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October 24, 2023
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3
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AI applications in Marketing: The fast forward approach for your strategies

ai applications in marketing

Explore the transformative role of AI in revolutionizing marketing. This guide covers AI technologies like Machine Learning and offers actionable strategies for each customer journey stage: Reach, Act, Convert, and Engage.

Sara Rendón
Content Strategist

The all-common AI: More than just a Marketing lingo

The marketing textbooks of the past ten years are being replaced by AI, one algorithm at a time, so throw them out. We're not limited to chatbots that greet visitors to your website or automatically generated emails. AI is becoming more and more important from the time at which someone learns about your business to the point at which they become devoted supporters. Artificial intelligence (AI) is doing it all, from recognizing client groupings you never even knew existed to highly customizing content and predicting future trends through the analysis of user behavior. All stages of the customer journey—reach, acquisition, conversion, retention, and loyalty—are being affected. Get ready for an exciting journey that aims to reveal the revolutionary potential of artificial intelligence in marketing.

Understanding AI: The framework behind the revolution

Artificial intelligence (AI) has a long and illustrious history, having evolved from a science fiction fiction to a force behind practical applications. The field's goal when it first started in the 1950s was to imitate human intellect. In the technological world of today, artificial intelligence (AI) is supplementing human intelligence rather than merely replicating it.

The following is a brief summary of the various AI technology kinds that are essential to marketing:

  • Machine learning techniques: Algorithms that, in order to function better, adapt and learn from data. Consider it the driving force behind your system of consumer recommendations.

  • Applied propensity models: These are predictive models that assess the likelihood of particular actions by analyzing the behavior of customers. For example, they can forecast which client is most likely to buy from them or to leave.

  • AI applications: These cover everything from picture identification for social media analytics to Natural Language Processing (NLP) for chatbots.

Specific applications of AI in Marketing throughout the customer journey

1. Reach: Unlocking the first digital handshake

This is the stage where you create awareness about your product or service. Traditional methods include content marketing, SEO, and earned media.

Sentiment analysis for content strategy

Why guess what your audience wants when AI can tell you? Sentiment analysis can scrutinize social media conversations, online reviews, and even comments on your blog to identify what topics resonate most with your audience. Tailoring your content around these insights can dramatically increase engagement and reach.

Recommended tool - Brandwatch: This tool offers robust sentiment analysis capabilities, helping you understand public opinion across various digital platforms.

SEO rank prediction

Conventional SEO tactics don't always work. However, AI algorithms are able to forecast the performance of specific keywords over time, enabling you to create an SEO strategy that is both current and future-proof. Advanced keyword analysis surpasses search volume using tools like Clearscope and MarketMuse.

Recommended tool - Clearscope: With its sophisticated tools for keyword and content optimization, Clearscope is a favorite among SEO experts and content marketers.

Previews of virtual reality (VR)

Give prospective buyers a 360-degree immersive experience with your product or service by utilizing AI-driven virtual reality technology. Your brand will be more likely to stick in the minds of potential customers thanks to this innovative and highly sticky interactive engagement.

Suggested tool: Sketchfab

You may upload, publish, and distribute 3D, VR, and AR content on Sketchfab that can be included into webpages.

Dynamism in social outreach

AI is capable of sifting through social media data to find influencers or potential brand champions who are already sympathetic to your company. You may increase your reach by converting these people into natural brand ambassadors through automated, customized outreach.

AI is capable of sifting through social media data to find influencers or potential brand champions who are already sympathetic to your company. You may increase your reach by converting these people into natural brand ambassadors through automated, customized outreach.

Suggested resource: BuzzSumo

With the help of this tool, you can effectively conduct social outreach by identifying influential people and popular subjects in your market.

2. Acquisition: Moving from inactive perusing to active participation

The audience you have reached can now be converted into leads. Typical tactics include lead magnets, email marketing, and targeted advertising.

Email behavior that triggers

Use AI to deliver emails that are triggered by certain user activities rather than general newsletters or offers. For instance, an automated email about your most recent cloud security solution may be sent out if a person reads multiple articles about "cloud security."

The Customer.io tool is suggested

Enables the sending of tailored emails based on user behavior through segmentation and behavioral triggers.

Engaging lead magnets

Put an end to webinars and traditional e-books. Create dynamic, engaging lead magnets with artificial intelligence (AI), such as quizzes or highly customized reports, that offer users actual value and provide you more detailed information about your leads.

