Of all the functions within a company, marketing stands to gain the most from the power of artificial intelligence (AI). Marketing involves understanding customer needs, aligning them with the right products and services, and ultimately convincing people to purchase. These critical activities are precisely where AI can make a remarkable impact, revolutionizing how businesses connect with their audience and achieve their marketing goals.
We asked our Marketing Team about their utilization and implementation plans for AI in their projects this year. Their responses revealed interesting ways AI is being incorporated into our marketing initiatives.
Email Marketing predictive sending
“For almost three years now, our Emailing Team has been using predictive analytics to determine the optimal time and content to send to each recipient in an email marketing campaign. At its core, predictive sending uses machine learning and AI to analyze historical open rate data and deduce or predict the ideal sending times for future emails. This approach boosted our open rates and allowed us to better align content with user preferences, thereby improving conversion.” (Carl B., Email Team)
Automating small content creation
“Since adopting it a few months ago, AI has become our go-to ally, helping us generate fresh ideas, plan content calendars, and consistently deliver helpful content to our audiences. Even more exciting is how AI’s insights fuel our content strategy. With its unique capabilities, AI brings fresh perspectives and valuable insights, empowering us to create content that truly resonates with our audience. AI has become our secret weapon, supercharging our ability to meet deadlines, prioritize effectively, and deliver impactful content that captivates and connects with our audience.” (Grace M., Content Team)
Making content discovery easier
“Over the years, we have diligently curated an extensive library of helpful articles to serve our audiences. To enhance their content discovery experience, we are implementing AI that intelligently recommends articles based on individuals’ unique interests, browsing patterns, and engagement metrics. With AI, discovering relevant content becomes effortless for our audiences. An AI-powered recommendation engine continuously learns and adapts, refining its suggestions to provide increasingly tailored recommendations.” (Fervic D., PM)
Customer segmentation and targeting
“With the help of AI, we could categorize clients into distinct segments and identify the most relevant target audience for marketing and sales efforts. This approach leverages the power of AI algorithms and advanced clustering techniques to analyze large volumes of data, identify patterns and trends, and make predictions about client behavior. Insights from this allow us to plan our sales and marketing efforts more effectively.” (Raffie, Sales Ops/Data Science)
Improving the effectiveness of campaigns
“Sentiment analysis can help identify trending topics or themes that are generating positive sentiments among our target audience. By analyzing social media conversations, customer interactions with our websites, and customer feedback, we can gain insights into the interests and emotions of our target audience, allowing us to fine-tune our messaging and improve our campaigns overall.” (Fervic D., PM)
Businesses are increasingly adopting AI, and its impact on marketing is nothing short of transformative. With every new AI use case, we embark on an exciting journey to discover the most effective ways to apply this technology in our strategies. We fine-tune our approaches for optimal results through experimentation, analysis, and learning from successes and challenges.