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The effects of artificial intelligence in marketing


These days, everyone’s talking about the use of artificial intelligence (AI) and the rippling waves it’s creating. The digital marketing industry is no exception. While consumers become more demanding, marketers are turning to AI to help them keep up with the pace. Artificial intelligence in marketing has become increasingly relevant with the advent of artificial intelligence technologies. From predicting consumer behaviour to optimising advertising campaigns, AI is changing the way we approach digital marketing. However, it is important to note that AI in marketing should not be seen as a machine capable of making human-like decisions, such as a character from a sci-fi film. AI isn’t here to replace human workers, it’s here to provide support by simplify tasks and processes. In fact, AI is already being used extensively in marketing without people realising it, for instance with tools that increase the performance of ad campaigns. The primary function of AI software in marketing is to assist with specific tasks that were previously performed by humans. For example, chatbots can now answer questions instead of users having to manually search for answers and wade through endless pages of search engine results.
In this blog post, we will explore how AI is being used in marketing, content creation & content marketing, the benefits it offers and the challenges artificial intelligence poses. We will also take a look at AI marketing strategies as well as B2B, sales and email marketing with AI.



AI powered marketing automation

AI-powered marketing automation tools help businesses streamline their marketing efforts and offer personalised experiences to their customers. But what is AI-powered marketing?

AI-powered marketing automation uses machine learning algorithms and predictive analytics to automate marketing tasks and improve customer interactions. AI-powered marketing automation tools use data to optimise customer interactions across multiple channels, including email, social media and mobile. It is commonly used to enhance personalisation, improve efficiency, as well as lead management and achieving greater ROI. Looking ahead, marketers can expect even more impactful and innovative marketing automation solutions as AI technology is further developed.

AI Marketing Strategy

There are a lot of possibilities for the implementation of AI in your marketing strategy. We have compiled some examples of common marketing strategies to give you a better idea of marketing strategies using AI:


  • Predictive analytics for lead scoring: By analysing a wide range of data points, including demographic information, past purchase behaviour and online activity, companies can predict which leads are most likely to convert and focus on those leads.

  • Personalised product recommendations: Machine learning algorithms are
    used to provide customers with personalised product recommendations
    based on a variety of information. By analysing customer data such as
    past purchases, browsing history and search queries, companies can
    recommend products that are likely to appeal to a customer’s specific
    interests and preferences.

  • Chatbots/virtual assistants: Virtual assistants can be used to provide
    customer service. Chatbots are computer programs that use natural
    language processing (NLP) and machine learning algorithms to simulate
    human conversation and interact with customers. They can be integrated
    into various messaging platforms, such as Facebook Messenger or Slack,
    and can handle a wide range of customer questions and requests, from
    basic FAQs to complex transactions. Chatbots can help organisations
    reduce response times, handle high volumes of customer requests, and
    provide 24/7 customer service. Chatbots can combine the first two
    strategies. They provide personalised recommendations based on customer
    data and purchase history, and gather valuable customer insights and
    feedback that can be used to optimise marketing campaigns, lead
    generation and improve the overall customer experience.
Overall, AI-powered marketing strategies should be implemented to further improve a company’s business and customer experience and increase sales.
AI will be to marketing what electricity was to the industrial revolution.
Reggie Bradford
Senior Vice President, Oracle

source: Reggie Bradford, 27.08.2018, “The Impact of AI on Modern Marketing: 3 Key Areas to Watch”, Forbes Magazine

AI for sales and B2B marketing

Artificial intelligence is also changing the sales and B2B marketing landscape. By using advanced algorithms and machine learning, companies can gain valuable insights, automate tasks and influence or optimise their sales and B2B marketing strategies.
In recent years, AI has already proven to be a valuable tool for marketers, being used to increase website traffic through the implementation of chatbots and to predict campaign results through analytics. As we know, data is everything in marketing, especially when it comes to identifying customer needs and wants.
A major benefit of AI in marketing is the amount of time it can save. AI is very useful for performing repetitive tasks, such as sorting through customer data that would take a human a long time, and identifying crucial points that can help with lead scoring and nurturing. This frees up time for sales teams to analyse and prioritise the most promising leads and focus on closing deals, as well as more productive tasks with greater responsibility, such as implementing effective sales strategies.
Another way AI is impacting sales and B2B marketing is by acting as a bridge between the customer and the sales team. An AI-powered marketing strategy like chatbots, is also useful for B2B marketing and businesses can provide fast and personalised support to customers around the clock. Chatbots can answer requests, provide support and even make product recommendations. Again, this frees up sales teams to focus on more complex tasks.

