How to create a digital marketing strategy with AI

AI has opened up a vast array of new possibilities for digital marketers, enabling them to gain competitive advantages and engage with customers in innovative ways. Among such tools are artificial intelligence marketing platforms, which in essence, are software that leverage AI technology to perform tasks and help marketers make insightful business decisions.

From predicting customer behaviour to automating tasks, AI marketing tools can help marketers save time, increase efficiency, optimise efforts, and boost ROI by identifying patterns from historical marketing data. 

In this article, we’ll delve into the world of AI marketing strategy, exploring how to create a powerful digital marketing plan by harnessing AI-driven tools and technology.

The power of AI in marketing

Using AI for marketing has rapidly become a game-changer in the world of digital marketing. Its ability to process vast amounts of data, analyse patterns, and make real-time decisions has made it an indispensable tool for marketing teams. Here’s how you can harness the potential of AI to supercharge your marketing strategy:

1. Understand your target audience

One of the primary advantages of AI in marketing is its ability to analyse customer data comprehensively. With AI-driven tools, you can gain valuable insights into consumer behaviour, preferences, and buying patterns. This information is instrumental in creating highly targeted marketing campaigns that resonate with your audience.

2. Personalise content

AI technology enables you to personalise your content like never before. By analysing user data, AI can tailor marketing messages and product recommendations to individual customers. This personal touch not only enhances the customer experience but also boosts conversion rates.

3. Content generation

Creating engaging content is a fundamental aspect of any marketing strategy. AI can assist marketing teams by generating content ideas, optimising headlines, and even drafting articles. This streamlines the content creation process, allowing marketers to focus on strategy and creativity.

4. Real-time decision-making

In the fast-paced world of digital marketing, timing is crucial. AI can analyse data in real-time, helping you make informed decisions on when and where to run your marketing campaigns. This ensures that your efforts always align with the latest trends and consumer behaviour.

Now that we’ve explored the incredible potential of AI in marketing, let’s dive into the tools of AI for marketing strategy.

Seven best AI tools that help you to create a marketing strategy

Adzooma

Adzooma stands as a formidable AI marketing ally, offering an array of invaluable benefits for optimising your AI marketing strategy. With its AI-powered recommendations, it seamlessly identifies avenues for enhancing campaign performance. The platform’s automation capabilities extend to managing bid adjustments, fine-tuning keyword targeting, and conducting ad copy tests, significantly streamlining your campaign management tasks. By harnessing Adzooma, not only do you achieve time efficiency, but you also elevate the effectiveness of your AI marketing endeavours, yielding superior results.

Jasper

Jasper AI, formerly recognized as Conversion.ai, represents an advanced AI marketing solution tailored for crafting top-notch content across various channels, including social media, email, landing pages, and articles. It harnesses the capabilities of the GPT-3 model developed by OpenAI to transform text into engaging copy. Marketers can effortlessly generate compelling content by supplying input such as brand or product names. With this potent AI marketing tool, businesses spanning diverse sectors gain the capacity to craft more convincing, alluring content for their blog posts, landing pages, social media, advertisements, marketing emails, and beyond.

HubSpot

HubSpot’s AI tools empower marketers to unlock new levels of creativity and precision in their campaigns, ultimately driving enhanced engagement and results. Transform your marketing approach with HubSpot’s cutting-edge AI capabilities. Marketers now have access to powerful tools that facilitate content creation, campaign personalization, and data analysis, enabling the development of precise and influential marketing strategies. Additionally, it assists in crafting social media posts and generating images based on user prompts, ensuring that your marketing efforts are streamlined, efficient, and highly impactful. 

Murf AI

Murf stands as an AI voice synthesiser, ranking among the foremost AI marketing solutions. It empowers marketers to generate lifelike speech through natural language processing, eliminating the necessity for specialised hardware. This AI marketing solution streamlines marketers’ processes, facilitating the swift creation of audio and video content for various applications, such as social media, brand advertising, and marketing initiatives, all within a matter of minutes.

Adobe Sensei

Adobe’s commitment to innovation ensures that brands can leverage AI-driven marketing solutions to elevate their customer experiences, paving the way for enhanced engagement and loyalty. As a pioneering force in artificial intelligence, we recognise that generative AI holds the power to revolutionise all facets of marketing, spanning the realms of strategy, implementation, and analysis. With the introduction of Adobe Sensei GenAI, their latest AI technology, customer experience teams can harness the innate capabilities of generative AI. This empowers them to amplify their expertise and deliver customer journeys that are not only more precise but also deeply personalised. 

ClickUp

The introduction of ClickUp AI marks a transformative moment for marketing and sales units, offering enhanced efficiency, seamless collaboration, and expedited workflows. This innovative feature within ClickUp introduces AI capabilities that are poised to revolutionise the way teams operate. From streamlining processes and fostering creativity to facilitating project management and igniting innovative thinking, ClickUp AI is the catalyst for optimising productivity and content quality, all while ensuring consistency and scalability.

