How Marketing Teams Can Take Advantage of Generative AI

Published: 1 September 2023

How Marketing Teams Can Take Advantage of Generative AI

As a business, you face many challenges in the marketing world. 63% of businesses struggle to generate traffic and leads, and 90% of all existing data has materialized in just the last two years. How do you navigate this complex world where new consumer preferences and data appear with little warning? Is your marketing strategy agile enough to pivot in real time? Could generative AI be an innovative tool for predicting and adapting to future trends?

In this article, we will guide you through the fascinating capabilities of generative AI in marketing. We will discuss how it can serve as your compass for real-time decisions and your map for future strategy.

Table of Contents:

  1. Reshaping Marketing with AI
  2. Use Cases of Generative AI in Marketing
  3. The Future of Generative AI: Tips for Marketers

Reshaping Marketing with AI

The conventional marketing landscape has evolved into a data-rich, AI-driven domain. The infusion of AI has revolutionized how businesses connect with their audience, decipher insights, and tailor strategies. Data-driven decision-making (DDDM) has shifted from a competitive advantage to an industry standard. AI-powered predictive analytics and real-time processing now allow marketers to craft precise campaigns that hit the mark.

According to a report from Precedence Research, the market size for generative AI is rapidly expanding. It is projected to hit 118.06 billion dollars by 2032. This signals a massive shift in the industry, highlighting the potential and demand for AI technologies that can create and analyze.

Generative AI market size

Precedence Research, Generative AI market

Further emphasizing the transformative power of generative AI, a study published on Marketing Charts details how this technology is reshaping marketing activities. From content creation to customer engagement strategies, generative AI is doing more than making life easier for marketers; it is redefining what is possible.

Marketing activities transformed by Gen AI

So you might be asking, “What is next?” as you look at your AI dashboard filled with data insights and predictive charts. Well, it is crucial to understand that the transformative impact of AI will not be confined to this domain alone. From supply chain optimization and human resources to customer service and beyond, AI is poised to be a strategic asset across every aspect of business operations. At this stage, let’s go back to digital marketing and explore the most common use cases of generative AI in marketing.

Use Cases of Generative AI in Marketing

How can generative AI serve your marketing activities? Let’s explore this with concrete examples, focusing primarily on digital analytics and advertising, two marketing pillars.

Advertising: AI-Powered Personalization

  1. Personalized ad campaigns

    Imagine a user who not only looked at running shoes but also spent time browsing gym leggings. Generative AI can now create an entire ad campaign tailored specifically for them. When a user logs into their social media, an ad pops up showing running shoes in their size, leggings that match the shoes, and maybe even a lightweight jacket that is perfect for jogging in their local weather conditions. It is not just one product a user sees; it is an entire tailored sportswear solution.

    Moreover, generative AI can also predict the optimal timing to show these ads. For example, if the data shows that a user usually shops for sportswear in the evenings, the ads will appear on her feed. This level of personalization could boost your click-through rates and, ultimately, sales.

  2. Dynamic ads

    In the traditional model, you might hurriedly put together a sports-related campaign to capitalize on the moment if a major sports event happens. But what if you could do it instantly? Generative AI can monitor real-time events, like sports events or trending hashtags, and adjust your advertising content accordingly. For example, if your sportswear brand has a tie-in with basketball and a particular team just won a championship, generative AI can instantaneously modify your ads to celebrate the victory, showcasing merchandise related to that team. It is real-time relevance that could make your brand stand out in a sea of static ads.

  3. Automated A/B testing

    Traditionally, A/B testing requires creating two versions of an ad, waiting for results, and then analyzing the data. It is time-consuming and often fraught with delays. Generative AI streamlines this by automating the entire process. Let’s say you have an ad featuring two different taglines: “Run Faster, Live Better” and “Elevate Your Run.” Generative AI can show these different versions to small, diverse groups of your audience. As data starts pouring in, the AI can determine which tagline resonates more with your target audience — in real time. Once it identifies the better-performing tagline, it automatically shifts to showing that version to a broader audience, thereby optimizing ad spend and effectiveness.

Analytics: Transitioning to Proactive Methodologies

  1. Predictive customer behavior models

    Employing generative AI facilitates the simulation of potential future scenarios anchored in extant data. Suppose you are thinking of redesigning your website’s color scheme or launching an entirely new product line. Generative AI can produce predictive models that furnish invaluable insights, enabling you to engage in data-driven decision-making before any proposed changes.

  2. Advanced sentiment analysis

    While conventional sentiment analysis provides a superficial understanding of how your brand is publicly perceived, generative AI goes deeper. It scrutinizes patterns embedded within customer reviews, social media interactions, and other forms of customer-generated content to explore specific issues or emergent trends affecting brand perception.

  3. Hyper-personalized engagement metrics

    Generative AI can systematically analyze multifaceted layers of customer interaction data, generating precise metrics. Rather than merely tracking metrics such as clicks or page views, it can track the sequential activities taken by a user. This granular level of scrutiny ensures a full comprehension of customer behavior, facilitating highly targeted marketing strategies.

  4. Automated data reporting

    Think about the last time you had to sift through pages of charts and graphs just to understand how your latest marketing campaign was doing. Now, what if you could get real-time, easy-to-understand reports that actually tell you what you need to know without the data overload? That is what generative AI can do for your analytics reporting.

    Instead of waiting for a week to get a compiled report, you can log into your dashboard, and there is already a simplified report waiting for you. It is not just a snapshot; it is a living document that updates itself. If you ran a flash sale yesterday, you can immediately see how it impacted your sales, web traffic, and even customer engagement on social media. What makes this even better is the interactive feature. Let’s say you see a sudden spike in website visits. Instead of merely noting it down, you can click on that part of the report. The generative AI can then provide an instant deep dive, telling you where the traffic came from, which products the visitors looked at, and whether they converted into sales or not.

    In essence, automated data reporting through generative AI allows you to keep your finger on the pulse of your marketing campaigns, adapting and improving as you go along.

The Future of Generative AI: Tips for Marketers

The era of generative AI in marketing is already here. And it is not just a tool to augment your current strategies; it is a transformative force that can redefine them. As the AI landscape evolves, so too should your approaches. Stay informed about new developments, continuously measure the impact on your key performance indicators, and keep ethical considerations at the forefront.

However, adapting to the rapidly changing world of generative AI does not have to be a solo journey. The most successful adaptations are often collaborative. That is why we invite you to collaborate with us. Together, we can explore the potential of generative AI specific to your brand needs. As we look to a future increasingly shaped by generative AI, the key to success will be adaptation and customer focus. So, let’s take on this transformative journey together, ensuring that your marketing strategies are up-to-date and future-proof.

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