Now that artificial intelligence (AI) tools are here, many marketers can't imagine processes without them.
AI can imitate humans on a more intellectual level because it learns from observing our patterns and past outcomes. These tools can learn but also act on what they learn without being told to do so.
"These tools can learn but also act on what they learn without being told to do so."
That means that marketing tasks like data collection, analysis, and content creation lend well to AI because it can complete these tasks and continuously learn how to do them better.
AI-powered marketing is the next wave. Let's explore how AI and marketing are uniting to improve processes, better customer experiences, and simplify content creation to drive a successful strategy.
Successful marketing strategists understand their customers through and through. The content, messaging, tone, and visuals across all platforms align with who customers are, what they’re going through, and what they need.
AI-powered data analytics tools automate the collection and analysis of customer data. You can collect demographic, psychographic, and behavioral data across all of your digital platforms, including your website, social media, and email.
AI tools won't just gather customer data, but they’ll also process and organise the data based on the criteria you set. Analysis gives you critical insights into who your customers are, what they like and don’t like, and how to better connect with them in your marketing.
"Analysis gives you critical insights into who your customers are, what they like and don’t like, and how to better connect with them in your marketing."
The most refined AI-powered data analytics tools integrate with other digital platforms and will filter the customer data they collect into a central system for easy access, analysis, and sharing.
Personalisation is mandatory in marketing if you want to be successful. Customers constantly interact with content and other marketing materials from hundreds of different brands and businesses. So, ensuring your marketing makes a personal connection with them is critical.
AI technologies are elevating the way marketers personalise experiences for customers. For example, many e-commerce businesses use AI to give customers personalised product recommendations.
A recommendation tool that uses AI suggests products to customers or visitors returning to a site based on their past behaviors and browsing history. It highlights products similar to what the person was already looking at as well as others that might be a good fit.
"AI technologies are elevating the way marketers personalise experiences for customers."
Going back to the AI-powered data analysis tools mentioned above, you can use the customer information you collect to create marketing content that better resonates with your customers. Study the content they’ve engaged with the most across your digital marketing platforms and use core elements of that content in future pieces.
One of the most important aspects of marketing is continuous process improvement. What’s working today in your marketing will be different than what generates results in future campaigns.
In addition, how you carry out various marketing processes will need to be improved constantly to ensure you’re using time, resources, and your team productively. Integrating AI into your processes could improve them and result in increased efficiency.
While simple automation software can take orders and complete tedious, repetitive, or menial tasks, AI can do more to make processes more efficient.
"...AI can do more to make processes more efficient."
For example, marketers spend a lot of time uploading and publishing social media posts. You can schedule social media posts ahead of time and automate their publishing with an automation tool.
However, an AI-powered social media post publisher can do more. Aside from scheduling and publishing your posts, you can create captions and matching images for them in seconds with generative AI. This tool will also learn from the kinds of posts you’re publishing and generate topic, headline, and content ideas to ease the brainstorming process.
AI can perform these complex tasks in marketing that need decision-making and analysis as well:
Your marketing strategy's success will skyrocket when you can free employees from these types of tasks and rely on AI to get them done faster without exhausting resources.
As vital as the human touch is when it comes to content, AI's future in content marketing is bright. We're going to see more and more AI-generated content, including images, videos, and voiceovers. A new wave of AI content generation tools will roll out.
"We're going to see more and more AI-generated content..."
Not only that, because businesses and marketers will grow to rely more on AI-generated content, it could result in new positions, like an AI content editor/humaniser who checks, edits, and improves AI-generated content so that it’s on-brand and has a human feel.
AI's role in content marketing is ever-evolving. But there's no doubt about its ability to streamline content-creation-related tasks like the following and be a great assistant to human writers and creators.
Content is a core part of marketing. When you can simplify some of the tasks associated with creating content, you can consistently produce high-quality marketing materials that your customers will love.
If you haven’t added influencers to your marketing, there’s no time like the present. Influencers have loyal followings that you can leverage to increase brand exposure and awareness. You have a chance to bring in a ton of new customers when the influencers you partner with vouch for your brand.
The key is choosing the right influencers. And that’s where AI can be helpful. AI tools can do a deep dive into an influencer’s audience to understand demographics and behavior. They’re able to discern whether an influencer is a good fit for your brand based on the influencer’s audience and if that audience aligns with yours.
"The key is choosing the right influencers. And that’s where AI can be helpful."
AI tools can also examine the influencer’s traits, behaviors, and connections to other brands to see if what they’re doing and who they are fits your brand values, mission, and influencer marketing goals.
A successful marketing strategy requires tech tools, specifically AI. AI-powered tools can make marketing processes more efficient.
They can help you get to know your customers deeply and create more personalised experiences for them. These tools can also take your influencer collaborations to the next level and streamline content creation.
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