Greetings from the JamJo bunker.

So, naysayers and doomsayers, AI ain’t a buzzword after all. The Skynet neural network-based conscious group mind has not (yet) sent Terminators from the distant future back for targeted assassinations. We remain suspicious of the possibilities of AI and its impact on work and media generally, but there is hope for us to use it as a tool for greater good. And a tool is what we should call it. It will not (yet) replace us. But instead, can be used to assist us in our endeavours, business and creative. About 5,500 years ago, people were suspicious of the Sumerians inserting rotating axles into solid discs of wood. But now I can, you know, ride my bike down to the shops. So let’s be positive about AI and the possibilities.

In this blog post, we’ll explore some clever ways you can leverage AI in your digital marketing to stay ahead of the curve. So, without further ado, let’s take a look.

Too long, gimme links!!

AI is very good (sometimes better than we, mere mortals) at deciphering patterns and trends with uncanny accuracy. You can use it to analyse large amounts of data to understand your audience better. This insight allows you to create hyper-targeted campaigns (Google’s own Performance Max is an example of this AI-powered approach), ensuring that your message reaches the right people at the right time. From customer preferences to behaviour analysis, AI-driven data analysis is your secret weapon for precision marketing.

EXAMPLE:
Say you had an E-Commerce shop. Say you want to increase people buying athletic shoes from said shop. AI can look at the information on pages visited, products viewed, time spent on the site, previous purchases, and any demographic data. Then it can use an algorithm to analyse that data and identify patterns, preferences, and correlations. For example, the AI might discover that users who recently purchased fitness apparel also tend to be interested in athletic shoes. The AI can then divide the user base into segments, develop targeted marketing content specifically tailored to the identified segments, implement dynamic content delivery on the website and in marketing emails, A/B test it to measure the effectiveness and continuously optimise the campaigns based on ongoing data analysis. What will you be doing whilst this is happening? Having a cup of tea of course.

Ah! The tireless digital marketing assistant – the chatbot! Fly, fly, My Pretties! Powered by AI, chatbots engage with your audience in real-time, providing instant assistance and information. And they have improved 10 fold over where they were just 3 or 4 years ago. Whether it’s answering FAQs, guiding users through your website, or even processing transactions, chatbots enhance user experience and free up your team for more strategic tasks. It’s like having a customer service rep that never sleeps. Or complains. Or eats. Or ….you get the gist. It might overheat your server though…

EXAMPLE:
You can train the chatbot to understand customer preferences and use this information to provide personalised product recommendations on your e-commerce shop. All delivered in friendly conversational tone. For example, if a customer expresses interest in shoes, the chatbot can suggest the latest arrivals or items on sale in that category. The chat bot can provide support too for order related quests etc. But dream big my friends! Also think about the fact that it can capture customer feedback, talk up latest deals or encourage users to subscribe to newsletters, join loyalty programs, or participate in upcoming events. And in the meantime, you’re still just enjoying that cup of tea right? Who knew AI in digital marketing could facilitate so much tea drinking?

Ok this is clever. Get your AI algorithm to dynamically adjust pricing based on various factors on your site. Factors like demand, competitor pricing, and customer behaviour. This approach ensures competitive pricing and maximises revenue.

EXAMPLE:
Say you have an e-commerce platform. AI collects data on things like demand, competitor pricing, inventory levels, and historical sales data. It monitors your competitors website for pricing. When a competitor adjusts their prices, the system quickly adapts to ensure your prices remain competitive. The AI can detect demand periods, such as holidays or special events, and then automatically adjust prices upwards to maximise revenue. (And of course during periods of lower demand, prices can be adjusted downward to encourage sales). The system can analyse inventory levels, popularity of products, and current market trends to decide when to initiate promotions, creating a sense of urgency and driving sales. Seasonal pricing adjustments, A/B price testing, even personalised pricing based on individual customer behaviours. The possibilities are endless.

Did you know you can allow users on your website to search for products using images rather than text? AI can provide image recognition functions to your site. This technology is capable of analysing visual features such as patterns, colours, and shapes to identify products accurately.

EXAMPLE:
Say you own an online fashion retail outlet. Allow users to take pictures or screenshots of fashion items they encounter on social media or in real life and use the visual search tool to find similar products in your inventory. When a user searches for a specific clothing item, the system can recommend complementary items to complete a full outfit, encouraging upsells and cross-sells. You could even allow users to upload their own photos wearing your products. The visual search tool can then identify the items in the photos and provide links for users to purchase the same or similar products, turning user-generated content into a valuable sales tool.

AI can get busy on those negative reviews too! It can provide powerful sentiment analysis tools to monitor social media, reviews, and other online platforms for mentions of your brand. It can then help you gauge public sentiment, identify potential issues, and respond proactively to maintain a positive brand image.

EXAMPLE:
For any brand, AI can be used as a social media listening tool with sentiment analysis capabilities. These tools aggregate mentions of your brand across various social media platforms, forums, blogs, and other online sources. Text data is analysed and categorises mentions into positive, negative, or neutral sentiments. AI can continuously refine these categories based on feedback and evolving language patterns. Identify and track relevant keywords and hashtags associated with your brand, even compare your brand’s sentiment with that of competitors to identify areas of strength or weakness. Set up customised alerts for specific sentiment thresholds. Receive immediate notifications when there is a significant shift in sentiment, enabling quick response to address issues or amplify positive feedback.

In digital marketing, AI is not just a tool; it’s a game-changer. You might not have use for every AI strategy we cover in this post, but it might spark some ideas of how you might add ai in digital marketing for future online projects. Remember it’s a tool. And it’s how we use the tool that matters. No one talks about Da Vinci’s paint brushes do they? (Well art nerd probably do) The paint brush is just the tool to facilitate the art. Let AI be your paint brush and throw some pant on the canvas. There is no doubt that it can facilitate more meaningful and impactful interactions with your audience. We recommend embracing it for now (or until you are approached by a 6-foot Austrian weight-lifter who asks you for your clothes, your boots and your motorcycle. Yikes! And I only have a bicycle!)