Artificial intelligence is an increasingly popular topic in modern times and with the recent launch of new AI software, the scope for using AI for marketing is becoming a more lucrative interest for businesses seeking to enhance their marketing efforts. 

MarTech Laboratory (a joint project led by Ulster Univesity and Liverpool John Moores University) and ProfileTree are leading a webinar to discuss the prospects of using AI for marketing. This is a free event, but spaces are limited, so early booking is advised. 

AI For Marketing Webinar: Strategically Applying AI to Scale up Your Digital Marketing Efforts

This webinar will discuss the practicalities of implementing AI for marketing. It will also give practical advice, tips and examples of how Artificial Intelligence can be used in the context of digital marketing and geared towards business enhancement. 

Who is this webinar for? It is ideal for business owners, marketers, and leaders who are interested in investing in AI to benefit their businesses. 

What will the AI for Marketing webinar discuss?

This upcoming webinar will discuss how AI can lead to increased efficiency, enhanced competitiveness and cost-effective marketing for businesses. 

In an age where business owners have the dual responsibility to both run their business and manage digital marketing strategies, AI has the power to ease this burden of digital marketing without compromising on quality. 

How to use AI in marketing

This AI for marketing webinar will explore the available AI tools that businesses can use for their marketing strategies, from content writing to video creation and AI-generated images. It is set to revolutionise how we conduct marketing within the digital sphere. 

AI for marketers: should they be worried?

The sentiment in this webinar is that the only people who need to worry about AI are the ones NOT using it. 

Businesses now need to anticipate this upcoming technological change and ensure that they have the correct insight and skills to make use of AI tools and assistants. If they don’t their competitors will, if they aren’t doing so already. 

Marketers needn’t worry about their future job prospects as the power of AI for marketing becomes more sophisticated and advanced. Marketers will always need to explain to businesses which AI tools will be most useful and show them how to use them to benefit their digital marketing strategies. 

One thing that is clear though, is that marketers need to stay one step ahead of this AI technological revolution, if they don’t, their current skill set will struggle to remain competitive within their industry. Attending webinars and conferences such as this upcoming one will help marketers develop sought-after skills in using AI for marketing. 

AI Tools for Marketing 

These AI marketing tools put high-quality promotional marketing materials directly into the hands of businesses regardless of their size, industry, or marketing budget. In this webinar, attendees will learn how to use AI for marketing strategies, which will free up precious time, energy, and resources that could be better used within the business. 

AI marketing software for video content

Descript is an AI video editor tool that provides a user-friendly interface for editing videos. 

The AI component is able to transcribe video footage into text, allowing the user to simply edit the content like a Word doc. It also has a range of incredible features such as Studio Sound, which will automatically remove background noise from raw video content and it has a built-in AI-powered green screen, which removes the original background so that users can include different themes e.g.) a beach, park, shopping centre, etc. 

AI marketing robot for generating images

Canva AI has recently launched a new Text to Image feature where users can generate AI images that are copyright free and original. You only need to simply describe what you want the image to look like and the AI-powered assistant will generate a few images for the user to select from. 

AI marketing bot for writing content

Open AI has also developed Chat GPT, an AI writing assistant that can generate written content within seconds. This feature is capable of writing first drafts, creating blog posts, generating social media captions, writing speeches, and so much more. 

However, the main principle of using this AI software, is learning how to interact with it, because if you feed Chat GPT poor instructions, you will get poor results. In this webinar, marketers and businesses will learn the specific techniques for instructing the AI platform to generate written content that is both useful and engaging. 

Canva AI has also launched the Magic Write tool, which is similar to Chat GPT but not as advanced or effective. 

AI for email marketing

Microsoft Co-pilot is Microsoft’s latest version of an AI-powered assistant. It is compatible with Microsoft platforms such as Word, Excel, Teams and Outlook and can be utilised for enhanced email marketing strategies. 

With Microsoft Co-Pilot, businesses are able to personalise emails, respond to individual queries and generate email marketing campaigns with engaging written content, attractive subject headings and much more.

Interested in hearing more about the power of AI? If so check out this article on Artificial intelligence versus machine learning.

Who is speaking at the upcoming AI for marketing webinar? 

This upcoming webinar; Strategically Applying AI to Scale up your Digital Marketing Efforts, is going to be led by the MarTech Laboratory with Ulster University and ProfileTree. The individual guest speakers are as follows: 

Dr John Bustard

A senior lecturer and course director of Digital Transformation at Ulster University.

Professor Maurice Mulvenna

A professor in Computer Science with areas of research in artificial intelligence and assistive technology. 

Ciaran Connolly

CEO of ProfileTree – a leading digital marketing agency with specialisms in website design, SEO and video content creation.

Stephen McClelland 

Business Development Manager at ProfileTree, specialising in strategic SEO campaigning and utilising digital marketing technologies. 

If you are interested in attending this upcoming webinar, it is strongly recommended to reserve your place in advance as it will likely be a sold-out event. If you happen to miss this upcoming webinar, be sure to follow ProfileTree on LinkedIn or Facebook to get notified of upcoming events, webinars and workshops that can help advance your business within digital marketing.

Specific Use Cases for AI in Marketing

Content Creation

AI is transforming the way content is produced. Here are some specific use cases:

• Content Ideation: AI algorithms can analyze vast amounts of data to identify trending topics, audience interests, and competitor strategies, generating content ideas accordingly.
• Content Generation: AI can produce basic content formats like blog outlines, social media posts, and even short-form copy. While human oversight is essential, AI can significantly speed up the content creation process.
• Content Optimization: AI can analyze content performance metrics to identify areas for improvement, suggesting title changes, keyword optimization, and structural adjustments.

