Artificial Intelligence (AI) is revolutionising digital marketing by providing insights, automating processes, and personalising customer experiences, leading to increased engagement, higher conversion rates, and better ROI.

• Analysing customer data: AI algorithms can analyse large amounts of customer data, including their preferences, behaviour, and interaction history, to identify patterns and insights. These insights can help marketers understand their customers' needs and preferences better and develop targeted strategies to engage with them more effectively.

• Automating customer interactions: AI-powered chatbots, virtual assistants, and other interactive tools can automate customer interactions through various channels, such as social media, email, or messaging apps. These tools can handle basic queries, provide personalised recommendations, and offer real-time assistance, freeing your marketers to focus on more strategic or critical tasks that only humans can do.

• Personalising customer experiences: AI can help marketers personalise customer experiences by using customer data to offer relevant product recommendations, content, and promotions, creating a more personalised and engaging experience.

But as AI becomes more accessible, many B2B media and events marketing leaders are still unsure about how to utilise the power of AI in a practical way. Below are just some examples of how AI can be leveraged for high-performance marketing.

PPC (Pay-Per-Click) Advertising:

• AI can optimise ad campaigns by analysing user behaviour, search queries, and other relevant data to target ideal consumers with personalised ads.

• AI can also automate bidding strategies, reducing the workload for advertisers and ensuring that ads get the most clicks and conversions.

• AI-powered tools can also use natural language processing and machine learning to generate ad copy for PPC ads that is more likely to be clicked on, taking into account factors like audience demographics and campaign objectives.

• AI can be used to generate long-tail keywords that are more likely to convert. Long-tail keywords are more specific and less competitive than short-tail keywords, which means that they are more likely to result in clicks and conversions.

Email Marketing:

• AI can analyse audience behaviour and preferences, which means you can create personalised email content that resonates with your audience and increases click-through rates.

• AI copy tools can be used to help marketers create impactful subject line ideas that feel more personal and are likely to increase open rates.

• AI newsletter automation tools can be used to create personalised newsletters with a custom curation of articles and adverts that are aggregated from multiple sources which will help you grow your relationships with your audience while executing mass personalisation.

• AI can also be used for generating html code for emails, which can save marketers time and effort, and it can help to ensure that their emails are always professional and effective.

Social Media Marketing:

• AI can recognise different social media platforms, enabling marketers to create channel-specific draft posts. These will be highly generalised though as AI will never fully understand your target audience in the meaningful way your marketers do, so you’ll still need some human intervention for increasing engagement and growth.

• AI can also analyse social media conversations, providing insights into customer sentiment and engagement rates, enabling marketers to refine their campaigns and improve their social media presence.

Content Marketing:

• AI can be used to repurpose existing content into new and engaging formats. This can help you to extend the reach of your content and to reach a wider audience. For example, you could use AI to create infographics, video scripts, or use transcription tools to transcribe video and webinar content making it much easier for marketers to repurpose the content for social posts, blogs etc.

• AI can be used to track the performance of your content and to identify what is resonating with your target audience. This information can then be used to improve your future content marketing efforts so you can create more of that content to keep them engaged. It can also be used to personalise content for each individual user for example, to recommend articles to users based on their past reading history.

• AI can be used to generate high-quality, relevant copy on a consistent basis. AI can also be used for proofing copy by placing your already written copy into the tool, it can be quickly scanned for errors, repetitive words and phrases and alternative copy can be recommended. It is important to remember however that AI is just a tool and cannot replace the human touch. A human copywriter will still need to review the AI-generated copy to ensure that it is on-brand and resonates with the target audience.

Websites:

• AI chatbots can improve customer engagement and satisfaction by providing 24/7 support, answering common questions, and helping customers navigate your website's content or products.

• AI can analyse your audience's web behaviour (pages viewed, content searches, forms completed) and purchase history to create personalised product, content and promotion recommendations.

• AI can also help optimise website content and structure for search engines, by analysing keywords and other factors affecting SEO and make recommendations on how to improve rankings and visibility.

Marketing and sales automation:

• AI can be used to automate tasks such as qualifying leads, and scheduling appointments. This can free up time for your salespeople to focus on more strategic and commercial tasks, such as building relationships with customers and closing deals.

• AI can be used to personalise the sales and marketing process. For example, AI can be used to send personalised emails to leads or to create personalised landing pages. This can help to improve the customer experience and to increase conversion rates.

• AI can be used to track and analyse data. This data can be used to identify trends, improve targeting, and measure the effectiveness of marketing campaigns. This information can then be used to improve future marketing efforts.

AI is evolving fast, with new tools being released daily which can make it difficult for marketers to stay up to date with the latest technologies and their practical applications. We recommend appointing a dedicated AI Champion (or even multiple champions), who can help your business stay on top of the latest tech, analysing the practical implications for your business and feeding this intelligence back into the team.

• Copy and text solutions - for creating copy for ads, emails, blog frameworks, keyword generation etc:

  • ChatGPT

  • Copy.ai

  • Writesonic

  • Google Gemini

• Audio to text solutions - many video conferencing tools now have this as native functionality but if you do need additional tools for generating transcripts of webinars or podcast content for easy repurposing you could try:

  • Otter.ai

  • Descript

  • Trint

• Text to image solutions - e.g. for generating images to be used in blogs, social media, ad graphics etc.

  • Dall-E2

  • Midjourney

  • Stable Diffusion

  • Canva

• Other solutions:

  • rasa.io - for personalised email newsletters with curated content

  • AdCreative.ai - for generating ad and social media creatives including images and AI generated copy

But remember, while AI has the power to revolutionise your marketing and your business, if you don’t have a clear marketing strategy that is aligned with your business objectives, a strong value proposition, a well-maintained and growing database, an integrated sales and marketing tech stack and a website that is well-optimised for lead generation and conversions, then you’re unlikely to realise the true benefits of AI.  

 

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Team MPG can help you develop a marketing strategy inline with your event and business growth strategy and then deliver best-in-class marketing execution.

Get in touch today to have a chat about how we can help you grow your revenues faster.

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