Artificial intelligence (AI) has existed for decades. Still, it hasn't been until recent years that it's become such a fundamental part of individuals' everyday lives. For instance, AI is used in mobile phone voice assistants, social networking sites, streaming services, and your preferred search engine. There are even AI writing tools people use to create better content. It is no wonder that AI marketing is now a major part of the industry.
AI is a commonly used marketing tool. 48% of companies use data analysis, machine learning, or AI tools, according to Semrush. However, AI marketing does not only help companies financially. The process improves personalization efforts, scales customer service, and enhances your content marketing strategies.
This guide covers everything you need to know about AI marketing, along with the best tools to get started today.
What Is AI Marketing?
To fully comprehend AI's place in marketing, it's essential to explore AI's capabilities in general.
What Is AI?
Global technology innovator IBM explains that AI "leverages computers and machines to mimic the problem-solving and decision-making capabilities of the human mind." Essentially, AI aims to perform various tasks and solve numerous problems using human-like behaviors. AI is typically split up into several different categories, each of which uses varying forms of intelligence to complete differing tasks:
- Machine learning: This type of AI aims to give computers and relevant technology the ability to mimic human behavior without the need for human assistance.
- Natural language processing (NLP): NLP, also referred to ask natural language generation, refers to the technology that allows computers to understand and communicate in human language.
- Deep learning: As a broader type of AI, deep learning imitates patterns of human thinking in identifying patterns and decision-making.
How Is AI Used in Marketing?
AI-powered marketing has revolutionized how countless companies worldwide approach various aspects of the marketing process. AI can collect, process, and analyze enormous amounts of data that help companies better understand what works and doesn't work for their business.
Specifically, marketing leaders utilize AI to focus on improving the customer journey. AI can understand such factors as customer interaction level, buying behavior, preferences, and habits. After analyzing this subset of data, AI can then craft a completely personalized experience for customers. Through AI, you can raise engagement levels and perform imperative tasks without the need for any human involvement.
How Are Brands Using AI Marketing?
Some of the world's biggest brands use AI to create an entirely new, effective marketing plan. Check out some of the most successful examples below.
Copywriting is an essential strategy in persuading potential customers to go through with an action. Moreover, effective copywriting provides value to customers and reflects a brand's voice. A few years ago, JPMorgan Chase Bank decided to elevate its copywriting game by signing on with AI and data-driven platform Persado. Persado's AI algorithm was able to detect which words would be more effective in various forms of copy on the bank's website, and it worked — the company saw a 450% increase in click-through rates. Specifically, Persado's technology pours through volumes of sample text to discover compelling and natural vocabulary, phrases, and content themes to use in copy.
Starbucks: Predictive Analysis
Predictive analysis uses data to predict future outcomes based on previous behavior, leading to an increased likelihood of purchases. Coffee powerhouse Starbucks has become a master of predictive analysis thanks to its Starbucks loyalty program. Once customers begin to use the loyalty program — most often on their smartphones — the company's AI platform collects customer buying behavior and patterns.
For instance, the AI knows at what time customers typically purchase coffee and which store they go to. Once the data is collected, Starbucks then recommends drinks and delivers specific marketing messages to customers when they are most likely to make a coffee purchase.
Sephora became a pioneer in the AI-powered chatbot feature when it launched its chatbot service back in 2017. This NPL AI tool can communicate with customers 100% on its own, answering common questions, providing makeup and beauty tips and tricks, and setting up appointments with Sephora staff. After implementing its chatbot services, Sephora reported that customers who booked appointments using the chatbot spent an average of $50 when shopping in-store. What Sephora proves is that AI-driven chatbots can serve as their form of product marketing without any need for human involvement.
Amazon: Search Queries
Amazon has always been an innovator when it comes to technology and personalizing the customer experience. In recent years, the online retailer seller has been working on better understanding the intent behind customers' search queries on the website. Understanding the "why" behind a customer search can even further personalize a customer's experience and provide more relevant results. Amazon's AI-powered algorithm analyzes a user's search to comprehend the context behind the search query.
For instance, if a shopper looks up Nike athletic pants, the system predicts that the shopper is interested in items around running. Not only will it display results with athletic pants, but it will further recommend products useful with the predicted activity, leading to a greater customer interaction rate.
Streaming service Netflix seems to roll out new customer-driven features continuously, and it does so using AI-inspired methods. One of its most well-known features is its personalized recommendations. Netflix's AI system collects user data such as search and viewing history, user rating, and date and time of watch to further recommend television shows and movies it believes a user will be interested in. This helps cut down the time a user spends searching for something to watch, increasing engagement. Furthermore, it provides a unique streaming service experience for hundreds of millions of users. No two customers will have the same viewing experience.
