The current technology landscape is evolving faster now than ever before. With the recent release of several AI-powered tools, there has been a lot of concern about how it might affect the future of marketing and the need for human marketers. While this is a major shift in the climate of the industry, adapting early is the key to beating the curve. These revolutionary tools can be used to solve a multitude of marketing challenges, automate tedious tasks, and solve complex customer inquiries.
AI’s Current Impact
AI is taking the business world by storm and revolutionizing how the workplace functions. In recent years, we have already experienced this shift in the marketing industry. Many have already begun to use AI tools to automate aspects of their business such as tedious workflows and analyzing data. However, the key to using this new technology is not reliant on empowering the technology to do all the work. The best results are being experienced when the opposite is true; allowing AI to empower human work. The two must work together in conjunction for the best results. AI is simply meant to point your team in the right direction and help maximize impact. If used properly, your business will be enhanced, data-driven, and precise.
Useful AI-Powered Tools
As the realm of marketing is evolving faster than ever before, discovering the right AI tools and learning how to use them to your advantage is more important than ever before. These tools are revolutionizing how information is utilized in the marketplace. However, it is important to be specific with any input while using these tools and to always double-check its content before using it. And while using these tools to reduce the human input involved with these tasks, completely removing the human aspect to marketing should be avoided.
OwlyWriter AI
OwlyWriter is derived from ChatGPT but is more oriented towards social media and uses information in a fashion to make suggestions or even automate posts. OwlyWriter can write captions, use specific tones, use keywords to generate posts, repurpose posts, and more. So, if you’re finding it difficult to reach a certain audience, OwlyWriter can point you in the right direction and make excellent suggestions.
ChatGPT
Perhaps one of the most well-known AI systems in use today, ChatGPT is a very easy to use tool that can perform numerous tasks. ChatGPT is ideal for generating ideas, brainstorming, and forming outlines, but it could also be used to analyze data or sorting through information. With a simple conversation with the system, you can ask the AI to do just about anything. In order to get your desired outcome, you do need to be specific with what you would like it to produce. And while this tool can be very helpful, it is important to always double check the information it puts out.
Dall-E
Dall-E is a unique AI powered tool that uses text prompts to generate graphics such as art or web graphics. While it may not be the best for creating logos or designs, the graphic generation can be very helpful in attaching original images for social media and blog posts. It’s often that marketers struggle to find the right graphic appeal to accompany their content. Dall-E can help by illustrating an original image that is specific to your brand’s preference. The images produced are not easily noticed to be AI generated at first glance, but you can surely find the difference after a closer look. Therefore, it should be used for posts that do not define your brand.
Heyday
Heyday is a chatbot that specializes in conversation that could save marketers tremendous amounts of time. By using it for customer service, marketers can gain insight into complex situations with clients and automate simple inquiries. Heyday can even increase sales within a business by connecting with customers and recommending products during customer service interactions. However, Heyday is not meant to completely replace the human touch from customer service. The AI can solve minor issues and dig into the background of more complex issues, but humans do need to remain in contact to solve greater issues and customer complaints.
Jasper AI
Another AI tool similar to ChatGPT, JasperAI creates text content oriented towards social media, articles, etc. However, the difference between JasperAI and other content creating AI tools is the utilization of tone personalized to the specific brand. This can be very helpful in creating frequent content outlines that contain the tone and personality of the brand.
Task automation and workflows
Perhaps one of the most translatable aspects of AI in the current and future marketing landscape is its ability to automate daily workflows. The marketing strategies that once took tedious hours and valuable work time can now be done in minutes with the incorporation of these tools. By using AI to analyze trends and campaign performance, the AI can recommend marketing strategies and streamline content for any industry. While this saves precious time and resources, it can also be much more accurate. These AI platforms can be loaded with intangibles such as your brand’s information, history, strategy, or algorithms and produce reliable content with meaningful value. Therefore, your to-do list is reduced from what previously took weeks or even months, to a few short hours of reviewing and administrating the AI’s content.
Not to mention, this content will be fully personalized to your brand. Considering that AI is now being used for everything from creating exercise plans to singing music, gearing a marketing strategy with a brand’s persona is well within its spectrum. Some AI systems such as JasperAI, mentioned previously, can even incorporate your desired tone. Furthermore, AI can handle customer service inquiries with incredible accuracy as well. If new customers are asking about product inventory or current customers are probing for upcoming promotions, incorporating an AI chat system with your brand’s insight will automate these interactions. Even though the robot chat has never been a favorable option, AI chat systems do bring a more intelligent and personalized touch. These systems can be tremendously helpful in handling customer service and even influencing sales by recommending products and gathering referrals. However, the more complex inquiries and customer complaints will need human interaction to resolve.
Analyzing social media data
Social media data is a vital aspect to marketing, and digging through information to discover what is important and what is not can be the challenge. About 95% of business leaders say they already use AI tools to discover this information and about 81% of marketers claim AI is making a positive impact in the quality of their work. The tasks that previously took several days and valuable human hours now takes AI a fraction of the time to dig through this data.
For example, using AI for competitor monitoring is an excellent way to keep track of the market. By using AI algorithms and social listening data, companies can track the performance of their competitor’s social media performance. Furthermore, you can also dig into the content engagements of your competitors mentions, keywords, usage, and other metrics to find the data that is relevant to your brand. This information can help your brand sift through these same metrics to evaluate your marketing strategies and performance in comparison. This can be very instrumental in displaying audience trends and opportunities within the industry. The key is identifying them early and capitalizing on the opportunity. Conveniently enough, AI will reduce the time it takes to process the information and marketers can take the appropriate executive actions.
Content creation
Content creation is one of the most important aspects to marketing. It can also be one of the most time-consuming challenges of marketing. AI creation tools can help maximize your valuable time. By providing a written prompt, these tools will produce visual or written content. Supplying the AI with some curated content, research, strategy, and your targeted consumers will provide you with excellent content ideas in just minutes. From there, you can either ask AI to create content tailored to your needs or create your own from the suggestions it has provided. The systems are also very helpful in planning content posts. Just as AI helps with creating the actual content, it is also very helpful in deciding the optimal schedule for social media posts. Of course the best schedule for your brand will depend on the product, industry, and target audience. AI is especially helpful in orchestrating outlines and suggestions to the content you are aiming to create and even brainstorming ideas that are unique and original. From there, the marketing team will have more time to incorporate their own creative identity to the content. This will help to solve the overemphasis of thought leaders within businesses. Too often, companies find the overwhelming majority of their creative decisions being made by CEO’s and other executive level individuals. By using AI, these companies can broaden their creative agenda and find new ideas that are otherwise not on the table.
Resources
Chacko, Annette. “Top AI Use Cases in Marketing to Elevate Your 2024 Strategy.” Sprout Social, 19 Oct. 2023, sproutsocial.com/insights/ai-use-cases-in-marketing/.
Martin, Michelle. “10 Ai Content Creation Tools That Will Make Your Job Easier.” Social Media Marketing & Management Dashboard, 5 Oct. 2023, blog.hootsuite.com/ai-powered-content-creation/.
Stelzner, Michael. “Using AI to Simplify Content Marketing Workflows.” Social Media Examiner, 5 Oct. 2023, www.socialmediaexaminer.com/using-ai-to-simplify-content-marketing-workflows/.
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