8 Ways Marketers can use AI
Every day your team postpones using AI-powered solutions in your content marketing, you’re losing competitive edge. A great way to stay ahead of the competition is to pick up some AI-powered tools for your marketing department.
Artificial intelligence is getting a lot of attention lately because it’s going beyond just the “gadgets and wearables” stage of development. It’s already built into popular products and services such as Netflix, Amazon, and Google. In the past few years, it’s also made great strides in marketing. What's more, the tools previously accessible only to large companies have become affordable and accessible to smaller businesses.
Let’s dive into the AI solutions that you and your team can apply right now on your Marketing day-to-day tasks:
1.AI-enhanced PPC advertising
Most marketers allocate their pay-per-click budgets to AdWords and Facebook. To run a successful PPC campaign, you will need to enlist the help of either an in-house team or a PPC agency. But artificial intelligence can help you uncover new advertising channels that may not be used by your competition.
Albert, an AI marketing platform, provides a service – autonomous media buying. This approach requires little human input while the AI analyzes and optimizes your paid ad campaigns.
2. Highly personalized website experience and better CRO
AI’s capacity is not yet up to the task of developing new websites from scratch, but you can use it to personalize your visitor’s experience with intelligent suggestions.
Intelligent algorithms can help personalize:
Website experience: AI can analyze hundreds of data points about a user, including location, demographics, device, and interaction with the website, to display the best-fitting offers and content.
Push Notifications: Thanks to behavioral personalization, push notifications can be customized for each user, delivering them the information they need at the time they need it.
3. AI-powered content creation
Natural-language generation, or NLG, is an emerging technology that can help your brand create interesting and engaging content. AI-generated narratives are designed to read as though they're written by a human. The data insights and writing style of each narrative depend on the rules and formats established by your brand to best serve your audience.
4. Content-creation chatbots
If you’ve recently chatted online with a customer service rep, your helpful correspondent might have been a chatbot. In some cases, they’re better at creating personalized content than humans.
5. Intelligent email content curation
As a team, you spend hours every week compiling and scheduling weekly emails to multiple customer segments. Even with smart subscriber segmentation, it’s hard to send a personalized email to every single customer.
That’s when artificial intelligence comes into play. Algorithms can track subscriber activity on the site and through emails to identify content that is relevant to each individual subscriber. This targeted content allows you to create more effective emails.
AI-assisted emails could become even more engaging for every single subscriber. By analyzing a customer’s reading patterns and topics of interest to recommend specific content most relevant to that person, AI-assisted emails will be able to send personal curated emails to every single customer.
6. Churn prediction and smart customer engagement
Machine-learning algorithms can help identify customers who are about to churn or leave for a competitor.
AI-powered tools can help gather and analyze data, build predictive models, and test and validate those models on real customers. That information indicates what stage of churning a person is in, whether quick-churn or late-churn. Quick-churn customers are difficult to re-engage, but late-churn customers can be incentivized to keep using your product.
7. AI-powered customer insights
Where it would take humans hours or days to crunch the numbers and match them to customer’s behavioral patterns, AI can give marketing insights in real time.
AI algorithms create customer personas based on billions of data points, including:
Geo-specific events
On-site interactions
Referral source
Psychographic factors
Purchase behaviors
Past communication
As a result, machine-learning algorithms can:
Make sure you're including and excluding the right groups of customers in your campaigns.
Keep your customers happy by matching them to the products they are most likely to use.
To ensure that limited stock is not accidentally promoted to shoppers who are likely to return items, make sure that your site's search settings are configured appropriately.
Key takeaway: With the help of AI, you can display the most relevant products or content to visitors based on how they interact with your company, from their first visit to your website to when they receive a package.
8. Automated Image Recognition
If you use Google Photos, you’ve probably noticed that it’s gotten really good at recognizing people and places. In recent years, software has become superhuman at recognizing faces.
From a marketer’s viewpoint, facial recognition software could mean better syncs between online content and in-store visits. Many stores use the software to trace customers’ visits and link these videos to their customers’ profiles.
Retailers can now send real-time discount offers and welcome messages to individual visitors with the help of AI-managed push notifications.
Conclusion
Artificial intelligence helps marketers to fulfill a dream that has long been considered impossible: engaging with every customer in a personalized way.
Three things to think about when integrating AI into your content marketing stack.
Look for opportunities to use artificial intelligence where it can best achieve your goals.
Be sure that the data you provide for machine learning is sufficient for algorithms to learn from.
Don't overdo personalization – your marketing messages and content experiences should seem like a natural part of the website.
