How AI is going to be the next big thing for Performance Marketing

By Manu Gupta, VP, Business Innovations, ET Medialabs.


Developing efficient marketing tactics is critical to the growth of your company. They assist you in reaching and connecting with your target audience, increasing brand recognition, strengthening brand affinity, and influencing consumer behavior. It functions as a road plan for business owners to attain their objectives and grow their company. Along with content marketing, SEO; Performance Marketing is rising to the challenge and altering the game due to the impact it has on how organizations publicize and reach potential customers. 

Performance marketing is a sort of digital marketing in which organizations only pay marketing service providers when their business goals are fulfilled or particular activities, such as a click, sale, or lead, are done. It is, as the name implies, performance-based marketing.

Artificial Intelligence assisting in Performance Marketing 

AI is no longer a pipe dream, thanks to real-time personalization services ranging from voice-controlled digital assistants to chatbots. It’s here, and it’s creating ripples, especially in performance marketing. 

The realm of performance marketing is fundamentally a battleground for fleeting, virtual real estate on search engines. The idea is for the brand’s adverts to inhabit the most prominent space possible, so that the viewers cannot overlook them. It’s always been about billboards along the highway, only now it’s the Internet highway. The initial success of the campaigns determined the return on investment (ROI). When Ai technologies began to make their way out of science fiction and into reality, clever marketers began to incorporate them into their own tools and tactics, giving them an advantage over competitors. 

Artificial Intelligence and Performance Marketing

One of the primary drivers of AI’s rapid development in online marketing is performance. AI-powered apps and other bits of technology enable the rapid development of creative effect, more precise audience targeting, enhanced tactical and technique optimization, and an increase in conversion rates. 

Older, ‘conventional’ marketing approaches rely on large-scale campaigns created and executed with enterprise-level campaign-management software. These let advertisers effortlessly put a large number of ads across their preferred platforms and networks, reaching a wide range of target audiences. This is still true for many businesses today, but there is a steady shift away from these tactics and toward AI-driven campaigns, programmatic advertising, and automation in general.

The explanation for this is simple: prior to AI, the most difficult difficulty with marketing platforms was that optimization, positioning, and reaction had to be done manually. Manual data analysis and content optimization are acceptable as long as the initiatives being handled are not extremely complex. Once a certain level is reached, manual optimization and placement are simply no longer efficient or cost-effective. By incorporating marketing automation with AI, marketers may delegate optimizations to the AI, permitting real-time modifications. This significantly improves efficiency and cost-effectiveness. 

ET Medialabs is one such agency that has been successfully capitalizing on AI & Machine learning in order to provide sustainable business growth to its partner brands. At ET Medialabs, we understand the importance of moving with time and have made Artificial Intelligence and Machine learning a part of our daily execution processes. Our daily reporting contains the full-funnel view of all campaigns across Google and Facebook and helps us make informed decisions to drive sustainable growth. 

AI’s Advantages in Performance Marketing

Intelligent automation: The implementation of Artificial intelligence and cloud removes hurdles to enterprise-wide intelligent automation adoption. In the face of rapid digital transformation goals, AI cloud pushes the hyper-automation requirements. This enables businesses to shift effortlessly from standalone automation tools to a fully integrated automation platform. 

Deeper Insights: Enterprises face a problem in organizing, managing, analyzing, and utilizing data at scale. The combination of AI with cloud enables organizations to comprehend massive amounts of data and turn it into actionable intelligence, such as risk prediction/detection or new enterprise prospects.

Enhanced security: Big data introduces various security and privacy threats that can harm any firm. AI provides businesses with a smart information security framework that can self-analyze, anticipate, and respond to attacks in real time. Because of its self-learning nature, the cloud can detect anomalies more quickly and efficiently. 

Cost savings: The majority of cloud services offer a pay-as-you-go payment mechanism. When the upfront expenditures of AI cloud are considered, it represents a significant cost savings over physical infrastructure, such as operating on-site data centers. 

AI in performance marketing alters several factors

In our data-driven world, AI is a real game – changer. The ongoing COVID situation has altered the cloud adoption gears. AI, as opposed to traditional AI analytical models, provides broad data handling at larger efficiency without any need for physical servers. Businesses can improve resource management through facility optimization, fault management through self-management models, and task scheduling through interconnected neural networks by incorporating AI. As time goes on, AI could produce some fascinating results. 

Increase in AI-based technology platforms: The hybrid structure enables organisations to leverage AI capabilities through an AI-as-a-Service (AIaaS) approach. Most of the cloud services are now accessible off the market, having been outsourced to third-party providers. AIaaS platforms as new operating systems for digital organizations could be available in the future. The AIaaS market is expected to develop at a 25.8 percent CAGR to USD 43.29 billion by 2030!

Implementing AI cloud strategy: Over the last few years, there has been an indicator of growth in cloud solutions. However, organizations lack a comprehensive roadmap for AI integration. Next-generation cloud computing platforms necessitate an enterprise-grade AI analytics platform supported by a multi-technology stack. 

Cognitive intelligence application: The organizations of the future, powered by AI, would transform into cognitive enterprises. This entails bringing together data, procedures, and workflows into a unified framework. The AI cloud has the ability to unlock untapped data value for a data-driven platform.

As technology continues to dominate the computer world, organizations should begin investigating the prospects of AI in tandem. AI in performance marketing supports not just its marketers, but also provides consumers with easier access to the items and services they seek. Reap the benefits of technology as it advances, in performance marketing and in all elements of life.