Strategies and benefits of applying AI in digital marketing

At eXprimeNet we have already implemented AI processes in more than 60% of our customers. Our goal is for AI tools to be seamlessly integrated into the digital strategy of our 100% of customers by 2024. We want to leverage its benefits to focus effort on more strategic areas and make day-to-day operations and analysis increasingly automated and qualitative.

Our customers value AI as a system that has allowed them to streamline and improve many processes but the most relevant and highlighted by more than 90% have been:

Market analysis
2. Analysis of results
3. Segmentation
4. Creativity, ideas, campaigns ...
5. Personalisation of the message
6. Content enhancement
7. SEO improvements

At eXprimeNet we focus on these areas with the same intensity, preventing clients from focusing solely on the content side.

IMPACT OF THE IA ON COSTS AND REVENUES
Implementing AI in marketing can have a big impact on your business. For most of our clients, AI does not change the level of marketing investment, it simply improves the performance of marketing efforts. It allows them to be more efficient and also allows brands to be more selective about the content they produce, helping them to prioritise the content that is most valuable to their users. Most companies keep the same amount of marketing spend but increase the precision of their marketing efforts by being more targeted, faster and more effective, thus delivering better results.

If an AI-based approach is implemented well, it will deliver cost savings, optimisation and a higher return on investment (ROI). Companies that personalise their communications can increase revenues by up to 20% and reduce costs by up to 30%, a fact that we are achieving and that is also supported by reports such as the Boston Consulting Group and MIT Sloan Man-agement Review.

THE MOST COMMONLY USED IA IS CONTENT CREATION.
Content creation is by far the most common AI use case for marketers. In terms of how marketers use AI in the workplace, the most common use is content creation, cited by 87% of our respondents. Given that the most popular AI tool, ChatGPT, is a text-based generative tool, this is also unsurprising. From leading SaaS agencies and brands to major publications such as Wired, companies are using AI to help streamline the content creation process. The final product is often polished by several real people, but AI fingerprints are still all over the content we see on the web and social media. We have established that content creation is the most popular use of AI. Now, let's look at some more specific use cases. The next most popular applications of artificial intelligence among our marketing respondents are keyword research (42%), social media (39%), email marketing (39%) and note-taking (36%). (Source: https://foundationinc.co/lab/ai-marketing-results/)

THE IA CAN HELP YOU BOOST YOUR RESULTS
In an ever-changing digital environment, artificial intelligence (AI) has proven to be a revolutionary tool for driving digital marketing results. At eXprimeNet we tell you how we have implemented AI and how it has benefited our clients' digital marketing strategies. AI in digital strategy has been a key factor of continuous improvement and focus on what really matters.

Before we go into the details of the consequences, let us tell you in which parts of the digital process or actions we have applied AI in our clients' projects.

APPLICATION OF IA IN DIGITAL MARKETING STRATEGY
a) Customer segmentation:
Customer segmentation helps companies determine the ideal target for their business growth. Segmenting is about creating well-targeted marketing efforts and allocating resources more efficiently. AI algorithms allow marketers to segment your target audience more effectively by analysing demographics, online behaviour patterns and social media. By identifying specific customer segments based on their preferences and interests, we can tailor messages to each segment.

(b) Personalised advertising:
Personalised advertising consists of messages that are made specifically for each individual customer and aligned in coherence with the content of the website to achieve greater effectiveness. Using personalised advertising, companies can reach customers with appropriate offers and the results are better. AI-powered systems leverage machine learning algorithms to deliver personalised ads to consumers. These systems analyse user behavioural data to understand individual preferences and serve relevant ads that are more likely to convert into sales. Personalised advertising not only improves the user experience but also increases conversion rates for businesses.

c) Content creation:
We advise creating content to "show what you know". Developing content that educates your audience about what the company "knows" should be part of any company's strategy. Content should be useful, entertaining and competitively relevant. Artificial intelligence technologies have made significant advances in the automatic generation of high-quality content. In addition, AI-powered content creation tools help marketers generate blog posts, social media updates and send email newsletters efficiently.

d) Chatbots
Chat bots can interact with customers in real-time conversations while providing accurate information or resolving queries. They streamline human engagement and enable conversational queries in natural language.

e) Data analysis:
Because AI algorithms can process and analyse massive amounts of data in real time, we can gain deep insights into customer behaviour and preferences. Working with this data analysis will give you a competitive advantage by understanding customer preferences and better targeting your marketing efforts.

BENEFITS OF APPLYING IA IN OUR CLIENTS' DIGITAL STRATEGY
Here are some of the consequences of applying AI in digital strategy.

Improved Customer Relations
Our implementation of artificial intelligence has enabled our clients to access a wealth of customer data, allowing them to create personalised experiences that are tailored to each customer's individual preferences. This customer-centric approach has strengthened customer relationships, increasing customer awareness and brand loyalty.

Increased Productivity
By automating repetitive and time-consuming tasks, our AI-based solutions have freed up valuable resources for our clients to focus on more strategic and creative activities. This improved productivity has led to greater efficiency in production and campaign execution, enabling substantial growth in their operations.

Effective Marketing
Our AI implementation has transformed the way our clients plan and execute their digital marketing strategies. By basing their decisions on accurate data and AI-driven analytics, they have been able to optimise their campaigns and maximise the impact of their advertising, generating tangible and measurable results.

Increased Return on Investment (ROI)
Thanks to AI, our clients have improved their ability to make informed marketing decisions, enabling them to produce high quality content that is tailored and consistent with their audience. This improved understanding of their target audience has led to a significant increase in the ROI of their digital marketing initiatives.

Improved User Experience
Our AI-based solutions have enabled our clients to deliver relevant and personalised content to their audience, improving the user experience and strengthening their relationship with the brand. As a result, they have experienced increased customer satisfaction and loyalty, as well as higher conversion rates.

In conclusion, the implementation of artificial intelligence in digital strategy has been a catalyst for our clients' success. Those who have embraced this emerging technology have experienced significant improvements in their results and are well positioned to do better in a highly competitive and constantly evolving environment and marketplace.