Amongst all other functions and processes of the company, it seems marketing has perhaps the most to gain from AI. A lot of companies and marketing teams are rapidly adopting these intelligent technology solutions to gain operational efficiency along with improving the customer experience.
With the advent of numerous AI tools like ChatGPT, Chatbots, etc. AI marketing is taking on a bigger role, creating multiple opportunities for marketing teams to do more of what they already do well. Thus, using AI-driven marketing techniques can help companies in numerous ways, such as it helps take better and more accurate decisions swiftly, improves customer targeting & segmentation, and enhances engagement and conversion rates.
Before moving further and learning more about AI-driven marketing techniques, let us first have a fair understanding of AI marketing.
What is AI Marketing?
AI Marketing refers to the use of AI technologies and techniques for improving and optimizing marketing techniques. Using AI marketing, marketers can gather insights about their customers and create more appropriate content using that data. AI marketing uses artificial intelligence technologies to collect data, learn customer behaviors, and analyze economic trends that may impact marketing efforts.
Today, several AI tools can be used for media buying, data analysis, content generation, Natural Language Processing, real-time personalization, and automated decision-making.
How to Use AI in Digital Marketing?
AI-driven marketing has increased tremendously over the years; in fact, the global value of AI marketing is expected to increase from $12 billion in 2020 to $108 billion in 2028. So, let’s check out how marketers are using AI to increase customer engagement and sales-
1) Content Generation
Have you ever wondered if you could clone yourself to write articles quickly? Well, with AI marketing tools, it is possible. Now, you can use AI to generate content; it can do various things, such as creating captions, social media posts, email subject lines, creating content briefs/outlines, a completely new blog, and whatnot.
In fact, there are various AI-powered platforms that can help identify keywords, create compelling content, and respond better to customer comments. All these efforts help increase brand engagement for an increase in market share, which will, in turn, lead to more earnings.
Although these tools can write quickly, but they are not publish-ready immediately. You will need to do the fact-checking, proofread the content, and add human touch to it.
2) AI for SEO
Some of the major advantages AI content tools can bring to SEO are doing keyword research, producing high-quality content quickly, tracking competitors’ activity, analyzing website traffic, writing blog titles & meta descriptions at scale, and creating outlines based on SERP research.
By using AI marketing tools, it becomes easier for marketers to know about the preferences, interests & behaviors of prospective customers and customize the content to match their interests. In fact, nowadays, a lot of marketers are even using AI-powered chatbots to interact with customers in real-time to provide them with personalized recommendations and support.
3) AI for Email Marketing Campaigns
Marketers use email marketing to reach and engage with customers, as it is considered one of the most effective marketing techniques. But, it needs a lot of data work if the list is large and the campaign is complex. Well, the good news is that AI tools can help you in email marketing as well.
AI tools can help create more engaging email content and provide a better understanding of your email list behaviors; in short, it can be said that AI can help crank out emails 10 times faster. With the help of AI tools, marketers will have to spend less time researching or generating catchy subject lines. Instead, they can utilize their time doing other productive things.
4) Data Analytics for Customer Insights
There are various AI tools that can help provide marketers with important customer insights on different aspects that can help in making strategic marketing decisions. AI can collect and filter through vast amounts of data from different marketing campaigns and summarize the findings.
All this can help you to swiftly adapt to dynamic marketing trends and prioritize budgets based on where the most investment is required, which will, in turn, help in making customer relationships better. This will save a lot of time when strategizing and creating marketing campaigns for your company.
5) Personalized Customer Experience
Marketers can use optimized AI algorithms to analyze customer data that comprises past purchase history, demographic information, and web browsing behavior of customers. This can aid in predicting the preferences of individual customers, which will lead to improved customer satisfaction and increased loyalty.
A lot of you might not know that AI can also personalize content based on customer’s online behavior. It can make personalized content by using the customer’s name, occupation, etc., which gives a human touch to the content and makes the customer experience better.
These were some of the advantages of using AI-driven marketing techniques in different segments; now, let us also understand some of the disadvantages of AI marketing.
Cons of AI Marketing
Here are some of the disadvantages of AI Marketing, let’s have a look-
1) Privacy
Regulating bodies have now put various guidelines on how organizations should use customer’s data. In fact, customers as well have started to value privacy more and more. Various AI tools require customer cookies and internet behavior. Therefore, if you use any AI software, it is essential to comply with privacy laws before using any customer data.
It is important for the data marketing team to use customer data ethically and in compliance with standards like GDPR.
2) Getting Buy-In
As there are non-quantifiable KPIs, it is tough to get buy-in to invest in AI at your company. It is difficult for the digital marketing teams to show the real value or amount invested in AI marketing to business stakeholders. Thus, showing how AI marketing has improved brand reputation or customer experience is challenging. Therefore, the marketing team needs to use appropriate measurement tools to show these qualitative gains.
How to Leverage the Use of AI Marketing Tools to Grow your Business?
By now, you very well know the advantages and disadvantages of using AI marketing tools; now let us understand how you can use them in your organization for the best results-
- The first thing to do before implementing any AI marketing tool is to assess your existing marketing strategy. Analyze and identify the areas where you think AI can help optimize your marketing efforts and get better results in terms of customer satisfaction, brand awareness, and lead generation.
- The next thing you should do is look for the marketing bottleneck. This means assessing the marketing process and seeing where you need to work more, such as customer engagement, content generation, advertisements, etc., so that you can use AI tools accordingly.
- When you know the flaws, it becomes easier for you to streamline the marketing process. In fact, wherever manual processes slow down your marketing efforts, implement AI tools that can help automate tasks and improve marketing efficiency.
- The next step after implementation is training the marketing team to use these tools efficiently and effectively for the best results. Along with this, it is also important to monitor these solutions to ensure things are on track and deliver the expected outcome.
Ready to Use AI-Driven Marketing Techniques
AI is transforming the marketing landscape; no matter how small or big your marketing team is, using these tools can help increase productivity and ROI. These tools enable organizations to create personalized experiences that can aid in increasing brand awareness and sales.
Thus, implementing these techniques scales the operations of the marketing team. Using these tools can help them get valuable insights into customer behavior, with the help of which they can create targeted marketing campaigns that can deliver excellent results.
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