Best AI Marketing Tools
Fortunately, there are numerous AI marketing tools and resources you can utilize to increase your marketing efforts across the board.
Buzzsumo is a top choice for many marketers in aiding with creating effective content marketing. The content-based platform uses its AI technology to discover trending content, provide you with relevant keywords, gain insight into your competitors, and monitor your content to analyze success. Using this data, you can devise more effective content strategies to capture a wider and more engaged audience.
Furthermore, you can also use Buzzsumo to get matched up with influencers who can bring you more success by representing your brand and selling its products and services.
For your chatbox needs, ChatFuel is a go-to resource. Chatfuel's AI chatbox quickly resolves customer inquiries, cuts down on lead-generation costs, and offers its form of marketing. The chatbot can recommend products and offer discounts. Moreover, the chatbot is available 24/7, guaranteeing your customers get what they need on any day and at any time, solving the issue of slow customer support. Chatfuel can be used both on your website and across your social media pages, ensuring your reach customers on the platform they prefer.
If you are looking for a customer-oriented tool to better serve both potential and current customers on your site, Crazyegg offers an unparalleled service. The AI-fueled site uses heat-mapping technology to track a user's activity across your website, including a user's computer mouse movement across their screen. This technology allows you to better understand where your customers are clicking and, most importantly, not clicking.
You can also perform A/B testing, where you test out two different variations of your site on customers to see which garners the most engagement.
Google offers a wealth of tools and resources that use a range of AI capabilities. One of its most popular and useful tools is Google Analytics. The AI-based software focuses on providing you with the answers you need about your website and content performance painlessly and speedily. You can use Google Analytics' NPL to ask questions about your performance, such as the number of website visitors, likes, comments, shares, or sales you are getting. You can then use this data to tweak your website, content strategies, marketing campaign efforts, and much more.
Crayon offers a unique intelligence software tool that centers on giving you an edge over competing sites. Specifically, the company uses its AI software to track the activities and behaviors of your competitors, summarizing the most important data and presenting it to you to use and share with other members of your team. Crayon is particularly beneficial in that it helps prioritize data rather than present you with enormous troves of data to sort through yourself. It also ensures greater accuracy, as manual human data collection and analysis are more prone to mistakes.
Social media marketing is imperative for any contemporary businesses' success these days. Luckily, Sproutsocial's brings AI into your social media management by organizing, planning, and scheduling out your social media posts across all of your platforms. Make certain that you never miss a pivotal posting time and gain insights from your posts to see user interest and engagement levels. Moreover, the data you gather can help you to further build a brand strategy and presence that's true to your business.
Before launching your digital ads, consider using AI technology to hone in on your creative decision-making. Pattern89 allows you to upload any imagery or digital ad graphics you currently have and uses actionable insights to advise you on which other imagery, colors, and even emojis you can use to optimize your advertisement. You can complete the changes yourself or have the program complete any selected changes for you. You can also understand which types of brands will bring you the highest ROI and reach a wider audience.
Sending out emails remains one of the most effective marketing techniques, with marketers reporting that for every dollar spent, they receive $38 in ROI. At the same time, email marketing requires a strategic approach focused on personalization and providing relevant, useful content. Rasa.io can help you with this by sending out completely personalized email newsletters for each one of your subscribers. Even better, each email is completely automated, with you choosing the ideal day and time to have its AI system do the work for you.
You can also gather data on your subscribers — such as when they last opened an email, when they first signed up, and their rate of email interaction.
User-generated content (UGC) or content that your customers create surrounding your products, such as pictures or videos, is highly effective in influencing purchasing decisions. Nearly 80% of individuals surveyed in a Stackla report claimed that UGC influences their purchasing decisions. Using Stackla's AI platform, you can find, use, and manage UGC content to create ads, optimize your website layout, and brighten up your e-commerce shop. At the same time, your customers can grow their awareness of their social media pages, proving the relationship to be a win-win.
Exceed.ai uses its AI technology to assist your sales and marketing teams in nurturing qualified leads. Its virtual sales assistant software sends out inquiry emails, answers questions, and sets up meetings with members of your sales team. The AI platform rids you of the common issue of dealing with unqualified leads. Instead, it lets you focus on those most likely to go through with a buy.
AI Marketing and Your Business
AI isn't the future of marketing, it's the new standard. Using AI helps both your company and your customers to achieve a smoother, easier, and more personalized experience. Moreover, AI marketing cuts down on time and effort spent on your campaigns. You can start implementing AI marketing in your own business by first outlining your most-desired company goals. Following this, you can settle on which AI-powered strategy to focus on to help you achieve these goals and then choose the most relevant tool for that strategy.
Once you've completed these steps, you can begin to reap the benefits of AI marketing for your business.