Artificial

Intelligence in
Marketing

Anandita Ade Putri

Marketing is a process by which companies create value for
customers and build strong customer relationships in order
to capture value from customers in return. – Philip Kotler

Artificial intelligence has given them the ability to

fulfill your needs and wants in a differentiated and
personalized manner as you would like them to be.

By 2019, artificial intelligence platform services will

cannibalize revenues for 30% of market-leading
companies.
‘Beyond Human’ – No limitations to the potential of
Artificial Intelligence in Marketing.
 The Key Concept
Marketing Mix Four Ps, Modern Marketing Management
Four Ps & Holistic Marketing Dimension

Product Price Place Promotion

People Programs Processes Performance

 Psychographic
The Evolved
Marketing Mix
Evolution of 4P’S
Pervasive Predictive
Artificial Intelligence
Impact

Proxy
 Psychographics is the study of
BEHAVIORAL personalities, attitudes, opinions,
SCIENCE interests and lifestyles of the
consumers.
 DATA
ANALYTICS

The “intelligence” in artificial

intelligence is exactly what it
sounds like:
- the ability to think
independently
- to grow more knowledgeable
from being exposed to more
information
- to adapt and adjust when
things change.
Machine Learning
Easy access to advanced analytics capabilities in business
insights and predictive analytics
 Predictive, Proxy, Pervasive
The Future is Now

Predictive Analytics
- Effective content
- Actionable insights

Proxy
- Machine Translation
- Simulate the intellectual and
emotional responses of a
specific human being

Pervasive
- Virtual assistant (chat-bot)
- Real life sensors
- Be present in new kind of forms
TARGETED
MARKETING
ACTIVITIES
Intelligence will not
only help marketers sell
new products but help
you in receiving
everything which you
want to, when it comes
to communication
and products.
Pinterest has developed an advertising revenue
model where it benefits from the users visiting the
websites.
“THE NETWORK EFFECT”
 HOW DOES
PINTEREST
MAKE MONEY?

– the promoted pins (2013)

advertisements in the form of pins on the user dashboard, search
results and other places on Pinterest which are promoted by an
identified sponsor and which redirect to the sponsor’s website or
application.
Which one is better for
e-commerce?
Instagram
– Users are typically under 30
– Best for sharing authentic contents &
creating brand awareness
– Allows you to target very specific
type of users
– Beauty, Lifestyle Goods and Services
– Used primarily B2C
Pinterest
– Reach more female customers (moms,
foodies, crafters)
– Users are mostly between 30-50 years old
– Best for sharing visual content, how to, e-
books, website traffic
– Allows users to curate photos
– Books, Antiques, Designs
– Used primarily by B2B and B2C
Assignments

Go On, Tell Us What You Think!

Analyze some Pinterest Engagement
Strategies while define the opportunity
and threads analysis regarding it