Artificial intelligence (AI) has become an increasingly popular tool in the marketing industry due to its ability to process and analyze large amounts of data, personalize customer experiences, and improve campaign performance. Though there are many benefits, it’s important that marketers aren’t too reliant on artificial intelligence.
Marketers have seen an uptick in production and efficiency with the assistance of AI. By automating several processes, marketers have freed up time for more strategic initiatives.
- What is AI Marketing?
- How AI Improves Productivity
- Preparing for AI Marketing
- Pros and Cons of Using AI
What Is AI Marketing?
AI marketing is the use of artificial intelligence technologies to make automated decisions based on data collection and analysis, algorithms, machine learning and additional insights. By leveraging AI platforms and tools, digital marketing teams can be more efficient with their operational marketing plans.
How AI Improves Marketing Productivity
There are many ways marketers use artificial intelligence to their advantage. Here are a few of the ways AI has helped marketers become more productive in their tasks:
- Automating routine tasks (email campaigns, ad optimization)
- Streamlining workflows
- Providing insights
- Personalizing experiences
- Predicting outcomes
Though many mundane tasks have been removed from your daily routine, it’s important to understand that this is not a time to take your foot off the gas pedal and fall into a lazy habit.
Preparing Your Marketing Team for AI
Before marketers decide to implement artificial intelligence into their workflows, there are several steps you should take to ensure that these efforts are successful. Here are a few to consider:
- Identify business goals
- Evaluate data readiness
- Determine necessary AI tools
- Establish a pilot program
- Train your team
- Test and validate
Identify business goals
The first step is identifying your business goals and how AI can help you achieve them. The use of AI for marketing can be used for various purposes, including increasing sales, improving customer satisfaction, and reducing costs.
Begin by defining your goals for implementing AI in your digital marketing team. This might include improving targeting and segmentation, increasing engagement and conversions, or streamlining processes and workflows. Clearly defining your goals will help guide the rest of the implementation process.
Once you have a clear understanding of the marketing goals for your business, you can identify the specific AI tools and techniques that will help you achieve them.
Evaluate data readiness
AI relies on data to make accurate predictions and recommendations. Therefore, it's important to assess the quality and quantity of your data and the tools and processes in place to manage and analyze it. This will help you determine if you have the necessary data infrastructure to support AI.
Determine the necessary AI tools
There are many AI marketing tools available, including chatbots, predictive analytics, and natural language processing. Identify the tools that align with your goals and data infrastructure, and evaluate them based on ease of use, accuracy, and cost, and other factors.
Establish a Pilot Program
Before implementing AI across your entire marketing team, establish a pilot program to test the tools and validate their effectiveness. This will help you identify potential issues or limitations, and refine your approach before scaling up.
Train your team
Invest in training the members of your marketing team to ensure they have the skills and knowledge needed to work with AI tools effectively.
Test and validate
As you begin using AI in your marketing team, you should monitor the effectiveness and adjust your approach as needed. This might involve tweaking algorithms, refining targeting parameters, or adjusting workflows to optimize performance. Testing and validation will, in turn, ensure you that your AI tools are accurate and effective.
Implementing AI in your marketing department can be a game changer for your business. By leveraging AI-powered tools, you can automate time consuming tasks such as lead scoring and segmentation, allowing your team to focus on higher-level tasks. The members of your team must recognize this as well.
Pros and Cons of Artificial Intelligence
For markets, AI can be a double edged sword. As quickly as AI can positively impact your marketing organization, it can negatively impact your team's production, critical thinking, and ability to truly connect with your target audience.
Now that we’ve identified a few of the initial steps, marketers must take to prepare their team before implementing artificial intelligence. We’ll dive into a few scenarios where it does, and does not make sense to use AI for marketing.
When to Use AI for Marketing
One of the biggest benefits of using AI in marketing is its ability to analyze large amounts of data. By analyzing data on individual customers and tailoring marketing messages accordingly, Artificial Intelligence can personalize the customer experience leading to greater customer satisfaction.
You can also use this data to identify patterns and insights that may not be apparent otherwise. This can help you create more targeted and personalized marketing and advertising campaigns, which can lead to higher engagement rates conversions.
AI can help optimize marketing campaigns by analyzing data on customer behavior and identifying areas for improvement. Using AI, marketers can help increase conversion rates and reduce costs.
Predictive analytics can be used to forecast future customer behavior based on past interactions. This can help businesses anticipate customer needs, preferences and tailor marketing efforts accordingly.
The use of predictive analytics may give you a competitive advantage by allowing you to make better data-driven decisions and create more effective marketing campaigns.
Chatbots can provide instant customer service and support, improving the overall customer experience and reducing the workload for customer service teams. This may be the difference in your organization having a high churn rate.
AI can automate repetitive marketing tasks, such as sending out emails or social media posts, freeing up time for marketers to focus on more strategic initiatives.
When Not to Use AI in Marketing:
If you don't have a lot of customer data, AI may not be necessary or cost-effective. In these cases, it may be more effective to use traditional marketing techniques, such as focus groups or surveys, to gather customer insights.
AI can be expensive to implement, particularly for small businesses or those with limited budgets. If you don't have the resources to invest in AI, it may not be the right choice for your business.
Lack of Expertise
AI requires specialized knowledge and skills, which may not be available in-house. If you don't have the expertise to implement and manage AI, it may not be a viable option for your business.
AI requires significant computational resources, which may not be available to all businesses. If you don't have the resources to support AI, it may not be feasible for your business.
Lack of Trust
Some customers may be hesitant to engage with marketing efforts that are driven by AI, particularly if they don't understand how the technology works. If your customers don't trust AI-driven marketing efforts, it may not be the right choice for your business.
Closing Out: Using AI and Marketing
The power of artificial intelligence can help your marketing department, when approached the right way. The rapid adoption of AI tools has helped marketers become more productive through the automation of lower-level tasks. However, it’s important to be aware of the challenges and limitations of using AI for marketing.
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