AI’s advancing capabilities and tools like ChatGPT are creating a buzz industry-wide with businesses eager to join the digital bandwagon. As the potential of AI technology grows apparent, the same companies are digging deeper to discover the value they might add to their marketing campaigns.
Companies will naturally look for innovative changes in technology like automation to ensure that their marketing strategy is as effective and as up-to-date as possible. Automation translates into using current technology to perform repetitive tasks that may not necessarily be at the expense of existing measures. This article explores the capabilities of trending AI and automation tools to find out how they can be utilised as a vehicle to generate marketing leads and enhance a strategic marketing campaign.
What is Business Process Automation?
It is important to understand exactly what is meant by the term business process automation. In basic terms, process automation can be defined as “the use of advanced technology to complete business processes with minimal human intervention”. However, in reality, there is more to it.
When we talk about automation we mean taking tasks that have traditionally been carried out by a human, and having them carried out by a machine. Computers are much better at some types of tasks than humans can ever be – with data entry, they can complete tasks much faster and they never make mistakes. Since the launch of ChatGPT, there has been widespread debate about whether the automatically-generated content technology is smart enough to replace the quality and authority of content creators and marketeers.
On the other hand, humans have a lot of skills that, conversely, computers and software cannot provide. Creativity and new ideas are something that only humans can do, and process automation can free up time for human staff to be able to get more involved in these kinds of business-critical work.
However, with the advances in technology, the lines between what is possible with automation, especially when AI is involved are becoming ever more blurred.
So, how can AI actually help your marketing campaigns shine and perform better?
How can AI Tech Boost Marketing Performance?
Tried and tested marketing tools that have proven success in the past are likely to remain, yet AI technology adoption presents new opportunities. Therefore business owners (and their marketers) are keen to familiarize themselves with current trends and look for new ways to enhance existing marketing strategies.
It might be fair to say that process automation might not be the highest on the list of things that you immediately think about, yet, if you are an early adopter, you can start to identify how it might help. You can improve efficiency in repetitive tasks that can be automated by tools like ChatGP, and free up time for marketing professionals who might previously have spent a large part of their day carrying out tedious manual tasks.
How can AI be Useful in a Marketing Strategy
There is a very wide range of ways that AI can be utilized within marketing strategy. They can be useful by helping marketers make more informed decisions, provide better customer experiences, and increase efficiency and effectiveness. Some important ways that AI is used in marketing strategy include:
- Personalization – one of the most significant benefits of AI in marketing is its ability to provide personalized experiences for customers. AI can analyze customer data and behavior to provide tailored recommendations, offers, and messaging. This can improve customer satisfaction and loyalty, as well as increase sales and revenue.
- Predictive analytics – AI can analyze large amounts of data to make predictions about customer behavior, market trends, and other relevant factors. This can help marketers make more informed decisions about targeting, pricing, and product development. Predictive analytics can also help identify new opportunities and anticipate potential challenges.
- Cybersecurity – the importance of cybersecurity to marketing campaigns is underappreciated. Modern marketing campaigns utilize unique assets and make use of large amounts of data, which can make them targets for cybercriminals. AI-powered penetration testing tools can analyze large amounts of data to identify vulnerabilities and potential attack scenarios.
Content creation, analysis and optimization – AI can help marketers create, analyze and optimize content more efficiently and effectively. For example, AI-powered tools can analyze customer data and behavior to identify topics and formats that are most likely to resonate with target audiences. They can also generate headlines, social media posts, and other content based on this analysis.
Why is ChatGPT Creating So Much Chat?
ChatGPT is currently the hottest topic with interest peaking in its ability to generate large batches of good quality content to support marketing campaigns. For example, ChatGPT’s useability in marketing campaigns is clear thanks to an ability to produce multiple straplines, repeated authoritative phrases and useful product descriptions. ChatGPT can certainly create content on every subject, and could be applied as an automation tool to answer topical questions with some credibility.
Some of the world’s biggest brands, which have access to significant funds to create their marketing materials are already finding uses for ChatGPT. Salesforce, for example, used the ChatGPT model to create a product called EinsteinGPT, which can automatically write marketing emails. And language learning tool Duolingo is also offering a premium service in which users have language lessons tailored to them via the chatbot.
Of course, ChatGPT is only one form of AI that is being used by marketers, and this is a marketplace that is becoming increasingly crowded. One of the key examples that many people are familiar with is Amazon’s personalized recommendations, which are generated using AI. Major sporting brand Nike has also used AI to assess the company’s ‘create your own shoe’ software in order to deliver personlized recommendations to customers.
Aside from ChatGPT, there are many things that you can do to increase the reach of your marketing campaign and strategize with business process automation tools to boost leads, sales, and profits. In general, business process automation has a lot of benefits for companies, but it is often referred to in terms of its ability to impact administration and accounting. However, it is the case that business process automation can be used to boost various aspects of your marketing campaigns.
Marketing professionals already recognize their value AI and new automation tools for driving forward website search results, speeding up repetitive processes and for boosting leads or conversions. The arrival of ChatGPT as a powerhouse marketing tool might welcome a new generation of AI chatbots and tools in the future and is sparking a lot of interest.
However, the future potential of AI and automation tools like ChatGPT to add value to marketing is exciting. And, remember, marketing automation can be carried out in virtually every industry.