to engage their ideal audiences. AI can help brands analyze content down to the color code and hashtag level to see which elements are driving the most engagement on social channels and digital platforms. – Mary Ann O’Brien, OBI Creative

6. Enhance Sales Enablement

AI is becoming a powerful tool in the area of sales enablement—not just in the segmentation and prioritization of leads, but more so in the identification of “how” and with “what” to most effectively engage with the leads. It can predict and prioritize the most effective channels of communication (chat, phone, email) and the content that will most effectively close the deal. – Mike Boogaard, MOI Global

7. Change The Way SEO Gets Done

We’re seeing AI used in powerful ways to change the way SEO gets done. For example, 1AISEO offers an AI recommendation engine that provides daily strategies, data and insights regarding the changes the search engines make to their algorithms every day. Using AI, this company helps businesses rank their target keywords and reduce the time it takes to increase rankings. – Paula Chiocchi, Outward Media, Inc.

8. Develop Lookalike Modeling

One of the most effective uses of AI for performance marketers is in lookalike modeling. The process is relatively simple: You identify your “seed” audience, or who you want to reach more of (e.g., VIPs or site visitors). Then, the AI uses billions of data points to identify more potential users that look or act like that seed audience online so that you can target them in future campaigns. – Jason Wulfsohn, AUDIENCEX

9. Optimize Your Marketing Spend

Utilizing AI to optimize your marketing and advertising campaigns can pay off big time. Imagine leveraging AI to improve the accuracy of click-through rates by capturing the user’s interest. With marketing channels becoming more crowded and expensive, AI offers quite a few solutions for optimizing your marketing and advertising spend. – Randy Soderman, Soderman SEO

10. Create A Personalized Experience

AI has proven to be an evolving tool as it applies to content strategies such as email, paid advertising such as Facebook ads and data-based decision-making through tracking and analytics. Industry leaders should take advantage of AI to create a more personalized overall experience to keep audiences engaged and loving their brands. – Katie Schibler Conn, KSA Marketing

11. Make More Content

You can apply AI in marketing and advertising to make more content. For example, if you record podcasts, film videos, host webinars and so on, use AI to transform speech to text and create a blog or a series of posts for social media using these materials. It’s super efficient and easy to implement. – Solomon Thimothy, OneIMS

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