How to include AI in your digital marketing

How to include AI in your digital marketing

Using AI in marketing

AI is a huge buzzword right now. You may have seen tools like ChatGPT in the headlines, or while scrolling through LinkedIn. AI is one of the most powerful tools at any company’s disposal. In this article, we'll explore how AI can be used to enhance your marketing activities, from content creation, to automating customer interactions.

How do digital marketers use AI?

AI has found a home in the digital marketing world. This is due to its ability to analyse vast amounts of data quickly, identify patterns, and make data-driven decisions. Whether you’re an SEO specialist, a PPC pro or simply want to understand how to use AI effectively for your brand activity, incorporating AI in your marketing can elevate your efforts and provide additional value.

Here are some of the primary ways it can enhance digital marketing:

• Data Analysis and Insights: AI can sift through massive amounts of data to uncover valuable insights about customer behaviour, preferences, and market trends. This data is crucial for understanding more about your customers. Using AI to help with the heavy-lifting of data analytics can free up your time to focus on a marketing strategy.

• Personalisation: AI allows for highly personalised content recommendations and customer experiences, improving user engagement.

• Automation: AI automates routine tasks. These include highlighting actions from your meeting notes and freeing up marketers to focus on strategic efforts. If there are tasks that are taking you a long time to complete, look to automate them with AI for a more efficient output.

• Predictive Analytics: AI can predict future trends and customer behaviour, aiding in better decision-making.

How can AI be used in digital marketing?

AI can be applied in various ways to enhance your digital marketing efforts. Let's delve into some of the key applications:

1. SEO Optimisation:

AI-powered tools can help you optimise your website for search engines. They analyse keywords, track rankings, and suggest improvements. They can also assist with on-page optimisation and content recommendations. Check out AlliAI for help with this. It has a live editor that can help you edit and optimise text for SEO. Remember, whilst AI can be used to support your SEO efforts, it should be used mindfully to ensure the best content is being created in line with Google’s guidelines. This will avoid any penalties and make sure your content is unique, authoritative and trustworthy.

2. Content Creation:

AI tools like Jasper and Frase can't replace human creativity. They can however assist in generating copy, suggesting headlines, and even brainstorming ideas. This can save time and provide valuable starting points for your content creators.

3. Email Marketing:

AI can personalise email campaigns, segment your audience, and send emails at optimal times for engagement. This boosts open rates and conversion rates. Tools like Campaigner offer the ability to personalise email campaigns to enhance the customer experience. With features such as segmentation for targeted campaigns and Geolocation that enables you to customise content according to customer location.

4. Social Media Management:

AI can automate social media posting, schedule content, and even respond to comments and messages. Social media schedulers, like Buffer and Later, have introduced AI assistants for writing captions and scheduling. Chatbots powered by AI, such as ChatGPT, can provide instant customer support.

5. Predictive Analytics:

AI tools can analyse historical data to predict future trends and customer behaviour. This invaluable insight can help you put together winning marketing strategies. Some of the top predictive analytics tools include Google Cloud BigQuery and Alteryx.

6. Advertising:

AI in advertising is a game-changer. Some paid advertising platforms use AI to optimise your ad spend, targeting, and creative elements. This ensures that your ads reach the right audiences. Tools like Optimove can help predict your customer’s likelihood to convert, with predictive modelling features.

AI tools for marketing

Now that we've established how AI can be used in digital marketing, let's explore some of the specific tools available in the market. These tools are designed to simplify tasks and enhance efficiency:

1. Jasper for Copywriting:

Jasper is an AI-powered copywriting tool that can assist in generating marketing content. Given the right prompts, it can provide suggestions for blog posts, ad copy, and social media content. However, you must add human creativity and context for your readers. You risk sounding like every other business that’s putting out AI-generated content. Available globally

2. ChatGPT for Automation:

ChatGPT can automate customer interactions on your website or social media channels. It's like having a virtual assistant available 24/7 to answer common questions and provide support, enhancing the customer experience. Available globally except Italy, Russia, China, Iran and North Korea

3. Descript for Video Creation:

Descript is a tool that uses AI to transcribe and edit audio and video content. It can help in creating engaging video content by simplifying the editing process. Available globally

The Benefits of AI Tools

Now that we've introduced some AI tools, let's delve into the benefits they offer and why you should consider integrating them into your digital marketing efforts:

• Enhanced Efficiency:

AI tools streamline tasks, so your marketing team can focus on strategic planning and creativity. This also speeds up your campaign execution time and means you can respond more quickly to market changes.

• Data-Driven Decision-Making:

AI can analyse data at a scale and speed that would be impossible for humans. This makes for more informed, data-driven decision-making.

• Personalisation:

Personalised marketing content can significantly improve customer engagement and conversion rates. AI helps automate the personalisation process by tailoring content to individual preferences and behaviours.

• Cost Savings:

Automation reduces the need for manual labour. This could potentially save on operational costs. AI can also help you optimise your ad spend, ensuring your marketing budget is allocated efficiently.

• Improved Customer Experience:

AI-powered chatbots provide immediate responses and assistance to customers, enhancing their experience with your brand.

Remember, using AI for marketing is not about cutting corners with your digital marketing or replacing your team. It's to be used on building on their unique skills and insights. AI can handle repetitive tasks, provide insights, and enhance efficiency. However, the creative aspects of marketing still require the human touch, and by harnessing the power of AI in marketing, you can stay ahead in this dynamic and ever-evolving field.

If you need help with finding the right AI tools, digital marketing, or any other aspect of your business, get 1-2-1 support by speaking to one of our V-Hub Digital Advisors.