How AI can help you excel at digital marketing

Personalising Content Based on Customer Interests and Preferences

AI allows marketers to get to know their customers on an individual level and deliver experiences tailored to them. By analysing data such as past purchases, browsing history and engagement metrics, AI can determine customer interests, preferences and habits. This empowers marketers to segment audiences and personalise content accordingly.

For example, chatbots leverage Neuro Linguistic Programming (NLP) to have meaningful dialogues with customers. Based on these conversations, they can recommend topics with relevant content or products aligned to a customer’s specific tastes. E-commerce sites use AI algorithms to analyse customer data and recommend products tailored to individual preferences. Such personalisation increases the chances of making customers feel understood and leads to more meaningful engagements.

Overall, AI enables appropriate content to be sent to the right customer at the right time. This strengthens relationships between brands and individuals by making experiences feel more human and less generic.

Automating Email and SMS Campaigns

AI can help with the execution of email and SMS campaigns. Marketers can use AI-powered tools to identify customer segments and then automatically deploy relevant messaging to those groups. For instance, they can schedule campaigns promoting newly arrived products to customers who previously purchased similar items. Or automatically send abandoned cart reminders to users who left items sitting in their online shopping carts. AI handles targeting the right audiences and sending messages without any ongoing manual work.

AI also applies data and machine learning to optimise campaign timing, frequency and contact strategies over time. This removes guesswork and drives better campaign performance. Automatically sending timely, relevant communications is a win for both marketers and customers.

Automating Parts of Content Creation

AI can help automate elements of content creation to increase output and optimise it for target audiences.

For example, AI content tools can generate early drafts of articles or social media posts based on a few prompting keywords. This gives marketers a starting point to then refine and finalise. For more repetitive content like product descriptions or landing pages, AI can almost fully automate drafting unique versions tailored to customer interests.

AI also enables instantly translating content into multiple languages, transcribing audio into text and optimising visual assets for different formats. This automates time-consuming production tasks.

Overall, AI lets marketers scale content operations up or down on demand. The creative strategy and messaging can still come from humans, while AI handles the heavy lifting of turning concepts into finished pieces tailored to each channel and audience.

Resizing and Adapting Content A key use of AI is taking existing content and optimising it for different platforms, devices and contexts.

For example, AI can resize and reformat blogs, images, videos and other assets for ideal display across desktop, mobile, tablets and more. By studying how content performs in various contexts, AI learns to adapt it to constantly changing contexts to boost engagement.

AI can also analyse tone, length and sentiment of content and automatically adjust language for different cultural nuances and community norms on various platforms. This ensures messaging resonates appropriately with target users wherever they are engaging with a brand.

Chatbots powered by AI can take frequently asked questions and answers and present them in new conversational ways matched to speaking styles on platforms like Alexa or YouTube. The same content gets reused in a way optimised for new contexts.

In summary, AI gives brands the flexibility to easily reuse content in a more personalised, adaptive way. This improves ROI from content investments while making experiences seamless across contexts.

The core themes are using data to get to know individuals, automating repetitive tasks to boost productivity and optimising content for the way real people engage across contexts. AI can complement human marketers through these capabilities to drive more authentic connections and business growth. With human oversight on strategy, AI can execute the vision rapidly, efficiently and at scale.