AI in marketing: How to leverage AI to your advantage
Artificial intelligence is rapidly becoming smarter and more autonomous, making it an invaluable asset in the future of digital marketing. AI tools are experiencing a particularly strong boom in the marketing sector—AI marketing revenue jumped from just over 12 billion dollars in 2020 to a projected 27.37 billion dollars in 2023.1
By 2028, that number is expected to surpass $100 billion dollars, making a generative AI tool a valuable investment for growing businesses. But even though AI holds proven potential to generate massive revenue for marketers, the question remains: what are the best ways to power marketing with AI?
There are seemingly endless AI technologies that businesses can use to support their marketing campaigns, from neural networks to machine learning models. By experimenting with AI in marketing, businesses can identify which methods complement their existing marketing techniques and help them connect with customers in an evolving digital landscape.
Analyzing and synthesizing data
AI tools have the unique ability to gather and process massive amounts of information from all edges of the web. Because of their speed and efficiency, an AI tool empowers marketers to get more use out of their existing analytics records and identify useful information from outside sources.
By using AI for marketing analytics, businesses can conveniently gather hard data and evidence to support their choices for future campaigns. Marketers can use AI to find patterns in consumer behavior, including how they spend their time and what types of messaging they engage with. AI can also provide broader market insights to identify upcoming trends, helping businesses adapt to changes in their sectors.
AI also takes human error out of data analysis, often providing more accurate marketing insights and identifying unseen correlations.2 Because machine learning tools build on their own knowledge and adapt to user inputs, they also become more accurate as they consume more information. As a result, businesses are able to teach AI to provide customized data insights based on their past strategies and specific campaign goals.
Creating dynamic experiences
Consumers often seek a more personalized experience with brands, and AI has the ability to deploy instant changes to existing digital content.
One of the most basic forms of these dynamic experiences is offering custom product suggestions and advertisements based on a user’s browsing history. A digital marketer can use AI to understand which products and services to promote to each specific customer, providing them with a more engaging user experience and enticing them with relevant offerings.
Beyond product suggestions, AI can tailor email messaging, forms, social posts, and even landing pages to specific customers. These implementations can be as basic as addressing a consumer by name or as complex as determining their intent to display the most relevant pop-ups.
These small details help customers feel valued and connected to the brand, potentially making marketing efforts more impactful and building lasting relationships.
Optimizing advertisements
With dynamic recommendations, AI helps funnel advertisements to the right users—but it can also have a much wider-reaching impact on ad optimization.
By leveraging their expansive access to data, AI tools can improve media buying strategies. Not only can they inform the content of an advertisement, but they can also determine the optimal platform and placement for reaching users and boosting conversions.
Businesses can implement AI to gain customized recommendations on their ad budget, then provide instantaneous updates based on user responses.
Enhancing SEO strategy
By applying AI marketing analytics to SEO, brands can streamline keyword research and produce content for the most searched-for terms among their target audience. AI allows companies to learn about what type of competitor content performs well and which keywords lead to the most organic traffic. Along with keyword research, AI can provide insights into how consumers interact with content and what types of content interest them the most.
Optimizing web content is one of the keys to successful SEO, and AI can quickly parse content for rich snippets, implement optimization rules, and identify potential code changes to enhance back-end SEO. Businesses can use AI to seamlessly integrate A/B testing for their content, gather information about SERP rankings, and improve their backlinking strategies.
Generating new web content
With the advent of free generative AI tools like ChatGPT, it’s easier than ever for businesses to create AI content based on keywords, prompts, or titles. AI can quickly produce any number of text-based content styles, from email subjects to long-form articles, synthesizing information it finds on the web in brand-new ways. By using AI as part of the content generation process, businesses can rapidly scale content production.
Note that in its current format, AI-generated content typically requires some editing and fact-checking before publication. Because it pulls from other sources on the web, AI-generated content may contain inaccuracies or grammatical issues.
