Artificial Intelligence, or AI, isn’t new. However, the way and pace at which AI has expanded in applications over the past two years is unparalleled, especially when it comes to AI marketing. Here at Spotler, we define AI marketing as employing AI technologies in your marketing strategies or within marketing technologies themselves to ensure organisations communicate more efficiently and effectively with their target audiences.
By generating data-driven insights and utilising them effectively, AI marketing enables organisations to develop and execute more personalised and impactful campaigns. In this article, you’ll discover what AI marketing is, why investing in it is crucial, and the tools and strategies you can use for success.
What is AI marketing, and why is it important?
AI marketing refers to using artificial intelligence to automate, optimise and personalise marketing activities. Consider technologies such as predictive analytics (predictive AI), chatbots (conversational AI), and the creation of text, images, and videos (generative AI). These tools allow massive data analysis, pattern recognition, and tailored marketing campaigns and interactions.
Why AI marketing is important:
- Efficiency improvements: Automating repetitive tasks like creating customer segments or planning emails saves you time.
- Tailored personalisation: Campaigns aligned with individual preferences earn significantly better engagement and conversion rates.
- Real-time insights: AI helps analyse trends and behaviours continuously, even as interactions occur.
- Scalability made easy: AI allows millions of interactions to be processed simultaneously, offering faster and deeper insights.
- Predictive value: Thanks to AI’s predictive power, organisations can anticipate customer needs, ensuring campaigns are well-timed and targeted.
- Improved ROI: Marketing efforts and investments are used more effectively with precise targeting, enhanced content, and sharp analyses.
- Competitive edge: Simply put, organisations deploying AI marketing become more efficient and intelligent, offering competitive advantages.
Spotler and AI marketing
So, that’s AI marketing as a concept. But what does it look like when applied to Spotler’s marketing automation software? We’ve rolled out AI modules to make our products smarter and easier to use.
Generative AI
Within our products, Spotler Mail+ (email marketing automation) and Spotler Social (social publishing and monitoring), we offer generative AI (Gen AI) features.
Through integration with OpenAI’s ChatGPT, you can create email content by entering a link to your website or blog and receive immediate text suggestions and potential subject lines to make your emails more engaging. For a social post, simply define the topic, and generative AI writes the posts for you.
Conversational AI
The Spotler Aigent Chatbot is a chatbot we’ve developed with integrated AI functionality, namely conversational AI. It allows for custom dialogue creation, provides swift answers within defined (web) domains, and enables tone-of-voice management to ensure that your customers get a consistent experience.
Predictive AI
Finally, our customer data platform Spotler Activate includes an add-on that uses predictive AI to create customer segments based on preset rules and historical data. This enables you to forecast whether a segment will generate extra revenue or savings.
The AI predictions add-on calculates purchase frequency and order value to identify customers with high, average, or low CLV (Customer Lifetime Value) and displays them in dynamic segments, allowing for data-driven actions.
Successful AI marketing at Spotify and Starbucks
To avoid finishing with too much self-promotion, here are some notable examples from other companies.
Spotify’s Discover Weekly
To encourage users to spend more time on the platform, Spotify utilises AI to analyse user preferences and create personalised playlists, which are offered as Discover Weekly.
The Starbucks App
This is another excellent example of using AI for better customer service and operational efficiency. By adding AI to the Starbucks mobile app, predictive analytics offer personalised recommendations and improve inventory management, benefiting customers and reducing waste.