SurferSEO

SurferSEO is an AI-powered SEO tool that helps you optimise your content for search engines. It analyses the top-ranking pages for your target keywords and provides you with insights into their content structure, word count, and other factors. You can then use this information to create content that is more likely to rank well.

Final thoughts

As AI technology continues to evolve, its role in marketing will only become more prominent. By harnessing the power of AI-driven tools and technology, you can create a dynamic and data-driven marketing strategy that not only reaches your target audience but also engages them on a personalised level. Embrace the future of marketing with AI and elevate your brand to new heights.

(Photo by Johannes Plenio on Unsplash)

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Using artificial intelligence, Mona Lisa, the Statue of Liberty, and other iconic tourist attractions come to life with a simple message: Don’t come see me – visit Denmark instead. Other than its cheeky approach, the campaign stands out by being completely written by artificial intelligence.

“Imagine that you are Mona Lisa. Write a speech on why people should visit Denmark instead of standing in line to see you.“

This was the prompt given to an artificial intelligence to create the script of one of a series of videos in which tourist attractions from all over the world turn against themselves and recommend visiting Denmark – rather than standing in line at the Louvre or seeing the Statue of Liberty in a sea of selfie-sticks. Executing on the brand campaign ‘Don’t be a tourist – be an Explorist’, VisitDenmark positions Denmark as the antidote to bucket list tourism.

Louis Pilmark, creative director at Danish advertisement agency Brandhouse/Subsero, said: “Having iconic attractions from popular tourist destinations turn on themselves is a good way to highlight the absurdity of doing and seeing the same things as everyone else. Who better to explain it, than the paintings and statues that see millions of tourists every year.  

Iconic art meets trending tech

Other than the slightly teasing approach, the campaign is unique in that both the scripts and the visuals are created by artificial intelligence. While the new techniques like deepfake and motion synthesis have been used to bring images to life in the last couple of years, the addition of scripts generated completely by AI makes it one of the first campaigns to combine the two technologies.

Kathrine Lind Gustavussen, senior PR at VisitDenmark, said: ”The scripts are 100% generated by AI – we didn’t write a single word, we only removed parts and bits that were too long or simply not true. While it felt somewhat risky to put our entire messaging in the hands of artificial intelligence, we’re excited to be at the forefront of the tourism industry, using cutting-edge technology to bring our creative visions and messages to life.” 

Tourist attractions aren’t so attractive anymore

The overall campaign, developed by London-based creative agency Fold7 builds on an insight that bucket list tourist has lost its lustre. A study conducted in the UK, Sweden and Germany validated our hypothesis that ‘feeling like a tourist’ would ruin a holiday. More than half of the respondents agreed that overcrowded tourist sites and landmark were a reason for holiday disappointment.

Yelena Gaufman, strategy partner at Fold7, said: “Denmark may not be a bucket list destination and the wonders there aren’t big and dramatic, but they are small and plentiful. We saw this as a huge opportunity to attract a different kind of traveller, the anti-tourist, the Explorist.”

Want to learn more about AI and big data from industry leaders? Check out AI & Big Data Expo taking place in Amsterdam, California, and London.

Explore other upcoming enterprise technology events and webinars powered by TechForge here.

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The new offering targets data practitioners and non-technical users such as in marketing, sales, and revenue operations teams to build data pipelines within minutes. For example, it provides operations teams with a fast, free, and frictionless way to load, integrate and analyze high-quality campaign, pipeline, forecast, and revenue data. In addition, data analysts and data engineers benefit from increased productivity and rapid development. 

This is the second in a series of releases that began with the Informatica Data Loader launch in May 2022. Taken together, Informatica Data Loader, Cloud Data Integration-Free (CDI-Free), and PayGo (CDI-PayGo) are the industry’s only free data loading and integration solutions. They are natively built in to provide intelligent cloud data management services for all your data-driven use cases. Informatica CDI-Free, CDI-PayGo and Data Loader support all major data warehouses/lake solutions, including Amazon Redshift, Azure Synapse, Databricks Delta Lake, Google BigQuery, and Snowflake.  

Jitesh Ghai, chief product officer at Informatica, said: “We are redefining the data integration market by making it free, easy to use and accessible to everyone. Organisations face the challenge of ingesting huge volumes of data from disparate sources and then making sense of that information. There is a clear need for no setup and no code SaaS data integration tools that are free and pay-as-you-go to quickly get started serving both business-focused data engineers and non-technical business users and analysts.

“By giving business and non-technical users access to simple, cost-optimised data integration solutions, organisations can bring the power of data to the masses.”   

The key to a truly data-driven business is providing self-service data integration to users across the organisation in technical and business roles. Informatica CDI-Free and PayGo provide just that: 

• CDI-Free: A free service that allows users to process up to 20M rows for ELT or reach 10 processing hours for ETL, per month, whichever comes first. 
• CDI-PayGo: All the capabilities of CDI-Free with no limit on processing rows or hours of usage. CDI-PayGo comes with essential customer support and SOC2 compliance. In addition, users only pay for what they use with a credit card.  

