What Are the Top Marketing AI Use Cases?

there are hundreds of valuable use cases for ai and marketing many are ready to begin exploring and adopting today but it can be difficult for marketers to identify and prioritize use cases when you think about use cases its going to be what are the ones that are going to bring the most value to your organization im paul ratzer founder and ceo of marketing.

artificial intelligence institute in this video youll learn how to prioritize marketing ai use cases and how to use that information to help your business grow smarter were literally saying a task or an activity so the best way to think about your job as a marketer is all these individual things you do every day whether you’re an email marketer a social media marketer if you consider yourself an inbound marketer however you identify in terms of the areas of marketing its made up of all these individual tasks and activities that’s what we mean.

when we say use case in order to identify when you have a use case that may be viable for ai you want to look at three main things is it data driven or should it be data driven is there a repetitive process or could there be a repetitive process and are you trying to make a prediction about behavior or outcome now you dont need all three of those things it could be any one of those but those are the three critical elements of any use case.

that ai may be able to help you do more efficiently or better lets start with examples of advertising use cases this could be adapting audience targeting could be adjusting budgets or it could be developing ad copy at the marketing ai institute we use a couple of tools here one actually predicts the success of ad creative before we launch the ads so we upload three or four versions of the ads with.

different messages and different images and the machine actually runs predictive models on which will perform best another is we have an ai tool that actually monitors the performance of campaigns discovers insights within them and anomalies and recommends ways that we can run those campaigns better content marketing for me is one of the early places that i looked because my agency is largely a content.

marketing agency this could be things like analyzing your existing content for opportunities to rank better creating data driven content or recommending content to users on your website based on behavior we actually use a tool that enables us to assess our entire online library of content weve ever created and it finds opportunities for posts that may perform better if we enhance them and that’s a very.

practical way that you can quickly improve the performance of the content on your site by making it smarter data and analytics is another area that most marketers dont love anyway so you can actually use ai to build attribution models that help you discover insights and learn more about whats contributing to conversions you can find insights within campaign performance that you might miss and you can generate performance report narratives that’s actually one of the.

ones that we started with back in 2015 we took our analytics reports and we actually trained a machine to write those so rather than our people spending hours every month writing client reports about what happened on their website and whats going on in their pipeline we trained the machine to write those reports and saved ourselves dozens of hours every month email marketing is a great place for a lot of people to start because we all use email and we can all use it smarter so you think about things like email nurturing workflows that get better.

improving deliverability individual send times based on when people generally open having the machine write the subject lines we actually use a tool that creates a smart newsletter we set the audience and and we give it a general guidance of where to pull content from but the machine actually learns what content people respond to and it adapts each email that goes out to an individual level based on the things that they previously clicked on so it kind of functions in a way like your facebook newsfeed or twitter where it learns the things that you’re.

interested in and then it actually serves those up to you and then continually evolves over time so a smart newsletter may be a great starting point for people so we just went through more than a dozen use cases that might work for your organization the reality is that its very subjective when you think about use cases its going to be what are the ones that are going to.

bring the most value to your organization and that’s likely going to be either through reducing costs by increasing efficiency or accelerating revenue by improving your ability to predict outcomes so one of the best ways to get started is actually to list all the tasks and activities that you do every day every week every month and it could be building analytics reports sending emails writing subject lines writing blog posts recommending content building lead nurturing campaigns all of these.

individual things that you do and then what i like to do is create a column in a spreadsheet that says how much time do i spend doing this thing then create another column how much money do i spend doing this thing are you paying for a piece of software to do that thing then you create a column that says what would be the value to intelligently automate this very simple just kind of one to five.

rating of one no real value five this would transform everything for us then the last column would be your ability to intelligently automate it is there technology out there that makes it possible to automate that process and do you have the budget to do it now filter that spreadsheet and you will have the things that you have now said will be the most valuable.

to intelligently automate once you have this database of the tasks activities or use cases that you value intelligently automating you can go find those vendors you can do something as simple as googling ai4 content strategy ai for email subject lines and go see if there are vendors out there that are building solutions to do these things another starting point though is to talk to your core tech stack companies so if you’re a hubspot customer talk with your rep and say are there smarter.

ways to be using hubspot hubspot has more than a dozen ai-powered features within its platform many of which you might not be using right now so sometimes the best way to get started and to find use cases is to go to your existing technology platform companies and say what are you doing with ai how can i make my marketing smarter with your platform today in order to get started the best thing to do is think about quick win pilot projects and by that i.

mean run a 90 or 120 day pilot program where you implement technology you have a goal in mind and you measure if you improved if your marketing got smarter as a result of it and then you build those pilot projects one on top of another until you’re eventually scaling ai throughout your marketing department you dont need to intelligently automate every use case across your marketing.

team to realize the potential and value of ai start small with individual use cases that can accelerate revenue and reduce costs and remember a little bit of ai can go a long way.