How AI Can Transform Your Marketing

Welcome back to the Impactful Influencer newsletter, it’s great to see you here.

In this latest edition we’re going to look at the hottest trend to have hit the marketing landscape for years: the Artificial Intelligence (AI) revolution.

In our competitive, tech-driven marketing world, artificial intelligence is a fantastic way for businesses to find new and exciting ways to connect with their audiences, and generate success along the way.

The Game Changer – Generative AI

Generative AI is a category of artificial intelligence that creates new content from existing content.

This can be in various forms, such as text, images, music and videos.

Generative AI (think Chat GPT, as the best known example) has revolutionised the field of marketing, by enabling businesses to improve their creative output.

It also helps them produce more and better content, in less time - and by using fewer resources.

Less time and less resources, of course, translates to higher profits and more efficient businesses.

Every type of business today can embrace the use of artificial intelligence for their marketing.

If they don't, they risk losing out to their rivals.

As generative AI advances, and as we get better at using it, the volume of AI-driven content is rising fast.

The quality of that output, and how well it is received, has to do with how well the generative AI apps are trained to perform the tasks we give them, as well as the skillsets of their users.

In other words, we humans are still the determining factor in terms of whether artificial intelligence can generate the edge we need to succeed.

How Is Generative AI Different To 'Traditional' AI?

Traditional AI models recognise patterns and make predictions based on existing data.

They operate through the knowledge and rules they were initially programmed with.

They are relevant in fields where precise decisions based on unchanging rules are needed.

An example of a traditional AI application is?speech recognition - the capability of a computer or device to recognise and convert spoken language into text.

Other examples of traditional AI are voice assistants like Siri or Alexa.

They have been trained to follow specific rules, do a particular job, and do that well.

However, they don’t create anything new.

Generative AI, on the other hand, analyses content from large datasets that contain examples of the type of content it is meant to generate (eg: text, images or music).

It then learns their underlying patterns and uses them to create new data.

It relies on machine learning to understand, predict, and create content.

Machine learning can be described as the capability of a machine to mimic intelligent human behavior.

It takes a massive amount of data for generative AI to function, and the machine learning is what produces its result.

If you haven’t (or are not) using ChatGPT, or a similar app, I encourage you to start experimenting today.

It's an easy way to understand how artificial intelligence can help you learn more, do more and achieve more.

Generative AI Is As Good As The Prompts You Give It

It’s important to remember, that generative AI is only as good as the prompts we humans give it.

To get better, faster results, prompt generators can take away the guesswork, and help you generate content like a pro.

Here are some examples of how a prompt generator can help you get the most from apps like Chat GPT:

"Craft an engaging product description for an eco-friendly knitwear range".

"Develop a catchy tagline for a boutique seaside hotel".

"Generate a list of SEO keywords for a blog about renewable energy".

"Design a social media campaign that talks about blockchain for business".

Applications of generative AI include AI-driven chatbots, that can engage in natural language conversations, to provide customer support and answer queries.

Generative AI can help you write articles, stories, and even code snippets based on prompts provided by users.

Visual AI models, on the other hand, such as DeepDream and Artbreeder can create original artworks, design elements, and photorealistic images, like the one you see below (of me!)

Generative AI can also create realistic video and audio content, which has many applications in entertainment.

However there are ethical concerns when these are used as deepfakes (ie stealing and using images of people without their consent, for malicious or criminal intent).

The Benefits Of Using AI To Market Your Business

Artificial intelligence offers the opportunity to create connected, personalised, and immersive experiences that transcend customer expectations.

Business owners can use it to market themselves in several ways, through tools that are accessible, free or cheap, and most of all, user-friendly.

Here are some you may wish to consider:

Customer Insight and Personalisation

Platforms like Google Analytics with AI features can help business owners understand customer behaviour and preferences.

It can analyse customer data to create segmentation based on behaviour, demographics, or purchasing history, allowing for carefully targeted, bespoke messaging.

This makes it easier for businesses to identify patterns, predict future trends, and respond proactively to market change.

Dynamic Pricing

AI algorithms can monitor market conditions, competitor pricing, and consumer demand in real-time to adjust their pricing strategies.

This dynamic approach ensures businesses remain competitive while maximising revenue and profitability.

Pricefx is a cloud-based pricing software that uses machine learning algorithms.

It helps businesses set competitive prices, optimise their pricing strategies, and maximize revenue.

