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Whether we like it or not, artificial intelligence is here to stay. It is becoming an increasingly important part of all our lives, from gadgets like Alexa to the use of chatbots on websites so people have access to customer service 24/7.
Artificial intelligence has also revolutionized marketing in all kinds of ways, affecting all areas of the industry, including content marketing jobs, which we will explore in this article.
Automate Everyday Marketing Tasks
The biggest advantage AI offers marketers is that it can automate many tasks that humans might otherwise do. We will go into this in more detail below, but the use of AI has dramatically reduced the workload when managing social media campaigns, email marketing, and creating content. Time saved in a marketing campaign means reduced costs and increased time available to spend on higher-value activities, such as writing sales copy and meeting with potential clients.
Machine learning makes data collection and analysis a lot easier. Marketers can use AI to harvest data from customer interactions, marketing campaigns, website analysis, and more. All the collected data provide further insights into what customers want, the type of content that interests them, demographics, behaviour, and many other things that can help optimise future and current marketing campaigns.
Chatbots are really common these days. Many sites use chatbots to deal with lower-level customer enquiries. If a customer has a simple question, they can click on a chatbot and get a reply any time of the day or night. AI technology is more than capable of answering basic questions, but if the problem is beyond what the chatbot can deal with, the software will refer the customer to a customer service agent who can help.
AI has been in the news a lot lately with regard to content creation. There has been much wringing of hands about articles being written by ChatGPT, specifically students. However, Google has made it clear that content written by AI won’t automatically be downranked because of that, but it must adhere to Google’s EAT guidelines, which state content has to offer value. Since AI has been taught using information from pre-2020, any articles it writes will be ‘out of date’. That said, AI models can still offer value in many ways when it comes to content creation.
Where AI excels in the creation of content for marketing emails, product descriptions, social media posts, etc. The right prompts can drastically reduce the time you spend writing marketing materials. You can ask tools like ChatGPT to write marketing messages for emails and then add additional content like images, embedded videos, and links. AI is very good at jobs like this.
Content curation is another area where artificial intelligence is useful. Use AI tools and machine learning to automatically curate content and recommend content to readers. Many platforms use this technology to recommend content, Amazon being a good example. If you shop for a book in the Kindle section on Amazon, it will recommend books based on your previous purchases or downloads. The same technology can do the exact same thing on a blog, by looking at what posts the reader has clicked on and then recommending similar content.
It’s important to note that companies must be transparent if they use automated content curation and recommendation tools, and what data is used by such systems.
Targeted Campaign Optimisation
Targeted campaigns are always more successful than going for a scattergun approach. With the help of AL algorithms, campaigns can be targeted to the right audience demographic. Techniques marketers can use include behavioral analysis and psychographic profiling. Using AI tools makes the allocation of resources a lot more efficient, and better campaign personalization helps to drive better customer engagement and conversion.
Social Media Management
AI tools are very common in social media management. Most marketers use social media these days, to build a brand, drive customer engagement, and boost sales. AI can help marketers manage their client’s social media accounts more efficiently, thus saving time. AI tools are used to automate tasks like content scheduling and publishing. AI chatbots help automate responses to customer questions on social media channels like Facebook. Machine learning algorithms track trends and analyse social media conversations, such as detecting @mentions and hashtags used.
Are There Any Drawbacks to Using AI in Marketing?
It might sound like an obvious statement to make, but artificial intelligence isn’t human. Humans are more creative and can think outside the box, so while generative AI tools like ChatGPT are good at producing masses of content quickly, humans are still needed for content marketing, which is why there are always jobs for talented copywriters. In addition, AI can struggle when it comes to sentiment analysis, even when it is fed good-quality data.
AI tools can help marketers save time and money, but it’s vital that you are aware of their limitations.