Artificial intelligence offers fast, intelligent solutions to enhance marketing. At best, utilizing artificial intelligence in marketing can help your company compete with other companies by increasing marketing effectiveness, reducing marketing costs, improving customer experience and increasing revenue.
What can artificial intelligence be used for in marketing?
In a company's marketing, artificial intelligence can be used for many different purposes, including customer segmentation, advertising targeting, data analysis and monitoring, marketing personalization, content production and customer support .
In addition, artificial intelligence can and should definitely be used to make other business more efficient, such as company and online store inventory management and building automated, more efficient processes and business models.
However, in this article we will focus on the first mentioned, i.e. artificial intelligence and marketing.
We listed for you the 5 best ways to boost marketing with artificial intelligence right now :
1. Understanding the customer and the market
Correct, result-producing decisions, both in marketing and in other parts of the business, require a deep understanding of the company's customer base and the changes taking place in the market - sooner rather than later.
Artificial intelligence can process huge customer data in a cost-effective, cheaper and more efficient way than humans. It is also able to recognize and anticipate, based on the information, customers' thoughts and movements, as well as changes that will begin, e.g. in trends, values, attitudes, consumption habits and elsewhere in the market.
In addition, it can recognize different behavior patterns for you, create customer profiles and find the most potential ones customer segments to which it is most profitable to market your product or service.
This knowledge is needed to achieve a sustainable competitive advantage in an ever-changing market, which today means almost every market. If you don't notice the signs of change and react in business early enough, your company can't possibly remain competitive year after year and relevant in the eyes of customers.
2. Optimization of advertising campaigns
Artificial intelligence can be used to analyze in-depth information, e.g. customer segments, profiles, customer behavior and keywords used to search for your product or service.
This makes artificial intelligence a powerful tool for optimizing advertising campaigns .
With the help of artificial intelligence, it is possible to create very precise customer profiles and target advertising only and only to these users.
Ads are shown at an even more relevant time to the most potential groups, which naturally increases the effectiveness of marketing.
In marketing, artificial intelligence can also reduce costs, for example by finding the most effective keywords, determining the most effective strategies and taking care of buying ads for you, allowing you to allocate even limited resources to the right places and increase the effectiveness of campaigns even more.
In 2023, the ad creation feature is still in its infancy, but in the future artificial intelligence may well produce text, image and video ads that are individualized, extremely effective and created in real time based on user history.
3. Intelligent data monitoring and analysis
Also intelligent data monitoring and analysis can be left entirely to artificial intelligence.
We already explained in the section Understanding the customer and the market why tracking data plays a critical role in today's business and staying competitive.
Often, the company still doesn't necessarily understand the opportunities that data brings, track the right data, or get compiled information in an easily understandable form, from which it is possible to make decisions that support and promote the business.
Analyzing small amounts of data is usually not perceived as problematic, but as the amount of collected data increases and it comes from several different sources, the monitoring and analysis work starts to become significantly more challenging expert work and, of course, time-consuming.
However, artificial intelligence is able to complete in just a few hours a job that normally takes a person weeks to do, and which may not even have the expertise within the company.
With the help of artificial intelligence in marketing, data can be easily monitored and analyzed in almost real time. Valuable data to be analyzed are e.g. clicks, time spent on websites and in different sections of pages, exit rates, conversions and historical customer behavior.
With the help of up-to-date and, above all, reliable information, it is easier for your company, for example, to develop its products, services and brand in the right direction and to allocate resources to where the greatest benefit can be obtained.
4. Marketing personalized by artificial intelligence
As everyone surely knows, it is cheaper, easier and up to 50% more likely to get an old customer to buy again than to acquire new ones.
Marketing personalization , whether done by artificial intelligence or a human, helps improve customer satisfaction, increase customer loyalty and increase loyalty to your brand.
Personalization also makes the customer feel valued, even if he knows that the machine sent and personalized the message.
Because artificial intelligence learns about our preferences faster than us (humans) and can process huge amounts of data in almost real time, it is possible to personalize advertising very accurately and timely, so that the right customers can be reached with the right message at the right time.
