Can you use AI to transform marketing?

 

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With AI leaving or expected to leave its stamp on every business and profession known to mankind, is it possible that it would not leave its imprint on marketing? Can it empower marketing professionals to perform significantly better, helping them connect better with their prospects and thereby obtain superior results?

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There’s a lot that AI can help marketing managers with. It can help launch whole marketing campaigns powered by deeper market and customer insights that engage and convert prospects at scale as well as with efficiency. AI can help with a whole host of things that range from running chat bots, implementing automation of tasks, and managing social media. Marketing professionals can turbo charge their output by using AI with tasks ranging from writing copy, understanding market data, and so much more in practically no time-something which took long hours in the past.

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That AI is considered indispensable by more and more marketers is borne out by the 2024 State of Marketing AI report brought out by the Marketing AI Institute that has many marketers express their appreciation of the role AI plays in their daily workflows, going so far as to suggest that “they couldn’t live without AI.”

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AI helps marketers collect data and analyse it so as to obtain very useful customer insights. Besides, it helps  speed critical decision-making. Leveraging cutting edge technologies like natural language processing as well as machine learning, marketers can deploy AI to generate content, enhance team productivity, as well as provide better customer experiences. McKinsey reports that AI adoption across the globe in 2024 had reached as high as 72%

Generative AI is a major driver of increased AI adoption.

Marketing departments around the world are increasingly using generative AI to create highly personalized marketing collateral, as well as using critical insights culled from customer data to progressively enhance and evolve existing marketing strategies. In light of the fact that marketing departments are in possession of vast amounts of data collected from multiple sources, it is in the best interests of most companies to use AI to fully leverage these in order to stay competitive in today’s digital age.

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AI Helps Optimise ROI of Marketing

AI marketing tools empower marketers to zero in on the precise initiatives or actions required to reach out to one’s target audience in the most effective manner possible with the help of actionable insights obtained from an ongoing campaign in real time. What’s more, these can also help point out the right media to buy into, going to the extent of placing ads in the most impactful manner on the basis of insights received about customer behaviour. AI-backed marketing solutions are, therefore, quite outstanding when it comes to optimising the ROI of marketing campaigns.

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Better Handle on Key Performance Indicators

Marketing campaigns these days are primarily digital, and are, therefore, able to generate huge amounts of data, which can best be managed and put to use with the help of AI. This allows marketers to identify precisely which tactics are resulting in the best performance and which ones need fine tuning or improvement.

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Optimal Leveraging of Data Analytics

AI is great at letting businesses collect large amounts of relevant data, which can then help them derive very keen insights and  trends that would otherwise be almost impossible to discern. It can help them make much better campaign decisions on account of its superior analysis of data leading to better results.

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Superior Customer Interaction

AI powered chatbots are revolutionising real time customer interface, helping resolve queries quickly and efficiently. These can provide personalised advice that makes the purchase experience a very pleasant and useful one for the prospects and customers in question. While these may not be able to replicate the warmth of a real human interaction, they do tend to help a much larger number of people get a quick resolution to their product or service related issues.

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The Programmatic Advertising Push

The buying and selling of digital ads has been transformed thanks to the advent of AI powered programmatic advertising. It entails the algorithmic analysis of real time user activity, in order to be able to deliver ads to absolutely the most receptive prospects at the precisely right moment, thereby getting the maximum returns on the ad-spend.

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AI in Marketing-the path ahead

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The jury is divided about how effective will the use of AI in marketing really be in the time ahead. While the use of AI in marketing is catching up fast, it is by no means all pervasive with a lot many organisations not really hopping on to the AI- powered marketing band wagon. While AI is certainly helpful in enhancing productivity, there are those who worry about a corresponding decline in the quality of work, especially with regard to creative endeavours.

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In light of the above it would be best to use AI to augment human effort in the realm of marketing and not undermine it. This ties in with the larger debate about the role of AI in human endeavours. Is it merely a disruptor viewing everything with a productivity driven lens or is it primed to help humans achieve more by becoming better at whatever they do?

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