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Leveraging AI in Marketing

April 24, 2023

Recommendations for Aligning Your AI Marketing

The marketing world is ever-changing as technology continues to expand into our lives. At Cork Tree Creative, we consistently try to keep up with the latest trends in marketing. Learning about new ways of doing our jobs can be intimidating, but adapting and incorporating new methods can also be exciting!

Artificial intelligence (AI) is an innovative strategy taking the world by storm. Since 2017, 84 percent of marketers have said they plan to use artificial intelligence in the next 2 years. AI uses machines to solve problems strategically, adapting over time to become more intelligent, just like humans. When you apply this technology to marketing, there are no limits to what you can use it for. From understanding clients' wants and needs to catering messages for consumers, AI marketing is taking off fast and shows no signs of slowing down. According to research, many project investments in AI marketing to reach around $9.4 billion in the industry by 2024. Follow along as we dive deeper into how AI marketing can help your business.

How AI is Changing Marketing

By automating and streamlining marketing processes, AI allows marketing to happen with limited human oversight. The technology enables machines to create products and services for customers, strengthen existing products and services, and overall build greater customer satisfaction.

AI is generally very smart and can build on its previous knowledge, which can assist in knowing what products and services a customer are likely to approve. AI pulls ideas from across the internet for social media content creation and uses those that get the most engagement. For example, the chat generative pre-trained transformer (ChatGPT) function, added on websites, allows people to chat with machines about questions or ideas they want feedback on.

Another AI ability is reviewing what a user engages with and, in turn, giving them targeted advertisements or placing products where they are likely to purchase. You can achieve this by accumulating information over time about what users have interacted with in the past and predicting what they are likely to want in the future. AI functions faster than a human can, saving time (and money) for companies in the long run.

At Cork Tree Creative (CTC), we have begun experimenting with AI in our various service areas. For example, we have asked ChatGPT questions about how we can further enhance our SEO marketing. We’ve also explored how AI can help overcome writer’s block and provide synopses on complex topics when drafting web content. Additionally, we have tested the AI chatbot’s ability to troubleshoot lines of coding formulas for websites.  By exposing ourselves to what AI is doing right now, we can adapt as an agency and create unique marketing items for our clients.

Types of AI Marketing

There are three main types of AI marketing: machine learning AI, big data AI, and analytics AI. AI machines use these concepts to create marketing tactics of differing advancement levels, making it easier for companies to choose which ones they want to implement. Machine Learning AI relies on machines to collect all relevant information and enhance the industry they are focused on. On the other hand, big data and analytics AI are used to show the bigger picture behind the numbers, which in marketing can help identify what is working and what isn’t. Creators developed AI marketing tools and platforms to manage the massive amounts of data being collected and to comprehend the information thoroughly.

Machine Learning AI

To understand how to use AI for marketing, we must first understand what the technology can do by itself. The basis behind AI is using machines to understand information better and faster than humans. The rate at which AI machines have been learning has significantly increased in the past 10 years. This is due, in part, to the integration and reading of the data collected. Using four different learning systems, machines can learn differently than humans, and it’s becoming successful.

  1. Supervised Learning: Supervised learning takes data a human has designated and evaluates it.
  2. Unsupervised Learning: Doing the opposite, unsupervised learning reads and learns about data that a human hasn’t categorized. This education isn’t as productive since there is no starting direction – the machine goes in every direction and stretches the machine thin.
  3. Semi-Supervised Learning: Semi-supervised learning mixes data from supervised and unsupervised learning to understand data.
  4. Reinforcement Learning: Finally, reinforcement learning uses only the machine's knowledge.

Putting all the systems’ information together gives a comprehensive picture of marketing data. If you program the machines to learn about your desired data, a company can gain valuable knowledge about their clients.

CTC has experience with successfully managing our clients’ machine learning AI programs. We’ve utilized targeted digital advertisements, which allow us to advertise their company or product to a group of people with similar attributes. By doing this, we are reaching a population that is most likely going to invest in a service or product because it is relevant to them. This, in turn, gets our clients more business leads and a higher chance of people investing in their company, product, or service.

