16 Ways Artificial Intelligence Can Be Used in Marketing presentation

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Title: 16 Ways Artificial Intelligence Can Be Used in Marketing

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16 Ways Artificial Intelligence Can Be Used in
Marketing
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Artificial Intelligence, in its most basic
definition, refers to the capability of computer
programs to predict and mimic human thoughts and
actions. Thus, Artificial Intelligence for
Marketers becomes increasingly helpful, as it
allows you to better observe and predict consumer
behavior and create delightful customer
experiences.
AI allows for personalized communication for each
consumer, which makes consumers connect with the
brand better. This change in perception makes
consumers feel valued, and a good customer-care
experience means they will come back for more.
In addition to the above, the use of AI and
AI-based tools can help marketers automate a lot
of their repetitive work, become more productive,
and increase their marketing ROI.
The potential of AI in Marketing is massive. The
applications of AI in marketing include, but are
not limited to, chatbots, voice and image search,
consumer profiling, etc.
In this article, we will look at 16 ways that
talk about how to use AI in marketing.
1. Create Better Content Faster
While AI cannot be used to write contextual
pieces like Political Op-eds or an in-depth blog
on industry-specific issues, it can prove useful
for generating elementary content to bring in
more traffic for your website.

AI can also be used for editing content. If you
have ever used Grammarly, you have already been
using AI in your everyday work to make your
content clearer and more impactful
Here are dome AI-driven content creation tools
that you can explore
Quill Have a marketing dashboard on data viz
tools like Tableau or Power Bi that you want to
summarize? Quill automatically converts your data
into a story.
Wordsmith Similar to Quill, wordsmith is
another tool that generates millions of articles
a year by transforming data into insightful
narratives.
Articoolo With Articoolo, all you need to do is
enter your topic and word count. The tool then
creates unique content from scratch, just like a
human writer would!
MarketMuse First Draft Marketmuse, an
AI-powered content research and optimization tool
has launched First Draft, which as the name
indicates, automatically creates the first draft
of the article, when you give it a topic with a
basic brief.
2. Write Better Ad Copies
Most digital advertising platforms today allow
you to use multiple ad copies and then use
machine learning to find the winner. Googles
Responsive Search Ads (RSA) are a perfect example
of this. All you need to do is create multiple
variations and the system will pick the best
variations, tailored for the consumer the ad is
being shown to.

But how do you know if you are coming up with the
best copies for all those variations of your ads
and creatives?
This where AI-driven copywriting tools
like Phrasee come in. Phrasee uses data from your
existing marketing campaigns to craft better
data-driven messages that you can use to improve
campaign efficiency.
And whats more, the tool also understands your
brand voice and ensures it is consistent on all
the creatives.
Another tool that helps with coming up with the
best messages to connect with your target
audience, in your brands voice is Persado. It
continuously learns from your data and keeps
creating better data-driven messaging over time.
And it works to create messaging across all your
marketing channels.
3. Create a better content strategy
Another application of artificial intelligence in
marketing is using it to come up with better
content strategies.
Here are some tools that can help you with
creating an AI-powered content strategy
Apart from these, MarketMuse mentioned above for
content creation, also helps in building a
full-fledged content strategy
Cobomba Cobomba helps marketers with the entire
content marketing process right from content
recommendations to audits and planning. It also
helps optimize existing content and track the
performance of all your content marketing
activities.

Atomic Reach Atomic Reach uses AI to help you
edit and optimize your content. It helps you
create better titles and also auto-generate
content summaries, which you can use for meta
descriptions and social media captions
4 . Automate repetitive tasks
Applications of AI in marketing also include
using or building programs and tools that allow
you to automate tasks that were previously being
done manually.
Lets take an example lets say you are an SEO
or content marketer and you are working on a site
that has 20,000 pages, most of which have no meta
description.
If you had to read content on each of these
20,000 pages and summarize it to write a meta
description, it would take weeks to get this
done. And youll be mind-numbed at the end of it!
Even if you get an army of 10 interns to do this
for you, it would still take at least a week and
you would also have to coordinate and follow up
with each of them