Targeted Advertising

AI is revolutionizing how businesses reach their target audience:

• Audience Segmentation: AI can analyze customer data to create highly specific audience segments based on demographics, interests, behavior, and purchase history.
• Ad Personalization: AI-powered platforms can deliver tailored ad messages and creative based on individual preferences and past interactions.
• Ad Placement Optimization: AI can determine the optimal placement for ads across different channels, maximizing reach and engagement.
• Predictive Analytics: AI can predict customer behavior, allowing marketers to anticipate needs and deliver relevant ads at the right time.

Chatbots and Virtual Assistants

AI-powered chatbots and virtual assistants are enhancing customer experiences:

• Customer Service: Chatbots can handle routine customer inquiries, freeing up human agents for more complex issues.
• Lead Generation: Chatbots can qualify leads by asking relevant questions and capturing information for sales teams.
• Product Recommendations: AI-driven chatbots can suggest products based on customer preferences and purchase history.
• Sales Support: Chatbots can provide product information, answer questions, and guide customers through the purchasing process.

Social Media Marketing

AI is optimizing social media strategies:

• Social Listening: AI can monitor social media conversations to identify trends, sentiment, and customer feedback.
• Content Scheduling: AI can automate content scheduling across different platforms, ensuring consistent posting.
• Engagement Analysis: AI can analyze social media engagement metrics to identify high-performing content and audience preferences.
• Influencer Identification: AI can identify potential influencers based on audience demographics and interests.

Marketing Analytics

AI is unlocking the power of data for marketers:

• Predictive Analytics: AI can forecast future trends, customer behavior, and campaign performance.
• Customer Segmentation: AI can identify distinct customer segments based on various factors, enabling targeted marketing efforts.
• Marketing Mix Modeling: AI can analyze the impact of different marketing channels on sales and ROI.
• Lifetime Value Prediction: AI can estimate the lifetime value of customers, helping prioritize marketing efforts.

AI for Marketing: Challenges and Considerations

While AI offers immense potential for marketers, it also presents a range of challenges that must be addressed:

Data Security and Privacy

The cornerstone of AI is data. However, collecting, storing, and processing vast amounts of customer data raises significant privacy and security concerns.

• Data breaches: The risk of sensitive customer information falling into the wrong hands is ever-present.
• Regulatory compliance: Adhering to data protection regulations like GDPR and CCPA is crucial to avoid hefty penalties.
• Consumer trust: Building and maintaining consumer trust requires transparency about data usage and robust security measures.

The Black Box Problem

Many AI models, especially complex ones like deep learning, operate as “black boxes,” making it difficult to understand the logic behind their decisions.

• Explainability: Marketers need to understand the reasoning behind AI-driven recommendations to make informed decisions.
• Bias: Unbiased algorithms are essential to avoid discriminatory outcomes.
• Accountability: If an AI system makes a harmful decision, determining responsibility can be complex.

Cost and Implementation

Implementing and maintaining AI solutions can be expensive.

• AI talent: Hiring data scientists and AI experts can be costly.
• Technology infrastructure: Building or acquiring the necessary hardware and software can require significant investment.
• Ongoing costs: AI models require continuous training and updates, which incur ongoing expenses.

Lack of Expertise

Many marketing teams lack the necessary AI expertise to leverage the technology effectively.

• Skills gap: A shortage of AI-skilled professionals exists in the market.
• Training and development: Upgrading existing marketing teams with AI knowledge is time-consuming.
• AI literacy: Basic understanding of AI concepts is essential for all marketing team members.

Addressing these challenges is crucial for successful AI adoption in marketing. By prioritizing data security, investing in AI talent, and fostering a data-driven culture, organizations can maximize the benefits of AI while mitigating risks.

The Future of AI in Marketing

The integration of AI into marketing is still in its early stages, but the potential for transformation is immense. As technology continues to advance, we can expect to see several key trends emerge:

Increased Personalization

AI will enable hyper-personalized marketing experiences at an unprecedented scale. By analyzing vast amounts of customer data, marketers can create tailored campaigns that resonate deeply with individual preferences. This could include personalized product recommendations, dynamic content, and even customized pricing.

Predictive Analytics

AI-powered predictive analytics will become increasingly sophisticated, allowing marketers to anticipate customer needs and behaviors. This will lead to more effective campaign planning, inventory management, and resource allocation.

Seamless AI Integration

AI will be seamlessly integrated into marketing workflows, becoming an indispensable tool for marketers. AI-powered assistants will handle routine tasks, freeing marketers to focus on strategy and creativity. Additionally, AI will be embedded in marketing platforms, providing real-time insights and recommendations.

New AI Capabilities

Emerging AI technologies, such as generative AI and natural language processing, will open up new possibilities for marketing. For example, AI could generate creative content, such as ad copy and social media posts, or hold realistic conversations with customers through advanced chatbots.

Ethical Considerations

As AI becomes more prevalent, ethical considerations will become increasingly important. Marketers will need to ensure that AI is used responsibly and transparently, protecting consumer privacy and avoiding bias.

The future of marketing is undeniably intertwined with AI. To stay ahead of the curve and harness this technology’s full potential, marketers must embrace continuous learning and adaptation.

More information on ProfileTree’s activity can be found on our blog page and, of course, on the YouTube Channel.

Check out more AI articles: ChatGPT plugins and How to use AI.