Business & Startups

What is AI marketing? |

What can AI marketing practices be used for? (with real life examples)

The honest answer: how long is a piece of string?

The beauty of AI is that its possibilities are near-endless (scary right?), which means that when it comes to deploying AI to enhance your marketing campaigns, it can be utilised in many different ways.

We’ve listed some of the beneficial ways for small businesses to use AI marketing:

Content generation

One of the most time-consuming tasks for marketers can be creating content, in fact on average content marketers spend around 33 hours (82% of their working week) on content creation. As a small business time is of the essence, so using AI content writing software such as CopyAI can save time, and resources.

This has been the case for SEO agency Pearl Lemon, as PR specialist Mika Tomada notes:

“At Pearl Lemon SEO, we make use of AI marketing in content generation. This helps us create blog and website content at a much quicker pace plus, this is a brilliant approach for our business to produce more content without requiring a lot of time writing and researching weblog articles.”(sic) is a prime example of content-writing software that is able to create short-form marketing copy with just a few simple prompts.

copy ai example

Personalised marketing

A huge bug-bear for businesses everywhere, big or small, is the lack of personalisation in their email marketing campaigns. Email is integral to any small business’s outreach strategy, with 64% of small businesses using it to reach customers. But issues surrounding open and click-through rates (CTRs) are prevalent, as many email campaigns involve sending the same blanket email to all customers, regardless of their place in the customer journey.

AI software, like Movable Ink’s Da Vinci, allows its users to generate over a million unique outreach emails to customers, whereas traditionally there are limits to this. Such a high level of customisation is a major factor in improving marketing personalisation, and in turn helps to increase CTR, conversions, and what ultimately small businesses need more than anything, revenue.

To analyse data

For small businesses everywhere, customer reviews are important. And as approximately nine in ten UK consumers stated they would check online reviews before buying from a particular company, being able to delve into that data and pull out actionable insights is even more so.

AI software like Feefo does that, analysing genuine customer reviews on behalf of over 3,500 brands. According to James King, Chief Product Officer at Feefo, implementing this technology involves “interpreting reviews data at incredible speed and scale, which gives marketers a granular understanding of the customer journey, including pain points, purchase triggers, and all sorts of other behaviours”.

feefo analyse customer reviews

Other ways AI software can be used to supercharge your marketing strategy include:

  • Natural language processing (NLP) – chatbots are a prime example of NLP. More on this later
  • Automative decision making – one of the most common uses for AI, this method is already used to dictate workflows in CRM software
  • Predictive ad buying – AI is used to determine the most beneficial ad placements for a business to reach its target audience

AI technology isn’t the only form of marketing. In fact, there are dozens of ways to market digitally. Check out our article on the different types of digital marketing for more information.

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