The Growing Impact of AI on the Marketing Industry – Enterprise Podcast Network – EPN

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Artificial Intelligence (AI) is having an increasingly significant impact on the marketing industry and its professionals. Here’s a closer look at some of its uses.

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AI could make text and sentiment analysis more efficient

Marketers can immediately recognize the value of AI scan text taking on trends. For example, this approach can be useful in examining how people feel about new marketing campaigns. Did the effort leave them feeling inspired and uplifted or confused and bored? Well-built AI algorithms can quickly analyze vast amounts of text, revealing those essential takeaways.

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The possibilities of using this technology are almost endless. Imagine the convenience of relying on AI to find out what questions customers commonly come up with when contacting an email support team. The marketing team may use that information to improve website content, including support documentation or product videos.

Using AI for sentiment analysis can also help marketers determine when users’ comments are serious versus sarcastic. Researchers at the University of Central Florida have developed an AI model that can detect signals indicating sarcasm.

Researchers describe how the online arena makes it very difficult for people to pick up on sarcastic communication. This is because they lack cues related to body language that allows them to use contextual cues to communicate what is said.

Marketers must be confident that they have correctly understood the customer’s tone. This then makes it easy to correctly respond to comments on social media posts and other publicly accessible content.

AI can deliver personalized content

Apple forced users to adapt to the marketing industry by opting for certain types of tracking. Marketing professionals have historically relied on location- and device-based cookies for ad targeting. However, with many users now opting out of this kind of tracking, the marketing world should be doing things differently. AI plays an important role in this change.

For example, marketers often use dynamic creative ads with interchangeable content that is adjusted for each user. Advances in AI mean there’s no need to collect device or cookie data to deliver relevant content to people.

By moving away from third-party cookies, marketers are also preferring to have zero-party data. Consumers voluntarily provide this information about themselves. Once a company’s marketing department has enough zero-party data, it can use AI to make the most of opportunities.

For example, a customer may agree to register on an e-commerce site in exchange for a one-time discount. Then, a company would have a record of everything that person bought. The marketing department can then feed that information into AI algorithms that make product suggestions.

Some companies also sell AI-powered drip marketing platforms for personalized emails. Marketers can set parameters so that people get certain communications after taking specific actions. These may include signing up for a newsletter, placing an item in a shopping cart or purchasing a product without completing a transaction. Drip campaign messages can also go on schedule. The idea is that they help companies or products stay in top-of-mind condition without bombarding consumers.

AI can rid marketers of time-consuming tasks

Modern marketers usually have busy schedules, so they welcome anything that can help them save time. This often means being open to using AI. Some AI-powered social media posting platforms choose the best time of day to show new content to users. Then you don’t need to spend time posting content to all the outlets your company uses.

Artificial intelligence can also complement existing marketing automation platforms. A February 2022 study showed that 38% of respondents felt marketing automation improved how workers used their time. It’s easy to imagine how this percentage could grow if marketers also invested in AI.

Many data analytics platforms used by marketers have AI features. Users can then generate reports more efficiently and extract meaningful insights faster than they could otherwise.

Another valuable application of AI is related to email sorting. Many tools can automatically classify incoming messages or remind people if they take too long to send a reply. Users can then avoid wasting time by trying to stay on top of email management. AI isn’t perfect, but it often reduces many of the most cumbersome manual duties.

AI can support content marketing

Content is the backbone of many marketing efforts. This is what can draw people to a website and keep them coming back for more, as well as establishing the brand as something worthy of one’s trust, money, and attention.

Many people wonder whether AI can eventually replace human copywriters. However, this is not likely to happen anytime soon, and it may never happen on a large scale. Google’s John Mueller, who is known to be a search engine optimization expert, discussed the subject on various social media platforms.

His primary principle was that people need no further help creating low-quality content. That’s what today’s AI copywriting products can do best. Instead, people should focus on creating high quality content that will attract the audience. Muller also pointed out that solutions with some degree of automation, such as content spinners, are nothing new. However, human copywriters remain relevant.

However, this does not mean that there is no place for AI in content marketing. Some AI tools help by checking the content for grammar and spelling errors. Even the most honest people sometimes end up making mistakes when self-editing. The use of AI tools for proofreading can ensure that content doesn’t go live even if there are flaws.

The technique can also help people come up with titles and topics when they feel like they’ve hit a creative block. Such tools typically work by requiring people to input bits of information such as the primary topic and level of expertise of the audience. They provide tailored suggestions based on user input.

AI can protect marketers from risk

Reducing risk is a big part of operating a successful business. A 2022 study indicated that AI was instrumental in reducing occupational risks during the COVID-19 pandemic. The research involved small and medium-sized companies based in London.

More specifically, companies experienced a 2% reduction in risk to profits using personalized buying recommendations. When people used AI to target audiences, there was a 1.2% reduction in threats to the business. The researchers confirmed that artificial intelligence paid off for companies regardless of factors such as turnover and years of inception.

However, there was a significant difference in the percentage of small businesses versus medium-sized businesses using AI. While 70.4% of medium-sized companies did, only 26% of small enterprises invested in artificial intelligence. This may be because leaders of smaller companies feel more reluctant to devote money to new technologies without confirmation that they will help the bottom line.

The good news is that it is becoming easier for marketers to find AI solutions for companies of all sizes that best fit their needs and budgets. One reason for this is that artificial intelligence is more accessible than ever before, which reduces the associated cost. People have massive opportunities to slowly start using AI in marketing and when it makes sense for their budget.

How do you start using AI in marketing?

These examples show how AI-enabled marketing applications are gaining momentum in the industry. Now is a great time to start considering the most appropriate ways for your company or marketing team to consider using the technology in the near-to-mid future.

Get feedback from all involved parties and see which tasks they say take the most time or are most prone to errors. They can be good starting points for deploying AI.

The main thing to remember is that AI is not a replacement for marketing professionals. However, it can complement the work they do and improve their workflow.

Eleanor is the editor of Designerly Magazine. Eleanor was a creative director and occasional blog writer at a major digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.

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