AI tools are now commonly utilised across industries. In marketing, advanced AI tools are powerful in optimising tasks across the marketing spectrum. Marketers are benefited from AI as part of the growth strategy to improve overall marketing performance. To marketers, there is increasing demand for automating repetitive and time-consuming marketing tasks and workflows. The demand can be well-served by AI-powered marketing automation tools.
How is AI used in marketing
Marketers are utilising AI tools for and platforms for various goals. AIs are commonly used in generating data insights, personalisation, campaign recommendations, scheduling, programmatic advertising, decision-making, and more. By using AI, marketers wish to receive valuable insights for planning marketing strategies that can lead to better performance.
What is marketing automation?
Marketing automation refers to automating marketing tasks and workflows using technology software. The term is often acronymed as MA. A simple example of AI-powered marketing automation is the automation of emails based on behavioural triggers. With AI, marketers can offer a personalised experience to customers. Using marketing automation, marketers target executing marketing strategies more efficiently and effectively.
Popular applications of AI in marketing automation
1. Produce engaging marketing content
Writing engaging marketing copy is often difficult for marketers since customers' preferences are always dynamic. Therefore, some marketers borrow AI's power to create highly effective marketing content.
Advanced AI content tools can generate high converting copy in any type, including ads, emails, landing pages, social media posts, eCommerce product descriptions, and even blog posts. The generated content is effective in persuading customers for buying goods. AI also simplify the process of content creation. With the tools, marketers are only required to input background information of the company and product. Then, in a short time, the systems can generate the content according to predefined templates and with the selected tone of voice. AI greatly reduce efforts for the time-consuming task, which is copywriting. Moreover, the AI can smartly determine the effectiveness of the content for customer engagement. The quality of each content can be ensured, therefore, maximising the performance with more resources being saved.
2. Optimise SEO
SEO is the key to increasing website traffic, conversion rates and brand awareness. With the recognised importance of SEO, some AI-powered tools are developed to assist marketers. The advanced tools allow marketers to perform a more accurate SEO analysis using natural language processing. Nowadays, Google is more focused on recognising user intents and the context of a keyword. With NLP, the AI can determine which words, phrases and sentiments Google believes important to better serve with Google's search engine. Besides, AI can even allow live updates on how the marketing is doing in terms of SEO. Hence, the AI can suggest the content based on maximising SEO performance. More, AI can generate topic clusters that include relevant keywords, search volume, and projected total traffic. Marketers can plan content with ease based on the keywords reported by AI.
3. Chatbots
Chatbots are common for every business to let customers quickly communicate with businesses on their own terms. Chatbots can make the business more accessible.
Chatbots are commonly used. As reported, 78% of customers use chatbots for self-service in simple scenarios. Chatbots can simplify customer activities. Besides, marketers can utilise chatbots to deliver personalised customer service or even generate and segment leads by collecting information from customers. The tool uses natural language processing technology to interpret human speech. Besides, AI tools can constantly improve with better performance by analysing user inputs.
4. Keep track of the activity of competitors
Some intelligence tools allow marketers to track competitors' activity on and off websites. The tools work efficiently for analysing competitors' performance on their strategy. By reviewing competitors' performance, marketers can consider applying the approach to their own business. AI in the tools can record product and pricing changes, employee reviews, launch marketing campaigns, and publish video content of the competitors. The recorded information is useful in planning marketing strategies for own business. For marketers, AI reduces time on testing marketing strategies until finding the correct and workable one.
Reference:
Marketing Automation & Artificial Intelligence (AI) | Optimove Marketing Automation: The Best AI Tools for Boosting Growth - SitePoint 
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