Artificial intelligence (AI) is the big business buzzword of the moment. It’s also a view into the future of marketing. With the value of the technology in this business department expected to grow to 107.5 billion by 2028, marketers in companies of various sizes and industries are starting to get to grips with AI.
Rapidly understanding and implementing AI technologies into marketing strategy is key for businesses looking to get ahead. It will be essential to staying competitive and meeting customer expectations in the future, say 88% of marketers surveyed by Mailchimp.
So how can you get to grips with AI and introduce the technology effectively into your marketing strategy? This article will explain.
How is AI affecting marketing?
AI technologies are already being introduced into marketing departments, processes and strategies. Indeed, the adoption of these systems more than doubled between 2017 and 2022.
AI-enabled tools that are benefiting marketers include:
- Chatbots who answer key customer queries or gather details for service teams to use
- Customer personalisation on content such as emails, social media and websites
- Process automation for repetitive tasks such as sending emails and scoring leads
- Developing data insights and conducting predictive analysis from existing information
- Content generation processes, including creating new ideas, images or text
With a huge range of AI marketing tools already available, there are lots of potential benefits to be gained from integrating these technologies.
Why should AI be part of your marketing strategy?
The significant benefits they can bring to marketers are why AI technologies are being integrated into these departments’ strategies.
By harnessing human-like intelligence and capabilities, AI tools can complete particular marketing tasks effectively and independently. This includes conducting email marketing campaigns, generating new content such as social media posts or blogs and dealing with basic customer queries.
This helps to alleviate the workloads of marketing teams. So rather than spending time on basic or repetitive work, they can use it to add value to their department. In some cases, tools can enhance the way marketers do their jobs. For example, they can help to generate new ideas, make better media buying suggestions or conduct real-time performance analysis of marketing activities.
AI technologies can help to improve a business’s customer experience in a variety of ways. This includes:
- Delivering the information and answers they need quickly by communicating to them through chatbots and serving relevant content automatically
- Making messaging more effective by personalising it based on a customer’s demographics and behaviours
- Generating more effective organic content, adverts and product recommendations from historical data or short creative prompts
- Enabling businesses to better understand their customers by automatically analysing data and generating valuable insights such as trends in customer demands or preferences
In short, AI technologies enable marketers to deliver a customer experience that’s better personalised to their needs and meets their demands more effectively.
With AI tools, marketers can easily gain insights into which activities are the most effective. This insight can be generated in real time thanks to automated data integrations. Predictive analysis can also be run to indicate what future trends in customer behaviour will be. This means marketers will know exactly where to put their budget to get the best return.
Plus, by improving CX, increasing customer service efficiency and adapting product suggestions, campaigns and content to their needs more effectively, AI tools help to improve the overall ROI of marketing departments.
Better decision making
When machine learning is automatically fed with real-time data, decisions about marketing strategy can be better informed and made more quickly. Using the information fed into them, machine or deep learning technologies can then deliver insights, make suggestions or even automatically adjust marketing activities to make them more effective.
With rapid iteration and testing also possible with the help of AI tools, performance data can be quickly collected, analysed and actioned. As a result, marketers can quickly learn and improve their decision-making around creative, campaigns, activities and strategy.
What are the challenges of integrating AI into marketing?
Though AI can bring huge challenges to marketing departments if implemented effectively, there are some elements that need to be considered by marketers during integration projects.
- Identifying and implementing the right training for teams to use the tools effectively
- Maintaining data quality and privacy to get the best results and avoid breaking the law
- Communicating the benefits to teams to avoid demotivation and encourage innovation
- Establishing best practices to ensure the most effective usage of AI tools
Keeping these challenges in mind will help you set out a plan to overcome them and develop the most effective AI marketing strategy.
Steps to developing an AI marketing strategy
To successfully implement an AI marketing strategy, it is recommended that you take the following steps.
Review your strategy
Examining your current marketing plan and performance will help you uncover challenges or bottlenecks that need resolving. It will also identify areas of potential improvement that you’re not currently tapping into. Keeping these areas of difficulty and opportunity in mind while researching AI tools, you can find those that will resolve your needs more effectively.
Do your research
As well as fulfilling your commitment to due diligence, conducting thorough research into the different tools is essential to finding those that best meet the needs of your business. It will also ensure you’re procuring the best and most cost-effective technologies.
Test out technologies
Before making the leap into any investment, it’s important to test out the technologies within your business. This will help you get the best return on your investment, identify whether your team needs any extra training to use it and ensure you’re implementing it into your processes as effectively as possible.
Track AI’s ROI
Measuring key performance metrics and tracking them as you integrate the new technologies will ensure you’re returning on the initial investment you’ve made. It will also help you identify if there are any areas for improvement in your integration plan. Plus, it will establish a helpful benchmark from which you can identify and fix any drops in performance.
Scale integrations in steps
When integrating AI into marketing strategies, the key is not to rush into implementing too many technologies at once. Introducing one tool into your processes at a time will avoid causing too much disruption and help to scale your strategy cost-effectively.
Having a stepped plan in place that involves a process of testing, implementation, reviewing and improving performance means you can leverage the most value from each of your new AI tools.
Our expert team is experienced in helping marketing teams implement new technologies like AI into their strategies. Get in touch to find out how we can help you leverage these tools effectively.