16 Ways Artificial Intelligence Can Be Used in Marketing

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16 Ways Artificial Intelligence Can Be Used in
Marketing
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• Artificial Intelligence, in its most basic
  definition, refers to the capability of computer
  programs to predict and mimic human thoughts and
  actions. Thus, Artificial Intelligence for
  Marketers becomes increasingly helpful, as it
  allows you to better observe and predict consumer
  behavior and create delightful customer
  experiences.
• AI allows for personalized communication for each
  consumer, which makes consumers connect with the
  brand better. This change in perception makes
  consumers feel valued, and a good customer-care
  experience means they will come back for more. 
• In addition to the above, the use of AI and
  AI-based tools can help marketers automate a lot
  of their repetitive work, become more productive,
  and increase their marketing ROI.
• The potential of AI in Marketing is massive. The
  applications of AI in marketing include, but are
  not limited to, chatbots, voice and image search,
  consumer profiling, etc. 
• In this article, we will look at 16 ways that
  talk about how to use AI in marketing. 
• 1. Create Better Content Faster
• While AI cannot be used to write contextual
  pieces like Political Op-eds or an in-depth blog
  on industry-specific issues, it can prove useful
  for generating elementary content to bring in
  more traffic for your website. 

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• AI can also be used for editing content. If you
  have ever used Grammarly, you have already been
  using AI in your everyday work to make your
  content clearer and more impactful
• Here are dome AI-driven content creation tools
  that you can explore
• Quill  Have a marketing dashboard on data viz
  tools like Tableau or Power Bi that you want to
  summarize? Quill automatically converts your data
  into a story.
• Wordsmith  Similar to Quill, wordsmith is
  another tool that generates millions of articles
  a year by transforming data into insightful
  narratives. 
• Articoolo  With Articoolo, all you need to do is
  enter your topic and word count. The tool then
  creates unique content from scratch, just like a
  human writer would!
• MarketMuse First Draft  Marketmuse, an
  AI-powered content research and optimization tool
  has launched First Draft, which as the name
  indicates, automatically creates the first draft
  of the article, when you give it a topic with a
  basic brief.
• 2. Write Better Ad Copies
• Most digital advertising platforms today allow
  you to use multiple ad copies and then use
  machine learning to find the winner. Googles
  Responsive Search Ads (RSA) are a perfect example
  of this. All you need to do is create multiple
  variations and the system will pick the best
  variations, tailored for the consumer the ad is
  being shown to.

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• But how do you know if you are coming up with the
  best copies for all those variations of your ads
  and creatives? 
• This where AI-driven copywriting tools
  like Phrasee come in. Phrasee uses data from your
  existing marketing campaigns to craft better
  data-driven messages that you can use to improve
  campaign efficiency. 
• And whats more, the tool also understands your
  brand voice and ensures it is consistent on all
  the creatives.
• Another tool that helps with coming up with the
  best messages to connect with your target
  audience, in your brands voice is Persado. It
  continuously learns from your data and keeps
  creating better data-driven messaging over time.
  And it works to create messaging across all your
  marketing channels.
• 3. Create a better content strategy
• Another application of artificial intelligence in
  marketing is using it to come up with better
  content strategies.
• Here are some tools that can help you with
  creating an AI-powered content strategy
• Apart from these, MarketMuse mentioned above for
  content creation, also helps in building a
  full-fledged content strategy
• Cobomba  Cobomba helps marketers with the entire
  content marketing process right from content
  recommendations to audits and planning. It also
  helps optimize existing content and track the
  performance of all your content marketing
  activities.

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• Atomic Reach Atomic Reach uses AI to help you
  edit and optimize your content. It helps you
  create better titles and also auto-generate
  content summaries, which you can use for meta
  descriptions and social media captions
• 4 . Automate repetitive tasks
• Applications of AI in marketing also include
  using or building programs and tools that allow
  you to automate tasks that were previously being
  done manually. 
• Lets take an example lets say you are an SEO
  or content marketer and you are working on a site
  that has 20,000 pages, most of which have no meta
  description.
• If you had to read content on each of these
  20,000 pages and summarize it to write a meta
  description, it would take weeks to get this
  done. And youll be mind-numbed at the end of it!
• Even if you get an army of 10 interns to do this
  for you, it would still take at least a week and
  you would also have to coordinate and follow up
  with each of them

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• A better solution here is to use an AI-powered
  tool to automatically generate meta
  descriptions for you. Smacients Meta
  Descriptions Writer Google Sheets add-on just
  does this it uses AI-powered Natural Language
  Processing, which allows it to extract text from
  the given URLs and summarize it to generate a
  meta decsriptsoon
• Apart from this, you can also use Python which
  has a lot of marketing applications to also help
  you automate a lot of your day-to-day boring
  repetitive tasks.
• 5. Target the right audiences with your ads
• Most digital advertising platforms today use
  machine learning to help you show the right ad to
  the right person at the right time and in the
  right context.
• As a marketer, if you understand the fundamentals
  of how these systems work, you can use them to
  your advantage.
• A simple example is Lookalike audiences in
  Facebook ads. These are audiences that Facebook
  builds which are similar to a source audience
  (custom audience) that you provide.
• If you understand the fact that machine learning
  algorithms are only as strong as their input data
  (learning data), you would work to ensure that
  the source audiences that you use are the most
  powerful.

