As per Statista, there were only 101 marketing tools in 2011 and now in 2023, the number has increased to 1000+. Today a marketer uses a minimum of 10-12 tools to keep track of essential marketing programs or activities. After ChatGPT came to the market in November 2022, AI usage in Martech has increased and it will continue even more in 2024 and the coming years.
Similarly, during a September 2019 survey conducted among B2B marketing professionals worldwide by Statista, it was found that over 30% of respondents said that they were using campaign measurement and analytics tools as well as CRM technology with advanced features. Conversely, 40% of B2B marketers said they had no plans to use a demand-side platform (DSP) as part of their marketing stack.
AI in marketing is the use of artificial intelligence (AI) technologies to automate, optimize, and enhance various aspects of marketing. AI can help marketers with tasks such as data analysis, content creation, customer segmentation, personalization, targeting, value proposition, and more.
AI in marketing analytics is the application of artificial intelligence to collect, process, and interpret large amounts of marketing data. AI helps marketers, and leaders like you with tasks such as competitive analysis, market research, customer insights, predictive analytics, attribution, customer feedback collection, analysis and deriving insights, and more.
Why is AI needed in MarTech?AI is needed in martech because it helps marketers, and business owners like you to improve your efficiency, effectiveness, and creativity. AI helps you with tasks such as:
• Automating repetitive and tedious tasks
• Optimizing campaigns and strategies based on real-time data
• Enhancing customer experience and engagement
• Generating relevant and high-quality content
• Discovering new opportunities and trends
The most fundamental benefit of AI in Marketing Analytics is it helps marketers gain deeper and faster insights from their data. Some of the cases where AI is actively being used in Marketing Analytics are:
• Analyzing complex and unstructured data
• Finding patterns and correlations among data
• Providing actionable recommendations and solutions
• Measuring and improving marketing performance
• Predicting customer behavior and outcomes.
Before the advent of AI, marketers faced many challenges such as:
• Spending too much time and resources on manual tasks
• Having limited access and visibility to data
• Struggling to keep up with changing customer expectations and preferences
• Creating generic and low-quality content
• Missing opportunities and competitive advantages
• Having so many marketing tools and consoles leading it to have ONE unified view to make the right decisions
With the help of AI, marketers can enjoy many benefits such as:
• Saving time and resources by automating tasks
• Having access and visibility to data from multiple sources
• Delivering personalized and relevant experiences to customers
• Creating high-quality and engaging content
• Leveraging opportunities and competitive advantages
1. Competitive Analysis, Market Research, Insights, Customer Persona, Product Market Fit, GTM Strategies:
I use Brandwatch, Brand24, Google Search, Google Analytics, Google Ads, SEMrush, Ubersuggest, WebTrends, Google 360, Zoho CRM Plus (SalesIQ), Bard, ChatGPT 4, and Shorter Loop.
2. Real-time data analysis:
This facilitated by AI, allows marketers to swiftly adjust strategies in accordance with market fluctuations. The integration of AI in data analysis can help optimize campaigns, increase customer engagement, and yield enhanced results
3. Usage of artificial intelligence in digital marketing
• AI-Targeted Ads: AI algorithms can identify patterns and trends in large data sets like customer behavior, purchasing habits, and demographics. This analysis can help companies choose the best advertising audience. AI-based personalization can tailor advertising to customer preferences and behavior.
• AI tools for content generation: ChatGPT, Bard, Rytr.ai, Grammarly, SEMrush (SEO Assistant) and many free tools for AI content detectors (writer.com)
• Predictive analytics: any CRM platform and gong -> customer revenue platform
• Customer segmentation: Any Marketing Automation Tools (HubSpot, Shorter Loop) segregate customers/customers’ personas based on their product usage as most active, less active, segment based on CSAT and NPS and perform various campaigns…
• AI for note-taking: Otter or Firefly
• AI for Text to image: Midjourney, Freepik
• Meme Generator (based on AI): supermeme ai and predis.ai
• Chat Bots: Any CRM tools today provide a chatbot and the script can be customized further by learning what customer queries we are receiving and how accurately we answer them…
• Voice Assistant: Alexa, Siri
• AI for Lead Gen: FinalScout, ApolloVarious real-life applications where I use AI in Marketing have mentioned 5 key aspects of these applications below:
4. Social Media Customized Response and Content:
Many tools can make your life easy while making your content more engaging, and informative following Google’s EEAT algorithm.These are ChatGPT 3.5, ChatGPT 4, Bing AI, Byword.ai, and Copymatic.ai – using the right prompt is key for your research and ensure it has your own content that differentiates it from AI-generated content.
5. Customized Email Workflow:
Having a Martech stack is key for any marketing leader to have everything connected in one place hence you can use some of these most important tools – HubSpot, Pardot, WebEngage, Zoho Marketing Automation, Email Campaigns
6. Customer Behavior Analytics, User Journey Analysis, Customer Experience:
Get real-time insights into customer behaviour and their journeys with AI and customize/personalize their interaction with automated personalized content. I often use AI Content Writing Tools (as mentioned above) with my own personal touch and authentic content for various email writings, creating various automated workflows for user journeys when a prospect visits the trial page or product page – asking them...
"Hope you found what you’re looking for and if not, email us at <mail id>, also here’s a <customized whitepaper link> based on your interest on this <topic name> on our site. Also, be a part of our young geek vibrant community of product owners by sharing feedback, sharing your experience with other leaders, and growing by learning together. Sign up for our <newsletter name showcasing customized newsletter content that user likes as per AI recommendations or a related upcoming event invite>.”
7. Extract text script from video: veed.io
8. CRM + AI + Marketing Campaigns:
Watching various interactions on CRM from various sources – website, email, customer support meetings, chat, organic lead submission – AI can predict what will be the customer/prospect’s next step – accordingly you can proactively set up some innovative campaigns
AI is transforming the way marketers do their work. By using AI in marketing, Martech and analytics, marketers can gain more insights, create better content, deliver more value, and achieve more results, supporting organization growth by building a marketing lead funnel.If you want to learn more about how to use AI in your marketing strategy, connect with me on LinkedIn or subscribe to my Marketing Newsletter – Edge Over Marketing.
Furthermore, Shorter Loop offers a FREE subscription tailored for solopreneurs and students aspiring to build products that wow customers or enhance existing offerings with valuable customer and market insights.Therefore, conducting market research and continuous discovery is imperative, ensuring the identification of precise problem statements. Empowered by Design Thinking, Agile methodologies, Generative AI, and SaaS, take the next step by signing up today or reserving your spot for a FREE discovery session."
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