The Future of AI in Marketing

I was having a conversation with a long time friend Constantin Aldea few days ago about the future of technology for businesses. He was very convinced that any business that is not utilizing the power of AI in marketing their business might struggle in the near future or possibly lose out to their competitor.

In fact, he was constantly emphasizing on how we should integrate it into Yournotify and the possibilities. One of our past speakers at MarTech Africa series James Ogunjimi said the same thing, so that got me thinking…

To win in the AI raise requires deep understanding of the use-case of AI for your sector or industry. For every business, the #1 goal is acquiring customers and growing, that is always around marketing.

So how can businesses take advantage of AI in Marketing?

First, scroll back up and take a look at the cover image. Microsoft introduced a product called Designer and integrated it to LinkedIn, making it easy to create and design graphics while creating your article.

What is the advantage of this? Think of it this way. I want to write an article, I need a catchy cover, the Designer tool allows me to generate one instantly without leaving this page and completely free. This means creating marketing content on LinkedIn for your article goes from 3 steps to just 1 step.

That is a great addon!

For me, the strongest value proposition for AI is productivity. How can you do things faster, how can you save money by spending less and getting more.

The key areas where you can take advantage of AI to boost your marketing are:

Content generation

The launch of OpenAI’s generative AI platform ChatGPT in November of 2022 created new use cases for AI.

Using AI for content generation can save marketing teams time and money by creating marketing copies, copywriting materials, emails, subject lines, website copy and many other kinds of content aimed at targeting the right audience. Example of what I did above.

Customer service chatbots

Marketers are exploring the possibilities of using AI chatbots to enhance their customer service. With historical data, these bots can interact with customers no matter where they are on their customer journey, provide helpful information and resolve tickets quickly than any other human interaction.

Programmatic advertising

Programmatic advertising is the automation of the purchasing and placement of ads on websites and applications. AI has enhanced organizations’ ability to conduct programmatic advertising using customer historical data, preferences and context to deliver more relevant ads with better and higher conversion rates.

Customer segmentation

Companies offering thousands of products and having thousands of customers, AI can help determine a number of product recommendations that are tailored to the expectations of each segment of the target group.

AI-based product recommendations take into account the behaviour of web browser users, buying pattern and product similarities, introducing customers to products they most likely buy.

There are more areas AI can help businesses improve their overall marketing spend and campaigns, a bit of more research by industry would go a long way. I know Nigeria is taking serious step with the launch of The Nigeria AI Collective and I personally admire the work Dr. ‘Bosun Tijani is putting into this.

What I feel we are missing largely in Africa is aggregated data. Lack of data makes AI more biased in African countries and I will be discussing more about this later on where I see opportunity.

Thank you for reading and share your thoughts in the comment how you are taking advantage of AI.

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