As artificial intelligence (AI) continues to become more sophisticated, it impacts businesses significantly. Many business operations, such as communications, data flow and management, and workflow, have been automated thanks to AI and machine learning. But one of the areas that has been benefiting too much from AI is marketing operations.
Marketers use AI to automate marketing tasks, gather customer insights, and create more personalised content. With the ability to collect, analyse, and learn from marketing data, AI can help shape how marketing is done. It will also help businesses create more successful marketing strategies as they will rely on data and real-time insights instead of guesswork and opinions.
Here are some of the ways AI is shaping marketing:
1. Better User Engagement
One of the most crucial aspects of marketing is user engagement. Customers who are not engaged with your brand are less likely to purchase your products or services. AI can help you increase customer engagement by providing personalised content and recommendations. For example, as a ChatGPT alternative, HIX.AI is an outstanding AI-driven writing tool for producing top-notch Google ads, emails, blogs, and more in a matter of moments. Thanks to machine learning, AI can get to know your customers better and provide them with the information they need when they need it.
For example, if you have a customer who always buys your products during a sale, AI can send them notifications about upcoming sales so they can take advantage of the discounts. Conversely, if a customer never buys your products during a sale, AI can send them personalised coupons to encourage them to buy your products. AI can also identify and leverage different factors on the customer journey to better engage users and emotionally connect to them to activate certain behaviours.
2. Improved Customer Segmentation
Another way AI is shaping marketing is through improved customer segmentation. In the past, businesses would segment their customers based on demographics such as age, gender, or location. However, thanks to AI, they can now segment their customers based on interests, behaviours, and even how likely they are to convert.
For example, a business selling beauty products can segment its customers based on the products they usually purchase. Customers who always buy skincare products can be segmented into a 'skincare' group, while customers who always buy makeup can be segmented into a 'makeup' group. By doing this, businesses can send these customers more personalised content and offers relevant to their interests. Consequently, this leads to improved customer satisfaction and higher conversion rates.
3. More Effective Campaigns
Another benefit of AI is that it can help businesses create more effective marketing campaigns. With the ability to collect and analyse data, AI can provide businesses with insights into what is working and what is not. AI can also help them automate marketing campaigns so they can focus on other tasks.
If you want to run a social media campaign, AI can help you create targeted ads and track how well the marketing campaign performs. The best part is that you can track the channel performing the best among the others. For example, if Facebook provides a better ROI than Instagram, you can focus more on Facebook. But still, you can take lessons on what you did right on Facebook and try to implement them on Instagram.
Additionally, AI can also help you automatically adjust your budget based on the results of the campaign. This way, you can ensure that your marketing campaign is as effective as possible.
4. Creating More Engaging Content
Another way AI is shaping marketing is through the creation of more engaging content. Thanks to machine learning, AI can help you understand what type of content your audience wants to see. AI can also help you determine the best time to post your content to maximise engagement.
For example, if you notice that your audience is engaging more with videos, then you can create more video content. Alternatively, if you find that your audience engages more with infographics, you can produce more infographics. By understanding how your audience engages with your content, you can create content they are likelier to engage with.
AI can also help you with keyword research, where you can get phrases that your target audience uses to search for products. You can use these keywords in your titles and descriptions to make your content more visible to them. You can also use these keywords to create blog posts or produce products relevant to their needs.
5. Offer Quality Customer Support
In addition to creating more engaging content, AI can help you offer quality customer support. Thanks to chatbots, businesses can now provide 24-hour customer support without human intervention.
Chatbots are software that can mimic human conversation. They are powered by artificial intelligence and natural language processing. Chatbots can understand the user's intent and respond accordingly.
For example, if a customer asks a chatbot for help with a product, the chatbot can provide instructions on how to use the product. If a customer demands a refund, the chatbot can provide the necessary information on what to do. Chatbots can also upsell and cross-sell products to customers.
By offering quality customer support, businesses can improve customer satisfaction and retention. Additionally, chatbots can also help them save on customer support costs.
6. Improve Voice Search
Voice search has been on the rise in recent years. Thanks to virtual assistants, more and more people are using voice search to find information online. As a result, businesses need to optimise their website for voice search. It can be done by using long-tail keywords commonly used in voice searches. Additionally, they should create content that is easy to understand and use bullet points.
Businesses can improve their chances of being found online by optimising their website for voice search. Additionally, they can also provide a better user experience for those who are using voice search.
7. Predictive Analysis
Predictive analysis is another way in which AI is shaping marketing. Predictive analysis is where businesses use data to predict future customer behavior. It can be done by using historical data and trends. Additionally, they can use machine learning to make predictions.
By using predictive analysis, businesses can determine which products or services their customers will likely buy in the future. Additionally, they can also identify potential problems that their customers may have. By doing so, businesses can prevent these problems from happening. Predictive analysis allows them to make better decisions about their marketing campaigns.
Additionally, predictive analysis can also be used in demand forecasting. It is where businesses can use data to predict how much demand there will be for a product or service in the future. By doing so, business organisations can ensure that they have enough stock to meet customer demand.
8. Understand Your Audience Better
AI can also help you understand your audience better. It can be done by using data to create customer profiles. Customer profiles are where businesses can segment their customers based on their demographics, interests, and behaviours. The customer profiles help them know what their customers are interested in, what products they love, and what channels they use to interact with the business, among other things.
After creating these customer profiles, the business can use AI to create targeted content and ads. That is because they will know what their customers are interested in and how to reach them. Business organisations can also use AI to create personalised experiences for their customers.
Businesses can improve their marketing campaigns and ROI by understanding their audience better. Additionally, they can also provide a better experience for their customers.
9. Generate More Leads
AI can also help businesses generate more leads. It can be done using data to create targeted lists of potential customers. Additionally, they can use AI to score leads. Lead scoring is where businesses assign a score to each lead based on how likely they are to convert. The higher the score, the more likely the lead is to convert.
Therefore, the lead generation scope changes from targeting any lead to targeting quality leads in numbers. You get to market to people who are likely interested in your products instead of first convincing them that they need your product. Quality over quantity!
Businesses can improve their chances of making a sale by generating quality leads. Additionally, they can save time by not having to contact many people who are not interested in their products.
10. Better Market Analysis
AI can also help businesses with their market analysis. Market analysis is where they research industry and competitors. It can be done by using data to understand the market trends. Additionally, businesses can use AI to monitor their competitor’s activities.
By doing so, businesses can stay up-to-date on what is happening in their industry. Additionally, they can also make changes to their marketing campaigns if necessary. They can improve their chances of success by having a better understanding of the market.
AI is changing the landscape of marketing. Businesses can now use data to improve their marketing campaigns and ROI. They can also create targeted content and ads, understand their audience better, generate more leads, and do a better market analysis. All of these things will help businesses succeed in the future. Thanks to AI, marketing is no longer a guessing game.
About Author: Iminza Sarah is a marketing expert having worked with top companies and helping lay successful marketing plans. She loves sharing tips about winning marketing strategies through her blog page and podcasts. During her free time, she loves singing.