AI in marketing — this is how you use artificial intelligence for yourself

Artificial intelligence is the The future of marketing. However, many companies do not yet dare to tackle the topic — there is often a lack of a clear idea of where the technology can really help and what AI can actually look like in marketing. We understand your uncertainty. Many of our customers feel the same way. However, this uncertainty usually means that practicable and efficient solutions are not introduced or are introduced too late. This article is about using artificial intelligence in marketing. You will learn 5 specific application examples and useful tips.

AI in marketing — revolution or overrated?

Artificial intelligence is based on algorithms. These make it possible to evaluate large amounts of data or to perform repetitive tasks that a person would actually have to do. With every application, the AI learns and is able to process upcoming tasks even better. But what does all this have to do with marketing?

Artificial intelligence in marketing has several advantages:

- More time for strategic decisions through automation in everyday life.

- Cost savings and less use of personnel due to increased efficiency.

- Better customer loyalty through more targeted and individualized campaigns.

- High-quality customer support and that around the clock.

AI will revolutionize marketing. Nevertheless, your creativity in marketing is worth its weight in gold and cannot be replaced by anything. Example: You're using AI for copywriting. That's a good approach and the AI is sure to provide you with good texts based on the data. However, the texts will only arouse emotions among your customers when your own style and experiences as a person become noticeable.

Artificial intelligence in marketing — 5 specific application examples

You were probably already aware of the benefits of artificial intelligence in marketing. But the exciting question now is where exactly AI can be used in marketing. The implementation of new tools stands or falls with a good integration into your own workflow. Here are five examples of AI use cases in marketing.

You were probably already aware of the benefits of artificial intelligence in marketing. But the exciting question now is where exactly AI can be used in marketing. The implementation of new tools depends on good integration into your own workflow. Here are five examples of AI use cases in marketing.

1. AI copywriting and content creation

‍ChatGPT Everyone is talking about it and has revolutionized content creation. AI writes blog posts or social media posts in no time at all. Using existing data, artificial intelligence is able to tailor content to a specific target group. AI can also improve Google ranking using SEO.

advantage: Content marketing is effective, but at the same time requires a lot of patience. AI makes this process easier and streamlines. You can generate more output in less time. AI also ensures that written texts pick up on current trends and meet the needs of the target group.

Tripping hazard: Google ranks AI-written texts worse than those written by a human. The same applies here: AI can provide you with a great basis, but it only becomes really good through your own experience and values. So you should never blindly rely on AI, but use your creativity yourself.

Recommended tools: Jasper AI or ChatGPT

2. Personalized email campaigns with AI

‍AI makes it possible to Create personalized emails based on customer data. Instead of sending a generic advertising email, AI analyses the user's previous behavior, such as purchased products, viewed items or opened emails, and adapts the content individually. Many CRM systems are already working with artificial intelligence to analyze the personalized needs of the target group.

A specific example: An e-commerce company uses AI to automatically remind customers of abandoned shopping carts, supplemented by personalized product recommendations based on previous purchases.

advantage: Higher conversion rates through personalized content that is tailored exactly to the needs of customers. You can also measure and continuously improve performance.

Tripping hazard: Too many personalized messages can scare customers away. The balance between relevance and frequency is crucial.

Recommended tools: HubSpot or Mailchimp with AI optimization

3. Better customer segmentation

‍Customer segmentation is an important feature in marketing. It divides your customers into specific groups or segments that are similar in behavior, needs, or characteristics. AI in marketing helps to analyze a variety of data and to segment it as precisely as possible.

advantage: If customer segmentation is carried out by artificial intelligence, you save time and resources in particular. The time-consuming analyses of the data no longer have to be done manually. AI also manages to identify changes in the customer segment (e.g. trends). In this way, you can constantly optimize the marketing strategy for a segment.

Tripping hazard: An AI is only as good as the data it is fed with. Incomplete, inaccurate, or incorrect data leads to distorted results and fuzzy segmentation.

Recommended tool: Optimove

4. Chatbots on the customer service website

‍A AI-driven chatbot Customer service is available 24/7 and can therefore process customer inquiries around the clock. Artificial intelligence also collects the data and recognizes patterns from it, such as which requests occur more frequently. In this way, you can constantly improve your customer service in the company.

advantage: The chatbot gives your employees free time and a clear head to tackle other topics. Customer support is fast, targeted and automatic. In the long term, this leads to satisfied customers who trust your company.

Tripping hazard: AI in marketing is changing a lot. But are your customers ready for it? Many people still want to talk to a person directly. You should find a creative solution here, such as letting the customer choose between AI and humans. Progress is coming, but personal things must not be forgotten either.

Recommended tool: Intercom

5. Task automation through transcription software

‍Countless meetings and conversations take place in marketing — whether with your customers or internally. Follow-up on the numerous conversations is a big time waster in everyday life. Transcription software here uses AI to convert spoken word into written text. The AI then makes this exact copy available to everyone involved.

advantage: You save a lot of time in everyday life. You can use this time for other — important — things. A good transcription tool can also be used as a task tool. Integration with all common tools, such as CRM, is also possible.

Tripping hazard: Since a transcription tool records a conversation, data protection is a particularly important issue. Make sure to choose a tool that is hosted in Germany. In this way, all data protection guidelines are complied with. You should also do a trial period to see how the tool fits into your workflow.

Recommended tool: sally

You can test Sally free of charge for one month. Admittedly, we are of course somewhat biased - yet we are very convinced of our own solution. Who also makes a far-reaching, fair comparison of various transcription software You can find it under the following link: Transcription software comparison.

AI in marketing — start in 6 steps

You might be thinking, “It all sounds pretty good, but how can I implement AI in marketing in my company?” It's a valid question. Introducing AI is a marathon, not a sprint. So you need a structured process and possibly even professional help. With a well-thought-out introduction, AI will be fully effective.

Here is a procedure — admittedly kept very simple. It should give you a first impression:

1. Determine your own goals and needs: Where should AI help in marketing?

2. Data collection for AI: How do I get high-quality data?

3. Select tools and platforms: Which of them make sense?

4. Integration into the workflow: How can AI be integrated into programs that have already been used?

5. Employee training and participation: What do they need to know?

6. Measurement and evaluation: What effect has AI produced?

What sounds simple here is a lengthy process in practice. But you can start, for example, by integrating transcription software or something similar. These are usually very intuitive to use and your employees can get to grips with the topic of AI. This is how you ensure that you have your people on board during the “AI adventure.”

Conclusion — AI in marketing is the future

AI in marketing is a big topic. So big that it's easy to bury your head in the sand and carry on as before. However, at some point, you will not only look into the sand, but into the tube. Artificial intelligence in marketing will move forward all those who have boldly taken the first steps. You're one of them too!

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