The world of marketing is such a constantly changing landscape that it can be hard to stay on top of things. More and more is expected of business owners each year. As a result, the use of artificial intelligence (AI) in marketing continues to grow.
When used effectively, AI can be an insanely powerful marketing tool. It can help you enhance strategies you already have in place, as well as develop new ones — enabling you to meet the demands of your audience. However, to eventually achieve success with AI marketing, you've got to understand the basics.
In this post, we’ll give an overview of AI marketing, and we'll discuss some of the ways you can make use of it on your site. Let’s get started!
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What AI Marketing Is (And Why It's Important)
Any website owner knows that marketing is an essential part of a business strategy. It’s also one of the most time-consuming. This is where AI comes in.
With AI marketing, AI uses machine learning to mimic the way humans behave. AI can absorb and analyze any data you provide it access to. And you can then use that data to inform your marketing strategies. Marketing with AI can save you a lot of time in the long run, especially if you're looking to automate more manual marketing tasks.
And it's more common than you might think. Take the popular streaming service Netflix, for example. This platform uses highly sophisticated AI to carefully monitor the behaviors of its users.
Netflix then uses this information to suggest TV shows or movies it thinks its users will like. The company even uses the gathered data to craft entirely new content. For example, the popular show “House of Cards” was created because user viewing habits suggested it would be a hit.
3 Ways to Use AI in Your Marketing Strategy
The range of available AI technologies means there are all kinds of ways to implement it within your existing marketing strategy. Let’s start by discussing a few of the most common.
1. Improve the Chance of Conversion With Chatbots
Though chatbots are most commonly utilized to deal with customer queries, they can also be a great way to guide the purchases your audience members make. Let’s take the chatbot popular fashion brand ASOS uses as an example.
The ASOS chatbot helps mobile customers navigate their searches through outfit possibilities, presenting products it thinks they'll like based on their answers to a few simple questions. It takes the answers customers provide to direct each user right where they can find relevant products online.
Developing a chatbot that promotes certain products directly to the messenger inboxes of prospective customers is a great way to increase the likelihood of conversion. This is because it takes the hard work out of making a purchasing decision.
Fortunately, setting up a chatbot is surprisingly simple, especially when using a tool such as Digital Genius. Services such as WhosOn also provide chatbots that are designed to engage with customers on a more human level.
2. Learn More About Your Audience with Social Listening
Social listening is the process of paying attention to what people are saying online in order to grow and improve strategy. Social listening can be a complex endeavor, however, the use of AI greatly simplifies it.
AI-based social listening tools are now able to track mentions and industry trends, giving you a bigger picture of how your audience responds to your brand. Using these tools, you can increase the speed, scope, and relevance of your social listening campaigns and gather more accurate and measurable data.
Ubermetrics and Mention are two popular AI-powered social listening tools. With them, you can learn which products appeal to your audience, identify any problems, and discover relevant trends — all in real time.
3. Improve the Content You Create
A great deal of your marketing efforts will involve content creation. And though it's essential, it can be a time-consuming process. The introduction of AI can help you streamline this process. WordSmith is a particularly effective writing bot that can transform structured data into a written document.
This kind of software is more commonly used that you might think. In fact, machines have been automatically generating content for years. For example, search engine Yahoo regularly uses WordSmith to develop content for its fantasy football drafts.
Though this form of AI isn’t quite ready to construct long editorial pieces, it can give you place to start when you're faced with the dreaded “blank page”. This is especially useful for social media posts, marketing emails, and even responses to customer queries.
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Marketing is an essential part of any business — though it requires a significant amount of energy and resources. Introducing AI into your marketing strategy will help you automate the process, thereby giving your existing efforts a lift, while also introducing some completely new methods.
In this post, we discussed three of the ways you can use AI in your marketing strategy:
- Implement chatbots to prioritize responsiveness.
- Use social listening to learn more about your audience.
- Use writing tools to assist with the content you create.
Do you have any questions or thoughts about AI marketing? Let us know in the comments section below!