AI Big Data and Analytics

Data is power, and having a lot of it can be overwhelming. When AI machines learn, they understand the data, whereas humans try to understand knowledge. For example, in marketing, you create an outcome that benefits a particular company or business. To understand and use your data correctly, you must set parameters to ensure you read it correctly. If you ask a machine to collect all data, it will have no value since there is nothing to compare it to. However, when used strategically, big data and analytics AI can harness data and provide legible, insightful information that may not have been uncovered by a human alone.

AI Marketing and Platform Tools

Once the AI machine collects your data, you must find a way to interpret it. Again, using marketing and platform tools will give you the most comprehensive look into your data. Depending on what you are using AI for, the platform tools will create an easy and effective way to understand what it has gathered. For example, three of the top ways marketing AI is used include finding what people say about a product or business, overall market trends, and what competitors are doing.

You can use AI tools for email drafting, copywriting, digital advertising, influencer marketing, and more. The addition of search engine optimization and search engine marketing tools allows for your content to rank high when searched on Google, Bing, and similar platforms so people can find your business and services easily. AI tools can automate most of these tasks by providing suggestions or writing for your specific topic or agenda.

Examples of Artificial Intelligence in Marketing

You may not realize it, but many programs available to the public are programmed by AI. Grammarly, a real-time writing assistant, can be relied upon to ensure that a sentence's grammar, structure, and overall flow are clear and concise. The application uses machine learning AI to understand and adapt to the language used in different industries. Grammarly creators programmed their AI system to learn sentence structure and flow to adapt to customers' needs in many languages.

Zapier is software that assists with automating tasks for businesses. It connects with 5,000 website apps to assist you in using its tools. These tools range from scheduling content to adding filters to ensuring the software is used when certain conditions are met. Additionally, the platform creates if-then scenarios so that tasks are fulfilled without oversight.

Olay’s Skin Advisor is an excellent example of an advanced AI system. This system asks customers to take a picture of their faces and answer a few questions. AI marketing will give customers feedback on what products to buy for their skin. Olay accomplishes this by AI viewing the photo and using its knowledge of data from the past to understand each person’s skin type.

At CTC, we understand that not all of our clients have the time and resources to understand and implement these strategies for their company, which is where we come in. Our comprehensive marketing services and experience with using platforms similar to Zapier, among other AI marketing tools, allow us to implement an individualized plan for every client and track its ROI.

How to Design an AI Marketing Strategy

AI marketing may be the industry that is benefiting the most from the technology. Many marketing firms will use AI to generate advertisement placement, add a ChatGPT function on web pages, and perform other smaller tasks. Automating these tasks frees up employees' time to work on other tasks that require manual attention.

When deciding how to design an AI marketing strategy, you should start by finding which kind of AI you want to use. A marketing agency can help you navigate what you need to succeed. To accomplish this, you need to figure out what your goals are for your business or product. There are stand-alone machine-learning apps and integrated machine-learning apps, which many consider being more advanced since they are an addition to an existing system of AI. Conversely, stand-alone task automation and integrated task automation apps are less developed since they work independently.

If you aim to take tasks off your plate and allow yourself more room for other tasks, using AI to help you automate your tasks is an option. If you’re looking for more intuitive and problem-solving AI, consider using one of many apps to help you with your writing, brand design, and more.

Future of AI Marketing

Artificial intelligence may be a step ahead of humans' ability to understand and apply data. AI marketing enhances the industry, but humans may need to assist it in moderation. AI marketing is indispensable for understanding natural language processing, ever-growing machine learning, and overall computer vision. In the future, intelligence will continue to grow and show significant leaps in predictive analysis, personalized content creation, and automated split testing.

A marketing agency can help you create an AI marketing strategy for your unique business. We can use AI to dive into your goals, needs, and desires; identify which AI marketing strategies will fit best; develop the AI marketing plan; implement and optimize the campaign; and analyze how the campaign is working over time. All these techniques can keep you ahead of the marketing game. At Cork Tree Creative, we can help you find the best uses of AI marketing for your business. Call us or use our contact page to hear how we can help.

In a recent design project for our client, Archford®, our graphic designer, Amanda, utilized AI software as a starting point to create a custom avatar character. She manually photoshopped the original AI output image to better resemble the employee's facial features and structure. In the featured image above, we show the various stages of the AI output and Photoshop process to the final product.