In today's world of digital technology, the use of Artificial Intelligence (AI) technology is becoming more and more prevalent. Recent advancements in AI technology have made this a powerful tool that can be used in a variety of ways across a multitude of industries, including marketing, advertising, communications and public relations.
We probably know what you’re thinking when hearing about this sweeping new tool that can write copy, generate strategies. The thought, “What, so this makes my job obsolete now?”, probably flashed across your mind. To be honest, our copywriters and marketing pros thought the same thing. But then, they found out what AI can really do. In fact, they used it to help them write this blog. And the phrase, they used it to help them is truly what AI is all about.
Rather than being a sweeping tool that is taking over the world of marketing, AI tools can be a marketer’s greatest personal assistant. By leveraging artificial intelligence, marketers can better understand their target audiences, create more tailored and segmented content, manage campaigns more efficiently, and deliver better customer experiences. Keep reading to learn more about some of the leverage that AI tools can give marketers when it comes to improved engagement, conversions, and sales.
Persona Creation and Accurate Targeting
Understanding the target audience of a business is crucial to marketing success. After all, establishing personas—profiles built around demographics, interests, and buying motivations—allows marketers to correctly target the right individuals and personalize the customer experience.
AI technology can aid in creating these marketing personas by helping to build models of customer behavior and leveraging data from customer surveys, demographic information, and other data sources to create a profile of your ideal customer. That will save anyone a lot of time and research, at a minimum. AI can also help identify connections and correlations in consumer behavior that can help inform marketing messaging targeted toward established personas. In other words, you can use the information provided by AI to more carefully craft your campaigns.
In addition, AI can help break down personas into more granular customer segments, by more accurately evaluating and grouping customers that share buying patterns and preferences. This allows marketers to further tailor marketing messages to meet the needs of their most specific audiences. It’s all about streamlining and improving the process to ensure you’re getting the right information to the right people at the right times.
Data-Driven Marketing Insights
The sheer amount of data that marketers have at their fingertips, while highly useful, can be daunting. Sifting through the data is time-consuming and finding patterns within that data can be challenging. That’s where AI tools can come in handy.
AI technology can provide powerful marketing insights by analyzing large amounts of customer data and leveraging predictive analytics in order to gain an understanding of customer preferences and behaviors. It can provide insights into:
- Campaign personalization
- Price optimization
- Customer churn
- Targeted messaging
- Customer categorization
- Anomaly detection
- Customer sentiments
Insights like these can be used to optimize marketing materials in ways that trim the fat and deliver the most effective results. In turn, this can lead to higher sales and customer retention. And while insights like this can be gleaned without the assistance of AI, this tool can help speed up the process and find patterns that may have otherwise been overlooked.
Content creation is essential to marketing because it helps establish brands as authoritative sources, builds trust with potential (and existing) customers, and helps companies stand out in the crowded online (and offline) marketplace. Content can be used to promote new products and services, drive website traffic, generate leads, build relationships with customers, and even encourage customers to make a purchase. AI can play an important role in this process (and not in a way that replaces strategists and creators).
AI technology can be used to help with content creation by streamlining the creation process, giving more accurate insights on potential topics, predicting potential customer inquiries, and offering real-time insights into trending topics. And for content creators, this is can be a massive asset to have on your side.
For example, AI tools and software can be used to:
- Review and suggest possible topics
- Create outlines
- Generate headlines and copy
- Research potential keywords
- Inform on the latest trends
- Automate SEO
- Identify copy errors
Still, one thing AI doesn’t have that human content creators and copywriters do, is critical thinking skills. That’s where the essential role of content creators remains secure. AI can’t replace human thinkers, but it can greatly reduce the amount of time it takes to strategize a piece, generate ideas when you have writer’s block, and eliminate (most) spelling and grammatical errors. In fact, AI was used to help write this blog!
We’ve previously discussed how AI technology can help marketers analyze data to better understand customers and inform marketing decisions. But in addition, AI can help automate campaigns by suggesting changes based on those customer patterns. Analyzing past campaigns and data can give marketers an idea of what tactics have worked best in the past, and which can be used to guide future campaign decisions.
AI can automate entire campaigns from start to finish, from creating personalized recommendations based on past purchases to analyzing customer data and sending out customized emails with targeted offers.
Optimizing Ad Spend
Sometimes, ad campaigns can feel like throwing money and seeing if anything sticks. And while there are many things marketers can do to help optimize ad spend to get the best ROI, AI can help more easily identify those solutions.
AI technology can help optimize ad spend by leveraging data to identify trends and patterns that may have been otherwise missed. It can also analyze historical performance data and predict which campaigns will be most successful. Additionally, AI can help marketers to automatically adjust bid prices based on customer data, as well as target the best-performing audiences to maximize ROI.
What’s more, AI can use natural language processing (NLP) to analyze customer feedback and optimize campaigns to ensure the most effective message is being used for each audience. It can also be used to identify new audiences based on their interests and demographics, ultimately increasing ad reach and improving customer engagement. All of these advantages can combine to create a better chance of success with every ad spend.
Indeed, AI Is a Marketer’s New Best Friend
While marketers have been creating and optimizing successful campaigns for centuries, as new tools have emerged, marketers have leveraged them to not only make their jobs easier and less time-consuming but also glean better results in the form of more sales and customer retention.
Artificial intelligence is just one of the latest tools trending in digital technology and marketing for its many benefits, time savings, and proven results. How will you be using AI in your future marketing?