Whether you’re catching up on recent posts in an industry facebook group or scrolling through LinkedIn because you’ve exhausted your other social channels, the conversation around big bad AI coming in to take our jobs has become quite difficult to avoid. To many of us, this take is confusing and quite frankly, lacks nuance. The idea that marketers are replaceable has been proliferated for as long as anyone can remember. As modern-day marketers, AI has been integrated into many of the tools we use on the daily for years. In fact, a survey conducted by Twilio found that 83% of businesses are already experimenting with AI on their marketing channels. From subject line composers, to recommendations on the best times to post on social media, artificial intelligence has been quietly improving the way we work for a while.
Being at the forefront of the internet’s evolution is in the fine-print of every marketer’s job description. Luckily, marketers are uniquely skilled to adapt to the ever changing digital landscape in record time. From the introduction of social media advertising to the boom of e-commerce businesses, the role of today’s marketer is not the same as yesterday’s.
Leveraging the power of AI in your marketing strategy will only make you a better marketer. In fact, 58% of marketers using generative AI in their organizations claim increased performance as a key benefit. Imagine a world where data collection and analysis is streamlined, your content topics are effortlessly enriched with SEO key terms, and your media-buys are always optimal. What would you focus on if you could take a step back from the bottom line? Would it be more effective storytelling? Would you hone in on your brand voice? Would you take more time understanding the audience you’re trying to reach? We’ll let you ponder on that one. Here are some ways you can enrich your work with the help of AI.
Optimal Ad Campaigns Every Time
If you’ve spent some time on Google Ads, you might already be familiar with the assistance of artificial intelligence to optimize ads. Newer tools like Pattern89 have come into the market to take the guesswork out of the digital marketer’s day to day. It connects to your ad account, whether it’s search or social, and analyzes over 350 billion data points across 49,000 creative dimensions, predicting the winning ad combination with over 95% accuracy. As if it can’t get any sweeter, it also helps you build and launch the ad within the very platform, and with one-click optimizations, you can almost set it and forget it.
AI takes the time to understand your user data to enable hyper-personalization in content. Enhancing the user experience should be top of mind for anyone hoping to build an engaged customer base, and with the help of AI, you can create a unique experience for each site visitor based on past behavior data and signals of intent. Similar to Netflix’s oddly specific content recommendations, you can leverage AI to recommend the perfect product to the perfect user based on their previous behavior on your site or platform. Today, users are more likely to engage with a brand that makes them feel seen, through hyper-personalization you could identify and signal out those users more effectively. Tools like 6Sense are perfect for those in the B2B realm looking to convert new business. Through the use of OpenAI’s GPT-4 model, 6Sense uses data points to generate unique conversational emails that help businesses qualify and convert leads.
Better Email Marketing
Readers are 26% more likely to open an email with a personalized subject line. By dissecting the behavior of those in your email list, AI can help you automate how you nurture your audience, like sending a promotional code when it’s been a while since their last purchase. Direct-to-consumer brand’s favorite ESP, Klaviyo, has AI assistance on lock. Through subject line composers to send-time optimization, all you really need to focus on is getting the message right. Personalized product-feeds embedded within your email showcase products your subscriber is most likely to be interested in based on past-purchase data. These details that can feel minor, make for a tailor-made user experience that delights your consumer, and makes them feel special.
Marketing is only effective if it’s received well by its intended audience. Surely AI makes our jobs easier, but that’s because it makes the user’s experience with our brands that much more pleasant. 48% of organizations surveyed by IBM are already seeing a better customer experience. A common thread across all the perks of leveraging AI is personalization. The beauty of AI is that it gives marketers the power of data science without having to figure out how to build a model. By understanding that each and every customer is unique and activating on that principle through precise marketing, you create a more loyal and engaged customer base.
The list of ways you could use AI in marketing is constantly growing. Because of that, we’ve rounded up some tools that can help you power through copywriting, manage your workload more efficiently, and optimize your performance on social media.
AI Writing Tools For Copywriting and Content Creation
ChatGPT: Conversational AI that can help you brainstorm, research and kickstart copy.
Canva: An AI image generator creating content to use on social and beyond.
Grammarly: Like your English major friend who edits grammar and helps you reword things.
Jasper: A nifty AI-powered template helps your team save time on first drafts.
SEMRush: A writing tool creating original content enriched with SEO.
AI Tools To Boost Productivity
ClickUp: Like having a robot assistant who keeps track of all your work.
Zapier: Automate your life with over 5,000 program integrations.
Otter.Ai: Goes to meetings for you and takes thorough notes
AI Tools For Social Media Marketers
Sprout Social: From automation to social listening and customer management.
Hootsuite: For content management and inspiration.
Vista Social: A multi-platform social media manager keeping all your social activities in one place.
Buffer: For scheduling content & caption writing help.
Ocoya: For AI-written Captions and a smooth Canva integration.
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