Most often, personalization looks like a shopping basket rejection message or, for example, a personal discount code sent in honor of an anniversary.
Artificial intelligence takes the level of personalization of marketing further, when, for example, the online store customer is shown, for example, in connection with the search function or in the case of products recommended on product pages, primarily the categories and products that interest him the most based on the customer's user history.
5. Production of marketing content with artificial intelligence
With artificial intelligence, you can easily create e.g. blog articles, social media posts, product descriptions, product photos, product videos and animations.
Artificial intelligence-assisted content creation tools clearly reduce the resources spent on content creation, as the planning, creation and implementation of marketing content speeds up and the marketer's productivity increases.
Creating text content in Finnish, English and most languages can be done in no time, e.g. With Jasper , Copy.Ai and ChatGPT tool. Images can be created and edited conveniently with, for example, Canva , Adobe FireFly or the up-and-coming Microsoft Designer .
However, at the moment, the texts produced by artificial intelligence are easily recognizable by their mistakes, incomplete grammar and their own tone.
In addition, the outputs of artificial intelligence are often similar, because it cannot produce unique text, tell stories or share people's feelings or experiences.
There may also be errors in the pictures, e.g. in the form of missing or extra fingers.
Content made for marketing with artificial intelligence should therefore always be checked and modified to at least fit the brand's voice. In other words, human input (for now) is needed in content production.
Still, artificial intelligence speeds up the content production process so significantly that it makes no sense not to use it in the company. For example, the draft version of this blog article was made with artificial intelligence, which saved a couple of hours of time.
Artificial intelligence can be taught to produce brand-appropriate content. This requires some work from you and is not possible for every tool, but we believe that this and other shortcomings will be fixed in the near future.
5. Interactive 24/7 customer support
Customer support is also marketing.
With the help of artificial intelligence-assisted customer support, you can improve the customer's user experience on the website, enhance your customer service and reduce the need for customer service, and increase productivity elsewhere in the company.
The chatting chat bot in the online store and also on the website offers round-the-clock help to solve customer problems when the customer service representative is not available.
In addition, the bot facilitates the customer's business by helping them find information about the product or service.
It may even be easier for the customer to approach the company through a chat bot, as there is no need to leave the website. And when you interact with customers more often, problem situations can be prevented and customer satisfaction can be kept high, which is the best marketing.
An artificial intelligence-assisted bot can also be used to collect leads, in which case your company can retrieve the customer's information for later contact.
At the same time, you get more analyzable information about the customer's problems and needs, which you can use, for example, to develop customer service, websites, and products or services.
The benefits of artificial intelligence in company marketing
In marketing, artificial intelligence can be used e.g. for creating individual customer experiences based on user data, which increases the efficiency and effectiveness of marketing.
Since a large part of the manual work can be left to artificial intelligence or completely automated, such as data monitoring and analysis, marketing can be carried out more cheaply, more effectively and results can be obtained faster than before.
In practice, artificial intelligence achieves this by collecting real-time data, which enables e.g. find customer segments, understand customers more deeply and serve them better, personalize and enhance advertising, anticipate changes in consumers and the market, and develop business by making informed decisions.
In this way, even a small company can achieve a considerable competitive advantage even with limited resources compared to its established competitors.
Where artificial intelligence should be used and where not
Artificial intelligence can and should be used as a means of competition in marketing, for example to make processes more efficient, improve the customer experience and increase cost savings.
The role of artificial intelligence in marketing is growing rapidly, and its wider use in the company will probably soon be necessary for every business of tomorrow that wants to succeed in the competition against other companies.
However, artificial intelligence also has its own limitations.
For example, in content production, artificial intelligence can only combine information from different sources, not create new ones. It also lacks the voice of your brand and the emotions of your customer.
Search engines have also reacted to artificial intelligence, and Google has said that it will penalize websites for low-quality or useless content , which the products of artificial intelligence (unedited) can easily be. However, valuable content is rewarded with visibility, whether it was produced by humans or artificial intelligence.
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