5 Ways to Integrate AI Into Your Marketing Strategy

June 11, 2020

How familiar are you with AI and machine learning? Many of us consider AI to be something of the future, a spectacle found only within our favorite sci-fi movies. While cyborgs, flying cars, and lightsabers are seemingly items of the future, the truth is that AI marketing has proven to be a valuable tool for marketers in more ways than one. 

With recent developments in big data, businesses now have access to a more refined picture of who their audiences are, how they behave, and ultimately what overall patterns exist among their base as target customers. Not only that, but AI has also unlocked the door to a more intelligent world of marketing, where ROI and sales are backed by huge amounts of processed data. 

Take a look at 5 different ways on how to integrate AI marketing into your business model, and ask yourself: what would work best for my business? 

1. Smart Content Curation

We’ve all come across Netflix’s “because you watched…” section, where after just one episode of Tiger King, you’re bombarded with recommendations for strange indie films unheard of to most; this page is essentially powered by AI and predictive analytics. 

With AI, marketers can better connect with audiences by utilizing their behaviors online to tailor content to their interests and make relevant recommendations based on their search behaviors. We’ve seen this work with Amazon and their “people who bought X also bought Y” feature, where consumers are given alternative insights for products similar to those they ‘re searching for. 

What’s the benefit, here? Well, considering consumers respond better to human-centered content, implementing this form of AI into your strategy will not only increase engagement on your site but keep users coming back for more. Moreover, the more data that is collected on behalf of consumers, the better experiences they will have on your site. 

2. Chatbots

Ever wondered who you’re chatting with while shopping online at Sephora, or eBay? You guessed it, a robot!

Chatbots provide businesses a way to easily connect with their consumers, and either make real-time product recommendations or provide answers to questions consumers may have about their product/service. Through the power of AI, chatbots can answer a variety of open ended questions consumers may have, without having to call any sort of helpline. They utilize natural learning processing to provide the most appropriate response(s), and in a matter of seconds. Cool, right?

Chat bots are great for marketers, because while they help address consumers’ concerns real-time, they also (simultaneously) collect data to give businesses a better look into the profiles of their target market. 

Some popular chatbots include: Ada, LiveChat, Chatfuel, and Live Person. 

3. Voice Search 

Companies like Apple, Google, and Amazon each offer a type of voice search technology. These technologies have had a tremendous impact on the way users conduct their searches online. Therefore, it’s changed the way marketers go about creating and optimizing their content. 

Through voice search and Google’s RankBrain system, searches are becoming increasingly more organic. Where they now sound like, “where can I find good running shoes?”, rather than just, “running shoes”.

Voice search is changing the way both marketers and businesses go about their SEO strategies, too. It’s no longer enough to rely on exact match domains (EMD) as the primary driver for your Google ranking. As users continue to increase their reliance on voice searches, it’s critical that businesses adapt their content in ways users would normally express themselves (verbally), to ultimately stay ahead of the curve.

4. Website Design

AI Marketing

It takes time to create up a top shelf website, and for small businesses, a website is an important liaison between themselves and consumers. Many dread having to confront the costs of hiring a designer, or having to develop their site alone. So, what better options are there? 

AI powered softwares like The Grid, Wix ADI, Jimdo Dolphin help expedite the process by building sites at a fraction of the time (and cost). These softwares are entirely user friendly, where site design is generated through the power of a voice assistant; much like Siri or Alexa. Users can upload their own content to their site, and AI will seamlessly put it all together for them. 

From the start, we know that building a website is critical for any marketing strategy. Considering to swap out a costly site designer/engineer for AI powered software, will not only save you much wasted energy in the end, but aid in the advancement of your brand identity. 

5. Automated Emails 

Contrary to popular belief, email marketing does actually prove results, and it ain’t going anywhere! 

One fault of email marketing, though, is the rate at which its strategies are designed under a one size fits all approach. Consumer profiles are so vastly different, and require a deeper sense of personalization, especially if businesses intend to capture audiences’ attention. If you’re looking to boost the allure of your email strategy, here are some hacks to consider.

AI addresses this issue, and in the best way possible. 

Through platforms like HubSpot, businesses can implement a more personalized email strategy and respond better to consumers preferences. Here, AI can monitor the behavior of consumers online, and tailor emails to both their interests and needs. For businesses, this is a huge plus, because there exists a higher chance that audiences will become more engaged with their brand, given that sense of personalization.

Automation for marketers is so beneficial. And as far as email strategies go, AI saves marketers not only money but serious time. It fosters the ability to create a more targeted approach to an already successful campaign. What more could you ask for, really? 

Key Takeaways 

Underneath our most beloved sci-fi fantasies lies something extraordinarily valuable, AI technology. For businesses especially, the integration of AI in marketing has the potential to change the entire structure at which they operate. Several variations of AI exist under the categories of content, design, e-commerce, and speech recognition. But, one thing holds true: adopting some form(s) of AI into your marketing plan will not only help your business attain increased efficiency but level up the process at which you move along the path to success. 

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