AI marketing is a powerful tool for elevating a company’s marketing strategy and boosting efficiency. However, while it is popular, not many companies know how to utilize AI in marketing.
In this article:
What Is AI Marketing?
When marketers use artificial intelligence in market research, content creation, or any other task to produce better content and advertising, it falls under AI marketing. Often, companies use AI marketing tools to personalize and optimize assets to enhance the customer’s experience.
Companies accomplish this by using AI to collect information, learn consumer behaviors, and analyze data to achieve their goals. AI can even interact with customers who exhibit specific behaviors or produce content for advertising.
How to Use AI Marketing
The world of AI marketing is only growing as more and more companies adopt the technology. Hence, it’s unsurprising that the global market revenue for AI advertising is expected to grow to 107.4 billion U.S. dollars by 2028.
AI for marketing is a versatile tool for businesses and entrepreneurs. It has many different applications and uses. How can your business utilize AI advertising and marketing? Here are some of its best applications.
Artificial intelligence consultants often recommend using AI for data analytics. This is unsurprising as AI can easily collect and sift through large amounts of information from various marketing campaigns. The AI can then summarize the results and present recommendations.
Moreover, AI can even predict the outcome of certain campaigns by forecasting performance using historical data. It can use purchases, email opens, and other engagement metrics to assess potential success or failure. Hence, companies don’t need to waste time or money on a campaign that may not produce the desired results.
2. Content Personalization
Personalized content is one of the best applications of artificial intelligence advertising. With AI, marketers can customize what customers see on websites, social media pages, and retail platforms. The AI can learn the customer’s behavior and understand what they need the most.
This produces targeted advertising that caters to the customer’s needs. A business’s content can dynamically change based on the customer’s name, online behavior, occupation, and other information.
One useful AI tool for this is 6Sense. It lets AI go through intent data, helping companies understand who in the target audience might want to make a purchase. The company can then personalize the marketing experience to that customer’s needs.
3. AI Content
Artificial intelligence content creation is one of the most versatile applications of the technology. AI tools can generate email subject lines, create draft social media posts, write captions, and even write blog copies. However, marketers still need to be careful, as AI may not always be able to produce high-quality writing.
Nonetheless, while AI-generated advertising is often not immediately ready to publish, it can serve as a decent foundation. Marketers can use AI to recommend the types of content that will work. They may also use the tool to write portions of an article. The copywriters and marketers will only need to fact-check and polish the writing.
Search engine optimization is vital to successful digital marketing. AI can bring powerful insights by optimizing a brand’s content for search engines. Artificial intelligence algorithms can identify keywords that can improve rankings, analyze web traffic, and track competitor activity.
It’s also useful as AI tools can provide marketers with a better understanding of their audience’s preferences. As a result, marketers can stay relevant and personalize the content they give out to match consumer interests.
5. Automated Email Marketing
Email marketing has been around for a long time — and it’s not going away anytime soon. It’s still an effective way to reach customers and generate sales. Companies can enhance their effectiveness even more with AI by producing more engaging automated content.
Furthermore, AI can even learn the behaviors of those within the email list. This saves time on research and brainstorming ideas. The marketers can focus on creating successful campaigns with the AI’s recommendations. Moreover, AI can improve its strategy by expanding and learning about the customers.
Chatbots are one of the most helpful tools in AI marketing. They utilize natural language processing to solve customers’ problems and answer questions. With chatbots, customers no longer need to speak with human staff to find what they need.
Moreover, chatbots can even personalize customer experience by answering questions beyond pre-programmed paths. Advanced chatbots like Drift can do this fairly well. Hence, users can still get answers even if the question isn’t pre-loaded into the system.
7. Media Buying
AI is an effective tool for market analysis. It can accurately predict which ads and media placements will be most effective to maximize ROI. Companies can then use this information to find the best way to reach the target audience.
There are several AI tools made specifically to help with media buying. For example, Pattern89 can offer recommendations on where to place ads. This enables marketers to target the correct audience and boost performance. Google Ads is also a similar tool that assists with the auction process.
8. Sales Forecasting
AI is a wonderful tool for forecasting sales. This helps marketers understand the potential outcome of their marketing assets and various online campaigns. Thus, marketers can adjust their strategy and develop even better campaigns that lead to sales.
How to Incorporate AI Marketing Into Your Strategy
As you can see, AI marketing has many uses. However, how exactly do you incorporate it into your marketing strategy? Here’s how you can use AI in your next campaign.
1. Set Goals
Firstly, it’s important to establish your goals for the campaign and what you expect from the outcome. Examine what did and didn’t work in previous campaigns. Next, write down how you hope AI can enhance the results. Once the goals are established, choosing a tool and setting meaningful key performance indexes (KPIs) to gauge success will be easier.
2. Get the Right Talent
It’s not enough to find the right AI tools — you need the right people, too. Artificial intelligence consultants, data engineers, and data scientists can also help your company utilize machine learning to create successful AI marketing campaigns.
Companies can find these people by hiring them in-house or partnering with vendors that can help them with AI marketing and training. Both methods will require money, but each has its pros and cons. These professionals can help companies find and use the right AI tools to create a successful marketing initiative.
3. Maintain Data Privacy
AI tools are often scrutinized for their non-adherence to data privacy laws. Hence, companies must find ways to maintain consumer data privacy and security during training and implementation. Otherwise, the company may need to pay hefty fines.
4. Test Data Quality
AI tools are a big investment, but they only work if the data they receive is accurate. Otherwise, the AI tool might not be able to accurately reflect customer intentions, predict behavior, or provide good recommendations. Hence, companies should test the quality of their data to achieve their desired results.
5. Choose the Right Tool
There are numerous AI marketing tools and platforms for companies to choose from. Once everything is ready, companies can choose a tool that will help them the most.
The Future of Marketing
AI marketing is the future of marketing. It’s more effective at providing strategic recommendations, understanding customer behavior, and offering personalized advertising. Companies should learn how to utilize AI and incorporate it into their strategies to stay competitive.
Tanner Grey provides full-service digital marketing services in Charlotte. Call us today at 844.500.1339 or contact us online for more information!
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