Gone are the days when Artificial Intelligence (AI) in marketing was merely a far-fetched idea, and nowadays it is a powerful co-pilot that is an inseparable part of any business that views itself as successful. Yet, as the number of tools constantly increases, what can you do to make sure that you apply them well and not be overwhelmed by the hype? How do you keep the human element that truly makes brand loyalty?
This guide outlines the top AI marketing tools and the tips you need to implement them in your favour. The more tech-savvy you are, the more you can appreciate the intricacies of the detail in your favourite games at the casino online! It will give you a new lens to appreciate your hobbies through, and motivate you to win even bigger prizes the next time you play.
A Category-by-Category Breakdown
AI is not a single tool, but more like a multi-purpose Swiss Army knife:
- Content Creation & Ideation:
- Tools: Jasper, Copy.ai, Writer, ChatGPT, Frase, SurferSEO
- What They Do: These are your brainstorming friends and draft writers. They create outlines of blogs, social media captions, subject lines, and even video scripts within moments.
- Pro Tip: Avoid copy/pasting. Take AI-generated content as a baseline to insert the voice of your brand and some personal stories. Then make sure to double-check everything. The best process is: Human Idea -> AI Draft -> Human Refinement.
- Customer Insight & Personalization:
- Tools: Adobe Sensei, Salesforce Einstein, HubSpot CRM, Dynamic Yield
- What They Do: These platforms process large volumes of customer data. They go through buying/browsing history and email activity. It is used to anticipate future behaviour and drive a hyper-personalised experience. This includes product suggestions on your site and customised email campaigns.
- Pro Tip: Find micro-segments of your audience with AI and focus on targeting them. Instead of ‘women aged 25-40,’ you might see that ‘women aged 25-40 who read sustainability blogs and have recently browsed eco-friendly activewear’ is more accurate.
- Advertising & Paid Media Optimization:
- Tools: Smart Bidding in Google Ads, Meta’s Advantage+ shopping campaigns, Albert.ai, AdRoll
- What They Do: In real-time, AI runs automatic adjustments to your ad bids and audiences to optimize your Return on Ad Spend (ROAS). They do this by trying out thousands of combinations to discover the most cost-effective conversion path.
- Pro Tip: Feed it with quality data. Its performance is directly related to the conversion tracking that you implement. Specify the objectives (e.g., maximize conversions with a target CPA of $50) and leave the machine to do the complex bidding. This gives you more free time to be creative and strategise.
- Email Marketing:
- Tools: Seventh Sense, Phrasee, Sendinblue, Mailchimp’s Predictive Analytics
- What They Do: These options ensure that send times are optimised with each subscriber. They create subject lines with high performance and can even tell you who is most likely to return, so you can initiate win-back campaigns.
- Pro Tip: This can be used to do steroid A/B testing, so rather than testing two subject lines, use Phrasee to create and test more than dozens of linguistically-optimized variants.
- SEO & Content Strategy:
- Tools: SEMrush, Ahrefs, MarketMuse, Clearscope
- What They Do: There are now modern types of SEO tools that are heavily saturated with AI and can comb through the top-ranking content to inform you on exactly what to cover, as well as what keywords to appeal to. They can also automate technical SEO audits.
- Pro Tip: Determine ‘content gaps’ at scale using these. You can compare your site to competitors, see the major areas you are missing, and create a real content hub that dominates your niche.
Essential Tips
Keep the following principles in mind:
- Start with Strategy, Not the Tool: Don’t ask yourself, “What can I do with this shiny AI tool?” Instead, think, “What is my biggest business problem?” and then find the AI tool to solve it.
- The “Human-in-the-Loop” Model: AI is genius at scale, speed, and data analysis, but the human being is brilliant in terms of strategy, creativity, and empathy. The ideal collaboration is a feedback cycle. You instruct the AI, and its results drive and guide your next action.
- Data Quality and Privacy: Make sure that your first-party data (such as from your CRM, website, etc.) is clean, well-structured and ethically collected.