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• For example, if you had to create a lookalike of
  three custom audiences 180-day website
  visitors, 180-day add-to-carts, and 180-day
  purchasers, which one of these would give you the
  most accurate lookalike? Well obviously the
  purchase audience (provided, the size is large
  enough), since these are people who have the
  highest probability of buying from you. 
• This might seem basic to those of you who are
  pros at performance advertising, but for those of
  you who are beginners, these are very important
  concepts to understand which will help you use
  the platforms machine learning capabilities to
  your advantage
• Apart from having this understanding, you can
  also use tools like Albert AI to supercharge your
  performance advertising across platforms
  search, social, and programmatic. 
• This might seem basic to those of you who are
  pros at performance advertising, but for those of
  you who are beginners, these are very important
  concepts to understand which will help you use
  the platforms machine learning capabilities to
  your advantage
• Apart from having this understanding, you can
  also use tools like Albert AI to supercharge your
  performance advertising across platforms
  search, social, and programmatic. 
• 6. Use Chatbots for real-time interactions
• Chatbots are customer-interactive applications
  that solve consumer queries in real-time. It is
  not humanly possible to interact with consumers
  all day long and immediately respond to their
  queries manually. This is where the chatbot
  applications of AI in marketing come to a
  marketers rescue. 

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• multiple FAQs or any complaints they might have.
  This not only makes it easier for consumers to
  navigate through the website, but it also makes
  them feel valued. Since their troubles can be
  solved almost immediately, they are more likely
  to return to the same brand in the future as
  well. 
• However, chatbots need to be used with
  precautions. A consumer should be allowed to
  switch between chatbots, or human customer care
  executives if they so wish to. This allows for a
  flexible and accommodating experience for the
  consumers. 
• Tools like MobileMonkey and TARS can help you
  quickly build and deploy chatbots to enhance your
  customer experience.
• 7 Derive better social media insights
• Markets today have to engage with customers
  across multiple social platforms, which makes
  monitoring it all very challenging. And deriving
  actionable insights is all the more challenging.
• AI-powered social intelligence tools
  like Linkfluence help track brand equity, detect
  social trends, monitor online reputation, and
  also identify the best social influencers to
  amplify the barn message.
• 8 Ensure your ads are showing in the right
  places
• Sifting through placement reports in Google Ads
  and other platforms to find placements that
  perform and exclude those that are not, can be a
  mammoth task, especially when you have hundreds
  of thousands of placements to analyze.

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• AI to the marketers rescue! Contextual
  intelligence tool GumGum uses computer vision and
  natural language processing to scan images,
  videos, audio, and text and ensure ads are served
  dynamically, where users are most likely to see
  them. It also ensures brand safety by preventing
  ads from showing on sites that could harm your
  brands reputation.
• 9 Use voice search to your advantage
• Voice Search allows consumers to simply voice
  their queries into their digital devices, without
  having to type it out. 
• With voice-activated services like Alexa, Siri,
  Google Home, etc on the rise, marketers can
  leverage these to create voice-focussed
  experiences for their target audience.
• This would include optimizing for the answer box
  on search as well as creating Google Home Actions
  and Alexa Skills.
• 10 Automate SEO processes
• A lot of day-to-day SEO processes involve a lot
  of manual repetitive work.
• Apart from the example of writing meta
  descriptions mentioned above, there are many
  other tasks, where using AI can help.
• For example, we all know how important internal
  linking is to SEO. Lets say you have started
  working on a new SEO project and want to get
  ideas on which internal pages you could link to.
  If you are not too familiar with the site and its
  contents, this could take you a very long time. A
  tool like Smacients Interlinking Opportunities
  Finder can help you save a ton of time. All you
  need to do is enter the page URL and the tool
  would suggest relevant anchor text and pages it
  could link to.

