Professor Aleks Farseev is an entrepreneur, speaker and CEO of SoMonitor.aia marketing communications analysis platform GenAI.
Marketers Use A/B Testing
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With its latest advancements, AI has revolutionized the way businesses communicate with their customers. For example, in our company, we leveraged AI to develop a brand strategy. We started by collecting content from our competitors, focusing on the most engaging content.
Using LLM, we categorized this content into distinct communication concepts: brand personality, customer profile, products, tone of voice, topics, and customer needs. We then used this tagged content to group customer personas and tensions between audiences. This then guided our creative storytelling and content briefs, which we were able to pass on to our agency for production.
By anchoring these insights in audience and trending topic data, such as Nielsen reports or Google Trends, these insights become invaluable. Our strategy is now based not only on what is popular among our competitors, but also on real audience barriers and topics of interest. Additionally, using a GenAI approach to communication planning saves us a lot of time compared to manual methods. Ultimately, this approach has significantly increased our share of voice by enabling more diverse communication.
To help other marketers harness the power of AI, I asked members of the Marketing and Advertising group, a community I lead Forbes Technology Councilto share their best tips for developing AI-based strategies.
1. Predictive customer insights
Our marketing strategy now leverages AI to predict customer needs and behaviors. We can anticipate trends and adjust our strategy by using machine learning algorithms to analyze historical data. This predictive capability enables proactive engagement, offering solutions before customers realize they need them. It improves our ability to meet customer expectations and anticipate market trends. This approach allows us to remain competitive and in line with future demands. Jagadish Gokavarapu, Know Infotech
2. A/B tested creatives
From a marketing technology perspective, the ability to test which creatives were clicked on and which resulted in conversions. It sounds simple enough, but it’s actually a set of custom programs to leverage machine learning and AI in this targeted approach. It’s been a game changer for incremental benefits. Sireesha Chilakamarri, Advertising media
3. AI-powered global campaigns
Our AI-powered marketing team uses AI-driven data analytics to see what works and create hyper-personalized consumer content. By following this approach, we can now produce global campaigns powered and optimized by AI while ensuring our team adapts and evolves effectively over time to meet changing market demands. With AI doing much of the heavy lifting, our human marketers are freed up to focus on strategic initiatives and the creative aspects of marketing. Faisal Hussein, Synechron
4. Marketing materials intended for dissemination
Advances in AI have made it easier to quickly write, review, and update marketing materials for distribution. Prioritizing and securing sensitive and proprietary information are top concerns for businesses when it comes to AI and cloud-based connections. The focus is now on monitoring employees who are putting data into AI systems, continually training employees on how to use AI systems, and staying up-to-date on the latest threats to AI systems. Dan Sorensen, Air National Guard
5. Varied marketing campaign images
Using AI imagery tools allowed us to quickly generate images for varied marketing campaigns. With such low margins in performance-based advertising, being able to quickly test unique visual concepts can lead to significant performance improvements. Given the variability in AI results, it is essential to change the team structure so that there is clear accountability for the review process. Dave Rosen, Wimo Games, Inc.
6. AI-driven personalization
We recently integrated AI-powered personalization into our marketing strategy. This shift helps us tailor content and ads to each person’s preferences and actions. As a result, our campaigns are more engaging, leading to better customer satisfaction and loyalty. By staying ahead of trends, we’ve improved campaign performance and ROI, maintaining our competitive edge in a rapidly changing market. Evgeny Popov, Verve Group
7. AI insights to budget and optimize campaigns
We’ve integrated AI insights to budget and optimize campaigns in real-time, dramatically increasing ROI. Additionally, our AI-powered marketing data governance ensures that all campaign metrics and industry benchmarks are consistently tracked and adhered to across all activities. These advancements allow us to remain agile and compliant, improving overall campaign performance and strategic alignment. Roman Vinogradov, Improvisation
8. Social Media Posts
We’ve built internal Gen AI tools for our marketers that save significant time and promote creativity. Examples include content generation apps that can create assets like social posts, invitation copy, and derivative content and headlines with the push of a button. Multiple options are provided, and everything must go through human review and approval. The efficiencies are then used to redirect the time saved to higher-value marketing activities. Matthew Lieberman, PwC
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