One of the most impactful changes that has hit the marketing industry over the last year has been the invention and widespread adoption of artificial intelligence tools, systems, and models. AI has entered the marketing field with a range of tools, impacting everything from email marketing to content generation and more.
Despite the rampant media coverage over the past year, only around 26% of organizations are actively using marketing and sales. Yet, this figure has emerged from almost nothing, demonstrating just how quickly teams are beginning to adopt these new technologies.
An interesting difference in the approach of different parties to AI in marketing has been exactly where people are beginning to use it. Some teams are focusing purely on generation, while others are using it to refine data analytics or increase the speed of ideation. In this article, we’ll dive into each of these trends and explore exactly where the market is heading in terms of AI adoption in 2024.
Let’s dive right in.
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Generative AI has been a leading segment over the past year, receiving the vast majority of all media attention in this field. Whether it’s generative AI tools for writing like ChatGPT or coding like Microsoft CoPilot, there are numerous tools available for people to play around with.
The world of marketing is no stranger to generative AI content tools, as these allow them to rapidly create copy, generate new ideas for content, and draft out baseline content. While generative AI is still in its early days and does not produce the most original or insightful content, it is good enough to create small drafts of content.
For marketing teams, generative AI is becoming a great way of streamlining the earliest parts of a project. Instead of starting everything from scratch, businesses can instead type in their briefs to a tool like ChatGPT to get ideas of what they could write about. Alternatively, they could generate a draft and use that as the basis for further writing endeavors within their department.
Businesses can use generative AI for a huge range of potential marketing streams:
- Creating social media posts and content.
- Drafting email marketing emails.
- Increasing personalization of all marketing forms before hitting send.
- Drafting articles for blog strategy.
Depending on the resources that a business has available to them, the extent to which they could make use of generative AI could vary. At the very least, it can become a way of generating ideas and hitting the ground running with projects. On the other hand, for marketing teams that are in a time pinch, it could form the backbone of their generative marketing strategy.
The power of personalization is one of the areas of marketing strategy that has received the most excitement over the past decade. Despite new technologies emerging from the cracks, personalization is a generalized tactic that can have impressive results no matter which marketing discipline it is applied to.
Personalization is an approach that increases the uniqueness of every marketing material that businesses send out. For example, instead of sending one blanket statement to every single customer, a company would change certain elements to directly match what certain groups of customers relate to.
Great personalization is the direct result of user segmentation, where you split your audience into many smaller groups based on shared psychographic and demographic qualities. For example, if you sell clothes, you could segment your audience based on location, showing different clothes to people in warmer and colder environments.
Across the board, personalization is one of the driving factors for better performance and improved customer outcomes. In fact, fast-growing companies drive around 40% of their revenue from personalization compared to their slower-growing counterparts.
However, the one factor that prevents most companies from fully personalizing their content is a lack of resources. It’s impossible to conduct large-scale personalization as creating unique marketing materials for every single customer could require 100s of employees and 1000s of hours of work.
That is, until people began to use AI in their efforts for personalization. Instead of needing a huge pool of resources, people are instead using AI to rapidly create personalized marketing materials. In a matter of moments, people can use AI tools to generate new content for different audiences, helping to increase personalization efforts without incurring a huge resource bill.
This approach has boosted the extent to which businesses can personalize content, allowing them to get more from this leading marketing strategy – all thanks to the generative power of AI.
Streamlining Email Marketing
Another impactful aspect that we’re seeing marketing teams begin to implement AI is email marketing. Email marketing is routinely one of the leading marketing strategies in terms of ROI, helping businesses to get in direct contact with their audience, share news, and advertise new products.
Over the past few years, a big push for personalization has been occurring in the marketing space. Instead of creating generic emails, people are striving to increase elements of personalization to accommodate to the customer while also humanizing the sender. One way that AI is making this easier than ever is with an AI email signature generator.
Email signatures provide space for marketing teams to add additional information about the sender, increasing the human element of the email and making sure that a business comes across as personable and professional. While email signatures are a great touch, many businesses forget about them due to the initial time it takes to create one.
With an AI email signature generator, businesses can simply type in the information they want to include, and it will instantly spring to life. When combining this AI tool, like generative AI to craft email templates, marketing teams can greatly increase the productivity of their email marketing campaigns.
Artificial intelligence is sweeping a range of industries, allowing businesses to generate ideas, content, data analytics at much higher speeds. While AI still has a long way to go in terms of its accuracy and efficacy, AI is a wonderful way of increasing the workload potential for marketing teams and driving toward team goals.
The trends outlined on this list are leading the charge and providing numerous ways for users to engage with artificial intelligence in their day-to-day working schedules. By examining the trends in this list, your marketing team will have everything you need to create a more effective approach to the rising way of AI integrations and tools.
Best of luck in 2024!