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Your team’s marketing tactics seem mediocre at best. They are starting to look and feel repetitive. The tactics are working, but they’re missing that special something. You’re producing high-quality content for your site, but it is getting lost in the sea of other great content. Your social following is stagnant and you’re not able to engage or learn much from them.
If this sounds like your marketing woes, don’t fret. With the help of artificial intelligence, your strategy can get back on its feet in no time. At its core, AI is providing companies with data-proven recommendations. Rather than relying on test-and-learn or gut instinct, brands are making more efficient, calculated plans that deliver results. It is streamlining processes and operations, while also allowing marketing teams to focus on more critical tasks.
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Of course, tapping into AI can be a bit daunting if you’re unfamiliar with how it works or what exactly you can do with it. What may help here is knowing that everyone is trying to figure it out just like you! AI is still evolving and people who are using it are still developing best practices. There is so much potential and everyone is just scratching the surface of what we can learn from it. With that in mind, here are a few ways marketing teams are beginning to use AI to their advantage.
More Precise Audience Targeting
Pinpointing your target demographic is not easy. It requires knowing their basic demographic information along with their interests and behaviors. And with more competitive brands entering the market every day, getting your audience’s attention is harder than ever. With third-party cookie depreciation, many marketing teams are trying to find alternative avenues for audience targeting.
Enter predictive audiences: This is a newer type of audience segmentation that relies on AI and machine learning to better predict how customers will act in the future. Predictive audiences stem from predictive analytics, which has been used for the last several decades. This data analytics strategy answers the question, “What will happen next?”
As an example, if a customer has purchased baby diapers and baby formula, the retailer can predict that they are likely to buy baby clothes or toys next. This prediction is based on the typical buying patterns of new parents. By using predictive audiences, the retailer can target this customer with personalized marketing campaigns featuring baby clothes and toys, increasing the likelihood of making additional sales.
With predictive audiences, marketers can forecast which of their engaged followers are more likely to make a purchase. If a user has visited your site, added items to their cart, or signed up for your newsletter, then there is a greater chance they’ll be converting to a purchaser. Having this information, you can refine your audience segmentation even further. This allows for more efficient and effective campaigns, delivering higher ROIs.
Marketing Teams with a More Personalized Approach
Personalization is the name of the game, and AI is making it easier than ever to deliver audiences with more personalized content and recommendations. From a content standpoint, AI can look at customer data and create newsletter content that speaks directly to the receiver. It takes into account demographic information as well as behaviors and set preferences. With this knowledge, AI can help create more tailored, catchy subject lines and copy that is more likely to engage and convert.
As far as recommendations that marketing teams can use, AI can also suggest other similar products to users based on their search history and purchase intent. For example, Amazon Prime users are seeing this on their homepage and before they check out. The user will see a scrolling list of products others have purchased that’s within the same realm of what’s already in the user’s cart. This personalized approach can help increase the size of a customer’s cart, leading to more sales and revenue.
Like with anything, however, just know that AI cannot provide that human touch. Overly relying on AI can lead to an impersonal experience—the very opposite of what you’re trying to achieve. Users can see right through something that sounds too pushy or salesy. For this reason, marketers should still have an eye on what type of AI-generated content is being produced and refine it, if necessary.
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More Helpful Feedback That Marketing Teams Can Use
Asking for customer feedback isn’t new. Through surveys and reviews, marketers can see what is working well and what areas need improvement. Whether it’s a product malfunction, price point, or a customer’s experience, acting on this feedback can shape a company’s longevity. Of course, going through all the feedback and identifying common denominators is time-consuming. But thanks to AI, you can gather feedback and analyze it across sources to identify the main areas that you need to work on.
AI-based feedback software can process and discern thousands of reviews from multiple sources. This includes reviews on your company’s site or third-party sites such as Amazon. The software can also look at your social media channels to identify customers’ top complaints. All of this information will be distilled in a way so you can act on it.
Once this information is gathered, you’ll be able to identify different patterns. Perhaps consumers are having issues with one particular product in your portfolio. Or maybe, one section of the United States is having the most shipping delays. Leveraging this to your advantage, you’ll better understand your customers’ needs, preferences, and pain points.
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Takeaways
AI is a revolutionary field that continues to grow and improve. Through AI learning, marketing teams are accelerating their capabilities. From more precise audience targeting to personalized content to boiling down customer feedback, AI is changing the game. The key is to capitalize on it now so that you and your company aren’t left behind.
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