A better solution here is to use an AI-powered
tool to automatically generate meta
descriptions for you. Smacients Meta
Descriptions Writer Google Sheets add-on just
does this it uses AI-powered Natural Language
Processing, which allows it to extract text from
the given URLs and summarize it to generate a
meta decsriptsoon
Apart from this, you can also use Python which
has a lot of marketing applications to also help
you automate a lot of your day-to-day boring
repetitive tasks.
5. Target the right audiences with your ads
Most digital advertising platforms today use
machine learning to help you show the right ad to
the right person at the right time and in the
right context.
As a marketer, if you understand the fundamentals
of how these systems work, you can use them to
your advantage.
A simple example is Lookalike audiences in
Facebook ads. These are audiences that Facebook
builds which are similar to a source audience
(custom audience) that you provide.
If you understand the fact that machine learning
algorithms are only as strong as their input data
(learning data), you would work to ensure that
the source audiences that you use are the most
powerful.

For example, if you had to create a lookalike of
three custom audiences 180-day website
visitors, 180-day add-to-carts, and 180-day
purchasers, which one of these would give you the
most accurate lookalike? Well obviously the
purchase audience (provided, the size is large
enough), since these are people who have the
highest probability of buying from you.
This might seem basic to those of you who are
pros at performance advertising, but for those of
you who are beginners, these are very important
concepts to understand which will help you use
the platforms machine learning capabilities to
your advantage
Apart from having this understanding, you can
also use tools like Albert AI to supercharge your
performance advertising across platforms
search, social, and programmatic.
This might seem basic to those of you who are
pros at performance advertising, but for those of
you who are beginners, these are very important
concepts to understand which will help you use
the platforms machine learning capabilities to
your advantage
Apart from having this understanding, you can
also use tools like Albert AI to supercharge your
performance advertising across platforms
search, social, and programmatic.
6. Use Chatbots for real-time interactions
Chatbots are customer-interactive applications
that solve consumer queries in real-time. It is
not humanly possible to interact with consumers
all day long and immediately respond to their
queries manually. This is where the chatbot
applications of AI in marketing come to a
marketers rescue.

multiple FAQs or any complaints they might have.
This not only makes it easier for consumers to
navigate through the website, but it also makes
them feel valued. Since their troubles can be
solved almost immediately, they are more likely
to return to the same brand in the future as
well.
However, chatbots need to be used with
precautions. A consumer should be allowed to
switch between chatbots, or human customer care
executives if they so wish to. This allows for a
flexible and accommodating experience for the
consumers.
Tools like MobileMonkey and TARS can help you
quickly build and deploy chatbots to enhance your
customer experience.
7 Derive better social media insights
Markets today have to engage with customers
across multiple social platforms, which makes
monitoring it all very challenging. And deriving
actionable insights is all the more challenging.
AI-powered social intelligence tools
like Linkfluence help track brand equity, detect
social trends, monitor online reputation, and
also identify the best social influencers to
amplify the barn message.
8 Ensure your ads are showing in the right
places
Sifting through placement reports in Google Ads
and other platforms to find placements that
perform and exclude those that are not, can be a
mammoth task, especially when you have hundreds
of thousands of placements to analyze.

AI to the marketers rescue! Contextual
intelligence tool GumGum uses computer vision and
natural language processing to scan images,
videos, audio, and text and ensure ads are served
dynamically, where users are most likely to see
them. It also ensures brand safety by preventing
ads from showing on sites that could harm your
brands reputation.
9 Use voice search to your advantage
Voice Search allows consumers to simply voice
their queries into their digital devices, without
having to type it out.
With voice-activated services like Alexa, Siri,
Google Home, etc on the rise, marketers can
leverage these to create voice-focussed
experiences for their target audience.
This would include optimizing for the answer box
on search as well as creating Google Home Actions
and Alexa Skills.
10 Automate SEO processes
A lot of day-to-day SEO processes involve a lot
of manual repetitive work.
Apart from the example of writing meta
descriptions mentioned above, there are many
other tasks, where using AI can help.
For example, we all know how important internal
linking is to SEO. Lets say you have started
working on a new SEO project and want to get
ideas on which internal pages you could link to.
If you are not too familiar with the site and its
contents, this could take you a very long time. A
tool like Smacients Interlinking Opportunities
Finder can help you save a ton of time. All you
need to do is enter the page URL and the tool
would suggest relevant anchor text and pages it
could link to.

