Artificial Intelligence (AI) has become the latest buzzword in the business world, especially in marketing. From personalized recommendations to automated content creation, AI is reshaping the landscape and offering unprecedented opportunities for growth.
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Why AI in Marketing Matters
The marketing landscape is ever-evolving, and at SocialB, we are never light of content for our Digital round-up. There are always things happening in the world of marketing. Along with new platforms and platform updates, consumer behaviour is becoming increasingly complex. AI can help make the life of a marketer easier.
However, adopting AI in marketing is not just about utilizing its capabilities. It’s also about addressing concerns, such as fears of job displacement or the potential for AI to make humans overly reliant on technology. Marketers must communicate the benefits of AI effectively, helping to demystify the technology and alleviate apprehensions.
What even is AI?
AI can be broadly classified into two categories: Artificial Narrow Intelligence (ANI) and Artificial General Intelligence (AGI).
Artificial Narrow Intelligence (ANI) in marketing:
ANI refers to AI systems designed to perform specific tasks. These systems excel in their designated areas but lack versatility. Examples include virtual assistants like Siri and Alexa and recommendation algorithms used by platforms like Netflix and Amazon. ANI is widely used in various industries, including marketing, where it helps automate tasks such as email targeting and customer segmentation.
Artificial General Intelligence (AGI) in marketing:
AGI, on the other hand, represents AI systems that can understand, learn, and apply knowledge across a broad range of tasks, much like human intelligence. AGI is not yet a reality but remains the ultimate goal of AI research. In marketing, AGI would enable machines to adapt to new situations, learn from experience, and autonomously develop strategies, making it a game-changer for the industry.
The Rise of AI in Search and Consumer Behaviour
AI is transforming the way consumers search for information. For the first year, when GWI asked global consumers how they like to search online, AI platforms or AI chatbots appeared in the list. Gen Z listed AI chatbots like ChatGPT third for searches, especially when shopping.
This shift from traditional search engines to AI-driven platforms underscores the importance of integrating AI into marketing strategies. Brands that fail to adapt risk being left behind as younger generations increasingly rely on AI for their decision-making processes.
The Busy Life of a Marketer
Today’s marketers juggle multiple roles, from content creation to analytics, often overseeing several campaigns simultaneously. AI has been a game-changer, significantly reducing the time spent on manual tasks. By implementing AI tools, marketers can save hours each day, effectively doubling their productivity and enabling them to dedicate more time to high-level strategy.
3 Ways to use AI in Marketing
AI offers numerous applications in marketing, from brainstorming and research to data analysis and content generation. Here are some practical ways you can incorporate AI into their work processes, today:
- Quality Assurance: Use AI tools to summarise what a document you’ve worked on is about, to ensure it is covering all the points you want it to. For example, you can upload a blog or PDF to a platform like Google Drive and use AI to extract key insights, ensuring your content is comprehensive and aligned with what you have created it to cover.
- Data Analysis: AI can help marketers interpret complex data sets, such as large tables of cost-benefit analysis. By leveraging AI, you can quickly identify important trends and insights, allowing you to make informed decisions.
- Objective Reading: AI can provide an unbiased analysis of text, evaluating tone, sentiment, and other factors. This is particularly useful when reviewing content that you’re already familiar with, to ensure it resonates with your target audience.
AI Tools for Marketing
AI has been integrated into various marketing tools, enhancing their capabilities. Popular tools like Grammarly, SEMrush, HubSpot, and SalesForce are all incorporating AI elements to improve user experience and efficiency.
Generative AI tools like ChatGPT, Jasper, and MidJourney are also making waves in content creation, allowing marketers to generate high-quality content in a fraction of the time. It’s important to not just use these tools but to make sure you know how to use AI tools correctly, otherwise, you might not save as much time as you could.
AI for SEO
When using AI for SEO, it’s essential to learn the art of prompt engineering. Asking the right questions can yield more accurate and useful results. Here are some tips for using AI in SEO:
- Start Small: Begin by asking for simple data, like keyword volume for a specific topic, before moving on to more complex queries.
- Be Descriptive: If the initial results don’t meet your expectations, refine your prompts by being more specific or detailed.
- Fact-Check: AI isn’t perfect, so it’s crucial to verify the accuracy of the information provided.
AI for Advertising
Many advertising platforms already have AI tools built into them. Meta Ads rewrites captions using AI that can be added to an ad set. Here are some tips for using AI in advertising:
- Read and check any AI captions: Before adding AI generated captions to an ad set, read through them and make sure they align with your campaign strategy.
- Use audience insights over AI insights: AI-driven predictive analytics can forecast trends and consumer behaviours, however before you adjust your advertising strategies, compare these trends against any previous audience insights you have.
AI Marketing Examples
While ChatGPT has become synonymous with AI for many, its applications go far beyond generative text. For example:
- Amazon: Uses AI to enhance customer experiences with personalized shopping recommendations, driving sales by predicting what customers are likely to buy.
- Expedia: Launched an AI chatbot that assists users with trip planning, automatically saving discussed hotels and activities, making the booking process seamless.
- Sephora: Implemented an AI-powered chatbot that provides personalized product recommendations based on user inputs.
The Future of AI in Marketing
From AI-driven ad campaigns to automated customer service, the possibilities are endless. However, with this potential comes the responsibility to use AI ethically and transparently, ensuring that it enhances rather than replaces human creativity and decision-making.
By embracing AI, marketers can unlock new levels of efficiency, creativity, and insight, driving growth and success in the digital age.
AI Digital Marketing
Unlock the full potential of AI in marketing with consultancy at SocialB. Our digital consultancy sessions offer bespoke, tailored advice to meet your specific needs, whether you want help on incorporating AI into your marketing strategy, or anything else. Ask questions to one of our industry experts who provide professional, practical digital marketing guidance.
These sessions give you full control, allowing you to focus on the area’s most relevant to your business, with the flexibility to choose times and dates that fit around your busy schedule. Whether you want help with an aspect on marketing you’re struggling with as a one-off, or if you’re looking for a marketing mentor with ongoing support, we offer affordable packages with discounted block sessions that can be utilised over a period of up to six months.
You’ll gain new skills, knowledge, and insights to make smarter marketing decisions, all while keeping track of your progress with ease. These interactive and engaging sessions are delivered by industry experts who ensure an immersive learning experience through discussions and hands-on guidance. Don’t miss this opportunity to elevate your digital marketing game!