Users benefit from easy setup, and usage of these data integration services with AI-powered automationnon – need for coding, setup, or any DevOps. In addition, the cloud data loading and integration ETL/ELT services can be easily accessed from each of Informatica’s ecosystem partners including Amazon Web Services, Databricks, Google Cloud, Microsoft Azure and Snowflake.  

Chris Eldredge, VP of data office at Paycor, said: “The ability to harness the power of data is a valuable competitive advantage. Having the right data integration platform enables a data foundation that drives agility, insights, and innovation for superior business results. The new Cloud Data Integration (CDI)-Free and PayGo products lower the barriers to get started with data integration.  These new products will open the door for more data professionals, including tech-savvy business users, to leverage best-in-class data integration tools from Informatica.” 

Matt Wienke, CEO of Infoverity, said: “Cloud Data Integration (CDI)-Free and PayGo are launchpads that will improve and serve those entering the data integration domain. The tools are intuitive to use and easy to navigate. CDI-Free will empower tech-savvy business users to begin moving their data to the cloud without committing to software costs. Furthermore, the option to scale up to Informatica’s enterprise-grade cloud platform minimises risks from the trial and adoption of these products.” 

Want to learn more about AI and big data from industry leaders? Check out AI & Big Data Expo taking place in Amsterdam, California, and London.

Explore other upcoming enterprise technology events and webinars powered by TechForge here.

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Algorithms based on artificial-intelligence (AI) can be tailored to brands’ unique goals, allowing marketers to find pockets of performance within vast amounts of data and optimise media buying to drive real business outcomes. By combining custom AI approaches that integrate a brand’s key performance indicators (KPIs), and shaking off our third-party cookie dependence, we can welcome a new era of transparent and effective programmatic media.

User matching via first-party data signals

One way AI and custom algorithms will shape media buying, is by matching converted consumers with prospects that have similar digital patterns. Rather than focussing on who consumers are – their age and gender, or where they live – AI looks beyond basic characteristics to focus on the most important behavioural signals of a likely customer. Two consumers can have completely different profiles but ultimately want the same thing. Where traditional audience targeting would miss this opportunity, algorithmic matching enables brands to identify and take advantage of these similar needs.

Algorithmic consumer matching is currently based on first-party data signals, from retailers, brands or publishers. Moving forward, an explosion in new types of data is expected from connected cars and homes, internet-of-things devices, virtual and augmented reality, and biometrics, which will all feed into this process. AI will be vital to manage this data, and there must always be an emphasis on balancing the relationship between AI and ethics to ensure advertising works better for everyone while individual identities are protected.

Aligning media buying with brand objectives

A second way tailored algorithms will make media buying more effective is by aligning activity with brand objectives to deliver real business performance. Brands decide on the outcomes they want to achieve, allowing multi-metric KPIs and offline data inputs to be integrated into customised algorithms and ensure media buying is focussed on attaining those goals.

AI can increase efficiency by automatically directing spend towards areas of strong performance. The technology constantly checks itself to shift delivery and improve execution. Algorithms can predict which impressions will perform well, based on a huge variety of factors such as the length of time since a user visited an advertiser’s website, and generate far better conversion rates than can be achieved though manual optimisation.

In addition, once desired outcomes are established, custom algorithms can run thousands of real-time tests to determine the exact bid required to win media placements in an ad exchange. The performance of media buys can be continually measured, with results fed back into algorithms to create a closed loop of optimisation.

While AI is vital to enhance and streamline digital media buying, it doesn’t remove people from the process by any means. Success relies on the initial input and continuous management of campaigns by highly skilled people from data scientists to media planners. Algorithmic success is about finding harmony between man and machine by optimising towards goals set and overseen by real people to ensure ethical application of technology.

Dynamically optimising creative for performance

The role of custom algorithms doesn’t end with buying the right impression at the right price, it also includes ad execution, and specifically optimising ad creative to maximise the chances of conversion. Sophisticated algorithms are used to select the most relevant and effective creative elements, according to a variety of data points, and to assemble ads that appeal to individuals at different stages of the purchase journey.

Volvo, for instance, recently used AI to generate cost-effective conversions from a digital advertising campaign in Norway. Custom algorithms were used to test creative elements such as logos, layouts, and messaging at scale to determine which creative versioning drove the most conversions at the lowest cost. As a result, Volvo saw a 440% increase in audiences configuring new cars and booking test-drives and made more efficient use of its marketing budget with a 66% reduction in cost-per-acquisition (CPA).

As technologies evolve and volumes of data increase in digital advertising, the creative applications of custom algorithms will continue to grow in ways we may not be able to imagine yet. What we can be sure of, is that AI will be a necessary component in the toolbox of any marketer looking to optimise media buying, and better deliver business outcomes.

Find out more about Digital Transformation Week North America, taking place on November 9-10 2021, a virtual event and conference exploring advanced DTX strategies for a ‘digital everything’ world.

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