The role of AI in Marketing.

In AI marketing discourse across industries, there’s been a lot of mixed opinions around this new and emerging technology. Some of us are excited about the business opportunities it will bring, others are frightened of it taking over our jobs – and worse – the planet

But believe us when we say there’s far more to be excited about than to fear. 

AI is your friend when it comes to marketing your business. Of all the cogs that bind together in the grandfather clock of your company, marketing has the most to gain from AI. 

So, what exactly is Artificial Intelligence?

AI learns, mimics and generates human behaviours. It’s software with cognitive abilities.

And at its core, it seeks to transform information into intelligent, automated action.

Read more: Artificial Intelligence (AI) and its Role in the Metaverse

…And what’s AI marketing?

Let’s start by looking at traditional, “old-school” marketing. It can take weeks or months to plan a campaign since it involves many time-consuming steps just to get the ball rolling.

What AI technology does is radically revamp how things get done. It knocks the ball right out of the park. 

AI holds a crucial role in helping marketers connect with consumers. It’s the missing hinge that bridges the gap between the colossal amounts of customer data being collected and the actionable next steps for marketers to improve their reach, retention, and chance of a conversion. 

Wait, so AI is so efficient that it will replace human jobs?

No, no, you can relax. 

Granted, computers may excel over humans in certain areas. Like rules-based games, complex calculations, and data storage. And yes, they do have superior memory and processing capabilities. (Don’t go head-to-head with Zeniva in a chess tournament, is all we’re saying).

But where artificial intelligence is lacking (that’s right – it isn’t perfect) is any form of imagination

Creativity. Divergence. Thinking outside the box.

So, by combining human ideas (your super-duper products and services) with AI as your autonomous car of marketing, you don’t even have to take the steering wheel. You just tell it where to go. AI is the Thelma to your Louise – you’re equal parts, but, like Thelma, AI always drives. You never need to take the steering wheel.

Exarta.com

You’re the direction.

The creative director.

You tell it where to go.

And that’s a pretty killer combination.

Think of AI as the farmer’s tractor…

Because when we think about it – there can never be any complete replacement for the human mind.

AI is a tool, no different from a calculator, or the tractor for a farmer. The combine harvester wiped out the use of scythes; but there is no legacy today of ‘scythe unemployment’. When typists became redundant, it didn’t lead to a rise in unemployed, fast-finger fiends. We don’t mourn the typewriter. Everyone found there way along new, more technology-focused paths.

We don’t give labourers teaspoons to use instead of advanced machinery in the hope of maintaining employment levels. We upskill. And we adapt.

AI Marketing Solutions

Here’s Exarta’s very own AI marketing recipe – just for you. 

Use Case: Exarta

Meet Zeniva, a purpose-built virtual AI assistant that supports global brands with a seamless transition from Web2 to Web3. Check out her marketing magic capabilities, and how and why they will optimise your campaigns:

Zeniva.ai

1. Character Creation

Big ol’ benefit: Achieve better customer engagement and increased sales with the power of limitless customisation.

Zeniva optimises your current e-commerce stores, speaking in your language to showcase your brand identity. The AI unit’s look and feel are fully customisable to match your store’s unique branding.

Learning about your products and enhancing your website appearance in response to trends and demand, Zeniva will revolutionise the way you do business and offer an experience that will leave customers wanting to come back for more.

In-real-time customisation. It’s the blueprint to success.

2. Smart Shop AI Avatar

Big ol’ benefit: Show your audiences that you value their time.

No more endless browsing.

AI replicates human-to-customer service experiences to an impressive standard.

Your customers can ask Zeniva about anything and have instant guidance

Stressing about a return query at 3 am? No problem. Zeniva’s available 24/7.

Got multiple queries at once? Not to worry. Zeniva can understand and separate the intent of each message and prioritise them in order of importance.

From an item’s purpose, preferred budget, and style to any other relevant product details, Zeniva will curate unique options based on your customers’ specific needs. 

And with AI’s machine learning capabilities, Zeniva will always position you one step ahead. Returning customers will receive product recommendations based on their browsing behaviour and purchase history.

Zeniva will even meet your customers at the checkout to ensure a seamless shopping journey from start to finish.

What more could a consumer ask for?

3. Data and Analytics

Big ol’ benefit: Utilise the right data and use it to learn more about your target audience.

A rise in digital media has led to a surge of what we call “big data”: oversaturated data sets too large or intricate to be dealt with by standard data-processing programs. 

Complex – yes. But these big data sets are plentifully supplied with vast troves of data that create opportunities for marketers to harness to improve operations, provide better customer service, create personalised marketing campaigns and take other actions that can ultimately drive revenue and increase profits. Cash in on that!

So datasets can help you strike rich. But the question is, which insights are worth collecting? And how do we sift through the clutter to pick out the diamonds from the rough?

That’s where AI comes in. It can rapidly dissect all the data, narrowing it down to its most essential components, before analysing its relevance to your marketing strategy and recommending insights specific to your brand. 

This future is appealing because it responds to your fundamental need as a business owner to see and more clearly interpret the information that already exists. This will help you navigate the uncertain world of your business forecast on your own terms and, of course, plan your marketing strategy accordingly.

That’s right, even more data to monopolise, and less work for you! Bingo.

Stark Industries, eat your heart out.

Frustrated Robert Downey Jr GIF
Tony Stark | giphy.com

4. Machine Learning

Big ol’ benefit: Know what you’re doing right; improve where you’re going wrong.

Wow, Zeniva. That’s so nice of you.

AI drives Machine Learning: a technology that utilises computer algorithms that can self-improve digital marketing campaigns by analysing data. These algorithms consider both new information and relevant historical data to inform campaigns and make decisions based on past successes or failures. Like where on your site is getting the most clicks and where is lowest on engagement. 

