The latest marketing topics surround adding Artificial Intelligence (AI) to market your businesses. My advice is to start with adding AI to the tools you are already using and then monitor your results before and after adding AI. To that end, here are few common marketing tools you can start with to add artificial intelligence to your marketing plan and improve your results.
Add AI to Your Email Marketing: If you are using an email marketing tool like Constant Contact to connect with your subscribers and past customers, try the artificial intelligence copywriting tool to see if you can improve your results. Their AI tool asks for basic information and then writes more motivating copy content to improve your results. I suggest that you write one version of your newsletter yourself and then create a second version using the AI copywriting tool. Then, send both emails (at the same time) to 10 % of your email list. Then, measure and send the best performing of the two newsletter templates to the rest of your list.
Add AI To Ad Search Campaigns: If you are using Google Adwords, Yahoo or Bing to promote your business, there are artificial intelligence tools within those advertising formats to improve your results. Start by setting up some dynamic keyword ads which use AI to mix up your most effective keyword ads and extensions to deliver the most effective content to your target audience. Also consider adding AI to your display ads as well. Then, review your analytics to ensure that those ad clicks are resulting in sales or achieving the marketing goals you have set.
Add AI To Your Social Media Ads: Social Media advertising offers many options to use artificial intelligence to your advantage. From AB testing of your ads, to using machine learning to identify the best performing ads, and using Dynamic creative takes on multiple media (images, videos) and multiple ad components combinations (such as images, videos, text, audio and calls-to-action). The AI tool will mix and match your content and creative graphics or videos in new ways to improve your ad performance. It also allows you to automatically produce personalized creative variations for each person who views your ad.
Chatbots and Artificial Intelligence: Most people have had some interaction both automated and integrated “live chat” on a company’s website or social media platform. However, many of those are automated chatbots that use a predetermined list of responses they can provide based on what keywords appear in the customer’s question.
While this is useful, it can also be frustrating because unlike a human who is able to recognize nuances and intentions, a chatbot cannot. These chatbots are not true AI as they cannot learn, nor can they formulate answers on their own.
Practical AI combines the best of human intelligence and artificial intelligence to provide answers that help customers. It can provide solutions to critical business problems, such as customer service. When a customer asks a question using live chat on the website, the AI generates an answer, and before it is sent back to the customer, a human agent approves, rejects or changes the response to ensure the response fits the customer’s needs. This improves the customer’s experience and the AI algorithm learns from the agent’s interaction.
Google Bid AI: Using Google’s artificial intelligence-powered solutions can help your company outperform your competitors by using your knowledge of your customers and your business to improve your cross-channel bid strategy. Multiply your results and marketing expertise with this AI. At the same time, AI learns from your audience.
A robust conversion measurement strategy will help Google’s AI maximize value for you. By aligning your bid optimization with your broader business goals you can move to a value-based bid strategy focused on a maximum conversion value.
Google’s AI will determine which conversions are most important and should be prioritized in bidding. Then you can expand your marketing across channels to deliver consistent conversion quality and value. You can include conversion rules to adjust values based on geographic location, device and audiences in real time.
Find The Right Media Mix To Achieve Your Growth Goals
Get started by trying the AI content writing feature for your next email marketing effort. Click here to try Constant Contact which provides trackable Email Marketing, AI content writing, Landing Page creation, SMS Text Marketing, Event Marketing Tool, Social Media Posting and simple Website Page Design— all in one package.
If you need help with your marketing strategy or help designing, critiquing or improving your marketing plan, contact Tailor-Made Advertising here or call them at 310-791-6300 to keep your organization thriving.
Liz Harsch is the owner of Tailor-Made Advertising in Torrance, CA. Her firm provides marketing, training and consulting to identify marketing and media alternatives for business owners. As an experienced Marketing Director, Media Planner, Liz has trained small business owners for Constant Contact, SCORE, SBDC, SBA, Cities, MWD and County outreach partners plus many Chambers of Commerce for over 25 years. She can be reached at her Torrance, CA, office at 310-791-6300 or by email at liz@adteamla.com. You can also see her upcoming training workshops calendar at http://bit.ly/workshopscal
