Companies can now be empowered by various tools that help them optimize their marketing strategies. And as advanced technologies such as artificial intelligence are growing, these auxiliary tools are becoming even more sophisticated.
Thanks to AI marketing, you can leverage specialized tools to monitor your site’s performance, analyze user behaviors, and tap into insightful patterns and trends. Plus there are a bunch of other application methods that can bring the power of AI to your operations and help attain greater results.
What’s the current role of AI in marketing? And what can you do to use it in your favor? Let’s figure it out!
What Is AI-Driven Marketing?
Artificial intelligence (or AI) represents a set of technologies that give computer systems the power to perform various advanced features, such as those typically handled by human intelligence. These tasks can include understanding spoken and written language, processing large sets of data, identifying data patterns, and suggesting solutions to real-world problems.
While these systems have found many applications in business, one of the primary ones is helping companies plan, implement, measure, and optimize their marketing strategies. The core goals are to help marketers streamline their daily processes and level up the efficiency of their efforts while also minimizing the risk of human errors and cutting down costs.
8 Effective Uses of AI in Digital Marketing
Now that you have a general understanding of the concept, the main question is how to use AI to your benefit. Let’s look at the top 8 ways to leverage it for scaling and refining your efforts:
1. Empowering Your Marketing Strategies With Data
The beauty of fueling your business with data-driven decisions is that it eliminates the guesswork and ensures that every effort brings the desired result. And artificial intelligence makes it possible. AI-powered tools let you collect, analyze, and interpret huge data sets – way more extensive than those you could process manually.
Additionally, computer systems can leverage historical data and machine learning to predict future patterns and trends. All these features can enable you to uncover hidden insights and make better-informed decisions that will add accuracy and efficiency to your strategy.
2. Using AI for SEO Success
Today, search engine optimization (or SEO) is one of the most cost-effective tools for bringing online visibility to your business, earning trust, and attracting new customers.
AI SEO tools can give your strategy more bandwidth. They can help you streamline a range of daily processes, such as results monitoring, data analysis, trend prediction, and more. Additionally, tools built based on artificial intelligence can give you informed suggestions on how to optimize your site and content.
For example, you can leverage tools like NinjaReports to monitor your site’s traffic performance, including its cost and historical data. Or tools like Google Trends to enable you to identify emerging trends and topics to always stay ahead.
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3. Allowing Your Business to Interact With Customers at All Times
Fueled by artificial intelligence and natural language processing (NLP) technologies, chatbots can ensure you deliver customer service 24/7 without downtime or additional costs. Chatbots can answer your clients’ questions, schedule appointments, nurture warm leads, and do much more. Ultimately, you will have lower customer service costs, more free time for your team, and happier customers.
4. Ensuring Personalization on a Deeper Level
With a bit of time and research, it’s possible to personalize your marketing message meant for a specific person. It’s also possible to manually personalize your outreach to a small group of people. However, when it comes to personalization at scale, that’s where artificial intelligence steps in.
According to The State of Personalization Report 2024 by Twilio Segment, as many as 73% of brands agree that artificial intelligence fundamentally changes how we handle advertising personalization. With the help of AI-driven tools, you can analyze your prospects’ online behavior, process large volumes of data, and help you deliver more personal experiences at scale.
For example, you could leverage dynamic content change triggered by every user’s unique data, such as name, job, interests, etc.
5. Creating Valuable and Well-Optimized Content
Content, the backbone of digital advertising, can be very tricky. It takes a lot of time and effort to generate a copy that brings actual value and converts customers. Luckily, artificial intelligence can streamline this process in a number of ways:
- Helping explore the most effective keywords with AI SEO tools.
- Providing invaluable suggestions on future industry trends that can be used in your content.
- Helping outline articles in seconds.
- Assisting in the process of repurposing your old content.
- Giving real-time suggestions on how to optimize the performance of your content.
6. Optimizing Your Digital Advertising
Although organic tactics like SEO play a big role in marketing these days, paid advertising is still a thing. There are a couple of ways to make it work for you with the help of AI:
- Identifying your perfect target audiences based on users’ online behaviors and segmenting them.
- Leveraging real-time bidding to get ad space for the best price while also ensuring that you get in front of the right people at the perfect time.
- Optimizing your ad spend and helping allocate your resources most wisely.
- Predicting future customer behavior based on historical data to identify target audiences that are the most likely to convert.
- Optimizing ad content and placement to help ensure the best results.
7. Predicting the Future Based on Past Data
Predictive marketing analysis can be applied in multiple settings and occasions to make your decisions even more data-driven. Namely, predictive models can be used to:
- Anticipate future trends in industry-related topics, advertising, SEO content, etc.
- Predict further performance of your target keywords.
- Foresee the behavior and interests of your target users to tap into their needs better.
8. Empowering Email Campaigns
Regarding email, artificial intelligence can assist you through every stage of your campaign.
Firstly, it can help you target and segment your audience efficiently, providing more space for personalization. With the help of predictive analytics, you can predict what interests your recipients and target your email content and product/service recommendations for maximum impact. Additionally, you can get the following benefits:
- Get data-driven subject line recommendations for greater open rates.
- Identify the best send times.
- Automate your campaigns.
- Analyze performance and receive informed suggestions on strategy improvements.
The Bottom Line: Challenges of AI in Marketing to Keep in Mind
From personalization and recommendations concerning SEO content to in-depth marketing analysis and predictive analytics, as you can see, there are plenty of possible applications of artificial intelligence in marketing.
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By leveraging the top 8 uses of AI, you can greatly enhance the effectiveness of your campaigns. However, though the perks are quite significant, there are still a few ethical considerations and challenges to keep in mind. The main ones are:
- Lack of transparency in the process of taking business-related decisions.
- Concerns related to data privacy (caused by hyper-personalization).
- Unintentional bias in algorithms.
- Reduced human touch.
- Technical and resource-related challenges of integrating artificial intelligence solutions across different channels.
- Possible risks of generating deceptive content and ads.
All these challenges and issues are real and can adversely affect your business and operations. However, since AI technology is evolving rapidly, we believe these problems will become much easier to overcome in the future. In contrast, the effectiveness of AI in marketing will probably only get bigger.