Written Content Creation

Tools like Jasper can help generate blog posts, social media content, and descriptions of products and services. This saves time and makes consistency easier to maintain.

AI-driven tools like BuzzSumo can produce relevant social media posts to share with your audience, keeping them engaged without having to create content from scratch all the time.

Social Media Management

Apps like Hootsuite use AI to work out optimum posting times and automate scheduling across multiple platforms.

Others such as Brandwatch or Sprout Social can facilitate social listening, monitor social media conversations and spot trends.

This helps businesses monitor their reputation and respond promptly and appropriately if a problem arises.

Email Marketing

Mailchimp (an email platform) uses AI to personalise email content based on customer behaviour and preferences, improving open and click-through rates.

AI also optimises email marketing campaigns through automatically conducting A/B testing to determine the most effective subject lines, content, and send times.

Chatbots and Customer Service

AI-powered chatbots, such as those offered by Tidio or Intercom, can provide instant responses to customer inquiries, improving customer satisfaction and freeing up time for business owners.

Chatbots can also engage website visitors, answer their questions in a human-like way, and guide them through a sales funnel, which converts visitors into customers.

Video and Audio Content

Tools like Descript combine text-based editing, transcription, multi-track support, voice cloning, and collaboration features into a single platform.

This makes it a powerful resource for content creators looking to streamline their workflow, and produce high-quality audio and video content faster and more efficiently.

Advertising

Platforms like Facebook Ads and Google Ads use AI to create and refine advertising, targeting and/or re-targeting the right audience with the right message at the right time.

AI can also help businesses allocate their advertising budget more effectively, ensuring a better return on investment.

Gamification and E-Learning

Duolingo's integration of AI and gamification has made language learning more interactive, enjoyable, and effective for millions of users worldwide.

It shows how AI can enhance educational platforms by combining personalised learning experiences with motivational games.

SEO and Website Optimization

Tools like SEMrush can help optimise website content for search engines by suggesting relevant keywords and improvements.

AI apps like Hotjar can analyse user interactions on your website and provide insights on how to improve user experience and conversion rates.

Market Research

SEMrush can also use AI to gather and analyse market data, helping businesses understand their competitive landscape and identify opportunities.

Event Planning

AI can assist in organising and planning events by analysing past event data, predicting attendance, suggesting venues, or coordinating logistics.

This streamlines event management processes and ensures that events are well-suited to community interests and preferences.

Apps such as Eventbrite use machine learning algorithms to recommend events to users based on their preferences, past attendance, and behaviours.

This helps event organisers reach a targeted audience that’s interested in their events.

AI – The Secret To Next-Level Customer Experience

AI tools can help identify emerging trends in the industry, enabling businesses to stay ahead of the curve and adapt their marketing strategies accordingly.

By integrating these, businesses can streamline their marketing efforts, make data-driven decisions, and achieve better results for less investment of time and money than they needed to make in the past.

Generative AI may be relatively new, but for all these reasons, marketers have been quick on the uptake.

Over half of marketers say they use predictive AI and even more say they use generative AI.

This reflects the popularity of predictive AI applications and the buzz surrounding the explosive growth and accessibility of generative AI since ChatGPT's release in late 2022.

Conclusion

Articial Intelligence (AI) has evolved from a futuristic concept to a cornerstone of modern business strategy.

As businesses seek to stay competitive and relevant in a rapidly changing market, AI offers innovative tools and approaches that transform how they connect with their audiences and achieve success.

Well that's it for the 24th edition of the Impactful Influencer Newsletter. If you’ve enjoyed this edition, I’d really appreciate you liking, commenting and sharing it to your network!

I also wanted to thank some of the generative AI apps mentioned in this article, especially ChatGPT, for helping me create this newsletter, fast and efficiently!

Make sure you check out our previous editions as well as you’ll discover a treasure trove of valuable information for you to absorb and enjoy!

Look forward to staying in touch, and see you soon.

Jane xx

PS - I’m speaking at a webinar next week on using AI to write your business book, as well as preparing some training on using AI to build your brand and express your value in a more powerful and consistent way. If you’d like to participate in any of these, reach out and let me know!

PPS: If you haven't yet got to know me in person, and want to find out what our done WITH you and FOR you brand and online marketing services can do for you, here's the link to book a call: https://idealclientsuccess.com/zoom30