Few technologies have garnered more buzz in recent years than artificial intelligence. It isn’t just hype: AI is a transformative technology that has potentially limitless applications in every industry – including digital marketing.
As a digital marketer, we bet you’ve faced more than your fair share of AI marketing questions this year. Perhaps executives want to know your plans to use AI to boost performance, or customers are demanding to know how your products and services will incorporate AI into their workflows.
There’s no question AI has a role to play in marketing: both today and tomorrow. The key to success lies in understanding how to use AI marketing tools effectively.
AI and Marketing: A Match Made in Heaven
As a business function, marketing is uniquely suited to AI technologies. The goal of marketing is to match customer needs with your business’s products and services, and then convince customers your solution will solve their needs. It’s an iterative, often labor-intensive process that AI technologies are well-suited to catalyze.
Much the same as computers and the internet, AI is a defining technology that will help marketing teams unlock dramatically higher levels of productivity. By using AI in a thoughtful way, you’ll free up more time for creative thinking, impress your colleagues, and increase your output.
AI is not, as some might have you believe, a technology that will render your marketing department obsolete. If anything, the opposite is true. Master AI marketing tools and your team will be indispensable to the growth of your business.
6 Innovative Ways to Use AI Marketing Tools
Mastering AI digital marketing tools is a new skill. And like all new skills, developing competency demands time and effort.
For many marketers, the issue lies in knowing where to start. There’s a dizzying array of use cases for AI marketing. Identifying the ones that will make a tangible business impact is far from easy.
Let’s explore six innovative ways that marketing teams can streamline existing processes with the support of AI technologies.
1. Creating Workflows for Repetitive Tasks
As a marketer, many of the tasks your team is responsible for on a daily basis are characterized by time-consuming, labor-intensive workflows: formatting social media posts, creating landing page variations, and so on.
These tasks are unquestionably important, but they’re also a drain on resources. Let’s say your team has been tasked with creating marketing collateral around an upcoming webinar. You need to generate email campaigns, social media posts, a registration page, and so on.
Instead of creating each of these assets separately, AI content marketing tools enable you to input certain data points, such as the webinar title, the key points that will be discussed, the main pain points the audience faces, and so on. Once you enter these points, you can ask the AI to generate the copy for each type of asset.
From there, your team just has to tinker and refine this initial draft. This helps teams get over the initial work of starting a task, and spend more time working creatively to tweak their marketing assets and optimize performance.
2. Generating Initial Content Outlines
Ever had writer’s block? Sometimes, it doesn’t matter how much or little you know about a topic, it’s impossible to know where to start.
AI content marketing tools remove that barrier, empowering marketers to generate outlines for any topic in a matter of seconds. These won’t necessarily be the finished article: it’s still your job to tailor these initial ideas to your brief and weave in the narrative your business wants to convey.
Whether you need to identify the key concepts to cover in a blog or generate a discussion outline for an upcoming webinar, AI marketing technologies can help spark your internal creative spirit.
3. Brainstorming New Ideas
Marketing is an inherently creative field, but even the most innovative thinkers need some inspiration every now and then. AI tools enable marketers to generate an almost infinite amount of new creative angles that can be tested to determine the best approach.
Whether it’s generating subject lines for an email, copy for an ad, or headlines for a webpage, an AI tool can quickly spin up a wide variety of different options for marketers to refine.
Pro Tip:
Make sure to include creative constraints to ensure the new ideas you receive back are relevant. You could specify that an AI marketing tool create five headlines focusing on customer pain points, five headlines focusing on value drivers, and five headlines that emphasize key features of your product.
4. Repurposing Content For New Platforms
AI isn’t just used for creating new content – it can also be used to repurpose your existing content to new platforms and audiences.
Let’s return to our earlier example of the webinar. Marketers can record these webinars and feed them into an AI tool that uses this source material to create marketing collateral for a variety of different platforms.
From this, a simple one-hour webinar recording can easily become a blog post, an email summary, a social media post, or an email newsletter. The AI will summarize all the key points that were discussed in the webinar into a format suitable for the platforms you specify, helping amplify your message to new audiences.
5. As An On-Demand Marketing Strategist
A major part of any marketer’s role is solving complex challenges. Not sure why an email campaign is failing to live up to expectations? Or why a product announcement blog has failed to generate new sign-ups? As a marketer, it’s your job to figure it out.
An AI tool can be a highly capable assistant as you tackle these challenges. Think of an AI tool as your personal, on-demand marketing strategist.
Input the marketing email to an AI tool and ask it to identify reasons why the email’s performance might be underwhelming. The tool will scan the email and suggest new improvements for you to experiment with, from recommending new subject lines to boost open rates to suggesting alternative calls to action (CTAs) that will increase email click-through rates.
6. Supporting Individuals to Write in the Brand Voice
Your brand’s voice is an important asset. It’s central to how customers connect and resonate with your business, helping to cement what your brand stands for in the minds of your most important stakeholders.
It’s the responsibility of the marketing team to ensure that every piece of collateral your business produces embodies this voice – from brand activation campaigns to email newsletters. But ensuring that materials produced by teams outside of the marketing department incorporate the brand voice can be a challenge.
AI tools help bridge that gap, providing employees across the business with writing automation tools that ensure their content is aligned with the brand voice.
Toward a More Intelligent Future: AI-Powered Marketing
AI isn’t just the future of marketing: it’s the present. Many companies are already actively using AI digital marketing tools and strategies to deliver unique customer experiences at scale, and they’re realizing game-changing benefits.
Marketers have always evolved to meet changing customer expectations, and the arrival of this new era of AI marketing is no different. As AI technologies continue to evolve, the onus is on marketers to continue to iterate and identify new opportunities to delight their customers.
If you need support crafting a winning digital marketing strategy, connect with GoDelta today. Our focus on innovative digital strategies activates and accelerates brands’ journeys to success, and technology is at the heart of our approach.
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