Content creation and content marketing with AI

Content creation and content marketing have become an increasingly important part of any business’s online strategy. Often, AI plays a significant role in increasing the visibility of business websites by providing content created with AI tools. These tools enable businesses to produce high-quality content and optimise it for search engines, increasing the likelihood that it will appear at the top of search engine results pages. Ultimately, your content shouldn’t be entirely AI-generated – Google can penalise a website for using only AI-generated content that doesn’t add value to users and is considered spam, resulting in a decrease in the website’s search engine rankings and visibility. That’s why content still needs to be proofread and fact-checked by actual human writers. But the combination of AI and human-generated content can definitely improve visibility and drive more traffic to the website, resulting in higher lead generation and ultimately more sales.
AI content marketing strategies also benefit you by predicting the potential virality of content by analysing data from social media and search engines. By studying patterns in user behaviour and engagement, AI-powered tools can identify topics and formats that are more likely to resonate with target audiences. This can help companies create content that is more shareable and engaging, thereby increasing their reach and visibility.
Furthermore, AI can help with a problem that every writer has experienced – the fear of the blank page, also known as writer’s block. AI-powered tools stimulate writers’ creativity, providing inspiration and content ideas. Important to know: AI content is only as good as your input. The more detail you provide, the better an AI-powered tool can produce content.
AI-tools can examine existing content, recognise patterns and themes, and suggest new ideas for content creation. These tools can also help writers create headlines and titles that are more captivating and encourage readers to engage with the content. Additionally, AI can help with content curation by suggesting relevant and exciting content from reputable sources, keeping businesses up to date with industry trends and news.
In summary, AI is revolutionising the way businesses approach content creation and marketing. By using AI-powered tools and platforms, businesses can increase website visibility, generate leads, predict viral content and inspire writers. As AI technology advances, we can expect to see more ground-breaking solutions that will help businesses create and distribute content more effectively.

How e-mail marketing can benefit from AI

In email marketing, AI is used in a variety of ways. AI tools can help you stand out from the sea of newsletters, spam and emails that make up an inbox. With a catchy headline and personalised content, users may be more inclined to engage with your business. With the help of AI-powered tools, marketers can optimise the subject line, the headline and the overall content of a marketing email. For example, programs like Mailchimp can predict the best time and date to send your newsletter.
AI-powered tools can greatly benefit email marketing by increasing the personalisation and effectiveness of email campaigns, using a variety of data points including past purchases, browsing behaviour and demographics. For example, a clothing retailer may use AI to analyse a customer’s purchase history and browsing behaviour to recommend products that are likely to be of interest to them. By using AI, companies can create more personalised emails that are tailored to each individual recipient, which can increase the likelihood of a successful email marketing campaign. In addition, AI can take into account factors such as the time of day, the recipient’s location and their preferred communication channels to further personalise email content. This provides insights into email marketing metrics such as open rates and click-through rates, making it easier for businesses to optimise their campaigns for better results. Overall, AI can help businesses send better emails, resulting in higher open and click-through rates and ultimately more revenue.

Benefits and challenges of artificial intelligence in marketing

Artificial Intelligence (AI) is transforming the digital marketing landscape. Using advanced algorithms and machine learning, businesses can gain valuable insights, automate tasks and optimise their sales and marketing strategies. AI-powered chatbots and virtual assistants can also provide customers with personalised recommendations and support.
Despite the benefits of AI in marketing, there are challenges. One major challenge is ensuring data quality and authenticity, as it can be difficult to determine the accuracy of the source of information. In the meantime, integrating AI into an existing workflow can be complex and time-consuming. It is important for marketers not to get carried away with the promises of what AI can do. There are limits to what AI can accomplish. In content creation, the result is often as (little) detailed as the question a writer asks the chatbot or AI writing tool.
Overall, AI is becoming an increasingly important tool for businesses looking to boost their sales and B2B marketing strategies.
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