Why Marketers Who Embrace AI Will Lead the Future
Why Marketers Who Embrace AI Will Lead the Future
The rapid advancement of artificial intelligence (AI) technology is fundamentally transforming the marketing landscape, creating a new environment where only those willing to adapt and evolve will survive — those who don't risk going the way of the dinosaurs and video rental store Blockbuster.
What is AI in marketing?
In its simplest form, AI in marketing employs complex algorithms and technologies like machine learning and data analytics to analyze, understand, predict, and influence consumer behavior. This allows for hyper-targeted marketing that hits the bullseye every time, turning potential customers into loyal brand advocates.
However, the marriage of AI and marketing goes beyond just providing personalized recommendations and chatbots or automating repetitive tasks. It's about enhancing creativity, enabling AI marketers to focus more on crafting compelling narratives while leaving data-crunching and marketing automation to AI.
How can AI benefit marketers?
Many marketers wonder, "Will AI replace me?" AI is not here to steal your job, but it's likely an AI marketer will. 68% of marketers surveyed by Salesforce say they have a fully-defined AI strategy.
AI marketers can use AI to:
- Improved efficiency and productivity: AI automates mundane and repetitive tasks, freeing marketers to focus on strategic and creative aspects of their campaigns.
- Personalization: AI makes it easy to tailor content and messages for each individual customer, increasing engagement with the brand. Accenture's study revealing that 91% of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations further underscores the fact that customer segmentation, personalization, and predictive modeling are becoming increasingly integral to successful marketing.
- Insights and trends: AI can quickly extract valuable insights from large datasets to identify patterns or trends that may be otherwise overlooked.
- Predictive analysis: AI's predictive capabilities enable marketers to anticipate customer behavior and trends, allowing them to react proactively and stay ahead of the competition.
- Real-time decision-making: AI can analyze real-time data to adjust campaigns mid-flight, ensuring optimal performance and ROI.
What are some successful examples of AI implementation in marketing?
Examples of AI implementation in marketing include:
A/B testing
Traditional split testing can take weeks or even months.
However, AI marketer platforms like Evolv AI have introduced "massively multivariate testing," an approach that can simultaneously test thousands of different variants. Rather than testing just two elements at a time, this AI advertising approach can optimize combinations of variables on a grand scale, saving marketers valuable time and resources.
Yet, AI doesn't just stop at high-speed testing. It takes a leap further by dividing experiments into "generations." After each testing round, only the top-performing variants progress to the next generation, similar to the survival-of-the-fittest process in nature. This iterative process continues until AI pinpoints the best possible combination, transforming what could have been a months-long voyage into a swift journey.
In an 11-week period, Euroflorist underwent four generations of AI-driven testing. The result? A winning combination that boosted website conversion rates by 4.3%, opening the floodgates to increased sales and revenue.
Personalization at scale
The average person is inundated with almost 350 emails per day — a figure projected to exceed 375 by 2025. In this flurry of communication, how can marketers ensure their emails are not just seen but opened and engaged with?
A compelling case in point is the journey of Imagine Business Development. They harnessed the power of the AI marketer platform, Seventh Sense, to optimize and personalize email delivery times for every person in their database. With the help of AI, if a recipient was most likely to open an email at 9:30 am, that's precisely when they received it.
Before integrating Seventh Sense's AI capabilities, Imagine Business Development was experiencing average email open rates of around 20% and click-through rates of 2% – 3%. While these were decent figures, they certainly didn't make waves.
The incorporation of this AI marketer software shifted the game entirely. With personalized email delivery times, the agency saw its open and click rates double. Total email conversions skyrocketed, with an impressive 100% increase.
What are the challenges and concerns with AI in marketing?
This misuse of AI can dilute a brand's messaging and diminish its connection with its audience. For example, AI-generated content, despite its speed and volume, will fail to make an impact if it lacks depth, creativity, and resonance with the target audience. Moreover, the audience's appetite for meaningful engagement cannot be satiated by content that is churned out en masse without considering its usefulness or relevance.
To navigate this challenge, AI marketers need to view AI as a tool that amplifies their capabilities rather than a replacement for human creativity and strategy. The key is to blend AI's efficiency and speed with human creativity and empathy. For instance, while AI can generate content quickly, it is the AI marketer's responsibility to ensure that this content aligns with their brand's voice, adds value to their audience, and maintains a high standard of quality.
What does the future hold for AI in marketing?
MarketsandMarkets predicts that spending on AI will grow to $407 billion by 2027. The real threat isn't the rise of AI but the refusal or inability to adapt to it. AI marketers who harness the potential of AI will have a competitive edge over those who resist this evolution. They will be able to develop more insightful strategies, deliver more personalized messages, and make more accurate predictions.
In the modern marketing landscape, striking the right balance between the efficiency of AI and the creativity of human intellect has become paramount.
How Scripted combines AI with human creativity
At its core, Scripted operates on an AI platform that streamlines content creation, making it more efficient, organized, and impactful. From managing orders and handling revisions to quality control, AI plays a vital role in optimizing the platform's operations, ensuring a smooth and effortless process for both clients and writers.
But what truly sets Scripted apart is its deep appreciation of human creativity. To complement its sophisticated AI, Scripted has built an elite pool of highly qualified writers; each vetted through a rigorous selection process. This careful curation guarantees that when you turn to Scripted for your content needs, you're not just getting any writer but one of the best in the industry.
This synergy of AI efficiency and human creativity culminates in a unique content experience for clients, allowing for precision, personalization, and storytelling that resonates with audiences.
It's not just about adopting AI but about leveraging its power in conjunction with the irreplaceable touch of human creativity. This is the future of content marketing as envisioned by Scripted: a future where AI doesn't replace human writers but empowers them to create more meaningful and impactful content.
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