Technology is changing at an unprecedented pace, making AI crucial for efficiency and decision-making in marketing. To keep the brand relevant for consumers, marketers must analyze vast amounts of data quickly to produce personalized content. Consumer sentiments must be analyzed in real-time to pull them towards the brand in the face of abundant choices. Timely execution of relevant personalized content is a marketer’s best shot at engagement and conversion. Read on to know the 7 steps marketers must take to remain relevant in times of AI.

Step 1: Develop an in-depth understanding of AI

Consumer choices and expectations have undergone significant changes in the last few years with widespread access to the Internet. It is imperative for marketers to remain up-to-date with how AI is changing consumer behavior and preferences. Marketers must study trends and identify strategic and creative applications of AI. In the long run, a broad base of knowledge across domains is the only sustainable strategy. Some popular methods of keeping oneself up-to-date include subscribing to technology-related newsletters, following relevant social media accounts, listening to podcasts by domain experts and attending conferences and networking events.

Step 2: Invest in skill development

Marketers must be proficient in data analysis. Several existing AI-powered tools can help analyze large data sets quickly and efficiently. AI-driven marketing makes campaigns both efficient and effective. Engaging with new AI methodologies is vital to gain an edge over competitors in attracting consumers. Marketers must familiarize themselves with the potential scope of AI, the emerging tools, platforms, applications and the ever-evolving fundamentals and functionalities. 

Step 3: Create content with the help of AI

AI can be a powerful tool to generate personalized interactive content. AI comes in handy to seamlessly integrate content across channels like websites, social media, and emails. AI can be used to aggregate existing content from the web, create images with prompts, provide assistance with chatbots, and manage content across platforms with a CMS. The process can help make the brand’s message consistent and recallable across touchpoints. Marketers must also be well-versed in the generative AI capabilities offered by various social media platforms.

Step 4: Optimize content delivery

Using automated A/B testing, marketers can constantly adjust content to improve performance and stand out among other brands. The effectiveness of the content created with the help of an AI increases multifold at this step. AI can be used to identify keywords and relevant topics of discourse for SEO optimization. Writing assistants like Grammarly, Zoho, and Jasper provide SEO optimization tools. 

Step 5: Automate Content Personalization

By implementing chatbots and virtual assistants to delegate simple customer care services, marketers can free up human resources to undertake more complex tasks. Enhance the consumer experience with prompt service and accessibility through voice search and NLP tools. A satisfactory experience is more likely to result in returning customers and referrals. 

Step 6: Tap into the feedback loop

Marketers must establish a feedback loop in AI-powered programs to maintain safety and efficiency. It can involve providing AI algorithms with feedback on their recommendation and using the insights obtained from these algorithms to refine future strategies. Continuous feedback and improvements are essential to the success of recommendation systems and chatbots. It allows the models to adapt and become more accurate over time.

Step 7: Monitor AI-led algorithms

AI-driven decision-making algorithms require high-quality, inclusive and representative data of the target audience to work effectively. Marketers must monitor AI-led programs to ensure unpleasant content does not reach the audience. If AI is used to segment campaigns, marketers must be vigilant about harmful profiling and handling of sensitive data. The algorithms must be regularly tested for discrimination and security from data breaches. The programs must also be compliant with applicable laws.

Conclusion

Technology is changing exponentially. Integrating these advancements in marketing practices is essential to sustain long-term growth. AI can be a powerful tool to generate, analyze, optimize, and monitor content to promote the brand’s interests. Since consumers have abundant choices now, marketers must employ AI tools to gain a competitive advantage. Many brands have successfully integrated AI-driven marketing to influence consumer behavior and establish themselves as a part of everyday lives. Marketers must keep themselves up-to-date with all technological advancements in AI-driven marketing to gain a competitive advantage in influencing consumer behavior.