2023 seems to be the year of AI.
Heralded by the immense popularity of the conversational AI language model ChatGPT, artificial intelligence and its adoption across different industries have become buzzwords in the public domain. Although, this massive influence seems to be a new trend, in reality, AI has already penetrated seemingly every industry over the last few years.
From business process automation to photo editing and voice assistants, the benefits of artificial intelligence are extensive, particularly for marketing. AI can dramatically enhance and elevate the core activities of marketing including assessing customer requirements, correlating them to appropriate products and services, and even persuade users to purchase.
In this blog, we’ll take a deeper look at the influence and impact of AI in marketing, and how you can leverage the technology to improve your marketing efforts, enhance experiences, and motivate customers to act. But before we describe the impact of AI, let’s look at the current state of play.
AI in Marketing – The Latest Buzz
Ever since its public release, ChatGPT, the conversational AI language model developed by OpenAI, has been making major waves in the marketing realm. ChatGPT builds on OpenAI’s previous text generator GPT-3, an advanced language model that uses deep learning techniques to generate human-like text. The platform can help create high-quality content that is relevant and tailored to the needs of specific target audiences.
While ChatGPT has been the buzzword for the past few months, it is not the only AI tool gaining favorable reception amongst marketers. Open AI’s DALL-E 2 is a generative model that can create original images from textual descriptions and has been receiving significant attention for its ability to generate creative and unique images.
Meanwhile, the tech giant Google also announced the soft launch of its experimental conversational AI service, Bard, powered by LaMDA. Google claims that the tool is capable of offering fresh, high-quality responses as it takes information from the most recent record of online material available.
Adobe has also joined the generative AI race with the launch of a new family of AI models called Firefly. Adobe Firefly will be part of a series of new Adobe Sensei generative AI services across Adobe’s clouds. While Adobe already has over a decade-long history of AI innovation (delivering hundreds of intelligent capabilities through Adobe Sensei), with Firefly, Adobe intends to bring generative AI-powered ‘creative ingredients’ directly into customers’ workflows.
How is AI as a Service Transforming Digital Marketing Strategies
While the impact of AI has been increasingly prevalent in all major industries, it has been significantly high in marketing. The technology has revolutionized the industry, providing marketers with a new set of tools and techniques to better target and engage with their audiences.
Some of the most popular and effective ways AI is being used in the marketing industry include:
Personalization
AI helps marketers efficiently analyze consumer data and deliver personalized content and services based on individual preferences, behavioral patterns, and purchase history.
Predictive analytics
AI algorithms can analyze large amounts of data and make accurate predictions about consumer behavior, including the products they are most likely to buy, etc. This information can be used to further optimize marketing campaigns and personalize messages.
Marketing automation and SEO
AI helps businesses analyze large quantities of data and identify consumer behavior patterns to categorize relevant, SEO-friendly, and high-performing keywords for their marketing campaigns. AI can further help in discovering content topics, relevant titles, grouping search intent, keyword research, and even creating content structure.
Programmatic advertising
AI-powered programmatic advertising tools can help automate the complete process of the buying and selling of ad inventory. This enables marketers to target specific audiences with relevant ads in real-time.
Content creation
AI can also be used to generate unique content for marketing collaterals like blogs, product descriptions, and even social media posts based on the parameters set by the marketer. Text generative AI uses NLP algorithms and large language models to automate the content creation process.
Image and video generation
With deep learning algorithms and generative adversarial networks (GANs), AI can automate image generation. Such highly realistic images of products or other services can be used on marketing collaterals, branding materials, visual advertising, etc. Similarly, generative AI video tools can be used to build high-quality product demo videos and other marketing videos to increase brand awareness.
Chatbots
Another popular use of artificial intelligence in marketing is the development of AI-powered chatbots. They can be used to provide real-time customer support and answer frequently asked questions, and thus free up the human customer service representatives to handle more complex issues.
Voice search optimization
Just like how AI-powered voice assistants like Siri and Alexa are becoming more prevalent among users, optimizing content for voice search queries is becoming increasingly important for marketers.
Image and video recognition
Advanced AI technologies like image and video recognition tools can analyze visual content to identify different products, people, and even locations. This enables marketers to accurately target ads and consequently improve the efficacy of their campaigns.
In short, AI has the potential to help us make data-driven decisions, optimize campaigns, and overall improve customer experiences comprehensively across various channels. The use of AI in marketing is growing rapidly, and in future, it is expected to play a major role in aiding marketers to deliver more effective and personalized experiences to their customers.
Getting Started with Your AI Journey in Marketing
As technology advances, artificial intelligence will take on more prominent roles across marketing, thus paving way for growth and innovation. Before taking the plunge to implement AI, make sure you define your marketing objectives and identify the areas your entire strategy can benefit from AI. Also, make sure you determine the use cases where AI can improve the efficiency of your marketing programs.
Prepare your marketing teams to utilize quality data inputs as this will ensure that your AI tools can generate valuable insights and accurate predictions. To begin with, always divide your strategies into smaller manageable projects and modify as you learn and gather experience in using artificial intelligence.
The key is consistency – start small, iterate, and constantly improve.
How NextRow Can Help Boost Digital Campaign Effectiveness with AI-Powered Solutions
For businesses to stay competitive in today’s digital world, it has become imperative for marketers to offer out-of-the-box experiences to customers, and AI is the way to go about it. Having an in-depth understanding of their target audience can help businesses to identify the most valuable prospects and deliver personalized user-centric content that they can resonate with and aligns with their interests. Leverage the power of AI to attain these benefits and keep your business ahead of the competition.
At NextRow Digital, we help businesses utilize advanced AI-powered tools to optimize the targeting capabilities of marketing teams and facilitate the delivery of the most appropriate content for each customer.
- Through marketing automation services, we can help businesses increase their time and budget efficiencies, eliminate human errors, and streamline processes.
- Using a combination of data analysis, AI, and ML tools, we can help enterprises create unique marketing strategies that analyze consumer behavior and generate approaches based on their preferences.
- By drawing inspiration from our previous successful implementation of customer-centric marketing strategies, we can assist marketers to create AI-backed marketing campaigns that provide them the maximum return on their investments.
If you would like to know more about these tools and how they can help scale up your marketing efforts or how to choose the right tools and implement them into your business process; contact us at sales@nextrow.com. We are always happy to answer all your queries.
