Want Better Results with Digital Marketing? Get AI to Work for You
What Does AI Have to Do with Marketing?
1. Forecasting and Predicting Outcomes
3. Start with Marketing Automation
5. Make Your Ad Campaigns to Perform Better
Making the Most of AI: How to Know if You’re Doing Right
1. Customise your inputs to have outputs to your liking
3. Push your Transactional Keywords
4. Conduct Mandatory Fact Checking
Make the Most of AI in Marketing: Digital Experts in NZ
Most of us may think AI to be a content machine that can whip thousands of words in minutes (while what it’s really doing is scraping off the web). But if you look at it, its way of forming sentences and presenting logical arguments is quite impressive.
Matter of fact, it’s capable enough of assisting your marketing strategy. Although not equivalent to the expertise of an expert digital marketer, it possesses everything that a marketer may need from it.
Want to know how you can use AI beyond generating content? Keep reading.
What Does AI Have to Do with Marketing?
AI in digital marketing employs artificial intelligence skills such as data collecting, natural language processing, machine learning, and data analysis to get customer insights and automate marketing processes and choices.
The benefit of AI is that it can help you obtain insights into client behaviours quickly by gathering massive volumes of data.
These insights can further be utilised to address and personalise a customer’s needs based on their activities and preferences. If used properly, AI may also evolve and develop over time through feedback and fresh data.
Artificial intelligence provides a colossal opportunity for marketers to be more successful and personalised. This implies that clients receive relevant content that is prompted by site activity, advertisements, or branded messages.
Benefits of AI-led Marketing
When you let AI steer the ship of digital marketing in your organisation, it can reward you in many ways, such as:
1. Forecasting and Predicting Outcomes
Predictive Analytics and Churn Prevention:
AI can detect trends in consumer behaviour that suggest a high probability of churn. By getting an insight into clients that could be prospective churners, you can devise strategies to turn that around by solving their problems and provide tailored incentives or loyalty programmes —- anything that helps retain them.
One thing AI could also be utilised for is analysing drop-off points. Your website may have certain points where your visitors could be stuck and may not be moving forward due to something they found or didn’t find (such as a irrelevant landing pages, boring CTA’s, shopping carts). AI could give you an idea about what may be turning off your visitors and ways to fix them.
Functional Relevance:
Forecast Demand – If you haven’t already, this is your cue to put AI to work on most crucial tasks of marketing; i.e. predicting customer demand for specific products,
AI can also help you with your routine tasks in business, such as optimising inventory management, minimising stockouts, which could in turn reduce costs for your ecommerce business.
Analyse Sales Opportunities – AI can efficiently analyse your customer data and sales history, and all you have to do is predict future sales. Next, you could develop targeted sales strategies, the framework for which AI can provide. This could really help you during a particular time of the year or holiday season.
2. Decode Customer Behaviour
AI can be your dedicated expert to translate customer needs, pain points and their sources of satisfaction.
Easy Personalization:
AI Chatbot – everyone knows that you may need a human behind the screen while addressing customer issues – but what in case of scanty resources or during off-business hours?
You can get AI to handle queries before the user progresses to a live agent. Offloading some of the burden can help in many ways — first, addressing your customer grievances quickly.
Humanise AI interactions by training your chatbots to utilise natural language and avoid seeming artificial. This leads to a more favourable consumer experience when engaging with AI.
Automated Lead Scoring and Prioritisation:
AI may analyse customer reviews, social media postings, and support conversations to understand sentiment and identify issues. This enables you to identify and resolve areas of unhappiness before they evolve into larger issues.
Analysing Sentiments and Detecting Issues:
AI can analyse your potential leads based on their demographics, hobbies, and online activity. Hence, you can prioritise leads with the best conversion potential, as well as equip your sales staff to concentrate their efforts on the most promising prospects.
3. Start with Marketing Automation
Do you know how users can find related topics to their searches and expand their journey? It’s because Google has a system in place that recognises similar keywords and maps them out to ease the search journey.
This is called the Knowledge Graph.
Now, this knowledge graph maps out related keywords and shows results with relevance to those keywords, thus providing somewhat exhaustive information on a topic.
This sometimes also shows up on the knowledge panel, a short snippet at the right side of the search page showing a summary on the searched topic.
This practice of forming a pattern with related keywords is also called semantics — wherein the content includes everything related to that topic.
For example, if you’re searching for “Apple”, you’d find the company’s established date, its CEO, its founder, among other details on the same webpage.
Now, talking about AI, it knows just what to do when it comes to semantics. Semantic targeting is getting better by the day and AI tools can help you rank higher.
4. Improve Your CRM Strategy
Customer retention is a non-negotiable for every business. But keeping existing customers satisfied is not less expensive than attracting new ones in the long run. To improve your customer retention, AI can be your valued partner for improving your CRM strategy and may work in your favour.
AI can also identify specific client preferences by analysing data from a variety of sources like purchase history, online behaviour, and previous interactions. Hence, you can easily personalise marketing efforts, product suggestions, and support interactions, resulting in a more engaging and fulfilling customer experience.