Recommended tool - Outgrow

Outgrow specializes in making interactive lead magnets, such as calculators, assessments, and quizzes.

Geo-targeted advertising

AI is capable of analyzing a wide range of data, including traffic patterns, local events, and weather, to initiate marketing that is unique to a certain area. Offering exclusive discounts to attendees of a tech conference in San Francisco, for example, can foster real-time interaction.

Suggested resource: Foursquare for Business

By providing location-based marketing services, Foursquare may assist you in connecting with clients at the ideal time and location.

Chat-based landing pages

AI-driven conversational agents that engage with visitors, respond to their questions, and even help them complete transaction forms should take the place of static landing sites. This lowers bounce rates and boosts engagement.

The Landbot tool is a suggested resource

Since it enables the transformation of a landing page into a chatbot, hence promoting interactive and captivating encounters.

3. Conversion: Carefully closing the sale

Here's where the leads turn into actual paying clients. Here, sales calls, online interactions, and promotional offers frequently make or break the agreement.

Tailored pricing

Provide clients with individualized pricing or exclusive bundles based on their past purchases, current online activity, and propensity to convert by utilizing data analytics and machine learning.

Dynamic Yield is a recommended product

That provides many customization features, including the ability to customize pricing based on consumer behavior.

AI-Powered Sales Proposals

Give your sales staff AI-powered dynamic scripts. The possibility of conversion can be increased by using these scripts, which can adjust in real-time dependent on the direction the conversation is moving.

Recommended tool - InsideSales.com

Offers an AI-driven sales acceleration platform that enhances sales methods through the use of predictive analytics.

Moment-to-moment deals

AI has the ability to sense when a user is going to leave your website and launch an attractive offer at the perfect moment to turn potentially lost sales into profitable transactions.

OptiMonk is a recommended tool

That specializes in exit-intent offers and on-site messaging for e-commerce.

Virtual assistants for shopping

Use artificial intelligence (AI) to power virtual shopping assistants that aid customers in finding precisely what they're looking for by making recommendations based on past purchases, current selections, and popular items.

Suggested resource: IBM Watson Assistant

Watson Assistant is capable of doing a multitude of activities, one of which is acting as a virtual assistant for shopping.

4. Engagement: Fostering a long-term collaboration

Keeping clients interested and getting them back for more. Value addition, regular upgrades, and customer service are essential.

Mapping the customer journey

You can always keep one step ahead of your customers' needs by using machine learning to generate dynamic customer journey maps that adjust based on changing behaviors and preferences.

The Adobe Experience Platform is a recommended solution

Since it offers real-time customer insights and dynamic customer path maps.

AI-powered loyalty initiatives

Conventional loyalty schemes give points for how frequently you buy. AI-powered initiatives can also incentivize social media shares, reviews, and even the amount of time users spend on your website or app.

Suggested tool: Yotpo

Yotpo provides an extensive feature set for loyalty programs, strengthened by artificial intelligence.

Anticipatory customer assistance

Before a consumer contacts customer care, AI can anticipate common problems they might encounter and proactively provide answers. This eases the load on your support staff while also improving client happiness.

The Zendesk tool is suggested. AI for Customer Service:

Provides predictive analytics to foresee client requirements and automatically assign tickets to the right agents.

Benefits of AI uses in marketing based on evidence

  • The Deloitte analysis: Deloitte reports that businesses who used AI for marketing automation experienced a 20% rise in customer satisfaction.
  • Analysis of a Netflix case: Approximately 80% of the content found on Netflix is recommended to users based on individualized suggestions generated by AI algorithms.
  • Marketing Dive knowledge: According to a Marketing Dive analysis, AI can optimize consumer segmentation and increase marketing ROI by up to 30%.

In conclusion, the marketing alchemy of AI

If you still think AI in marketing is optional, you're not just behind the curve—you're reading an entirely different map. From revolutionizing content strategies and audience targeting to predicting customer behavior, AI is a game-changer. It's not just automating repetitive tasks; it's augmenting human capabilities and opening doors to endless possibilities.

Hungry for more? Ready to explore how AI can redefine your marketing landscape? Let's turn possibilities into your new reality. Schedule a call with us. With Effiqs, the future of marketing isn't just promising; it's already here.

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