W
e stepped into 2023 in the company of the latest chat bot, known by the name ChatGPT.
Table of contents
- Creating content
- Predictive analytics
- Optimising advertising
- Purchase recommendations in online shops
- Optimising email and newsletters
- To sum up
As soon as ChatGPT appeared, the internet was full of ideas on how it can be used for various purposes, including, of course, digital marketing. At the same time, questions arose about how much artificial intelligence (AI) will reach into this sphere of our work, and whether we are perhaps on the brink of certain professions going extinct. This fear is completely unnecessary, but the fact is that AI will significantly change marketing in 2023 and the years that follow in the following areas.
Creating content
One of the ways to take advantage of the possibilities of AI in marketing is creating content. ChatGPT, for example, is a large language model that was developed by OpenAI. It works in such a way that it is trained to understand questions and provide suitable answers to them. It does this by learning on huge quantities of text that it has processed during its learning. Because of this large quantity of texts, artificial intelligence can help with the following stages of content creation:
- writing posts for social media
- writing blogs for SEO optimisation
- creating copy for emails and websites
- creating copy for A/B testing
- doing keyword research
Predictive analytics
This is a discipline within marketing that deals with the analysis of past and current data, on the basis of which it creates forecasts for the future. For these purposes, it uses advanced tools, such as collecting large quantities of data, modelling, and machine learning. With the help of artificial intelligence, we can teach AI to create forecasts for the future of a brand, especially in the area of consumer behaviour, purchase patterns, inventory management, and so on. The possibilities here are unlimited, since AI can process substantially larger quantities of data and produce conclusions like a large group of people could, but substantially faster.
Optimising advertising
Artificial intelligence quickly finds patterns in data, which means that it can better understand trends and find approaches that work. In this way it can write better headlines, create copy for ads, and precisely copy the style of a particular brand. But that isn’t all. AI can significantly improve digital marketing:
- discovers new advertising channels used by the competition
- helps optimise advertising budgets, targeting, and execution
- independently carries out media buying.
Purchase recommendations in online shops
Up to now, online shops have been determining related and similar products themselves, which they recommended to customers during the purchase. They did this by feel, or with the help of statistical data on purchases. Today, artificial intelligence can get to know customers better and predict what they like, or what they need, on the basis of their purchase habits or even on the basis of how they behave in the online shop. As an example, take Amazon, which gets up to a third of its revenue from such recommendations. This already indicates that this is a tactic worth refining, also with the help of artificial intelligence.
Today, artificial intelligence can get to know customers better than we do ourselves and predict what they like.
Optimising email and newsletters
Email marketing is still one of the most effective ways to address customers directly. Artificial intelligence can help increase the email open rate and click-through rate, which increases website visits, bookings, purchases, and so on. Here are a few ideas of how it can also help us:
- it can write the subject lines of emails on its own
- it can also adapt the content of your emails to suit different individuals
- it can optimise the time of sending for maximum interaction
- it can quickly and easily clean up subscriber lists and optimise their quality
- it can create engaging written content for regular transactional emails, such as order confirmations.
To sum up
Artificial intelligence is here, and with various algorithms it can contribute a lot to the automation and optimisation of marketing. It can help us find potential customers, create content, optimise sales, improve customer relations, and so on. Practically every aspect of business can be better thanks to artificial intelligence. If you haven’t yet sunk your teeth into this area, now is the right time. Artificial intelligence is an excellent tool that can help us improve the process in marketing and sales, but we must in no way look at it as something that will take over our jobs. The steam engine didn’t do that in the industrial revolution, the computer didn’t do that, and artificial intelligence certainly won’t do that. We just have to learn how to make the most of it and work with it.
