Leveraging AI – Every time a new technology is introduced to the marketing industry, there’s always debate on the benefits and drawbacks. That’s surely been the case regarding artificial intelligence, however, there is no doubt that marketers have been using this new technology to reach their goals this year.
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Many fear that AI will replace the need for human employees. It’s a valid concern, but it’s yet to be a common occurrence. So far AI has only acted as a supporting tool for employees and has introduced efficiencies into many teams’ processes. The following are some ways that marketers today have been using AI to their advantage:
1. Process Integration
Professionals across the globe are utilizing machine learning to create backend efficiencies in research and data management. By refreshing and analyzing large amounts of data, AI is able to recognize patterns, make recommendations, and detect downward trends. Furthermore, these integrations provide marketers with the most accurate insights without asking for assistance from data engineering colleagues. This is critical for marketers trying to make predictions and goals in accordance with recent sales estimates.
Automation is a key part of backend integration that has been a big time saver for many marketing teams. Often teams find themselves doing manual tasks that bog down the process, but with AI, businesses can streamline their efforts. Email notifications, data exporting, and file sharing are a few critical tasks that are easy at first but become tedious during busy periods. Automating these tasks can have a big impact on workloads in the long run by removing the work involved for the small tasks that pile up.
2. Targeting and Personalization
Consumer targeting can be a big time commitment, especially because of its data analysis requirements. By helping marketers examine audience behaviors and interests, AI has eased the process. It’s able to develop consumer models and predictive audiences so that marketers can determine who to target in their campaigns. This removes the work of digging through data and recognizing patterns manually.
If you’re unfamiliar with predictive audiences, imagine a native advertising agency aiming to promote a new line of eco-friendly kitchen products. Traditionally, they would sift through heaps of data, hoping to uncover insights into who might be interested in their offerings. Now, AI algorithms can help by identifying search queries for sustainable living, engagement with content about reducing carbon footprint, purchases of organic food products, or even following social media accounts dedicated to environmental activism. By harnessing these predictive audiences, the agency can save time and resources while maximizing the impact of their campaigns.
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3. Virtual Assistants
Virtual assistants are one of the first ways that many have been introduced to AI. Apple’s “Siri” has been a game-changer for many, allowing people to use it as a resource in their personal lives. Chatbots are advantageous in professional aspects too, as businesses have created their own to integrate into their websites and apps. These tools are powerful because they’ve helped marketers connect with website visitors without having to be present and tend to the conversation themselves.
Chatbots and virtual assistants are used to solve a whole range of issues that consumers often face when interacting with a business. For B2B strategies, they are a key feature that may connect you with prospective partners. Chatbots can collect contact information and provide the consumer with ways to get in touch with you directly as well. This prevents users from having to go on a web scavenger hunt to contact the appropriate business representative.
4. Image Creation
Image generators are popular tools that marketers and artists have been experimenting with. Adobe has contributed to the creative use of AI by developing an image-generation tool. After entering some descriptive words, the generator will develop visuals that match the submitted text. While the feature may not be strong enough to replace a full-time artist, it’s still a good option for teams to use strategically in campaigns.
Its results are not always perfect, but it’s helpful to marketing designers who don’t have the resources to get the exact shot they need. If you need to get a quick image of a beach sunset, for example, an image generator will easily satisfy that request. It’s truly a feature that helps bridge gaps when teams don’t have the bandwidth for bigger artistic requests.
5. Content Generation
Content marketing is a key part of business strategy, but it can surely add to the workload. AI has allowed marketers to create long-form and short-form content for campaigns quickly. The technology has also become useful for A/B tests and experimenting with different wording and content lengths. When you’re hitting a wall and need some inspiration, content generators can be a lifesaver.
Content writing often requires plenty of research too, which may be time-consuming in itself. Marketers often have to dig through web articles to find supporting material for their publications. Teams can reduce time spent on research by using AI databases to quickly gather facts from a variety of sources. AI will also format this information so that it’s more digestible and help you start a solid draft. While there’s still value in human writers, when you’re a marketing generalist, content writing is one of the many items on your plate. AI tools like ChatGPT can be a good source of support when faced with a deadline.
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The Ultimate Time-Saver
Artificial Intelligence may seem intimidating at first, but there are many ways you can get creative with the technology. You can introduce it to your team’s processes without reducing the quality of your work. At the very least, AI can be a strong tool to help lighten your team’s load. It’s critical to create efficiency and improve your process, and using AI can help you save time for your biggest projects. Whether you’re using it for creative avenues or internal approaches, it’s bound to make an impact on your business.