AI for Marketing Playbook

As technology continues to evolve at a rapid pace, AI has emerged as a powerful tool for marketers seeking to optimize their strategies and deliver personalized experiences at scale.  

From predictive analytics and customer segmentation to chatbots and recommendations, AI is reshaping the landscape of marketing, enabling brands to navigate the complexities of the digital age with agility and precision.  

This eBook delves into the transformative potential of AI in marketing, exploring its benefits, competitive analysis, use cases, and how you can break down barriers with AI – focusing on how businesses can stay ahead in a dynamic and competitive marketplace. 

AI for Marketing

It’s true that AI has not always been welcomed with open arms in the marketing world. The introduction of AI has, for many, created a sense of job insecurity as AI capabilities continually expand and marketers question if they will still have a career in 5 years’ time. This insecurity is most obviously exposed in news articles such as “Will AI Lead to the End of Marketing Job?” from Forbes and “AI could replace equivalent of 300 million jobs” by the BBC.  

As unnerving as these articles appear, what these papers don’t do is consider the endless potential AI presents to marketers. Over the next few years focus will shift from the idea that AI will take jobs to the truth that AI can improve marketing potential and should be used as a tool rather than replacement of a human.  

Let’s walk through three of the benefits AI has for marketers: 

Chatbots

These are in no way new to the marketing field, but chatbots are evolving with the use of AI to deliver higher quality customer journeys – learning what customers want and how to guide users through journeys that result in sales. 

Data Analysis 

AI has the capability to identify trends and produce recommendations that improve the efforts of marketing teams. For example, identifying when is the best time to send an email, campaign frequency, content suggestion and so on. 

Segmentation

Marketers can boost revenue by over 700% with accurate segmentation. AI can help accurately segment contacts, leading to better open rates and less unsubscribes in the field of email marketing. 

Want to learn more about Segmentation for email? Check out our Ask the Expert: Segmentation vs Marketing Lists webinar available free and on-demand here.  

Content Creation

Anyone who has used AI to write a blog (certainly not this one, though!) or other longform content, knows that there are limits to its capabilities. However, when used for social media, AI can write text, suggest hashtags and of course recommend posting times ensuring your posts have the highest impact.  

Let’s also not forget that AI can be a fantastic tool to use when experiencing writers’ block as it will suggest topics that can get marketers on their way to producing amazing content! Think of Ai as a tool so you don’t have to start with the ever-daunting blank page.  

The Stats 

Using AI as a tool in marketing presents an amazing amount of opportunity for marketers to do what they love in a more efficient and effective way.  

• 88% of marketers say that AI has improved their personalized customer journeys 
• 57% of B2B marketers use AI-powered chatbots to help understand their audience better 
• 53% of marketers use AI for data analysis 
• 87% of businesses believe that AI has the ability to give them a competitive edge 
• 25% of US B2B marketers say that they experience a 10-20% lead generation increase when using AI chatbots
  *Sources 

Everyday Use Cases for AI

So far, we have discussed the power of AI at a very conceptual level, now let’s dive deep into how AI can be used in normal, everyday instances for marketers.    

AI for Email

As previously mentioned, one of the key benefits of AI is content creation. For example, for email, marketers have the ability to implement AI generated text directly into emails using triggers such as “Generate a paragraph about spring offers” which can be further refined as more triggers and context are added into the AI prompt.  

Watch our Ask the Expert: Email Designer & AI webinar free and on-demand now to see this tool in action.  

Top Tips : 

1. Don’t forget to edit your AI generated content! A recent study revealed that over 55% of participants could identify when AI was used to write content. Remember – AI is a tool, not a replacement for a human! 
2. There is a science to prompting AI for content that is high-quality and usable. Much like searching on Google the quality of what you input into the Search bar affects the quality of the output you receive. Of course, like with any new science, there are already tools and resources to better understand it. Take a look at this helpful Guide from Harvard University.  

When using AI for email, it can do more than just write content. It can take a webpage and make the text more concise for email, expand upon topics and even change the tone to fit a specific audience type. In the ClickDimensions product, this feature is integrated right into the email designer, so you never have to leave the platform.  

AI for Social

Another fantastic AI use case is social media. This not only cuts down construction time, giving marketers more time in the day to focus on strategy, but it also makes sure your social media messages are customized using triggers and even URLs to generate content.  

AI can let you adjust the number of characters per platform, which is very useful for channels such as X (formerly Twitter) which has a lower maximum character allowance, and also choose how many posts per trigger is created for each content piece.  

AI will suggest relevant hashtags and even allow you to rephase and change the tone of specific social media text to match your target audience.

Want to learn more about AI for social media? Check out our Social page to find quick videos of our AI tools in action and more! 

AI & You 

AI is clearly here to stay, and for the everyday marketer it can increase productivity and efficiency while helping their company and revenue grow. So while AI has often been seen as a threat that has the potential to replace jobs, this isn’t quite the full truth. Like other innovations that have come before it, AI represents the evolution of technology in the modern economy.  

AI holds the power to make marketers lives easier by analyzing data, making recommendations, and building content that resonates with consumers. And marketers have the ability to become marketing wizards if they can master this new technology (or witchcraft some may say).