5. Make Your Ad Campaigns to Perform Better
Targeting is the core of digital marketing. It’s the targeted users that bring in the most views and of course, more money. They’re the people who, at some point, are thinking of or are in a position to buy from you.
But as much as targeting prospects is important, you may still agree how difficult it can be to persuade users you don’t know. A lot of results in targeted marketing are dependent on predictive customer segmentation, virtual assistants, or intelligent design to provide personalised customer experiences.
Luckily AI can help you with all this data. Traditional advertising has also been much less successful than marketing that focuses on people’s broad preferences. With the emergence of AI, marketers may utilise personalised data to forecast if customers would be interested in making a purchase before asking for cash or credit.
Making the Most of AI: How to Know if You’re Doing Right
1. Customise your inputs to have outputs to your liking
The quality of an AI’s results hinges heavily on the quality of the data it’s trained on. When you provide the most relevant inputs, it produces responses with higher accuracy that aligns more with your expectations.
Here’s how to customise your inputs for optimal AI performance:
Data Quality: Now, AI is still in the annotating process i.e. it needs to be fed data in order to compose quality outputs (or the outputs you expect from it). If your data is ridden with typos, missing values, or duplicate entries, it can reduce its capabilities and end up in giving you a distorted response. Instead, try that you give as much as accurate and specific information as possible so it doesn’t give you a broad and vague answer for your questions.
Data Labelling: If at certain point data requires labelling, for example, identifying objects in images, you must ensure that the labels are accurate and consistent. Inconsistent labelling may bamboozle the AI and lead to skewed outputs.
Data Bias Detection: So, there can be potential biases within your data. For example, if you’re training an AI for facial recognition using a dataset that primarily features one ethnicity, the AI might struggle to accurately recognize faces of other ethnicities. Analyse your data for potential biases and take steps to mitigate them.
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2. Focus on Usefulness More
A common observation by marketers reveals that users don’t care about misinformation as much as they care about usefulness.
Users need the job to be done. They want their tasks to be less daunting and you need to showcase how they can rely on you for the same.
Most users will always care about ease of use and not anything else. They will always gravitate towards the next easier thing on the horizon.
Yet, it also doesn’t mean that you can condone publishing inaccurate information on your website. Make sure your communication passes 90% of the fact checks before it goes online.
3. Push your Transactional Keywords
From all the years Google and other search engines have been in existence, they use a variety of techniques to push content.
You may think it’s the updates like EEAT, unique content or a wonderful design that delights the search engine bots right away, but there’s more.
Higher visibility may be your goal, but at the end you also want to add to your profit margin. This is where transactional keywords come into the picture.
The real revenue from Google is for transactional keywords but not for algorithms. Users that are at the bottom of the funnel i.e. the most convinced audience that is ready to buy or thinking of buying enter a lot of transactional keywords.
Optimising your content for the same can help you appear more in the search results and also converting those visitors into customers! And of course — AI will help you narrow down your hunt on such keywords.
AnswerThePublic, Google Trends and other SEO tools such as SemRush can enlist all the keywords you need. You can also create tailored campaigns around the same.
4. Conduct Mandatory Fact Checking
Ever since Open AI became public, people including marketers have bashed it for producing inaccurate results half the time. If you ask it for quotes or fetch statistics, it may not do the best job.
And while AI is still nascent and has a lot to do in terms of growth, the only thing you can do is cross-check with the web. If you don’t find the exact matches for the data, there are chances AI has made them up.
Sites like Datareportal and Statista can be your go-to resources for referencing statistics.
And as discussed in the second point, even if there’s a little misinformation as a result of an oversight, make sure your content is mostly useful to your audience.
Some Popular AI Tools
- Jasper – A content generation and optimization tool designed for augmenting content production
- Writer – A highly-rated content generation tool that can repurpose content and includes an AI writing assistant
- Invideo AI – An excellent alternative of Midjourney, this Generative AI that can convert natural language prompts into images
- Optimove – A customer data platform with AI-based marketing functions
- Zapier – Helps automate workflows by connecting apps and services that your company uses
- Manychat – Provides an interactive customer experience using NLP to respond to customers on social platforms including WhatsApp
- Evolv.ai – Uses AI and machine learning algorithms to improve customer experiences in real-time
- Surfer SEO – A cloud-based on-page optimization tool that analyses and compares your pages against what currently ranks on the SERPs
- Perplexity – Similar to ChatGPT but more suitable for research as it uses web citations in a clearer way.
Make the Most of AI in Marketing: Digital Experts in NZ
AI isn’t software or technology.
It’s an opportunity. An opportunity that can catapult you straight to your goals. Be it stagnant keywords rankings, out-of-place content strategy or improper reporting processes, there’s scope for AI to improve everything in your digital marketing.
Everything that marketers are doing these days is AI-centric. You’ve got no time to be left behind. With that being said, you might want to get help from a team of digital marketers who know AI like the back of their hands.
