One of the boards I sit on recently asked me to jot down a few thoughts on how AI can help marketers………
- The most common uses in marketing currently involve summarising long reports (e.g. market entry reports, country sector reports) and drafting collaterals copy – AI used for content generation can save marketing teams time and money by creating blogs, marketing messages, copywriting materials, emails, subject lines, subtitles for videos, website copy and many other kinds of content aimed at a target audience. I use it a lot myself to draft blogs as well around specific topics – see also AI SEO tools below which can be combined to massively increase visibility of your blogs
- Particularly on social media platforms, AI can look at your past audiences, and how your ads performed for that particular set of audiences – it can streamline social media listening by quickly extracting key details from large data sets, helping marketers gauge customer sentiment.
- Just in general too, digital campaigns generate more data than humans can keep up with, which can make measuring the success of marketing initiatives difficult. AI-enhanced dashboards help marketers link the success of their efforts to specific tactics they’ve deployed, helping them better understand what’s working and what could be improved.
- SEO – AI solutions can enhance search engine optimisation (SEO) and help marketers increase page rankings
- There are also specific AI tools to automate and maximise performance of Google Ads campaigns and create ads and search terms that learn and change to build the performance continually
- AI chatbots can enhance certain aspects of customer service – but there are few good ones as most of us will know from personal experience. The ones that ARE good though can massively reduce dropped calls and handle basic FAQs effectively and cost-efficiently.
- Filtering leads – LinkedIn’ Sales Navigator Tool helps find and prioritise leads and is AI based
- Graphics AI systems can help with the creation of marketing graphics and ads (but beware IP infringement)
- Existing systems such as Google Analytics already provide deep analysis of website stats but AI can also be used for example to automate aspects of cybersecurity by continuously monitoring and analysing network traffic to detect, prevent, and respond to cyberattacks and threats.
- Specific AI tools can analyse, optimise and personalise email delivery times for every person in a database which can make a huge difference for retailers or membership organisations for example – so if an email recipient is most likely to open your Monday email at 9.30am and your Saturday one at 4pm that’s when they will receive them