Marketers are starting to think big AI in Marketing. Different organizations will take different paths to achieve their goals. Some will hire expensive consultants and embark on a massive AI transformation.
In my experience, I have observed companies undertake similar transformations, whether in agile marketing Or digital transformationThis “big bang” approach is almost certainly doomed to failure.
Up to two-thirds of respondents (66%) say AI is very important or critically important to their marketing success over the next 12 months, the survey found. State of Marketing AI in 2024 report. The organizations that make the most progress will think deeply about what can be done with AI in marketing, but they will start small and see incremental success.
While it may seem modest, this approach is the key to building a solid foundation and gaining confidence in the potential of AI in marketing.
But where to start? Here are some ideas for getting quick results by applying AI to marketing, building support for the approach, and gradually learning what works and what doesn’t.
4 Use Cases for Applying AI to Marketing
1. Content Marketing
Most marketers are starting to use generative AI to help produce content in the form of blogs, emails, social networks publications and other writing. There’s nothing wrong with using generative AI to create marketing copy. But remember, generative AI predicts an answer based on what’s already been written on a topic. In other words, it’s not original, and unless it’s trained to do so, AI won’t generate content in your unique voice.
A better approach is to use generative AI as an assistant in the various stages of writing. For research, I prefer Perplexity.AI over ChatGPT or other large language models. It provides source citations for its answers. I often find myself reading the sources to get more context and detail than I get from the answers alone.
After completing my research, I outline the content by mapping out the key areas I want to cover and organizing my thoughts into a logical flow. Then, I ask ChatGPT to generate its own outline for the same topic. By comparing the two, I assess whether I missed any important points or if I prefer the structure suggested by ChatGPT, making adjustments to my outline if necessary.
The next step is to write a first draft without any AI help. Once I have a first draft, I submit it to several LLMs (ChatGPT and Gemini, for now) and ask them, “How can this paper be improved?” Based on the suggestions, I write a second, sometimes a third draft, which is published.
Dig deeper: 6 Ways to Use Generative AI for Your Marketing
2. Natural referencing
AI can increase SEO productivity. Tools like ChatGPT generate keyword ideas and build content strategies. The key is to think of them as a complement to your existing SEO tools, not a replacement. ChatGPT doesn’t have up-to-date information on search volumes and SERP results, for example.
For a complete guide on the different ways ChatGPT or any other large language model can be used for SEO, check out “ChatGPT for SEO: Ultimate Guide, Tips & Tricks” from Backlinko.
3. Website Audits
AI can be used to audit your website across a number of dimensions:
- Clarity and readability.
- Consistency.
- Persuasive power of copywriting.
- Design and layout.
- Navigation.
- Brand alignment.
- Tone of voice.
- Comparative analysis of competitors.
For a very useful overview of using ChatGPT or any other important language model for auditing your website, check out “Does AI Like Your Site? 3 Turbo AI Website Audits.”
Here are three prompts you can use to audit your website:
Request for clarity, readability and tone
- “Analyze the site
to review for clarity, readability, and tone. Suggest improvements to make the content more engaging, concise, and in line with our brand voice, which is modern and professional.”
Request for Website Design Analysis
- “You are an expert in web design. Based on the attached image, provide your feedback on the visual appeal, layout, consistency and arrangement of elements, ensuring that they contribute positively to the user experience.”
Request for competitive analysis
- “Compare my site,
with that of my competitors, based on the dimensions of clarity, readability, tone, user experience, persuasiveness of copywriting, design and layout, and navigation. Create a table with each site’s scores on each dimension and suggestions for improving my site. »
Dig deeper: AI in Marketing: Examples to Help Your Team Today
4. Synthetic user research
If done right, synthetic user research could become one of the most compelling use cases for AI. Imagine if you could integrate all your voice of the customer (VOC) research into a personalized version of ChatGPT and run user research on this synthetic persona. Every marketer could test ad copy, images, pricing, special offers, and more against this synthetic persona.
This would solve the biggest challenge in making VOC research actionable. Today, most of your customer information is scattered across multiple places: emails, memos, reports, databases, and more. Marketers also tend to fall victim to the recency effect, which is overvaluing the most recent searches they’ve heard. AI takes all the data into account, with more consistent ways to evaluate older and newer information.
The technology to do this is available today, but it’s difficult for most marketers to implement. You’ll need help from IT to develop and maintain synthetic personas. However, once created, they’re very easy to use. You can ask the custom GPT questions just like you would a real customer and get instant feedback.
For an introduction to creating a synthetic user, see “Creating Synthetic User Research: Using Persona Prompts and Autonomous Agents.”
Here are some examples of how AI can be used to get quick results in marketing. Think about your own business and what you need the most help with, then consult AI to see how it can help you.
The potential is huge, so think big. But start small and achieve compelling business results before embarking on an AI transformation.
Dig deeper: How Wisdom Makes AI More Effective in Marketing
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