In this article, we’ll explore how brands are using AI in their marketing efforts and the benefits it brings.
What is AI in Marketing?
AI in marketing refers to the use of artificial intelligence technologies, such as machine learning and natural language processing, to analyse data and automate tasks in marketing processes.
This allows brands to gain insights, make predictions, and personalise their marketing efforts at scale. All providing more data to improve strategies and brand growth.
Personalisation at Scale
One of the most significant benefits of AI in marketing is the ability to personalise at scale. With AI, brands can analyse vast amounts of data to understand their customers’ preferences, behaviours, and needs. This data allows brands to understand their audience in more detail.
For example, Netflix uses AI to analyse user data and recommend personalised content to each user. This has led to a 75% increase in user engagement and a 20% decrease in customer churn.
AI also enables brands to use predictive analytics to forecast future trends and behaviours. By analysing past data, AI can make predictions about future outcomes, allowing brands to make data-driven decisions and stay ahead of the competition. This can mean strategies are constantly developing and improving.
For instance, Coca-Cola uses AI to analyse social media data and predict which marketing campaigns will be successful. This has helped them save time and resources by focusing on campaigns that are more likely to resonate with their target audience.
Automation of Repetitive Tasks
AI can also automate repetitive tasks, freeing up time for marketers to focus on more strategic initiatives. This includes tasks such as data entry, lead scoring, and email personalisation.
Taking time away from admin based tasks frees up small branding and marketing teams. Allowing them to use data sooner and more efficiently.
How Brands are Using AI in Marketing
Now that we understand the benefits of AI in marketing, let’s take a look at how brands are using it in their marketing efforts.
Chatbots for Customer Service
Chatbots are one of the most common uses of AI in marketing. Brands use chatbots to provide 24/7 customer service, answer frequently asked questions, and assist with purchases.
Perception is crucial within branding and improving customer satisfaction is one of the best ways to improve this. However, it’s crucial to always have a real human to help support chatbots.
Content Creation and Curation
AI can also assist with content creation and curation. Brands can use AI to generate content ideas, write blog posts, and curate content for social media. Using a combination of research and content creation, marketers can develop a content strategy to reach their target audience more effectively.
For instance, The Washington Post uses AI to generate short news articles for their website. In fact, all the way back in 2016 the Washington post was using AI to produce articles for the Olympic Games.
Programmatic advertising is the use of AI to automate the buying and selling of digital ads. AI analyses data to determine the best ad placement and target audience, resulting in more effective and efficient advertising.
Data provides incredible insight into consumers and competitors. Find out more about the Value of Insight in our previous blog.
Voice Search Optimisation
With the rise of voice assistants like Amazon’s Alexa and Google Home, optimising for voice search has become crucial for brands. AI can help with voice search optimisation by analysing user data and understanding natural language.
The Future of AI in Marketing
As AI technology continues to advance, we can expect to see even more innovative uses of AI in marketing. Here are some potential future applications of AI in marketing:
With AI, brands can create hyper-personalised marketing campaigns that go beyond basic demographics and preferences. AI can analyse data to understand individual behaviours and needs, allowing brands to create highly targeted and personalised campaigns.
Augmented Reality (AR) and Virtual Reality (VR)
AI can also enhance AR and VR experiences by analysing user data and creating personalised experiences. For example, a retail brand could use AI to analyse a customer’s style preferences and create a personalised virtual shopping experience.
Predictive Customer Service
AI can also be used to predict customer service issues before they happen. By analysing customer data, AI can identify patterns and predict when a customer may need assistance, allowing brands to proactively reach out and provide support.
How to Get Started with AI in Marketing
If you’re interested in leveraging AI in your marketing efforts, here are some steps to get started:
Identify Your Goals
Before implementing AI, it’s essential to identify your goals and how AI can help you achieve them. This will help you determine which AI technologies and tools are best suited for your needs.
Choose the Right AI Tools
There are many AI tools available for marketers, so it’s crucial to choose the right ones for your specific goals. Some popular AI tools for marketing include Marketo, HubSpot, and Salesforce Einstein.
Train Your Team
To successfully implement AI in your marketing efforts, it’s essential to train your team on how to use the tools and technologies effectively. This will ensure that everyone is on the same page and can maximise the benefits of AI.
How We Use AI
Here are Fellow we use AI to help manage data that give us insight into branding strategy and campaigns. Modern data branding goes far beyond a simple logo, and we believe in strategy and research to create impactful brands.
Find out more about data and research in our Importance of Strategy and Research in Branding article.
AI is revolutionising the marketing world, allowing brands to personalise at scale, make data-driven decisions, and automate repetitive tasks. By leveraging AI, brands can stay ahead of the competition and provide a better experience for their customers.
As AI technology continues to advance, we can expect to see even more innovative uses of AI in marketing. By understanding the benefits and potential applications of AI, brands can stay ahead of the curve and achieve marketing success. For more support in crafting a data and strategy led brand view our Brand Strategy page.