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:
USE
CASE:
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: node.io.
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: waymore.io, amplitude.com
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: viso.ai, amplitude.com
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:
USE
CASE:
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: cience.com
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: leadstal.com, cience.com
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:
USE
CASE:
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: twilo.com,
bigin.com by Zoho, Freshdesk.com
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: criteo.com,
retargeted.ai, tomi.ai
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: solutions.giift.com,
evam.com.
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:
USE
CASE
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: meltwater.com, talkwater.com, agilitypr.com,
mediatoolkit.com.
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:
USE
CASE
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: marketmuse.com,
colomba.com, automatedinsight.com
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: hyperwriteai.com, grammarly.com
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: brightedge.com, copy.ai,
outranking.io
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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