By BlackDog Digital Marketing Team

In-Market, Lookalike Audiences, & Conversion Optimized Campaigns are intelligent uses of data that need to be implemented into your marketing strategy.

What You’ll Learn

• Digital Targeting Trends Before the Rise of Artificial Intelligence
• What Is Artificial Intelligence & The Various Algorithms
• How Does This Help Marketers?

You don’t need millions of dollars to target your customers.

We live in a connected world. Our phones, watches, cars and even our home systems are digitally tied to us. All of these devices not only help our daily lives, but they’re constantly learning more about us. Those devices, and more importantly those big companies, are using this information to figure out the perfect marketing strategy, carefully curated to our interests. Now, with the incorporation of Artificial Intelligence coupled with the curated data from our devices, marketers can precisely target their audiences and connect in digital spaces like never before.

Digital Targeting Trends Before the Rise of Artificial Intelligence 

Before Apple Watches and Amazon’s Alexa, marketers had to rely on your demographic, basic interests and your location to hit you with their ads. Geo-Fencing (specific location targeting) and Geo-Targeting (location targeting + layering additional targeting on the geo-fence such as age, interests, behavior, etc.) were quickly adopted as the industry standard.

Artificial Intelligence Algorithms + Digital Tracking with A.I. 

The advancements in Artificial Intelligence (A.I.) over the last decade have been outstanding. It’s far from the cinematic interpretation we often associate it within our minds, like Terminator and i,Robot. Instead, A.I. is a series of detailed algorithms taking billions of seemingly unrelated data points and creating intent signals that businesses can use to hyper-target their advertising. This allows for specific digital tracking using A.I. to discover in-market audiences, similar/lookalike audiences, and conversion optimization campaigns.

• In-Market – Using A.I. to evaluate past search data of a user, determining if they’re a potential customer who is currently searching for your product or service, but is not physically located in the vicinity of your business. Thus adding them to an audience around what they are looking for.
• Similar/Lookalike – Using AI to determine people who are similar to your email list, website visitors, or past purchasers.
• Conversion Optimization Campaigns – Uses algorithms to predict who is more likely to buy your product. “Attempts” to get as many conversions as possible for the target budget.

How Does This Help Marketers? 

The fundamental goal of advertising is to introduce new people to your products or services. However, budgets can restrict this greatly and limit your reach. That’s where Artificial Intelligence comes into play. A.I. driven audiences allow marketers to target people who have not specifically expressed interest in their service, but are highly inclined to be interested if they were merely introduced to it. Think of it in terms of the marketing funnel shown below. A.I. allows for marketers to hit a middle ground between the bottom of the funnel, where customers already know about you, and the general branding marketing taking place at the top of the funnel.

With all of these access points to potential new customers, it’s no wonder why Artificial Intelligence has quickly become a marketers most valuable asset.