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• Another use case is paraphrasing. When you have
  to create multiple variations of text on your
  pages, to prevent duplicate content issues you
  could use Natural Language Processing algorithm
  to your advantage and get the same done much
  faster than getting a team of people to do it.
• 11 Profile your audience better 
• Customer Profiling refers to marketers making
  extensive profiles on their customers, by
  extracting and analyzing as much data about them
  as possible. These profiles include data like
  their demographics, expectations, beliefs,
  behavioral patterns, etc.
• These data points can be used to analyze the
  customers purchasing patterns, and then group
  customers on the basis of shared patterns. These
  groups, called segments, can be used to create
  customized communication strategies with the
  customers, to identify target audiences, to
  predict the purchase decisions a group might
  make, and then use that knowledge to come up with
  strategies that increase average customer
  purchase value, and so on. 
• 12 Leverage predictive analytics
• While it is important for businesses to gain new
  customers, it is also equally, if not more,
  important for them to keep their existing
  consumer base. Statistically, strategies to get
  new customers cost more than keeping the
  pre-existing customers happy. Marketers can work
  out how to use AI in marketing by using
  predictive analytics that is to say, you can
  use available data and common trends to predict
  if any of your existing customers are on their
  way to stop using your product/service. You can
  then deploy tactics to keep them engaged / happy
  and prevent them from leaving.

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• Apart from predicting customer churn and reducing
  it, you can also use tools like Pattern89 to
  predict which creatives would work, even before
  you launch your campaign! Imagine how much
  marketing money this could save you if you didnt
  have to run an A/B test and wait for the data to
  help you find the winner. All that money and time
  spent testing could now be deployed elsewhere to
  increase your marketing ROI.
• 13 Create personalized website experiences
• Another way to use artificial intelligence in
  marketing is by making the website experience
  itself something that is suited to the consumers
  taste. 
• You could ensure that each site visitor gets
  content based on their past interactions on the
  site. This keeps them engaged and makes them want
  to come back for more.
• Imagine what your website could do if it
  recommended content to your users, just like how
  Netflix does in a highly personalized manner! 
• A tool that helps here is PathFactory, which
  creates AI-driven content journeys based on the
  individuals content consumption data.
• 14 Create hyper-personalized emails
• Artificial Intelligence can be used to compose
  personalized emails for one-on-one interactions
  with customers. 

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• Dell reported a very high return on investment
  rate after employing artificial intelligence in
  marketing for their emails. Doing so involved
  dividing their wide consumer base into multiple
  segments based on their purchase patterns, age
  group, and other such data which would impact
  their buying decisions. These segments were then
  sent customized emails and newsletters with
  headlines and subject details that were most
  suited to catch their attention. Once a target
  audience had been set, Dell could further entice
  them with customized discounts and offers. After
  employing this AI technology, Dell reported an
  increase in both click-through rates and
  conversions. 
• Customized emails not only provide consumers with
  deals best for them, thereby increasing chances
  of them remaining loyal buyers, but also provides
  a human element in an otherwise technical
  industry. This human element, which can make
  consumers feel valued can be all the difference
  between customers who return for further
  purchases and customers who dont. 
• An example of a tool that helps with this is Rasa
  IO, which helps brands create Smart Newsletters
  to boost customer engagement and sales 
• 15 Qualify your leads and nurture them 
• As a marketer, one of your key goals is to send
  quality leads to the sales team and also nurture
  those leads until they convert.
• Exceed AI is an AI-powered lead conversion
  automation platform that automatically qualifies
  your leads by asking them relevant qualifying
  questions in human-like conversations, before
  passing them on to sales.
• This could help bring sales and marketing in
  perfect alignment and grow revenues for the
  organization.

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• 16 Create unique marketing campaigns
• With every brand trying to engage customers on
  digital media, there is a lot of noise and
  clutter out there.
• If you want your marketing campaigns to drive
  real impact you would need to be creative and
  unique.
• If you think creativity is only within the ambit
  of humans, think twice! You could use AI to your
  advantage when it comes to creativity as well
  take a look at this example from Nutella in
  Italy. The Nutella Unica campaign used AI to
  generate millions of unique package designs which
  acted as prized collectibles, that consumers
  rushed to buy. Apart from driving sales the
  campaign also created a lot of social media
  chatter that helped the brand drive awareness and
  recall.
• Conclusion
• In this day and age, when consumers are spoilt
  for choice between multiple brands in the market,
  it becomes necessary to make them feel valued in
  order to ensure their loyalty.
• Human capital alone is no longer enough to drive
  delightful customer experience in the fast-paced
  world that we live in. With the pace only going
  to increase, it is important for marketers to
  realize that it is not marketers vs AI but
  marketers plus AI that would allow marketers to
  be more productive, drive better impact, and
  improve marketing ROI while ensuring that our
  marketing campaigns continue to have the most
  important human touch.