The digital world is rapidly changing. This is no more apparent than with the influx of AI and AI tools that are rapidly becoming a part of everyday life. Naturally, as with every innovation, it is important to evaluate how they can contribute to our work in marketing. It is safe to say that AI has the potential to revolutionize marketing and marketing strategy as we know it and improve results tremendously if used effectively. With that being said this blog post will explore a few of how AI is changing marketing - in the process illustrating why you should spend more time thinking about AI marketing.
Social Media Listening:
Naturally one of the most prominent features of AI is its capacity to collect and evaluate data, presenting it in a manner that allows it to be used more effectively by marketers to improve their campaigns and results. Social media listening is one such example of this. It is the use of AI tools to track consumer behaviors on social media, providing key terms whilst doing so and as a result providing detailed insights far faster. Naturally, these insights are inherently important in driving marketing strategies and marketing campaigns. Equally, through the use of advanced algorithms and natural language processing, AI can develop an understanding of sentiment based on the analysis of data collected from social media apps. This means brands can identify consumer preferences and whether specific advertising campaigns have derived the desired reaction - allowing them to adapt their strategies for the future. Given the importance of social media both in influencing and demonstrating consumer behavior, the importance of this AI marketing tool cannot be understated.
Prescriptive and Predictive AI:
Prescriptive and predictive AI should also be central to any marketer aiming to create an effective campaign whilst considering AI marketing tools. Prescriptive AI can be useful when used in conjunction with social media listening tools. Through the utilization of the data collected through social media listening, prescriptive AI can generate ideas and content that would be best suited to targeting consumers based on their preferences. Predictive AI takes this a step further. It utilizes consumer data to anticipate outcomes, thus allowing marketers to strategically design strategies and campaigns accordingly. Not only does this help improve efficiency, but it also allows for greater depth of understanding - particularly in the process of designing key campaigns.
Content Generation:
Content generation is perhaps one of the most prominent ways in which AI marketing can contribute to the work of a marketer. Indeed, generative AI is becoming increasingly prominent in the AI world and this is perfect for marketers as it provides a whole host of opportunities for them to take advantage of it. Whether it be generative language-based AI software like ChatGPT or image-generative AI like DALL-E, the creative potential brought about by generative AI software is endless. Entire advertising campaigns, social media posts, videos, and even emails can all be generated with the simple inputting of a specified prompt into the correct AI software. Not only does this enhance the creative potential of marketers but it also inherently increases their efficiency too. This form of AI advertising is ultimately going to change the way marketers and marketing strategies operate moving forward. Moreover, generative AI is also useful in producing ideas, whether that is for a marketing strategy as a whole, or simply for an individual social media post. Inputting effective prompts allows anyone to brainstorm ideas that will help them to be more successful in their work.
Market Segmentation:
AI can also be exceptional at analyzing data patterns and trends that it collects to identify key segments based on consumer behavior. In doing so this can help marketers to design specific marketing campaigns that target these identified segments, appealing to them in a far more effective and personalized manner. Indeed, taking such action is far more likely to foster greater brand loyalty amongst consumers. Moreover, through the use of AI to identify market segments companies may be more easily able to identify segments of the market that have been left neglected and present an opportunity for business growth within that segment. Given the importance of segmentation, this example of AI marketing represents a clear opportunity to firms to take advantage of.
Translate AI:
Finally, AI’s capacity to translate almost anything makes it incredibly useful for companies looking to enter markets throughout the world. AI introduces an incredibly efficient method for translating anything - even videos. This means that a company can target ads to specific countries around the world and have greater success in connecting with consumers who will be freely able to understand them in their language. Inherently, this capability of AI increases the chances of the core meanings and messages behind advertising campaigns reaching consumers and leaving a lasting impact on them on a global scale.
This blog post has identified just a selection of the wide array of manners in which AI can contribute to your marketing efforts. Indeed, with the ever-expanding capabilities of AI, the possibilities are endless concerning the creative methods you can utilize to improve your marketing efforts. Even as we work today, AI marketing agencies are emerging more and more frequently, highlighting the overall importance of utilizing and training in AI tools within marketing campaigns and marketing strategies moving forward. What is clear is that if you aren’t already, it’s time to get thinking about using AI to aid your marketing.