Artificial intelligence marketing (AIM) is a form of

marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...

that leverages

artificial intelligence Artificial intelligence (AI) is intelligence—perceiving, synthesizing, and inferring information—demonstrated by machines, as opposed to intelligence displayed by animals and humans. Example tasks in which this is done include speech re ...

concepts and models such as

machine learning Machine learning (ML) is a field of inquiry devoted to understanding and building methods that 'learn', that is, methods that leverage data to improve performance on some set of tasks. It is seen as a part of artificial intelligence. Machine ...

and

Bayesian Networks A Bayesian network (also known as a Bayes network, Bayes net, belief network, or decision network) is a probabilistic graphical model that represents a set of variables and their conditional dependencies via a directed acyclic graph (DAG). Bay ...

to achieve marketing goals. The main difference between this and traditional forms of marketing resides in the

reasoning Reason is the capacity of consciously applying logic by drawing conclusions from new or existing information, with the aim of seeking the truth. It is closely associated with such characteristically human activities as philosophy, science, lang ...

, which is performed by a computer algorithm rather than a human. Artificial Intelligence is utilized in various

digital marketing Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development duri ...

spaces, such as

content marketing Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses in order to achieve the following goals: attract attention and generate leads, exp ...

email marketing Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to s ...

online advertisement Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to promote products and services to audiences and platform users. ...

(in combination with

social media marketing Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for ...

affiliate marketing Affiliate marketing is a marketing arrangement in which affiliates receive a commission for each visit, signup or sale they generate for a merchant. This arrangement allows businesses to outsource part of the sales process. It is a form of p ...

, and beyond.

Behavioral targeting

Behavioral targeting Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. These traits can either be demographic with a focus ...

refers to the act of reaching out to a prospect or customer with communication based on implicit or explicit behavior shown. Understanding of behaviors is facilitated by marketing technology platforms such as

web analytics Web analytics is the measurement, data collection, collection, analysis, and reporting of web Data (computing), data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool fo ...

, mobile analytics,

social media analytics Social media analytics is the process of gathering and analyzing data from social networks such as Facebook, Instagram, LinkedIn, or Twitter. A part of social media analytics is called social media monitoring or social listening. It is commonly ...

, and trigger-based marketing platforms. Artificial Intelligence Marketing provides a set of tools and techniques that enable

behavioral targeting Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. These traits can either be demographic with a focus ...

. To improve the efficiency of behavioral targeting,

is used. Additionally, to prevent human bias in behavioral targeting at scale,

technologies are used. The most advanced form of behavioral targeting aided by artificial intelligence is called algorithmic marketing.

Collect, reason, act

Artificial intelligence marketing principles are based on the

perception Perception () is the organization, identification, and interpretation of sensory information in order to represent and understand the presented information or environment. All perception involves signals that go through the nervous system ...

-action cycle found in cognitive science. In the context of marketing, this cycle is adapted to form the collect, reason and act cycle.

Collect

This term relates to all activities which aim to capture

customer In sales, commerce, and economics, a customer (sometimes known as a client, buyer, or purchaser) is the recipient of a good, service, product or an idea - obtained from a seller, vendor, or supplier via a financial transaction or exchange for ...

or prospect data, for example on social media platforms, where the platform will measure the duration of time a post was viewed. Whether taken

online In computer technology and telecommunications, online indicates a state of connectivity and offline indicates a disconnected state. In modern terminology, this usually refers to an Internet connection, but (especially when expressed "on line" or ...

offline In computer technology and telecommunications, online indicates a state of connectivity and offline indicates a disconnected state. In modern terminology, this usually refers to an Internet connection, but (especially when expressed "on line" or ...

, this data is then saved into customer or prospect databases.

Reason

This is the stage where

data In the pursuit of knowledge, data (; ) is a collection of discrete values that convey information, describing quantity, quality, fact, statistics, other basic units of meaning, or simply sequences of symbols that may be further interpreted ...

is transformed into information and, eventually,

intelligence Intelligence has been defined in many ways: the capacity for abstraction, logic, understanding, self-awareness, learning, emotional knowledge, reasoning, planning, creativity, critical thinking, and problem-solving. More generally, it can b ...

insight Insight is the understanding of a specific cause and effect within a particular context. The term insight can have several related meanings: *a piece of information *the act or result of understanding the inner nature of things or of seeing intu ...

. This is the phase where

and

in particular play a key role.

Act

With the intelligence gathered in the ''reason'' stage, one can then ''act''. In the context of marketing, an act would be an attempt to influence a prospect or customer purchase decision using an

incentive In general, incentives are anything that persuade a person to alter their behaviour. It is emphasised that incentives matter by the basic law of economists and the laws of behaviour, which state that higher incentives amount to greater levels of ...

driven message. In an

unsupervised ''Unsupervised'' is an American adult animated sitcom created by David Hornsby, Rob Rosell, and Scott Marder which ran on FX from January 19 to December 20, 2012. The show was created, and for the most part, written by David Hornsby, Scott Marder ...

model, the machine in question would take the decision and act according to the information it received in the ''collect'' stage.

References

{{Reflist

Behavioral targeting

Collect, reason, act

Collect

Reason

Act

See also

References

Further reading