Leveraging AI (Artificial Intelligence) in marketing has gained traction for many organizations in recent years.
Marketing teams are always on the hunt for new technologies that promote efficiency and improve customer experience. The rise of Artificial Intelligence (AI) has led many companies to incorporate it into their marketing strategies.
Marketers use AI to drive better marketing results and improve customer experiences with personalized communication strategies that target each customer at an individual level throughout each stage of the customer journey.
In this guide, we’ll introduce you to AI marketing, how it works, and whether you should consider using AI marketing in your marketing efforts.
What Is AI Marketing?
AI marketing is the use of artificial intelligence in customer data collection and analysis to make better marketing decisions and automate tasks.
AI tools can help you figure out the best communication techniques and channels to reach your consumers, ensuring that you send your message to the right person in the right place at the right time while also preserving your resources.
AI can be used in a wide variety of marketing channels and models, which include programmatic buying, content marketing, SEO (Search Engine Optimization), NLP (Natural Language Processing), dynamic pricing, and more.
How Does AI Marketing Work?
There are four ways AI marketing can be deployed: Stand-alone machine learning apps, integrated machine learning apps, stand-alone task automation apps, and integrated task automation apps. The apps are categorized based on the two types of intelligence (machine learning and task automation), as well as structure (stand-alone and integrated).
“Stand-alone” means that the app is isolated from the channel the customer uses to buy or learn about your product, while “integrated” implies that AI technology is built into the existing system, making it less visible to the customer.
On the other hand, “machine learning” apps analyze large quantities of data to make predictions and decisions about how a customer would react or respond to an ad or product, while task automation apps are designed to carry out repetitive tasks that don’t require a high level of intelligence.
Examples of AI Marketing Tools
Many tools utilize AI and machine learning in different ways. These include:
Content Writing Tools
AI content writing tools utilize the power of machine learning to generate unique content with customizable tones of voice and styles. All you have to do is choose a topic/keyword, and the AI writer will produce content for you.
Content Editing Tools
Content editing tools scan your content and look for spelling mistakes, grammar issues, and punctuation errors. Advanced AI content editors are also capable of spotting redundant words/phrases, sentence fragments, and hard-to-read sentences, as well as generating suggestions that can improve your writing.
Chatbots can drastically improve customer service and support by helping users with the most frequently asked questions and inquiries. Some AI bots operate 100% independently with machine learning, while others assist customer service representatives by helping customers with recurring problems.
Task Automation Tools
Task automation tools use AI technology to speed up your workflow and automate tasks. It lets you create customized workflows that connect all of your actions into a single process, saving you a great deal of time and effort along the way. You’d need to write hundreds of lines of codes to automate tasks that these tools can help you automate in a matter of minutes.
Landing Page Builders
Landing page builders enable you to generate optimized landing pages for your marketing campaigns. They use deep learning to autocomplete your content, optimize word count, suggest effective subject lines, and adjust the writing language and tone based on your target audience.
Influencer Marketing Tools
Influencer marketing tools leverage AI to help you analyze any influencer you want, as well as provide a real-time view of campaign results. It uses machine learning to identify influencers that have audiences with similar customer needs, ensuring that your influencer marketing efforts increase your potential customers.
Benefits of Using AI Marketing
AI marketing can be a powerful technique to implement in your marketing strategies. Here are some of its perks:
AI marketing tools use AI algorithms, machine learning, and big data to automate repetitive tasks, increasing the overall efficiency of your workflow. This allows you to focus on more important tasks that require human interaction.
Integrating AI into recommendation engines, advertising, and other forms of marketing can boost sales. By gaining accurate insights about your customers, you’ll be able to increase sales and yield a higher ROI (Return on Investment) from your marketing efforts.
Improve Customer Experience
AI programs can enhance customer experience with data science. Based on your customer’s past purchases, demographics, and interests, AI-powered marketing can change how your customers interact with your business for the better.
Drawbacks to Using AI Marketing
While AI marketing has lots of benefits, it’s not free from drawbacks. These include:
Training and Deployment Challenges
The first and most significant drawback of AI-powered marketing is training. Many employees lack the AI expertise needed to tackle the vast amounts of data they’ll come across when using AI tools.
If you already have a system in place, incorporating an AI tool is virtually impossible to be done perfectly overnight. You’ll need to figure out how this tool will work alongside humans and whether it should operate independently or assist humans in their work.
Moreover, deploying an AI tool when a large part of your business is dependent on third-party platforms can be challenging. For example, if you’re a manufacturer who distributes products through hundreds of retailers that make up the majority of your stock, you won’t be able to make the most out of AI marketing.
Online Privacy Concerns
AI marketing tools are capable of gathering high-quality data using deep learning. By learning about your consumer preferences, you’ll be able to communicate with them more effectively and ultimately increase conversion rates.
However, with the rising concerns about how consumer data is collected and exploited online, you must put your customers before anything else. Without providing your customers with full transparency on how your AI tools collect and use their data, you put yourself at risk of losing your customers’ trust or, even worse, lawsuits.
So that was everything you needed to know about AI marketing.
Building an AI marketing strategy for your B2C or B2B marketing campaigns can definitely be challenging, especially if you don’t have the required AI knowledge. However, incorporating AI marketing can open up a whole new world of opportunities for your brand and help you communicate more effectively with your consumers.
Do you think AI marketing is effective? Let us know!