Copy Writing
Marketing agencies and brand custodians alike can use AI powered tec to help personalize copy for ads or email content for customers . Brands like Ebay are already applying this when they want to communicate to customers and need insights from their A / B testing options on subject lines or call to action buttons . Do short subject lines work or are long subject lines better ? Should you put in emojis or be serious - what results in a better click open rate . AI does the heavy lifting for you and allows you to focus on what is strategic .
Programmatic Advertising
As the spirit of personalization continues and more customers demand a customized experience , the world of advertising is not far behind . In today ’ s world , customers are bombarded by advertising messages and they struggle to filter out the clutter from the content they actually seek . Advertisers are now providing customized messaging in the form of programmatic advertising , that is based on providing the right message to the right people making the advertising much more effective . Complex algorithms and big data allows this to happen seamlessly and ensures a return on investment - which is probably music to the CEOs ears .
A 2021 article in the Harvard Business Review by Davenport , Guha and Grewal focused on the importance of putting together an artificial intelligence strategy . This suggests that AI needs to be viewed at a much more strategic level rather than as only an operational tool . The authors highlight the way in which AI can be incorporated into the selling arm of the business . Understanding customer purchase behavior and trends as well as geolocations makes it easier for the organization to offer options - thereby engaging in cross selling or upselling .
This can also be tied to inventory thereby ensuring that forecasts are as accurate as possible . Having just the right amount of inventory helps in managing working capital which ensures the business can meet all the necessary financial obligations as well .
The authors look at 2 parameters - namely the task itself and the machine learning component and highlight the importance of having a fusion of the two . A task could be a welcome e-mail to a new client when on boarding them . Machine learning on the other hand requires a much more sophisticated approach that can be further improved by having an integrated approach .
Imagine a situation where your sales team is able to follow up on potential leads ; a system that allows the sales person to learn from their success and failures and can prompt them using data from the integrated CRM system on customer preferences . All this is also integrated with digital and personalized advertising that happens automatically as these systems are all ‘ speaking ’ with each other .
Marketers who are looking for a competitive advantage for their brands and organizations need to consider working very closely with their counterparts in IT to ensure that they can harness the power of AI . Think of creating an AI strategy today and don ’ t forget to benchmark and upskill yourself as well .
In the words of Elon Musk - ‘ AI will either be the best thing or the worst thing for humanity .” What say you - marketers ?
Thrity Engineer-Mbuthia is a professional marketer and executive coach with over 25 years ’ experience in corporate and academia . You can engage her vide mail at : Info @ thrityengineer . org .