Here are 6 AI marketing trends that companies should follow
In 2023, AI-driven marketing tactics will become more widespread as companies realize the potential of this technology to optimize campaigns and engage consumers. Leading companies are implementing six key AI marketing trends right now.
Marketing your business with AI
Lead generation powered by AI
Brands can now connect with consumers in a more personalized way by using interactive quizzes powered by artificial intelligence. AI allows quizzes to be smart and adaptive and provide custom results.The quiz results are used to provide targeted content, product recommendations, and follow-up messages tailored to the user's interests and needs based on the user's answers.
As an example, an e-commerce retailer can determine which segments are price-sensitive versus quality-focused by offering different discounts or product lines. The personalized experience leaves prospects feeling understood and the business with data that they can use for target campaigns.
In addition, quizzes are a great way to drive brand awareness and traffic because they are interactive and shareable. In addition to embedding AI quizzes on websites, sharing on social media, or running digital ads, brands can easily share viral quiz results, resulting in higher conversion rates. Brands that create fun, personalized experiences engage users more than generic ads.
Research on the market
Brands can now gain deeper consumer and competitive insights faster than ever before thanks to AI, which enables marketers to analyze massive amounts of data quickly and derive actionable insights. AI is able to recognize meaningful patterns in consumer data related to demographics, behavior, transactions, and more, allowing for tailor-made branding, messaging, and product development. Through platforms such as Disney+, Disney uses AI to gain better insights into its customers' interests across geographic and psychographic dimensions.
Additionally, conversational AI-like chatbots are revolutionizing market research by enabling quick, interactive data collection at scale through surveys and interviews. By providing customers with a comfortable messaging interface, chatbots facilitate more candid, qualitative insights as opposed to traditional methods.
The advertising industry
With the aim of optimizing campaign performance and connecting with consumers more effectively, brands are increasingly relying on artificial intelligence in advertising. Facebook, Google, and Amazon now incorporate AI technologies into their advertising products and services.
Based on demographic, behavioral, and interest data, machine learning algorithms are used to create custom audience segments. A Facebook Lookalike Audience, for example, uses AI to help brands find new customers that share the same characteristics as their existing high-value customers. As a result, more targeted campaigns and higher conversion rates are possible.
AI is also used to automate and optimize media buying. Platforms like Google AdWords and Amazon DSP utilize predictive analytics to set optimal bids and budgets. AI-driven bid strategies help brands scale campaigns efficiently and reduce wasted impressions by taking into account factors such as daypart, device type, ad positioning, and more.
A/B testing different ad elements such as images, headlines, and calls to action to determine the highest-performing variants using AI also powers creative optimization. For instance, Google responsive search ads can generate and test thousands of ad combinations to find what resonates most with target audiences.
These AI technologies can provide brands with a significant competitive advantage in engaging and reaching modern consumers.
Research on consumer behavior
Companies are now using AI-powered tools to monitor and analyze social media conversations in real time, revolutionizing consumer research.
Using natural language processing and machine learning algorithms, social media listening tracks and interprets massive amounts of unstructured data from platforms such as Twitter, Facebook, Instagram, and YouTube. Using AI, we can identify key trends, topics, influencers, and sentiment in this data.
In order to detect brand mentions across social networks, tools like Brandwatch and Talkwalker use artificial intelligence. A brand can get quick feedback on how audiences respond to campaigns or new product launches by analyzing the sentiment of these mentions - positive, negative, or neutral.
Aside from identifying emerging trends, AI tools can also analyze demographics and psychographics to gain insight into consumer preferences and desires, such as viral memes, timely events, or shifts in audience interest. A marketer can then use these insights to inform their branding, positioning, and engagement strategies.
The creation of content
Companies are now using AI-powered content tools to streamline their workflows to produce higher quality, optimized marketing content at scale.
With advanced natural language generation tools such as Jasper, blog posts, social media captions, and other content can be automatically created based on human-written examples. AI writing assistants also suggest grammar improvements and other edits to refine content, saving considerable time compared to manual writing.
Canva, for example, a graphic design platform powered by artificial intelligence, has revolutionized visual content creation as well. Using this software, you can easily create social media posts, ads, reports, and more with predesigned templates and layouts, as well as stock photos and images that can be customized. Design work is facilitated without extensive graphic design expertise.
Content quality can also be optimized using artificial intelligence through solutions like Acrolinx, which analyzes drafts for reading difficulty, word choice, and consistency. By providing intelligent suggestions to improve clarity, conciseness, and alignment with brand voice, this content governance tool helps to maintain quality standards at scale.
By expanding the content library, the brand improves marketing performance across channels, from social media to websites.
The automation of processes
As marketing automation continues to improve, it allows brands to orchestrate smarter and more personalized cross-channel campaigns. AI capabilities are now being integrated into automation platforms to improve timing, targeting, and content for campaigns.
ActiveCampaign uses predictive analytics to identify the days and times when contacts are most likely to open, click, and convert.
As a result of up-to-date customer behaviors and attributes, automation platforms create dynamic segments on the fly. To send tailored follow-up messages to high-intent leads who have downloaded a specific content offer within the last 24 hours, AI can automatically group them.
With these capabilities evolving, marketing workflows will become even smarter and more efficient.