As Artificial Intelligence (AI) becomes more and more prevalent in our lives, many tech companies are understandably starting to wonder how they can use this to their advantage when it comes to their marketing.
But with so many different options out there, it can be a tad overwhelming to decide which areas to focus on and which will have the biggest impacts on your business.
While it may be a very long time before AI can overtake some of the more human aspects that are necessary in B2C and B2B marketing, there are plenty of areas where it’s ideally suited to saving time and boosting your efforts.
Collating and analysing large amounts of marketing data can be a really time consuming process, especially when it’s being taken from a variety of different sources, and can leave you open to human error and bias.
Thankfully there are loads of tools out there that enable you to do this automatically, finding key insights, trends and patterns within vast amounts of data and helping you draw conclusions from these. You can also use them to streamline your data analysis, bringing different sources together into one, easy-to-manage solution.
As AI analytics are based on machine learning algorithms, they can also pick up on anomalies that would be almost impossible for a human, certainly within a short space of time. Rather than completely replacing data analysts, AI can be the ideal solution for speeding up processes and removing some of the more repetitive and time consuming tasks.
There are various platforms that you can use for this, but some of our favourites include Sisense, Tableau and Microsoft Power BI.
In addition to being able to analyse large amounts of data, it’s also vital that you can use these insights to make informed decisions and improvements to your business and how you operate.
In fact, the more data you collect and analyse, the more you can use this information to automate decision-making processes as well. From personalising marketing campaigns and managing customer service to predicting fraud, AI can have a massive impact on how businesses are managed and the experiences of their customers.
Repetitive tasks especially can be easily automated, helping businesses to make quicker decisions in specific areas and provide a more personalised experience for their customers, for example optimising prices depending on demand or personal circumstances.
The way you speak to your customers is absolutely vital to how you’re perceived and their likelihood to purchase from or work with you. Entrusting this to a machine can seem like a huge leap of faith, and while we’d always recommend a human eye to your communications, there are plenty of opportunities for AI to do some of the heavy lifting.
Natural Language Processing (NLP) has progressed so much in recent years, with tools such as Jasper and Chat GPT creating copy and content that is almost indistinguishable from that written by actual people. These can be hugely helpful when it comes to creating social media posts, sales copy, blog posts and for finding relevant hashtags.
It’s worth caveating this to explain that while the content may be perfectly readable and correct, it’s unlikely to include the nuances of your brand voice and can come across as quite wooden, lacking in the personality and identity that sets you apart from your competitors. For this reason, we’d always recommend using this kind of software as more of a research tool, helping you to form the basis of your communication to be edited with a human touch.
Personalisation is huge in the world of marketing, with consumers increasingly expecting the experiences they have with different brands to be tailored to their circumstances and needs. With AI, this has never been easier.
Through advanced AI and machine learning, businesses can now capture their audience’s preferences at various stages of their journey, allowing them to personalise the journey they take from the messaging and content they see, to the campaigns and offers they’re sent.
These automations help customers to feel more connected with the brand, especially when it comes to rewarding them for repeat custom or other actions such as signing up for alerts.
AI can be a phenomenal tool when it comes to predicting the most effective ways to run your paid ad campaigns. Not only can it make the whole process much faster, with automated decision making based on real-time data, but it can also have a huge impact on where you place your ads, how you spend your money and the overall ROI you receive.
This can help provide a lot more confidence when it comes to investing in paid advertising methods, especially for companies with smaller budgets who perhaps haven’t used paid ads before and want to test the effectiveness before committing to higher spends.
Again, there are plenty of different options on the market for different types of businesses and needs, but some of our recommendations include MarketMuse, Optimove and GumGum.