Another use case is paraphrasing. When you have
to create multiple variations of text on your
pages, to prevent duplicate content issues you
could use Natural Language Processing algorithm
to your advantage and get the same done much
faster than getting a team of people to do it.
11 Profile your audience better
Customer Profiling refers to marketers making
extensive profiles on their customers, by
extracting and analyzing as much data about them
as possible. These profiles include data like
their demographics, expectations, beliefs,
behavioral patterns, etc.
These data points can be used to analyze the
customers purchasing patterns, and then group
customers on the basis of shared patterns. These
groups, called segments, can be used to create
customized communication strategies with the
customers, to identify target audiences, to
predict the purchase decisions a group might
make, and then use that knowledge to come up with
strategies that increase average customer
purchase value, and so on.
12 Leverage predictive analytics
While it is important for businesses to gain new
customers, it is also equally, if not more,
important for them to keep their existing
consumer base. Statistically, strategies to get
new customers cost more than keeping the
pre-existing customers happy. Marketers can work
out how to use AI in marketing by using
predictive analytics that is to say, you can
use available data and common trends to predict
if any of your existing customers are on their
way to stop using your product/service. You can
then deploy tactics to keep them engaged / happy
and prevent them from leaving.

Apart from predicting customer churn and reducing
it, you can also use tools like Pattern89 to
predict which creatives would work, even before
you launch your campaign! Imagine how much
marketing money this could save you if you didnt
have to run an A/B test and wait for the data to
help you find the winner. All that money and time
spent testing could now be deployed elsewhere to
increase your marketing ROI.
13 Create personalized website experiences
Another way to use artificial intelligence in
marketing is by making the website experience
itself something that is suited to the consumers
taste.
You could ensure that each site visitor gets
content based on their past interactions on the
site. This keeps them engaged and makes them want
to come back for more.
Imagine what your website could do if it
recommended content to your users, just like how
Netflix does in a highly personalized manner!
A tool that helps here is PathFactory, which
creates AI-driven content journeys based on the
individuals content consumption data.
14 Create hyper-personalized emails
Artificial Intelligence can be used to compose
personalized emails for one-on-one interactions
with customers.

Dell reported a very high return on investment
rate after employing artificial intelligence in
marketing for their emails. Doing so involved
dividing their wide consumer base into multiple
segments based on their purchase patterns, age
group, and other such data which would impact
their buying decisions. These segments were then
sent customized emails and newsletters with
headlines and subject details that were most
suited to catch their attention. Once a target
audience had been set, Dell could further entice
them with customized discounts and offers. After
employing this AI technology, Dell reported an
increase in both click-through rates and
conversions.
Customized emails not only provide consumers with
deals best for them, thereby increasing chances
of them remaining loyal buyers, but also provides
a human element in an otherwise technical
industry. This human element, which can make
consumers feel valued can be all the difference
between customers who return for further
purchases and customers who dont.
An example of a tool that helps with this is Rasa
IO, which helps brands create Smart Newsletters
to boost customer engagement and sales
15 Qualify your leads and nurture them
As a marketer, one of your key goals is to send
quality leads to the sales team and also nurture
those leads until they convert.
Exceed AI is an AI-powered lead conversion
automation platform that automatically qualifies
your leads by asking them relevant qualifying
questions in human-like conversations, before
passing them on to sales.
This could help bring sales and marketing in
perfect alignment and grow revenues for the
organization.

16 Create unique marketing campaigns
With every brand trying to engage customers on
digital media, there is a lot of noise and
clutter out there.
If you want your marketing campaigns to drive
real impact you would need to be creative and
unique.
If you think creativity is only within the ambit
of humans, think twice! You could use AI to your
advantage when it comes to creativity as well
take a look at this example from Nutella in
Italy. The Nutella Unica campaign used AI to
generate millions of unique package designs which
acted as prized collectibles, that consumers
rushed to buy. Apart from driving sales the
campaign also created a lot of social media
chatter that helped the brand drive awareness and
recall.
Conclusion
In this day and age, when consumers are spoilt
for choice between multiple brands in the market,
it becomes necessary to make them feel valued in
order to ensure their loyalty.
Human capital alone is no longer enough to drive
delightful customer experience in the fast-paced
world that we live in. With the pace only going
to increase, it is important for marketers to
realize that it is not marketers vs AI but
marketers plus AI that would allow marketers to
be more productive, drive better impact, and
improve marketing ROI while ensuring that our
marketing campaigns continue to have the most
important human touch.

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