What is AI marketing?
AI marketing is the use of artificial intelligence technologies like machine learning, natural language processing, and data analytics to enhance, accelerate and scale marketing activity.
When deployed effectively, it can enable marketers to gain deeper customer insights, personalise content, predict customer behaviour, and deliver targeted messaging at scale across channels, to name just a few of the benefits.
The premise of AI marketing is that by adopting and integrating AI into marketing activities effectively, marketers can improve campaign performance, customer engagement, and marketing ROI while at the same time reducing their costs.
How can AI be used in marketing?
The central uses of AI in marketing at present are:
- Personalisation – Tailoring content, product recommendations, and experiences to individual customers based on their data and behaviour.
- Predictive analytics – Analysing data to forecast customer actions, market trends, and campaign outcomes.
- Content creation – Generating and optimising marketing copy, images, and videos.
- Chatbots and virtual assistants – Providing instant, personalised customer service and support.
- Ad targeting – Delivering ads to the right audience at the right time to maximise relevance and conversions.
- Social listening – Monitoring online conversations to understand customer sentiment, interests, and needs.
- Marketing automation – Streamlining and scaling repetitive tasks like email campaigns, social media posting, and lead nurturing.
When applied effectively, AI can enable more efficient, insightful, and impactful marketing across the customer journey.
What are the advantages and disadvantages of using AI for marketing?
Advantages of using AI in marketing:
- Enhancement of marketing tasks – AI enables new capabilities previously unavailable or prohibitively expensive. For instance, LLMs can accurately analyse social media text at scale, avoiding the choice between limited accuracy of older AI or high costs of human labour.
- Acceleration and scaling – AI allows skilled marketers to produce more high-quality work in less time. This could mean creating well-researched content briefs quickly, freeing up time for more authentic writing or producing additional high-quality briefs.
- Integration – AI for digital marketing can be seamlessly incorporated into client work through technically proficient team members using technologies like Python and Google Cloud infrastructure.
These advantages lead to increased ROI on marketing campaigns and more impactful data insights.
Disadvantages of using AI in marketing:
- Reliance on high-quality data – AI solutions follow the GIGO principle (garbage in, garbage out). Results are only as good as the foundational data, necessitating effort to ensure data accuracy and quality.
- Human expertise required – Controlling AI outputs has a learning curve. LLMs can appear more intelligent than they are, potentially leading to poor outcomes if users lack experience. They’re best conceptualised as cognitive tools requiring experience and expertise to handle correctly for desired marketing outcomes.
At Found, our marketing professionals are seasoned in effective use of the latest AI marketing advancements, ensuring you’re in safe and experienced hands.
Some examples of how we utilise AI to transform digital marketing campaigns:
1. Next-level search intelligence insights with Luminr
At Found, our flagship AI innovation partnership is with Luminr, a ground-breaking search intelligence tool, to give our clients’ digital marketing campaigns a next-level boost. Luminr scours the searchable web, from Google to TikTok, giving us brilliant insights into what competitors are up to and how markets are shifting. This lets us craft smart, data-backed campaigns that push our clients’ brands further forward.
Our human-centric team works closely with clients, matching Luminr’s sharp analysis to their business aims. We tap into Luminr’s knack for spotting rival tactics, uncovering unique search trends, and polishing content to build tailored marketing strategies that truly deliver.
By teaming up with Found and our Luminr know-how, your business can see remarkable growth online. We turn complex data into practical opportunities, helping our clients flourish in today’s bustling digital marketplace.
2. Competitor content clustering analysis to guide SEO content strategy
In industries where frequent editorial content is key to audience engagement, understanding competitors’ keyword focus is crucial for identifying content gaps and emerging trends. Previously, manually analysing competitor blogs was time-consuming and error-prone. Our AI marketing approach now offers a more efficient and accurate solution.
This method generates valuable new insights for SEO & more general content strategies at greater efficiency, including detailed brand comparison analyses and content pillar analytics. We provide visualisations of competitor content distribution across topics, in-depth theme analysis, and time-based trend assessments. Our content strategy insights highlight market gaps and strategic focus areas. With a content topic categorisation and relevancy tuner, we ensure highly actionable insights. This data-driven AI marketing approach empowers our clients to make informed decisions, stay ahead of trends, and effectively engage their target audience.
3. Company USP analysis to guide paid media creative strategy
What are the USPs and good points of your business that customers talk about the most in online reviews? How about your competitors – what are their customer-professed weak points, how do they compare against your strengths, and how is this changing over time? If you know the answers to these questions, you will be in a better position to steer your creative in the way that will resonate the most with its target audience, delivering improved ROI.
Found uses an in-house AI marketing integration to analyse large quantities of company reviews in a few minutes, pulling out the strong and weak points for you and your competitors to profile what customers are saying, leaving the marketing analyst more time to focus on your creative strategy. Agile deployments of AI in marketing such as this are something of a speciality at Found. These deployments don’t depend on expensive and often limited third party ‘out of the box’ tools or set-ups where we can’t see what is going on inside; instead, the team’s technical knowledge allows them to put the power of the latest AI technology right into the workflows of your custom, unique campaigns.
“Tools with the potential to boost marketing outcomes have always been around, and now they’re more powerful than ever.
In the cases where these AI marketing tools are used carefully and competently, we have seen a great efficiency impact on campaigns.
At Found, we combine our extensive real-world experience in using AI with the same in Marketing, opening up the full potential of AI marketing for the success of our clients”
– Richard Lewis, Marketing Technology Specialist (Found.)
Our experience innovating in the use of AI for digital marketing at Found has shown us the exciting beginnings of the transformative potential of AI for our clients’ marketing campaigns.
From leveraging Luminr’s search intelligence to employing AI for content marketing strategies, we’ve found that AI can enhance campaign performance and deliver valuable insights, provided it’s applied with the required level of care and expertise with realistic expectations and approaches.
As AI technology continues to evolve, we’re anticipating finding many more effective ways to use it to boost the performance of our clients’ marketing campaigns, so watch this space.
