Artificial intelligence and marketing are two terms that we are seeing increasingly associated in recent times. In fact, AI is a valuable tool that, if used well, can offer numerous possibilities for analyzing, predicting and understanding people’s habits and needs, thus becoming a valuable support for communication professionals.
But what isAI and how can it be used in marketing? Can it really be useful in defining a strategy or managing a part of user communication? In this article we will show you some ways to employ it in the right way.
What is artificial intelligence and why it is used in marketing
The European Parliament defines artificial intelligence as
“The ability of a machine to exhibit human capabilities such as reasoning, learning, planning and creativity.”
In other words, these systems-if well educated-can interact with the environment, learn and adapt.
But why is it increasingly being used in marketing? Just to give an example of its many potentials, AI can optimize the time for data analysis and the creation of new content (such as images for websites, as an alternative to free ones that can be found on the web). Or, it can broaden the vision of professionals during project decision-making phase processes, offering, for example, prior analysis on user actions with respect to a given service and/or product. All operations that never replace human labor and expertise.
Artificial intelligence and marketing: 5 ways to make the best use of it
Today we hear more and more about ChatGPT, but this is not the only generative artificial intelligence tool used by marketers. There are many others, and each has a different function. Midjourney, for example, is specifically for creating impactful images and graphics, Zapier automates workflow, and Evolv.ai, runs tests to improve user experience.
These are all tools that were created with the intent of saving the professional time and improving his or her work. How much are we talking about? About 2.5 hours a day, according to Hubspot’s State of Intelligence Report, to be re-invested in creativity, analysis, making impactful content or more in-depth reports.
But how can artificial intelligence be effectively integrated into marketing? Let’s look at 5 useful usage cues.
Always active and personalized customer service
Chatbots are one of the examples where AI can lend itself to marketing to handle initial communication between brand and user. In fact, artificial intelligence can be trained to make communication a little more human, even using the same tone of voice as the brand.
In addition, it can be used for:
- welcome a user to the website
- Answer common questions from customers
- Provide basic information to people interacting with the chatbot
- anticipate users’ needs
- simplify purchasing
- Directing communication to the right compartment
A 24/7 service that is capable of meeting the most common needs of all types of customers and backgrounds, allowing customer care to focus on the most important tasks and the most complex responses. All while personalizing content and messages to improve the experience of people browsing the website or an e-commerce.
Data analysis for listing, sentiment and audience segmentation
Artificial intelligence in marketing can also be useful for performing in-depth analysis on customers. It can be instructed, in fact, to understand their needs, what is the mood associated with a brand (but also with a product or service) , as well as to segment audiences based on interests and behaviors. A process that makes it possible to offer products and services that are increasingly on target and in line with users’ expectations.
It should also be mentioned that carrying out segmentation and listing with traditional methods takes a lot of time. With AI, on the other hand, feedback, reviews, and mentions of the brand on social networks can be retrieved and analyzed more quickly.
All the information collected will be useful, for example, for:
- understand trends
- Understand the strengths and weaknesses of the brand
- Implement product and service recommendation systems based on user needs
- optimize the shopping experience
Using AI can also serve to improve corporate brand awareness.
Want to learn more? Read our article:
How to increase your company’s brand awareness
Predictive analytics for PPC advertising
Pay per click (PPC) advertising is a very common advertising model in which you pay for advertising only when a user clicks on the ad. It is used on special search engine platforms-such as Google Ads-and allows businesses to improve their online visibility by targeting specific groups of people.
How can artificial intelligence help in this operation? For example, by cross-referencing data to providepredictive analytics on the advertising campaign that is to be implemented. This can be important for those who are setting the different metrics because it directs them to make the best choice of keywords or persuasive copy to include in the launch.
Brainstorming
Creativity often needs to be stimulated. That’s why relying on generative intelligence in the early stages of brainstorming can be helpful in fostering inspirational, decision-making and strategic flow. It can be instructed to:
- Finding new insights with respect to a product, service, or brand
- identify trends
- analyze the data
- gather ideas
- Create visual maps to be implemented over time
Create different versions of content already made
AI can start from an idea already implemented in the agency and offer new ideas for improvement. In this case, we are talking about image alternatives for the website, graphic content, and even enhancement ideas for newsletter texts.
By comparing the proposed idea with user data (sentiment, needs, preferences, trends, testing…), the program offers suggestions for optimizing the content based on theanalysis performed. One more way to see if the idea can work or needs some minor adjustments to reach an even larger audience than initially budgeted.
The same process can also be used to test the effectiveness of text and call-to-actions on a website or landing page, testing different opportunities until the desired goal is achieved.
The benefits of using artificial intelligence in marketing
Generative intelligence cannot replace human skills nor can it replace ingenuity, processing ability and empathy (important in communication!), but it can be a valuable support to enhance the skills of those working in marketing. The benefits to be gained from an AI system, for example, are:
- Implement advanced and automated data analysis
- Know your audience better to create customized content and campaigns
- Predict trends to make the best decisions
- Improve operations and productivity
All this, however, cannot happen without a clear strategy. In addition, the machine should always be instructed by a person with solid marketing skills who can analyze the information and understand what can really be useful to the company, based on the predetermined goals and its needs.
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