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A Complete Guide to Using AI in Marketing

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Phani Madhav Chegu,

July 7, 2023


A Complete Guide to Using AI in Marketing

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Artificial Intelligence (AI) – a novel technological paradigm that has dramatically transformed all aspects of an organization, including the way it markets its products. Several companies across the industry spectrum leverage cutting-edge AI-powered tools to enhance the productivity of their marketing teams and deliver delightful experiences to their clients.

Today, we’ll see how AI empowers marketing organizations to deliver excellent experiences to clients and establish solid customer relationships, paving the way for rapid growth.

How Does AI Enable the Success of Your Marketing Organization?

AI allows you to automate decision-making activities, thereby helping you take the right course of action without delays. State-of-the-art AI-based applications can be used for collecting and analyzing huge volumes of client data to get real-time, actionable insights into customer behavior and market trends. In today’s digital era, where speedy decision-making is critical to the success of a marketing initiative, AI is truly an invaluable tool for your team.

You can leverage data and profiles of clients to identify optimal ways to ensure excellent customer engagement. You can use tools such as Marketing GPT to customize messages with high levels of efficacy, without human intervention. The tools help you utilize your marketing resources in an optimal, cost-effective manner. AI also enables you to:

  • Come up with the right advertisement and media placements for your company to maximize the ROI on ad spend
  • Automate activities such as generating leads, assigning scores to leads and retaining customers. You can utilize AI-powered predictive analytical capabilities to rank prospects based on the likelihood to purchase your product and connect with them effectively at the right time
  • Enhance the experience of each client with relevant content marketing assets such as webpages, posts on social networking channels and e-mails; AI will help you align the content you serve with the client’s past preferences and/or buying activities to encourage him to take desired actions such as opening a link to a product page, signing up for updates or making a purchase
  • Use human-like language to create content, answer queries of customers using chatbots and deliver engaging experiences
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We’ll now proceed to look at the different types of AI-enabled marketing solutions.

What Are the Various Types of AI-based Marketing Tools?

AI marketing solutions enable marketing organizations to forge strong relationships with clients. Given below are the 3 types of AI-based marketing tools that are used extensively in the corporate world.

1. Machine Learning (ML) Powered Tools

ML is a novel AI-driven paradigm that enables you to leverage algorithms to automate analysis of customer and market information and improve the outcomes of digital marketing campaigns. By supplying relevant historical information, you can use ML-powered software to help your team come up with result-oriented marketing strategies and avoid mistakes made in earlier campaigns.

2. Big Data and Analytics Applications

The rapid growth in the use of digital media platforms has resulted in the generation of humongous quantities of big data, which presents excellent opportunities to get valuable insights and precisely measure value across various customer channels. However, the massive volumes of big data can pose challenges in its effective analysis in a timely manner. AI helps resolve this challenge by sifting the vast amounts of information very fast, boiling down to its essence and delivering accurate analyses.

3. AI-Powered Marketing Software

Good AI-based marketing tools provide marketers centralized platforms to manage huge volumes of information efficiently. These platforms help gather invaluable market intelligence from target audience groups and enable right, data-backed decisions to maximize customer outreach. You can use various techniques such as Bayesian Learning to gauge a client’s receptiveness to a particular online marketing campaign, resulting in better-targeted marketing efforts.

So far, we’ve seen how AI is helping marketers perform their duties with high efficiency. We’ve also looked at various types of AI-based tools used by marketers. Let’s now move on to examine some of the key developments in the marketing world facilitated by AI.

What Are the Various Changes in Digital Marketing Powered by AI?

AI is transforming the digital marketing landscape in several ways, enabling companies to improve the efficiency of their marketing teams and reach out to customers more effectively. Here’s a list of some of the useful developments enabled by the novel computing paradigm.

1. Use of Automated Tools to Collect Data

AI-enabled marketing automation tools help you collect, arrange, analyze and categorize useful marketing information from diverse sources. This goes a long way in saving precious time and enables easy access to precise data, enabling you to use it to execute marketing campaigns seamlessly.

2. Execution of Highly Effective A/B Tests

It’s now possible to leverage AI algorithms to conduct A/B testing faster and more thoroughly. You can use AI-based applications to execute marketing campaigns, learn and improve with every iteration. This improves testing efficacy and gives marketers valuable data for optimizing their marketing strategies.

3. Utilization of Virtual Agents to Deliver Customer Support

Advancements in AI are enabling companies to use smart chatbots to deliver high-quality support to their clients 24X7. The chatbots can be used to answer a wide variety of customer queries, enabling human reps to focus effectively on handling highly complex customer issues.

4. Enablement of Ultra-precise Targeting of Leads

AI leverages big data to develop accurate lead profiles, cross-reference activities on networking platforms, analyze interactions on the web and sift through information available in the public domain. This helps make your lead generation activities more targeted and deliver hyper-personalized experiences, maximizing the chances of converting leads into dollar-giving customers.

5. Development of Marketing Content Using Natural Language Processing

You can use cutting-edge natural language processing capabilities of AI tools to interpret reactions of users and create content accordingly. While it’s true the tools are not as creative as human writers, they can nonetheless be used to provide highly-personalized content suggestions, write copy of advertisements, and come up with headlines and calls-to-action.

6. Delivery of Marketing Messages at the Right Time

AI can be used to analyze customer preferences and behaviors to identify the ideal time to send marketing messages. By enabling you to send the messages when customers are most likely to read them, AI allows you to get optimal ROI on your marketing campaigns.

Thus, AI is empowering marketers to harness the immense potential of data to run campaigns successfully and deliver excellent experiences to clients. At Solunus, we enable you to unleash the immense power of AI to meet your marketing goals. Our rich experience gained serving companies of all sizes across diverse industries coupled with a strong emphasis on understanding your unique business needs allows us to provide the right solution that delivers the best ROI.

Hope you liked this post. How do you use AI in your marketing activities? We’d love to know.

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About Solunus

Solunus is a leading Salesforce consulting company, based in Dallas, TX, USA. Our proven ‘needs-first’ approach coupled with our unrivaled expertise of the Salesforce platform enables us to provide the perfect solution to help you deliver delightful services to customers and achieve rapid growth.