There’s always room for improvement, right?

Big ol’ benefit: Where your customers deserve the best, AI delivers the ultimate service.

No more repetitive customer queries. Zeniva learns from every interaction with your site, providing faster, more accurate responses to customer queries.  

Forget manual training. Zeniva’s knowledge base is automatically updated whenever you add or edit products and categories on your site.

Effortless, efficient support and improved customer satisfaction – around the clock. Sounds good to us.

5. Multi-Lingual

Big ol’ benefit: Eliminate communication barriers.

AI marketing, AI will transform your site into an easy, accessible, and inclusive gateway to new shopping experiences for all.

Zeniva powers seamless cross-cultural interaction with efficient, AI-powered Natural Language Processing and real-time speech-to-text and text-to-text translations.

Your target audience? The whole world. Language barriers? None.

How to use AI in Marketing

So how can all this be put into practice? Best practice?

1. Establish goals.

As with any marketing strategy, it’s crucial to set clear goals from the outset, so you know what you’re looking to achieve from your effort. 

Start by identifying areas within campaigns or operations that need slight improvement, such as segmentation. Then establish clear KPIs that will highlight how successful the AI marketing campaign has been. When it comes to customer satisfaction, for example, you can assess how you can better reach qualitative goals like improved customer service.

2. Select the right message.

With omnichannel systems, it’s only natural that different consumers respond to different messages

  • Some will resonate with a more emotional appeal.
  • A different group may prefer some comedic relief. 
  • Others will engage the most with a logical perspective. 

A solid marketing strategy is a core to the success of any organisation, and targeting your campaigns to reach the right audience will give you the best results.

Through machine learning, AI can detect which messaging tones consumers have best responded to and create a more complete and nuanced user profile for different individuals. That way, your marketing teams can deliver personalised messages to users based on their specific preferences. 

This insightful data gathered will increase conversion rates and improve overall customer experience. 

That’s a tick, tick, tick in our opinion.

Read More: What is the Metaverse?

3. Get personal.

Consumers are moving into a new digital revolution. They expect convenience, new ways to engage, and personalised experiences.

That’s why many modern marketing messages are based on a user’s interests, purchase history, location, and past brand interactions. With a helping hand from AI, of course.

AI marketing surpasses primary demographic data to determine consumer preferences on an individually specific level. The results? Carefully selected experiences based on a customer’s unique tastes. Mmmm, sweet!

4. Use predictive marketing analytics.

As we mentioned earlier, with all that data, marketing teams struggle to sift out the shiny, beneficial tidbits from the dusty piles and piles of irrelevant information.

With AI, you can develop marketing strategies that anticipate the buyer’s next move in real-time and without human intervention.

That’s right. AI marketing tools allow marketing teams to go all clairvoyant in their strategy using predictive data analytics. These combine machine learning, algorithms, models, and datasets to predict future behaviour. This can help your teams target exactly what their customers are looking for and when – and then realign their campaigns accordingly. 

Trust us. Soon, you’ll know your customers better than they know themselves.

5. Prioritise the customer.

Ever heard of that age-old saying, “the customer is always right”? Well, it still rings true today. But a key difference with modern marketing is maintaining a relationship with the right customer.

Although smaller ventures like a local coffee shop or handmade soap store lack the resources of massive corporations, they have a valuable asset that can be just as impactful: customer connection. Understanding your customer’s needs and preferences is important, but delivering customised experiences that exceed expectations further strengthens customer loyalty

Personal, emotional approaches pave the way to special, two-way bonds. 

And AI is the car driving you there, remember?

6. Cut costs.

Let’s talk about tightening those purse strings.

According to Forbes, automation technology can save businesses north of $4 million every year.

AI can establish where operational costs can be reduced and to uncover inefficiencies in production. 

AIs like a hawk, you could say.

(See what we did there?)

But it’s true. AI marketing technologies will investigate every last detail of your strategy to see where even the most minor improvements can be made. 

With unparalleled sales-boosting capabilities and cost-cutting tools, it’s a critical asset to remain competitive in any industry.

7. Restructure your team.

AI automates redundant jobs. The dull, behind-the-scenes, non-client-facing stuff. The filing and scanning that sends your staff to sleep. The tedious risk mitigation tasks that make you question your life choices. 

It wears a lot of hats. The same hats that would be on individual staff members’ heads. So it saves you a whole lotta’ dough and time spent on hiring and training workers for these roles.

And in automating redundant jobs, AI also frees employees to focus on those tasks that require that all-important human touch and creativity. The jobs that add real value to your business. It’s a win-win.

We’re no strangers to the fact that fear for job security often comes hand-in-hand with mentioning AI in the context of the workplace. But while AI will replace many jobs, it will also create far more new and fulfilling career paths.

So, should you put your trust in AI?

Let’s ask it, shall we?

ChatGPT

All jokes and biases aside, whether we like it or not, the artificial intelligence market is already just too big to ignore. So, we’ve got to see these developments as a potential to leverage our marketing strategies, rather than fear them.

Because in the modern world of business, the marketing leaders that do leverage AI will replace the ones that don’t

We’re sorry, but it’s true. 

And we’ve got the stats to prove it. AI as an industry is forecasted to exceed $390 billion globally by 2025. That’s up from $24.9 billion in 2018. That enormous leap in figures just shows the colossal scale of its impact. 

The truth is, every little step toward an AI-powered future will keep your brand ahead of the competition while smashing your own revenue goals.

So anticipate great things. Embrace the unknown. Face the future of tech with open arms.

It’s time to automate your marketing pursuit with AI. And Zeniva will be with you every step of the way.

Written by Hannah Clayton, Exarta.