AI has quickly made its way into marketing, and the game has changed. The question is: How should you play it? Ultimately, AI is not a replacement for organic or emotional intelligence. It's not a "cheat code" like a video game, nor is it a way to hit an instant jackpot, nor is it even a coach like in a sports game. The way the game is played is changing, but not the game itself. Marketing still requires long-term strategy, consistency, and human thought to make the most impactful campaigns. Think of AI more as a teammate you work with together to score the goal.
It's important to remember that AI is not a replacement for human intelligence, creativity, and intuition. The key is to use AI as a teammate and not as a solo player. There are many tools coming out every day, each with a different function, and much of which are largely underdeveloped. Marketers should use AI tools to inform and guide their decision-making, but ultimately, human thought and emotion are still needed to create impactful campaigns.
In order to win the game, businesses must use real intelligence: a balance between the strengths of AI and human intelligence, combining the power of data with the art of organic intelligence to create compelling, personalized messages that resonate with their target audience.
Here we'll look at some of the ways AI tools for marketing have changed the game and how we play together to win.
AI technology is being used to help businesses reach new heights in terms of understanding their customers, crafting more effective campaigns and increasing ROI. With AI-powered insights, marketers can now make data-driven decisions that will inform and influence their marketing campaigns for maximum impact. For example, AI can help you create an SEO strategy and execute analytics on keyword performance. By leveraging customer data from multiple sources such as social media sites, web traffic logs and emails, AI can provide a general picture of who the target audience is so that marketers can craft messages specifically designed for them.
Ultimately, marketers must use these insights to create compelling content that resonates with their audience. This involves understanding not just the data, but the emotional and psychological drivers that motivate people to take action. While data-driven decisions rule, every decision usually starts with a problem to be solved. As marketers, keep the problem in mind when using AI to craft your marketing campaigns. AI may give you data that helps pinpoint the problem, not to describe the problem and its impact itself.
By combining predictive analytics with natural language processing (NLP), AI tools can provide an even deeper level of insight into buyer intent data. Predictive analytics helps marketers anticipate trends in consumer behavior by analyzing past purchase patterns and search history, while NLP enables computers to interpret human language which helps discover hidden meaning within customer feedback or reviews.
With this information at hand, marketers can make informed decisions about how best to reach out and engage with potential customers on a personal level through targeted campaigns or customized product recommendations based on individual preferences.
Content ideation & creation is another area where AI tools for marketing have made significant strides. By leveraging powerful algorithms and NLP technology, marketers can now create more ideas for content. Content creators can give AI text prompts or facts that they can transform into content such as blog posts, case studies, white papers, etc. Some tools even create unique images based on text prompts, adding a creative element to social posts, blog posts, and ads. One tool that can do both is ChatSpot, powered by HubSpot. Marketers can use tools like this to create blog posts, generate images, and get segmented data on contacts in their CRM to create first drafts of content to those segments.
This type of intelligence is especially important in marketing, where businesses need to capture the attention of their audience in an increasingly noisy market. Marketers can use AI tools as a guide to their overall content strategy in order to create content for highly targeted segments in a way that AI cannot.
While AI can do much of the heavy lifting when it comes to creating advertising, there are still some aspects of ad creation that require a human touch. AI algorithms can generate ad copy based on data and insights, but they may not always be able to capture the nuance and creativity needed to create an ad that truly resonates with the target audience.
This is where human editors and copywriters come in - they can review the AI-generated content and refine it to ensure that it aligns with the brand's tone and message.
Marketers are searching for answers about how to make AI work, and, at the same time, want to use their own experience to reach marketing and sales goals.
Join the discussion about how Real Intelligence will power the future of B2B marketing and sales.