Artificial Intelligence (AI) has quickly gained popularity within the business world, with marketers far and wide wondering how it can be implemented into their marketing strategies.
It’s considered a great innovator, as its human-cognition-mimicking ability makes it a prime candidate for the better understanding of consumers and customers. With data collection comes a greater customer profile, which, in turn, can lead to higher engagement and revenues.
Besides all of the buzz and fanfare surrounding the topic, how useful is it?
In particular, how can artificial intelligence be implemented into existing marketing strategies, such as social media management or an affiliate marketing strategy? Like any other technology, it takes learning how it’s useful and how it can help your business.
Ways You Can Successfully Incorporate AI
When it comes to incorporating a digital marketing strategy, you can’t just barrel in headfirst, unprepared; you need a plan to ensure that your business gets off on the right foot, headed on a path to success. Here are a few ways your business can successfully begin using AI within your digital marketing strategy:
Know its uses and limits.
The key to incorporating AI is knowing how it can help you overcome business challenges. This means you should be implementing AI in places where it will most benefit your business, saving the time of your employees while handling the more difficult, tedious work.
For some businesses, that can mean sifting through large piles of data or running analytics on research you have already conducted. AI should only be used in places where it will serve a purpose. AI can help you sort through data and create profiles of your customers, but it will not take care of poor research and data collection or a lack of creativity.
It should be remembered that AI is not a replacement but a tool; it is an addition meant to improve your digital marketing program by taking care of processes that otherwise would have taken up a great deal of time, all the while providing your business with essential insights.
Best of all, the information garnered thanks to AI is a total game-changer for professional marketers. The added market insight into customers, your website, email campaigns, and more make it easier to fine-tune your sales funnel to promote revenue growth.
Understand what data is available to you.
Similar to the last point, there’s no need to rush into the implementation of AI. Although you may have heard that it can be used to create tailor-made content for your customer base, this shouldn’t be your first goal right out of the gate.
Personalization is going to be key to keeping your business relevant in the years to come, but you’ll need to understand how your data should be used prior to considering personalization.
This involves making sense of what customer research you’re doing up-front, what data you want to collect, and how that data is relevant to your future campaigns.
Once you have this laid out, you can then begin feeding data to your AI. This initial step is important, as it allows you to determine what will be done with the AI-produced findings when they are finished.
That understanding is key to developing personalization, as you’ll know what to do with the data you have and how it is relevant to making unique content for your customer base.
Think of how this data can be used.
The data you use to understand your customers will probably come from them signing up to be part of your email list or you having their information stored after a purchase was made with their site.
What you have of their personal information will be determined by the preferences they agreed to, regarding collection, but there is a lot that can be utilized—from what they’ve purchased in the past to their age range, their gender, and more.
This data should be prioritized for use in the personalization of content for customers. This involves retargeting methods, email campaigns, specific ads—any type of content that will be relevant and resonate with this particular customer or subgroup within your audience.
The methods of implementation can expand beyond that. AI can be utilized to increase the performance of various parts of your business, from developing a more personalized, efficient chatbot to creating a cross-platform strategy that allows your marketing efforts to intersect while gathering data—from a customer engaging with an affiliate marketing post, Tweet, or personalized email.
This interconnection is an important aspect that should be utilized to its fullest. Integrated through what it is known as the Internet of Things, your business can collect relevant data on your customers from their usage across different devices, platforms, and more. The addition of AI is just another means to access and sift through this data at an even greater rate.
Marketing professionals know the importance of search engine optimization (SEO): It makes it easier for your website to be found by Google, and it allows your customers to find you more readily when looking up relevant search terms.
However, the matter of conducting SEO analysis can be painstaking and quite tedious, taking a great deal of time that marketers running other projects might not always have time for.
Even if your business has an in-house SEO specialist, it can benefit greatly from the addition of the machine learning and meta-analysis provided by AI.
This contextual, semantic analysis will make it far easier for your business to assess your current SEO practices while determining potential alternatives that are shown to work. This information can be gathered from your users, leveraging their search history to promote a deeper level of understanding.
So, rather than casting a cursory glance, you can use AI to create more nuanced reports about your SEO practices, as well as identify keywords relevant to your company.
You don’t need to rush to incorporate AI into your marketing strategy, but it is something your company should do sooner rather than later. Consider discussing it with other team leaders today to begin taking steps to a more data-driven, personalized customer experience.
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