In our recent LinkedIn poll, we asked a simple but important question. “Which marketing trend are you planning to leverage most in the 2nd half of 2024?”
There were four options:
1. AI and machine learning
2. Personalised marketing
3. Sustainability initiatives
4. Digital transformation
No prizes for guessing the winner! AI and Machine Learning won the day with a resounding 86%.
“By 2025, AI will power 95% of customer interactions, enhancing both the efficiency and effectiveness of marketing campaigns.” – Gartner.
It’s crucial for senior marketing professionals, CMOs, and Marketing Directors to stay ahead of the curve. With so much happening, and with more inevitably on the way, how do you do that?
Maybe it’s time to stop, take a breath and make sure that you’re up to speed.
To help, we’ve been compiling the different ways that marketers have been utilising AI. And how you can use them to create greater results.
Here's our AI checklist:
AI enables highly personalised marketing, which is critical for customer engagement and loyalty. Companies like Amazon use AI to recommend products based on browsing history and purchase patterns. This personalisation has contributed significantly to Amazon's success, with 35% of its revenue coming from recommendations.
Actionable steps:
- Data collection: Use AI tools to collect and analyse customer data from various touchpoints (e.g. website interactions, purchase history, social media activity.) The collation of the data is useful, but the brilliance is in allowing more time and more precision to find patterns, spot opportunities and create stories.
- Segmentation: Segment your audience based on behaviour, preferences, and demographics. AI allows us to look deeper into the subtle cues and create more engaged and nuanced strategies.
- Customised content: While AI can provide a load of carbon copy content, the key is to use it as a tool to create more beautiful and personalised content faster than ever before. Let AI do the leg work.
Predictive analytics uses historical data to predict future outcomes, helping marketers make more informed decisions. For example, Netflix leverages AI to predict what shows and movies will be popular, thereby tailoring its content recommendations and improving user satisfaction.
Actionable steps:
- Data integration: Integrate data from CRM systems, social media, and sales platforms to create a comprehensive dataset. This allows strategists to further see the full picture, then make smarter and stronger decisions.
- Algorithm training: Use machine learning algorithms to identify patterns and trends in the data. These insights enhance strategic thinking, giving an edge in understanding what really drives customer behaviour.
- Campaign planning: Use insights from predictive analytics to plan and execute marketing campaigns that are more likely to succeed. Creatives are now armed with extra precise data-backed insights.
Chatbots powered by AI can handle customer queries 24/7, providing instant responses and freeing up human resources for more complex tasks. H&M uses AI-driven chatbots to assist customers with shopping queries, improving both customer experience and operational efficiency.
Actionable steps:
- Chatbot development: Implement AI chatbots on your website and social media platforms. They streamline interactions, providing immediate assistance and freeing up human resources for more complex tasks..
- FAQ integration: Ensure the chatbot is equipped with answers to common customer queries and can handle basic transactions. This ensures customers get what they need, quickly and efficiently, while creating a smoother overall experience..
- Continuous improvement: Regularly update the chatbot based on customer interactions and feedback to improve its effectiveness.. This ongoing refinement helps them grow smarter over time, providing better responses and adapting to shifting customer expectations.
AI tools can assist in generating and curating content that resonates with your target audience. Tools like Copy.ai and Jasper.ai help marketers create engaging copy quickly, allowing teams to focus on strategic initiatives.
Actionable steps:
- AI tools adoption: Strategists spend less time creating content and more time doing what they do best.
- Content calendar: Use AI to analyse trending topics and schedule content accordingly, so your brand stays relevant while you can tap into the conversations your audience cares about most
- Quality control: Human intelligence is what will make the quality and relevance of the content shine.
AI can analyse vast amounts of data to optimise ad placements and budgets in real-time. Platforms like Google Ads use AI to adjust bids, targeting the right audience at the right time, maximising ROI.
Actionable steps:
- AI-driven platforms: Use AI-enabled advertising platforms to manage your ad campaigns. These tools optimize targeting and bidding strategies in real-time, helping you achieve better results with less manual effort..
- Performance monitoring: Continuously monitor campaign performance and make adjustments based on AI recommendations. Ensuring you're always maximizing ROI and adapting to shifts in performance..
- A/B testing: Conduct A/B tests to refine ad creatives and targeting strategies, using AI to analyse results and suggest improvements. Eye-tracking tools can help you find the perfect copy and design composition.
Real-Life Success Stories
- Coca-Cola uses AI to analyse social media posts and customer feedback, allowing them to craft more engaging and relevant campaigns.
- Sephora has implemented AI in its Virtual Artist tool, which allows customers to try on makeup virtually. This innovation has led to increased customer satisfaction and higher conversion rates.
Conclusion
For the final stretch of 2024, embracing AI in marketing isn’t just an option but could be seen as a necessity. For us, the key has always been to build a framework that allows AI to enhance human intelligence and intuition, not to hinder it. When we say that leveraging AI for personalisation, predictive analytics, customer service, content creation, and ad personalisation can help senior marketers stay ahead in the competitive landscape. It’s the supercharging of creativity that really sets you apart.
About Amigo
We specialise in helping businesses harness the power of AI to revolutionise their marketing strategies. If you want to stay ahead in the AI-driven marketing world, visit our website for more information. We call it Intelligent Progress™.