There is a lot of talk about AI (artificial intelligence) tools. The world of marketers seems to be divided between those who love artificial intelligence and those who really hate it.
The truth, as always, lies in the middle: AI can help you do your job better and manage your web marketing strategy faster, raise awareness of products or services, and build relationships with customers and prospects.
Most people are focused on the topic of content creation with AI: we have already covered this topic on the Factory blog as well. But there are other uses for the technology of the moment in marketing.
We discover them together in this article. But, first, let’s review.
Artificial intelligence: what it means
Artificial intelligence is a technology based on ‘machine learning by software to mimic the learning abilities of human beings.
An AI-based tool learns a set of information and repurposes it by reformulating it in the ways it has learned. For example, you can ask an AI tool to write a poem, a historical essay, or a social media caption on the same topic, and it will produce three different texts that make sense.
Or, you can use AI to create images, analyze data, automate tasks. These are all actions that software can perform by mimicking the human learning process.
Very often, artificial intelligence-based technologies also take advantage of machine learning and deep learning, which enable them to continuously learn new information.
In this way they understand increasingly different inputs (or prompts or commands) and return increasingly complex outputs.
One of the most interesting aspects of this technology is that it is really available to everyone. The tools are often free (such as the famous GPT chat), and to use them all you have to do is issue detailed commands in natural language. No code, no formulas.
The applications of AI especially at the political and social levels are yet to be understood. In the content marketing industry, the debate on artificial intelligence is open.
But in marketing more broadly, it is already clear that there are huge time-saving benefits, especially on the most tedious and automatable tasks.
4 ways to use AI tools in marketing
Now that we remember what we are talking about, let’s take a look at three ways AI can make marketers’ work more streamlined and effective.
We report three examples, in three very different areas of the industry.
Analyze data and make decisions
One of the most niche uses of artificial intelligence is related to data analysis. Many analytics software today rely on artificial intelligence to enable all users to make data-driven decisions.
It is not necessarily the case that a marketing manager is also an analytics expert. Then we resort to visual analytics approaches, accomplished by formulating questions in natural language, without using code and formulas.
In fact, marketers can use data as pros, to answer crucial questions and make decisions, including predicting future trends.
Improve customer care
Customer care can be considered one of the areas in which the use of artificial intelligence is well established. Who has never chatted live with a chatbot, based on AI, to receive assistance?
Chatbots work precisely with AI mechanisms and can be used by companies at very low cost and with ease, to set up a first level of customer service. As we experience when we approach a chatbot, artificial intelligence is not yet capable of solving every problem the customer may encounter. However, it can refer him or her to a live assistant.
Organize time slots and prioritize emails
There are additional AI tools that have a capability that anyone working in a business or agency really needs: managing calendars and time slots and reordering emails in priority order.
Time management and prioritizing the large number of messages in the inbox is critical to working efficiently and quickly. Today more than ever, office work is an exercise in jamming tasks and time slots cut out to the minute.
Well, artificial intelligence in this is an incredible support, which can make the organization of daily work much easier.
Quickly handle the tedious parts of content creation
Creating website texts, content for social networks and email marketing. This is the beautiful, creative and rewarding part of the content marketers’ job. But behind it is a whole phase of planning editorial calendars, researching topics, understanding the topics to be covered, studying, etc. that those who are not in the industry cannot even imagine.
Well, current AI-based content creation tools are a long way from knowing how to create fresh, readable content with appropriate, personalized TOV . But they are a holy hand for planning.
You can use tools such as GPT chat or Content AI to have them suggest useful ideas for an editorial plan, the outline of an article, a set of topics to cover, and so on.
AI and marketing strategy: at the center is you
Artificial intelligence can provide you with very effective support tools to streamline your marketing operations . This means achieving your marketing strategy goals sooner and better. However, you cannot delegate all the work to it.
In fact, marketing strategy requires critical thinking, highly focused on the context of each brand. It relies on rational and emotional factors, in-depth knowledge of the target audience, and aspects of brand identity that the human operator perceives, but the AI does not.
Your job is not in jeopardy-you are still indispensable to drive home the results and create trusting relationships between your brand and your customers. Artificial intelligence tools, on the other hand, are an extra aid, to be used with your intelligence, to lighten the work and achieve results.
Learn how Factory builds marketing and communication strategies for its clients.
AI for Online Marketing and SEO Positioning
Are you interested in d learning more about artificial intelligence applied to your company’s marketing strategy and SEO positioning? Read these articles: