AI’s Growing Role in Marketing

A person using a laptop.
Written by: Connections Marketing

In just a few short years, it’s become commonplace for all types of people to interact online with AI – that is, artificial intelligence produced by computers and other machinery, as opposed to human intelligence. This technology is having a big impact on marketing in various crucial ways:

  • Data collection
  • Data analysis
  • To make automated decisions
  • To observe audience trends

AI is being incorporated into every stage of a customer’s cycle, from programmatic media bidding to target ads and lead scoring – and culminating with one or two dynamic content emails. It’s used to determine trends that may impact your marketing decisions, as well as to communicate with people at any time of day, anywhere around the globe.

When the Marketer’s Goal is Speed

From 2018 to 2020, the use of AI by marketing leaders spiked significantly, from 29% to 84%. This is because AI is increasingly used in marketing strategies where speed is essential and advanced technology is the only way to get customer needs met. Particularly during the pandemic, marketers changed gears to help people log in for speedy access to the brands they represent. And you know how it goes. Once consumers get used to a certain level of convenience, brands that fall short can be penalized for not catching up.

Create Content, Communicate, and Assist Anyone, Anywhere

In the world of marketing, there are many ways that AI creates smart content to help customers and support brands. One of the most common forms of this is online support. Most people are aware when conversing on a company’s website that sometimes “Steve” is not a real person, but a chatbot comprised of responses programmed to answer certain questions. This type of technology can benefit marketers in many ways, from taking your customer’s personalized shopping orders, to providing voice assistants, to performing administrative tasks.

Examples of Marketing AI Done Right

When successful, your AI efforts will do more than collect data and provide answers to keyword searches. AI-generated information is often used to leverage data, anticipate the customer’s next move, and assist them in their journey. It can also be used to strengthen your eCommerce format and create fun experiences to expand your following. For inspiration, check out some innovative, real-world examples:

  1. Marketing copy. Some marketing copy should be written by humans (this blog, for instance). But organizations are finding ways to incorporate computer-generated content – such as email subject lines to test their relative success. When eBay turned to Phrasee, an AI-powered SaaS platform focused on brand language optimization, in an email marketing campaign, they reportedly saw spikes in average open and average click uplifts.
  2. Augmented reality app. During the pandemic, more stores created apps that enabled users to view products in 3D as though viewing them in their homes. They made use of photo technology so consumers can get a realistic view of products they may not be able to access in person.
  3. Predictive analytics. AI is used to obtain purchase details such as location and time of day. Starbucks has used this information to recommend special offers to increase order values.
  4. Engaging customer experience. Draw in your target audience in with video content, game participation, or virtual experiences that feel authentic.
  5. Machine learning. It’s not just for educators. Machine learning technology enables brands to make more accurate recommendations, as well.

The Future of Data Privacy

One of the biggest effects of AI will be the increased data privacy. If you play any role in protecting data, or there is an untapped need to do so in your organization, take note. In 2021, millions of users saw their personality identifiable information (PII) leaked. Going forward, your audience will want assurance that their personal data won’t be exposed, stolen or hacked. With a potential cost of $3.86 million per breach, the companies you represent that store lots of sensitive data will likely be seeking enhanced security and protection, as well.

Your Digital Marketing Partner Will Help Streamline Your AI Plans

Marketers can quickly get overwhelmed when trying to incorporate every new technology into their campaigns in an effort to keep up with the competition. Whether you already incorporate AI into your campaigns or are just getting started, working with a partner can free up your time and increase quality by taking over some of those efforts. And if you’re using AI platforms to generate content, you’ll want real humans with digital marketing expertise to oversee the content portion of the campaign.

Connections Marketing can oversee your whole campaign or simply take some of the load off your plate. Our team of experts is also instrumental in helping clients determine which digital marketing trends are most applicable and appropriate for their goals. Contact us today to discuss the next steps in ensuring a successful outcome in your next campaign.

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