Entrepreneur, 30 years of experience, achieving results by using technology in the marketing & sales process, CEO of CRM excellence and Fed.
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Artificial intelligence (AI) seems to have taken over the copywriting positions since OpenAI’s ChatGPT launched in late 2022. The amount Microsoft has invested in this tool seriously seems to underline the important role large companies attribute to AI tools. Tools such as OpenAI’s ChatGPT and JasperAI allow AI to generate its own text. Recently also the fast-growing all-in-one CRM, marketing and sales software HubSpot announced the launch of its own AI toolkit.
The results so far are impressive and it seems only a matter of time before AI becomes the primary source of most (written) content. I’m sure many of us are wondering, what does this mean for the future of marketing?
Contents
Modern marketing and its challenges
AI tools are definitely a booming trend in marketing right now. A 2022 study by HubSpot (registration required) shows that 43% of marketing leaders plan to implement AI strategies. To stay up-to-date and competitive with the latest trends and technologies, companies need to invest in new tools and technology as they become available. Investing in AI can help them stay ahead of the competition.
How to get the most out of AI in marketing
Marketers can use AI to personalize ads, write content, build campaigns, and more. Here are a few ways you can start incorporating these tools into your daily marketing tasks.
1. Content Creation
All copywriters know the struggle: you’ve found a topic to write about and linked the right keyword to your future blog post. But the page remains blank, or you don’t seem to be able to put the words right. And time equals money. So how can you keep up even if you’re struggling to produce content?
AI can help optimize content creation. For example, AI can analyze large amounts of data to understand what content resonates with your audience, including suggested keywords, popular topics among the audience, and content editing ideas based on the performance of your past posts. All this can then be used by the program to create blog posts, landing pages, emails and more that fit your brand, saving you time while optimizing your content.
2. Personalization
AI can enhance your content to meet customer needs through personalized messages. AI-powered tools are often used to personalize offers, personalized subject lines, marketing campaigns tailored to the behavior of specific customers, and thematic messages that provide value and information. This leads to higher conversions and an improved customer experience. AI can even be used to determine which products appeal to a particular customer and to recommend upsells and cross-sells.
To get the most accurate personalization, it’s important to understand your customers’ preferences and behavior. Collect data on factors such as their browsing history, purchase history, specific keywords or phrases your customers use frequently, engagement with your brand on social media, customer conversations, and other interactions with your brand to create a more personalized experience.
3. Automated tasks
You can leverage AI tools and technologies to automate repetitive processes such as data analysis, social media posting, lead scoring, and customer segmentation. AI-powered solutions can also be used to automate customer service tasks such as answering questions, providing product recommendations, and more.
4. Customer Satisfaction
AI’s automation and personalization features help customers get faster and more accurate answers to their questions. Consider setting up a chatbot to respond to basic questions, even when no staff is available. However, giving customers the option to chat with a human agent can help satisfy more complex needs or provide emotional support. A combination of these characteristics can lead to increased customer loyalty and higher customer retention rates.
The importance of refining your results
AI models can be used to generate content tailored to a brand’s specific marketing goals and objectives. However, to maximize the effectiveness of AI in your marketing efforts, it is important to identify and understand your goals, integrate AI with existing systems, train AI models based on customer data, and continuously monitor and adjust your campaigns .
By training these models with your own data, you can ensure that the generated content accurately represents your desired results. In addition, by refining the AI-generated content after its creation, you can add a more human touch to the content and give it a unique tone and voice. By combining AI with human expertise, you can take advantage of the speed and efficiency of AI while still ensuring content is in line with your brand’s message.
Finally
AI can provide marketers with valuable insights and help them automate processes, enabling companies to gain more accurate customer insights, create personalized experiences for customers and increase customer satisfaction. With the proper implementation of AI technologies, marketers should be able to optimize their marketing efforts and maximize ROI. These are some of the reasons why companies investing in innovative AI solutions are likely to be better prepared for the future. When used correctly, AI tools can give a huge boost to everyday marketing tasks.
Of course, many marketers and others are skeptical about using AI. They ask if copywriters will cease to exist or if the quality of the content will rise above plagiarism. In the next of our series on the importance of AI in marketing, I will therefore discuss the ethics of AI.
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Janice has been with businesskinda for 5 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider businesskinda team, Janice seeks to understand an audience before creating memorable, persuasive copy.