It’s also critical for businesses to ensure that all content is original, culturally sensitive, completely free of plagiarism, and written in their unique brand voice. By using AI as a complement to human writing and editing, rather than a complete replacement, businesses can streamline content production while offering high-quality information that engages and educates their target audience.
Predicting campaign outcomes
When companies feed their own marketing data into modern AI tools, they can gain insights about past projects and access data-driven predictions about future campaigns. By reviewing metrics for both past and current campaigns, AI can accurately extrapolate the success of a variety of marketing strategies.
AI combines historic and real-time data about consumer behavior to generate predictions that align with current trends and any ongoing changes in the market. It can glean additional insights from sales data, helping marketers identify which agile marketing tactics are actually impacting sales and generating revenue.
Tracking social media trends
Social media is a hotbed of consumer data, providing information about how consumers act, which posts lead to conversions, and how they perceive different brands. With access to so many details, it can be challenging to identify which metrics actually provide relevant insights.
AI doesn’t just track this information—it sifts through the mass of numbers to indicate which data points are most relevant.
AI analyzes brand mentions and interactions to learn how customers perceive and interact with a business, offering an in-depth sentiment analysis to learn about a brand’s reputation. Companies can use these findings to manage their public image, provide relevant content, improve topical relevance and keep up with trends in their industries.
Automating campaign management
Well-managed marketing campaigns are all about timing. By following up, posting, and promoting content at the right time, brands can achieve optimal engagement with their target audiences.
Building AI automation into these processes allows marketing teams to become much more efficient. An AI marketing tool can devise a content calendar that posts at the ideal time for each platform or social channel. They can also be programmed to respond to certain behavioral triggers, such as clicking a post or viewing a profile. This gives companies the opportunity to reach out to customers when they’re more likely to be open to their messaging.
Once a business implements smart automation into its existing content calendar, it can enjoy ongoing optimization based on the outcome of each post. Instead of constantly running new reports and adjusting the posting schedule manually, marketers can leverage AI to make scheduling decisions based on both long-term patterns and emerging trends.
Engaging consumers with chatbots
Chatbots empower brands to connect with their customers without the time constraints of human interaction. When consumers visit a site seeking basic information, AI chatbots can function as a friendly, attentive search feature that’s vastly more convenient than searching through a site’s index and skimming pages of information.
Modern AI chatbots use natural language processing (NLP) to both understand the intent of a user’s question and provide the answer in a digestible, relatable format. This cuts down drastically on response times without compromising the quality of customer support. Even if a customer has a question the chatbot can’t address, it can provide initial positive contact that keeps the customer engaged until reaching a human brand representative.
Smart marketing at Power Digital
It’s no secret that AI is a valuable tool for modern companies seeking to get more out of their marketing data and provide personalized experiences for their customers. But even though AI is highly intelligent, implementing it properly is the key to its success.
In the marketing world, AI functions best as a support mechanism for human creativity and requires a degree of oversight to ensure quality and ethical use. Support from a knowledgeable digital marketing agency gives you the opportunity to supercharge your business without any of the guesswork.
If you’re curious about how AI can benefit your company, Power Digital is here to provide the human expertise to manage these exciting tech tools.
AI is a rapidly evolving field, with updates and new tools constantly reaching the market. Our experts stay up to date with the latest in AI marketing research, providing you with the most accurate, cutting-edge tools for your marketing campaign. Whether you want to boost efficiency with AI or rapidly grow your customer base, Power Digital is ready to take your marketing strategy into a new era of automation.
Sources:
- Statista. AI in marketing revenue worldwide 2020-2028. https://www.statista.com/statistics/1293758/ai-marketing-revenue-worldwide/
- Hackernoon. Artificial Intelligence is Becoming Better than Human Expertise. https://hackernoon.com/artificial-intelligence-is-becoming-better-than-human-expertise-16903f4fc3c0/
