How to Integrate Artificial Intelligence into Your Marketing Strategy

Foley Marketing AdvisorsMarketing Strategies and Tips, Website Traffic

As the world moves forward, there are constantly new tools and techniques being introduced to help businesses market themselves. With the progress of technology and Artificial Intelligence, the way we live our everyday lives and run businesses is being changed dramatically. From smartphones to machinery, AI is on the rise and is expected to gain a market value of $267 billion globally by 2027. In business processes, technology can and is already being used in customer support, management systems and data analysis. It’s important to consider various marketing tactics that utilize AI when developing your marketing strategy – in this article, we’ll discuss several of them.

• Generative Design Programs for Product Development and Testing
Interestingly enough, AI has made it quite easy to test possible designs or prototypes of particular products that your business specializes in. The process is also known as ‘generative design’ and utilizes the technology to improve the development. So all you have to do is specify the requirements and details about the product and the design software will give you several options or prototypes accordingly.

This is something very useful and can help save time and minimize costs in testing as well. You will have multiple variations of the product design and can pick the one which works the best. In a logo design website, for example, this AI-powered software or program can be used for logos or templates in many categories.

If you want to design a business logo you could easily refer to a free logo creator online to input the relevant information and get different prototypes from which you could select a few to feature on your platform.

• Chatbots for Customer Service and Support
You may already have come across AI being used by businesses for customer support and response quite a few times. The chatbots that pop on a few eCommerce websites and other pages as well is one of the biggest examples of artificial intelligence being integrated within business processes. In case you are yet to include this, it is important that you consider incorporating the technology quickly.
The majority of interactions by consumers in the digital world are expected to take place without humans. These are huge numbers and by this year, you could see a large number of businesses adding chatbots to communicate with people.

They range from AI software that answers queries in real-time on websites to specifically designed ones for marketing. Take a look at both the examples below. The first shows a chatbot on the website for Seattle Ballooning where people can book rides for an adventure. You can see how the bot is designed to help people make a booking and also give them an idea of what they will be getting.

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On the other hand, there is the Insomnobot 3000 by Casper which is actually a very interesting way to engage potential customers. The bot actually has full conversations with people and gives the impression of talking to a friend via text.

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By incorporating AI for customer support, you can certainly drive up engagement, sales and offer 24/7 support to visitors.

• Evaluation Software for Recruiting
Those companies which have a large pool of positions to fill can at times be overwhelmed by the number of applications. Sometimes, you may not even be aware of how to select a qualified person without going through an extensive interview or hiring process.

With AI technology, you can create a system where those people who apply for a job are evaluated beforehand through a questionnaire or test. Unilever is one multinational corporation that has successfully managed to streamline its employment and recruitment by partnering up with Pymetrics.

They have created a testing portal for potential employees which gives them various scenarios to analyze and questions to answer. The platform then evaluates whether the person fits the requirements of the position and sends the results to the company’s recruiting team. This way, a decision can be made in a short span of time about hiring the applicant.

If you integrate AI in recruitment, you could make it easier for your hiring team to choose people that deliver their best in a particular management or development position in your business.

• Predictive Marketing for Increased Sales
This is actually a highly useful way that artificial intelligence is and can be integrated within business processes. There are many companies that now use CRMs (customer relationship management systems) such as Zoho or HubSpot which offer valuable insights for increasing sales. These platforms allow businesses to find out which customers are most likely to make a purchase or return another time.
They also highlight data from visitors that leave quickly and make it easier for companies to come up with effective strategies to engage them. An example of this can be the AI-powered tool by Salesforce called Einstein. It is the technology incorporated within the CRM that helps businesses focus on customers which drive up sales and profits.

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You can make use of AI to get insights about the consumers, website traffic, and bestselling products or services to come up with ways to improve your marketing.

• Virtual Assistants for Positive Consumer Experience
In the end, if you cannot provide a good consumer experience to your audience, you will face challenges in maintaining a bottom line and high revenue. This is where AI virtual assistants can be of great help. Think of how useful Alexa from Amazon or Siri is for your day-to-day tasks. Both are designed to offer easy accessibility and a positive user experience to the consumers.

Similarly, you can integrate artificial intelligence into your business processes by introducing virtual assistants that increase productivity and process information faster. Take the example of Amtrak below and see how they make it easier for people to book their tickets and get updates about various routes instantly.

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Their virtual assistant, Julie, has helped the company improve consumer experience and reduce the workload on their staff as well. You can consider adding an AI-powered assistant in your retail shop or integrate it within your ecommerce platform to offer a positive consumer experience to people.

Final Thoughts
These are some of the ways you can integrate artificial intelligence into your business processes and increase efficiency quickly. AI has also made it easier for businesses to keep their operating costs low and focus on improving the areas where there is a gap or problems. By incorporating such tools or technology in your business, you can stay one step ahead of competition in the market. If you have any questions about marketing your business, please shoot me an email – I’m always happy to help!

Danielle Foley, Owner | Marketing Strategist
Foley Marketing Advisors

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