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Digital Transformation Brand Strategy Content Strategy

8 ways AI can revolutionize your digital marketing strategy

By Elliot Gray, Biddable account manager

Tug Agency

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The Drum Network article

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June 26, 2023 | 6 min read

If you’re not already using artificial intelligence (AI) to enhance your digital strategy, fear not. Tug’s Elliot Gray has you covered.

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Late to the AI party? Consider these 7 tips in your digital strategy / Levi Loot

Artificial Intelligence (AI) is revolutionizing the media industry. It’s opened up a huge range of new possibilities for digital marketers, helping them gain competitive advantages and engage with customers in new and exciting ways.

Here, we cover seven things digital marketers can do with AI to speed up workflows, boost ROI on ad campaigns, and more.

1. Automate repetitive tasks

While the role of the digital marketer is forever changing, there are some repetitive admin tasks we haven’t been able to shake - until now. Sending emails, posting on social media, conducting research. AI can automate all of these, freeing up time for marketers to focus on higher-value work.

Robotic Process Automation (RPA) software like Zapier can integrate with 5,000 apps and platforms to create automated workflows, automating the process of lead-generation campaigns, for example.

2. Create personalized content

AI can also be used to create more personalized content. Businesses have utilized this for many years. In 2016, Starbucks used predictive analytics to create customized emails by leveraging loyalty card and mobile app data. By analyzing data about consumer behavior, AI can help marketers better understand what kinds of content are most likely to resonate with the audience they’re trying to reach.

3. Conduct audience research

Conducting audience research can be tedious, but AI can speed it up by collecting and analyzing data about potential customers. It can also support marketers in identifying new audience segments they might not have considered before.

At Tug, we use ChatGPT to help identify new audience interests to target on Meta when planning a campaign by feeding the platform as much relevant information about the company and its products or services as possible, then asking it to provide around 50 options. Admittedly, it can spit out a lot of nonsense, but by asking for a large list of options, you have a better chance of finding hidden gems.

4. Improve customer service

Digital marketers can’t be on standby for their clients all hours of the day. By using chatbots, businesses can provide their customers with 24/7 assistance, even outside regular business hours.

Chatbots can answer FAQs or give product recommendations. Implementing a chatbot can help reduce the time employees spend answering simple questions. When something more complex comes up that the chatbot can’t answer, it can escalate the issue to an actual human.

5. Analyze data

AI can assist digital marketers with collecting and organizing data from various sources, reducing the time spent on obtaining and arranging the data, as well as making the process more streamlined overall.

If we take something like ‘sentiment analysis’ as an example, a company might use AI tools to gauge customer attitudes toward a specific brand, product, or ad campaign. This can be done by reviewing social media posts, reviews, and other online feedback in order to help understand public perception and adjust accordingly.

6. Analyze performance

Even better, AI can be adopted to analyze the performance of campaigns across multiple channels. By analyzing data from multiple sources, marketers can better understand how each channel contributes to overall success and adjust their strategies accordingly.

7. Predictive analytics

AI can predict future trends and consumer behavior more accurately than manual analysis. Predictive analytics uses machine learning algorithms to analyze large customer datasets and identify patterns that indicate future trends. For example, AI can determine which products or services are likely to soon become more prevalent, or which customers could be more likely to remain loyal customers.

8. Automate media buying processes

Through automation, AI can make the media buying process more efficient. By sifting through consumer behavior and market trends data, AI can help businesses find the best deals for their media campaigns, preventing them from overspending on ad buys. For example, AI can identify the best times and channels to run ads in order to maximize their reach while saving on costs.

Digital Transformation Brand Strategy Content Strategy

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Tug Agency

Performance-driven, global digital media agency engineered to grow ambitious brands through the smart combination of data, media, content and technology. We enhance...

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