It is well known that in recent years there has been an increase in the development of new technologies and, above all, the applications of Artificial Intelligence .
In view of this, there is a need to understand how it works in order to guarantee its precise application and mitigate any risks, improving results in various areas of companies.
In this article, you'll find out how Artificial Intelligence works, its benefits and its applications to boost Marketing and Sales results.
What is Artificial Intelligence and how does it work?
Understanding Artificial Intelligence (AI) is of the utmost importance for companies wishing to modernize, because this is one of the technologies capable of changing the way organizations work for the better.
Thus, the concept of artificial intelligence portrays the possibility of machines carrying out decision-making actions with a perspective similar to that of humans.
To this end, with this intelligence process, the enter a learning cycle and make decisions according to the situations presented.
With this, systems are improved through predictive analysis, finding patterns that were previously not expected and "learning" from them.
It's worth noting that each situation is specific and can have different results depending on the inputs. inputs sent to the system.
It is also important to understand the three parameters that this technology is based on:
1. The possibility of accessing a complete, unprocessed database, which allows the system to be improved;
2. A data model for input analysis, classification and processing;
3. The possibility of high throughput at an affordable cost (for which it was designed).
Meet Tess AI: the World's Largest AIs in One Place
A Tess AI AI is the first to orchestrate Artificial Intelligence solutions in Brazil, developed by Pareto through a secure and robust system that offers you an integrated experience with the world's largest AIs.
Tess AI uses the most popular AI models available on the market, such as GPT, Dall-E, Ada, to create text, images, code and much more in a short space of time.
There are more than 50 modules trained and ready to quickly carry out everyday tasks for various areas, including marketing and sales.
The process is simple, just provide a theme or idea of what you'd like to produce and the AI-based generator will take care of everything else.
Here's an example of keywords for a brand campaign, one of the resources generated by Tess AI:
Be the leader of the digital transformation with Tess AI by your side. Sign up for free and discover how to push your business beyond its limits. Don't waste time, be part of this revolution and achieve success!
5 Artificial Intelligence Applications in Marketing and Sales
After understanding the concept of Artificial Intelligence and its main benefits, check out some practical examples developed by Pareto to boost marketing and sales results.
1. Scoring and Generating Qualified Leads
One of the great challenges when working with paid media, when it comes to capturing leads, is related to qualifying these leads.
This is because there is a need for marketing campaigns to bring satisfactory results, i.e. leads with the potential to buy a particular product or service.
Faced with this problem, Pareto has developed a Qualified Leads Automation that identifies the best leads and maximizes their generation in paid media campaigns campaigns in just a few steps.
Here's how it works:
- With each registration on the website form, the automation analyzes the fields filled in and assigns a value to that lead, in a kind of Lead Scoring;
- This score is sent to the paid media platforms that will have complete visibility of the quality of each lead generated;
- Platforms stop "seeing" all leads as having the same value and start distinguishing the best from the worst.
With Google Ads and Facebook Ads prioritizing the highest-scoring leads and targeting investment to the best audiences, you increase the volume of qualified leads with the same investment.
See how Caju expanded its product on the market using this same automation, optimizing its paid media campaigns focused on lead generation.
2. Optimizing Paid Media Campaigns
One of the most important tasks for paid media strategists and managers is to monitor campaigns to see if they need to be optimized.
However, depending on the volume of accounts and campaigns, this process ends up becoming unfeasible and taking up much of the time of those responsible.
In addition, the decisions made by analysts may not be the most assertive, due to the very limitations of data processing when compared to a robot.
Thus, an alternative to help these marketing professionals' routine is the use of Artificial Intelligence. One example is One-Click One-Click Optimization, in other words, One-Click Optimization.
One-Clicks are automatic optimization suggestionswhich are made by Tess, Pareto's I.A., who is connected to the ad account.
This way, all you have to do is analyze Tess's suggestions and, with one click, enable execution.
Among the various optimization options, you may have suggestions such as:
- identifying fraudulent sites on the Google Display Network;
- negativity of poorly performing keywords;
- adding good search terms as keywords;
- A/B testing of ads;
- ad creation;
- alerts for campaigns with a limited budget, among others.
3. Multichannel budget management
One of the great challenges for marketers is to apply the media budget in the best way across different campaigns and advertising platforms. Always considering the objectives of each one.
That's why Pareto created the Multichannel Budget Managerfocused on helping you save time in the manual management of Google and Facebook campaign budgets, allocating this money in the best way between campaigns.
As the algorithm works on both ad platforms, Google Ads and Facebook Ads, you can also have it distribute the budgets between them, always analyzing the performance of the campaigns.
The automation alters the campaigns' daily budgets in order to reach the monthly target value set for each group. It also distributes the investment between the campaigns in the same group based on performance.
This way, you can keep your media budget under control. What's more, automation will allocate it to the campaigns that are performing best.
4. Sales Optimization for E-commerce
Anyone who works in e-commerce knows that an important task is to inventory management and updating the data in your campaigns to prevent your ads from showing products with too few size options.
We know that this generates both a waste of investment and a bad user experience when they arrive at the site and can't find the size they want.
To solve this problem, Pareto has developed the Drilled Grid Automationwhich makes it impossible to advertise parts with little variety in stock so that you waste investment on products with low ROI.
Automation connects your product feed of your e-commerce to paid media platforms and allows Tess, Pareto's A.I., to identify variations in color, size or other characteristics of the products in your stock.
Based on this analysis, Tess will automatically pause ads on Google Shopping for products with low stock availability and will deactivate ads for products in the Facebook Ads Catalog.
This way, you avoid wasting your budget, invest in other products with greater conversion potential and improve the user experience, as we mentioned earlier.
5. Sales Representative Chatbots
Faced with these advances in artificial intelligence, many companies are opting for this technology. They are using so-called Chatbots sales representatives.
The idea is that the automation can make an initial filter after the user has contacted it. Seeking to optimize the relationship between the brand and its audience through automated responses based on user demand and need.
By automating this process of customer contact with the company, it is possible to save time and resources. This is because Chatbots can optimize the work of human agents, as they answer questions that follow a certain pattern and carry out certain pre-programmed procedures.
It's worth noting that chatbots are built to be able to communicate in a personalized way and in line with the organization's strategy.
This way, your "human" agents will be much more dedicated to solving the problems that cannot be solved with the Chatbot. This makes for a better user experience.
As you can see, the application of Artificial Intelligence boosts Marketing and Sales results, thus generating more opportunities for the growth of many businesses.
