Since the release of ChatGPT-4 in March, there has been an ongoing discussion about the capabilities and potential of artificial intelligence. But, in fact, AI has been widely used even before OpenAI’s new tool saw daylight. In this article, we will focus on AI in marketing – what are its benefits and use cases. Interested? So, let’s get to the topic.
What are the benefits of AI in marketing?
At first, let’s discuss the advantages of using AI in digital and traditional marketing. Unlike humans, artificial intelligence is capable of processing large amounts of data at once. It can be used to increase the performance of a marketing team in several aspects, including:
- Customer satisfaction
- Data analytics
How to use AI in digital and traditional marketing?
Knowing what it is capable of, let’s look at the ways to introduce artificial intelligence in your campaigns. We will scrutinize a few use cases of AI in marketing – you will see whether they fit your business. So, here they are:
- Automizing e-mail marketing – E-mail marketing, along with influencer marketing, is among the most effective strategies. Yet, with a large customer base, it is almost impossible to conduct it effectively without the use of external tools. AI fits this niche ideally – it is able to analyze data and choose the right time windows to send new e-mails, which are often customized based on the particular customer’s needs.
- Creating content – While AI-written content won’t oust the one written by the most skilled copywriters, not every business has the budget to employ an expert. In such cases, AI is a great alternative. It is capable of generating decent content quickly and with SEO in mind.
- Personalized ads – If you wonder how to use AI in digital marketing, you should definitely implement it into your advertising campaigns. Artificial intelligence is capable of personalizing each ad to find the best way to reach out to a particular client. All you have to do is combine it with predictive consumer segmentation and prepare materials for each target group.
- Automated decision-making – One of the most common AI uses cases in marketing is for the sake of making data-driven decisions. As was mentioned before, artificial intelligence can process more information at once than a human could in a full day of work. As a result, it is capable of quickly analyzing all the data and changing the prices or sending targeted messages based on it. You may also use this to plan your campaigns – AI will inform you what performs the best.
Is AI the sole future?
With so many benefits, many experts claim that AI is the future of marketing. Yet, it is not exactly true.
Organic, user-generated content and data is also important, especially since it is natural and honest. Plus, AI collects data based on patterns, thus making it impossible to fully comprehend the target audience. If you want your marketing efforts to be effective, you must combine both types of data collection together.
Let us show you an example, based on our social mapping app, YouMap. Imagine that your customer has bought a product from you, but was dissatisfied with some of its features and stopped purchasing your other goods. AI will spot that, yet it won’t be able to provide you the exact answer to what went wrong, rather informing you that something went wrong. But, if the client leaves a review in YouMap, expressing why they were not satisfied, you will have access to your answer.
This example shows the two-step approach – firstly, AI detects a problem. Then, you need to gather organic data to understand and solve it. Both types of data are the best when used together – you mustn’t forget it.
AI comes with a lot of benefits for digital and traditional marketing. Using it may elevate your campaigns to a completely new level. Yet, the best practice is to use AI-gathered data and organic data together. Only then, will you achieve the best results.
Found this article helpful? Read our guide on how to prepare a marketing strategy plan.