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AI in Marketing

Headshot of Miki Kong

Miki Kong

Regional Marketing Manager

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8 May 2024
6 min read

Like many organisational departments, marketing is changing — and fast. Today, marketers must not only ensure their message stands out, but also that it captures the ever-dwindling attention span of their customers. Fortunately, help is on hand in the form of artificial Intelligence (AI). 

We’ve all heard of and played around with ChatGPT and other similar tools, but in truth, AI in marketing goes well beyond writing content, which is what this blog post dives into.

AI in Marketing: Topical Buzzword or Genuine Impact?

AI is no longer a futuristic fantasy you hear about in movies, it's a powerful tool that’s here today, transforming how marketers do their jobs. Here are some key areas where AI shines:

Personalisation Mastery: AI Crafting Tailored Experiences

AI tailors content and offers that deeply resonate through:

1. Streamlining Segmentation

The importance of implementing segmentation is nothing new, but speak to any marketer and they’ll no doubt have horror stories of sifting through spreadsheets to build out a segmented customer list. AI puts paid to that. Many CRM platforms now have in-built tools that use machine learning to analyse vast amounts of data in real time, enabling marketers to pull segmented lists in seconds. 

2. Taking Personalisation to the Next Level

Personalisation in modern-day marketing has gone way beyond “Hey {{first_name}}”... There are now AI tools available that analyse behavioural patterns, trends and nuances — these tools then use predictive AI to forecast future buyer needs based on that data. This enables marketers to send hyper-personalised content that lands in their customers’ laps at seemingly the perfect time.

3. Dynamic Customer Journeys

By using advanced machine learning algorithms, AI is revolutionising how customers engage and interact with businesses. Customer journeys are no longer rigid or pre-defined, but fluid experiences that can change depending on browsing patterns or interactions, helping marketers to connect on a deeper level with their customers. A great example of this in the wild is how Netflix’s personalisation algorithm shows users different artwork based on their viewing history.

Content Creation: Beat the Writer’s Block with AI

AI frees up time so you can focus on strategic thinking and tasks that really move the needle:

1. Brainstorm Headlines and Descriptions

Rather than staring at a blank page, use AI to get the ball rolling by drafting up catchy headlines, subject lines or product descriptions. 

2. Automated Content Creation

Save time by experimenting with AI-generated content, then add the finishing touches to ensure the content aligns with your brand voice.

3. Personalise Content at Scale

Use AI to create personalisation triggers in emails or landing pages based on location, company size or browser history for a bespoke user experience at scale.

Predictive Analytics: Navigating the Data Jungle with AI Insights Swamped by data? AI can analyse past performance and market trends to:

1. Anticipate Customer Behaviour

Leverage AI to predict your customers’ future actions so you can anticipate their interests in specific products or offers. Optimise your marketing efforts by staying one step ahead.

2. Forecast Campaign Impact

Use AI to forecast the effectiveness of your campaigns. Predict their performance and make pre-emptive adjustments to ensure your marketing budget is being allocated effectively.

3. Uncover Emerging Trends

Stay ahead of the curve by using AI to identify emerging trends. Uncover potential shifts in customer preferences and market dynamics before they manifest, giving you a strategic advantage over your competitors.

Optimising Your Advertising: Get More Out of Your Digital Spend

Squeeze more juice out of your digital marketing campaigns with AI:

1. Leverage Generative AI

Use generative AI tools to reduce the workload of your creative team and free them up to focus on work that demands their attention. Building out a bank of prompts can help save your team even more time.

2. Dynamic Retargeting

Lean on AI to analyse real-time user data and behaviours so you can serve highly relevant ads that adapt continuously. This means users see ads that remind them of previous interactions and also align perfectly with their current interests and activities, significantly increasing the likelihood of conversion.

3. Smart Budget Optimisation

By analysing campaign performance, AI can send budget alerts and even adjust spend to maximise ROI, ensuring your advertising dollars are strategically invested for maximum impact.

Mastering the Art of Messaging: SMS, Email, & Beyond

While automating tasks with AI can save you a lot of time, your human touch as a marketer is still crucial, especially in crafting compelling messages and getting your value proposition across. Here are 5 top tips to make your SMS, email, and rich message campaigns stand out:

1. Know your audience

This means understanding their specific needs, preferences, and communication style. Go beyond demographics, delve deeper and personalise whenever possible. Address your customers by name, reference past purchases and leverage any data you can to make them feel special. Remember, the more you know them, the more effectively you can offer the right message and next best action.

2. Focus on Value:

Go beyond the transactional: Don't just sell, offer something valuable. This could be exclusive content, personalised recommendations, early access to new products, or even just a genuine laugh with a funny GIF. Remember, people respond to value, not just empty pitches.

3. Brevity is King!

Attention spans are shorter than a goldfish's memory: Get to the point quickly and use clear, concise language. Ditch the jargon and flowery prose, nobody has time for that.

4. Call to Action

Clearly articulate what you want users to do next. Whether it's visiting your website, making a purchase, or downloading an app, make sure the next step you want them to take is clear. Too much choice here will often result in no action being taken at all due to overwhelm — not what you want!

5. Test, Test, Test

Try different formats, messages, and timing to see what works best with your audience (A/B testing is your friend!). 

“Conducting A/B tests is also important as practice makes perfect. Companies may advocate a culture of trial and error to conduct A/B tests to allow the marketing team to study, learn and optimise, “said Elvis Yan, chief marketing officer, UA Finance at Marketing Interactive's inaugural Digital Marketing Asia Hong Kong conference.  

Track and analyse results to make data-driven decisions and optimise your campaign for maximum impact.

To conclude, many people are misunderstood in thinking that AI is making marketing easier, when in reality it’s making it more sophisticated and strategic. By taking care of the heavy lifting, AI is enabling marketers to flex their creative muscles more often and create campaigns that hit the mark with their audience every time. 

If you need help making sure your next marketing campaign hits the mark, get in touch with us today!

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