5 Ways AI Is Infusing Fresh Dynamism Into Marketing
Every time there’s a new technology on the block, marketers must stop and pay respect. The hard truth is that marketing technology changes every five years. If you’re not using the latest tools, you’re about to lag far behind. It was only a few years back that tools like Canva changed how marketing teams created designs for social media pages, blogs, and offline collateral. Similarly, free-to-use platforms like HARO and SourceBottle magically connected businesses with top journalists across the globe. The advent of tools like Buffer and Hootsuite ensured that your social media timelines look interesting even when you’re away. All of these tools succeeded in helping marketers save time, effort, and money.
Artificial intelligence (AI) is the new kid on the block, and its applications are simplifying tasks across business verticals and functions. The term AI may seem like some kind of rocket science, but it’s simply a way to train machines to perform tasks by emulating the human brain. Some of the concepts of AI include machine learning, deep learning, natural language processing and image recognition.
There’s also a perception that AI is going to replace human beings and lead to job cuts, but that’s not the case. When we talk about AI in marketing, it’s in-fact simplifying a host of manual processes. It’s enabling marketers to simply focus on creativity and strategic direction. The technology would eventually provide new opportunities to those who are familiar with AI concepts and tools.
AI tools can drastically reduce the time consumed in all types of marketing tasks such as analyzing data, creating content, running campaigns, and building customer relationships. Artificial intelligence is changing the rules of the game, and you must go out there and profit from it.
Here are five ways marketers can level up their game using AI:
1. Quicker Designs
Creating fresh and distinct graphics/images is one of the essential ways to help your brand stand out. Tools like Adobe Spark, Google Auto Draw, and Designhill are some of the easy-to-use AI-powered tools that can help you to speed up your graphic-designing process.
Spark from Adobe is a convenient design tool that helps you to create images (for your social media pages), videos and web page designs.
The tool uses an AI-based design system to add text or icons to images, lessening the time and effort you would otherwise need for manual placing and alignment of these elements.
The tool helps you to create a basic slideshow video in just a few minutes. The free version comes with the Adobe Spark branding. If you don’t want the branding you can choose the pro plan which will cost you around $10 a month. I like the tool for its agility, however, I do hope to see more design templates for infographics, brochures, and flyers, etc., in this tool.
Designhill’s logo maker is another unique AI-based logo creation tool. The tool lets you pick from a range of colors, logo styles, and icons to provide you different logo options for your brand. It also features a logo preview section where you can see how your logo would look when placed on stationary and merchandise etc.
The tool has a user-friendly interface and the final design options are pretty decent as well. To download a low-resolution logo file from this app, you need to shell out $20 while a high-resolution logo would cost you $65.
Another AI tool that has impressed many designers and marketers is the AutoDraw tool from Google. With this tool, you just need to create a rough sketch of any object you wish to draw and it’ll do the rest.
This way you can create a variety of vector images for free. The only drawback is that you don’t have the option to download the designs. You could probably take a screenshot and use the image in another tool. That’s obviously not the most convenient solution, but seems like the only option as far as this tool is concerned. Google AutoDraw is available for free on the web and on mobile.
2. Assistance in Text-Based Content Creation
AI makes use of natural language processing technology to help marketers create custom content. For example, businesses are making use of tools like WordSmith and Quill to convert data into insightful articles and reports. These tools make use of Natural Language Processing Technology to turn data into narratives at a high speed.
Tools like Prasee can quickly generate high performing email subject lines. You just need to copy and paste your email content in this tool. It’ll then suggest 10 subject line options with a click of a button.
Another freemium tool that many marketers are already familiar with is Grammarly.
It quickly points all the language errors in your written content and provides corrections as well. The tool hastens the editing process and makes error-free content creation, a breeze.
3. Improved Customer Service
It’s anyone’s guess that good customer service is one of the best ways to convert and retain customers.
AI tools are now being used for real-time, personalized and 24/7 customer support.
According to Gartner, non-voice customer support interactions will rise to about 85 percent by 2020 from 55 percent in 2015.
Brands like Starbucks, Lyft and, Whole Foods are using chatbots to take orders, book rides, and answer customer queries.
You can now make use of free tools like SnatchBot to create a customized chatbot for platforms like Facebook, Skype, and Slack. The bot allows you to create answers according to five different conditions such as “exact match” and “start with”. It helps you to collect customer details such as their contact number and email address. You also get to integrate it with PayPal and manage customer orders from start-to-finish.
4. Advanced Forecasting and Analytics
Brands like Walmart are making use of AI-driven predictive analytics to forecast product demand more accurately. The technology is helping big brands to analyze large historical sales data to provide precise forecasts in no time.
“Businesses that use AI-powered business insights will gain $1.2 trillion annually over businesses within the same industry that don’t use these insights by 2020” (Forester, "Predictions 2017: Artificial Intelligence Will Drive The Insights Revolution").
AI can help you analyze consumer behavior, create lookalike audiences and run automated paid campaigns at scale.
Advanced tools are helping marketers to automate lead scoring and lead pipeline with ease. You can make use of tools like MoData and SalesChoice to manage your sales pipeline and predict sales numbers, quickly and cost-effectively. For automating paid campaigns you can use tools like Zalster. The tool will manage and optimize your campaigns with minimal manual effort. It can assist you with all of your paid promotions on Facebook and Instagram and charges 5 percent of the campaign budget.
5. Improved CRM With Automation and Personalization
Companies like Amazon and Netflix are making use of progressive systems to provide personalized product recommendations to their site visitors.
“68 percent of marketing leaders say their company is increasingly competing on the basis of customer experience“
—Adweek, "12 Stats That Sum Up the Week in Digital Marketing".
AI-based tools are helping marketers to manage targeted email campaigns in less time. You can use an AI-powered tool like Triggmine to personalize your email campaigns. The tool identifies customer preferences, behavior, social demographics, and price expectation. It then decides to send out the most relevant email message. It creates campaigns, analyzes them, and also works on improving the results. Such tools are extremely helpful when you’re getting thousands of leads from multiple personas. The tool would quickly process the data and send out targeted campaigns. You can easily integrate this tool into eCommerce platforms such as Magento, Shopify, and WooCommerce.
OneSpot is another useful AI-based app that helps you to personalize content across digital channels. It tells you how each user is interacting with your content pieces and then automates individualized content for achieving the best business outcomes.
Over to You
Artificial Intelligence is the technology of today and the times to come.
“86 percent of marketers believe that artificial intelligence will make their work more efficient and effective.”
—Adweek, "12 Stats That Sum Up the Week in Digital Marketing")
Large companies such as Apple, Facebook and Google are opening their doors to AI. It’s a technology that’s fast becoming accessible to small and medium-sized businesses.
It’s the preferred technology for processing large quantities of consumer data and automating campaigns. For creative tasks, however, there’s a long way to go before AI can provide professional outcomes.
It’ll definitely be worthwhile for you to try out some of the tools mentioned above and run winning campaigns for your business. There’ll be more such tools coming your way so it’s critical to always be on the lookout for the best ones.
I hope you found this post helpful. Would love to get your thoughts and suggestions. Please do feel free to add them in the comments section below.