Using Artificial Intelligence in your Marketing: (Use-case & Tools)

If you are one of those actively looking out for the rapid change that can happen in the marketing landscape, you have landed on the right post. Everything is evolving and so is marketing, so rapidly that technology repudiates the old beliefs, practices, and methods of operations. Artificial intelligence is not just a buzzword referenced with the intent to motivate or create aspirational innuendos but in all intent of purpose, practical in today’s world where the market is becoming fluid, generational, and intricately savvy. We begin this insight with predictive analytics.


Predictive Analytics - This is a form of advanced analytics that uses current and historical data to forecast activity, behavior, and trends. It is a form of machine learning that uses past data to predict marketing trends and scenarios. Why is predictive analytics for marketing important? This is because marketers have long leveraged data to understand and improve campaign effectiveness. Over the years, these efforts have gotten more advanced with artificial intelligence. Examples include:


      i.        AI Predictive Media Buying – This is a method whereby you use AI to predict media spending, media mix, and omnichannel based on real-time automated analytics reports. SUGGESTED TOOL:


     ii.        AI Market Research - How does AI affect marketing research? Machine learning capabilities understand how your target customer makes purchasing decisions, predicting their behavior by analyzing online buying habits. SUGGESTED TOOLS:,


    iii.        AI Customer Behavior Analysis - AI can also help with customer behavior analysis. With AI, marketers can investigate how customers engage with their companies. It can offer insight into every step in the customer journey and help marketers understand what's driving customer behavior. SUGGESTED TOOLS:,  


Automated Lead Generation – With this platform artificial intelligence now leads in lead generation. It helps businesses not only generate and gather leads from various channels but also offer insights into collected data. The insights gathered can be in form of recommendations, predictions, or data-driven decisions which the sales and marketing team can in turn use to convert a lead into a client. Examples include:


      i.        AI Powered Lead Engagement - Using AI technologies such as natural language processing (NLP) and ML, AI tools send automated and personalized emails, messages, and calls to initiate contact with prospects across different channels, ensuring no lead goes cold. SUGGESTED TOOL:


     ii.        AI Powered Lead Qualification - AI-driven tools scour the net for individuals (B2C) and businesses (B2B) that match your target audience, creating a pre-qualified prospect list for your sales and marketing to use as a starting point or as a pool into your lead funnel. SUGGESTED TOOL:,


Automated Customer Management & Retention - With Artificial Intelligence, marketers can manage customers and their expectations faster, and track their needs and pain points. Marketers can also re-engage leads or old customers, and track their customers' activities and behaviors in real time. With AI, businesses and marketers can personalize marketing efforts, offer better customer experiences and expand retention rates. Using AI to deliver loyalty programs is a booster for teams and businesses that want to upscale their marketing approach. Examples include:


      i.        AI Customer Relationship Management – AI-enabled CRM will analyze customer records & business data collected from sales, e-commerce drive, email marketing, IoT-generated data & social media, etc., and provide automated insights. It can also help your business or organization navigate customer support queries. AI chatbots can respond to customer questions and direct customers to online resources for help. SUGGESTED TOOLS:, by Zoho,


     ii.        Retargeting – AI-powered remarketing or retargeting is the strategy that directly advertises to leads or users who have shown interest in a product, application, or service you offer, but who have in some way failed to complete the purchase process or retained interest. Following up with customers has in many ways yielded results but doing so using automation makes the process faster, simpler, and more engaging. A customer's Lifetime Value can also be upscaled with this marketing strategy. SUGGESTED TOOLS:,,


    iii.        AI Powered Loyalty Programs - With organizations leveraging artificial intelligence to drive better customer engagement and management, loyalty programs are advancing. With AI. Marketers these days can set up loyalty programs that reward customers for every purchase, behavior, and interaction made. This gives your organization total control of your loyalty program & maximizes your capacity to retain customers by increasing the customer lifetime value. SUGGESTED TOOLS:,


Intelligent Public Relations Management – Using artificial intelligence in public relations is still very in its infancy compared to other subsets of marketing. But as we know, public relations is about perception management and there exist many AI-driven platforms or tools in place to monitor and listen to your brand in the digital space these tools can tell you a lot about who is talking about your brand, what they are saying and where they are. This information also can rapidly help manage crises, effect quick responses to escalated issues, and above all plan more intuitive and direct PR campaigns based on real-time data. Example include:


      i.        Automated monitoring and Listening - Automated monitoring and listening encompasses the processes, techniques, and tools you can use to monitor what is being said about your brand, industry, competitors, and topics. AI can improve an organization's PR efforts by providing that digital wire-tap into the conversations, the perception, and the appearance of your brand which affect or affect your overall marketing and profitability. SUGGESTED TOOLS:,,,


Artificial Intelligent Content Marketing - AI content marketing is a big deal and can help improve your corporate functions and make life simpler for your marketing teams. In reality, artificial intelligence takes away routine writing tasks, and writers (and non-writer marketers) can use their time and effort for more valuable facets of content creation, like content mix and conversion strategies. Examples include:


i.        AI Content Planning and Optimization - Artificial intelligence can help you build content marketing strategies and natural language generation. The tool will show you exactly what terms you need to target to compete in certain topic categories. It'll also surface topics you may need to target if you want to own certain topics. SUGGESTED TOOL:,,


      ii.        AI Writer – Using natural language generation (NLG) to write entire sentences and paragraphs for you can help you generate your content on time and without errors. You can use the tool to write entire articles or just get a head start on your next piece of content. SUGGESTED TOOLS:,


    iii.       AI-Powered SEO – Artificial intelligence can help marketers with their SEO and content performance marketing. This capability blends search intent discovery, optimized content creation, and performance measurement into one integrated system with immense value-add. AI-Powered SEO helps to discover what people are searching for, align your content creation around those terms, and build a content strategy to capture more traffic and consumer interest. SUGGESTED TOOLS:,,


Let me finalize here by stating that this is not an exhaustive list of how AI helps us today In marketing or how it supports the work of marketers. However, this in every sense captures the essence of what is obtainable and what is to come. As a marketer, you can upscale and become more efficient and increase business ROI if you can identify at least 3 that will be the most essential to you from the aforementioned and have them drive your capacity to deliver more wins as you engage. These is the tools of the future and they're here with us today. 

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