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STRENGTHEN MARKETING CAMPAIGNS WITH AI: A STEP-BY-STEP GUIDE

Amy Copperman
Updated on November 11, 2024Writing With AI

Marketers are no strangers to the power of AI. Artificial intelligence,
especially AI-powered writing support, has assisted marketing workflows for over
a decade, helping marketers perform common writing tasks and check their
communication for accuracy and clarity.

However, recent developments in generative AI have ushered in a new era of these
tools becoming more prominent in the workplace. A Forrester study commissioned
by Grammarly shows that 70% of respondents use generative AI for most or all of
their writing and editing at work. But that’s not the only way marketers can use
AI to work smarter and create more effective marketing campaigns.

From market research to content generation, copywriting, and campaign analytics,
secure, responsible AI is the modern marketer’s essential digital marketing
partner. Read on for a step-by-step guide to leveraging AI technology to
strengthen your marketing campaigns.



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WHAT IS A MARKETING CAMPAIGN?

A marketing campaign is a coordinated series of actions to promote a product or
service. AI enhances campaigns by analyzing data for personalized targeting,
predicting trends, and optimizing strategies and workflows, leading to more
effective and efficient marketing efforts.


PLAN AN AI-DRIVEN MARKETING CAMPAIGN IN 7 STEPS


1 SET CAMPAIGN GOALS WITH AI INSIGHTS.

AI plays a crucial role in market analysis and setting campaign objectives by
providing data-driven insights and predictions. With predictive analytics,
marketers can set goals for sales, conversions, and ROI based on historical data
and future predictions. AI-driven customer segmentation enables targeted
campaigns, while sentiment analysis informs objectives related to customer
satisfaction and brand perception.

AI-powered tools like Google Analytics, Adobe Analytics, and Salesforce Einstein
help marketers understand website performance, consumer behavior, and customer
data. For instance, you could use Google Analytics to identify underperforming
web pages and aim to increase traffic or conversion rate by 20% in a quarter.
Salesforce’s AI can help marketers analyze customer interaction data, predict
churn risk, and implement targeted engagement strategies for high-risk segments.


2 IDENTIFY YOUR TARGET AUDIENCES WITH MACHINE LEARNING.

AI tools can help you define highly specific target audiences by analyzing large
datasets to identify patterns, behaviors, and preferences. Tools like Adobe
Analytics and Salesforce Einstein use advanced machine learning algorithms to
sift through customer interaction data, social media engagement, purchase
histories, and demographic information to create detailed audience segments.

Adobe Analytics leverages AI to track and analyze user behavior across websites
and apps, enabling marketers to segment audiences based on online activities,
content preferences, and engagement levels. This can lead to segments such as
“Highly Engaged Website Visitors” or “Frequent Mobile App Users,” each with
distinct characteristics and behaviors that inform tailored marketing
approaches. Salesforce Einstein further integrates customer relationship
management (CRM) data with AI, creating segments like “At-Risk Customers” based
on predictive analytics related to customer satisfaction and churn risk.

A retailer might use Salesforce Einstein to identify a segment of “High-Value
Repeat Customers” who make frequent purchases. Adobe Analytics could help an
online publisher discover a segment of “Engaged Readers” who frequently consume
content on specific topics and engage with it through comments and shares. These
precise target audiences allow marketers to create more impactful content and
campaigns that speak directly to a highly targeted group of people or customers.


3 LEVERAGE AI TO GENERATE AUDIENCE-CENTRIC CONTENT.

Armed with more specific target audiences, marketers can create campaign content
that is more likely to resonate, especially since generative AI thrives off
specific prompts. For example, let’s say a fashion retailer defined a target
audience of consumers ages 25–40 who have shown interest in eco-friendly fashion
trends through their browsing habits. The marketer could use AI-powered writing
assistance, like Grammarly, to generate ideas for an email series highlighting
the brand’s commitment to sustainability, stories behind its ethically sourced
materials, and testimonials from customers who share the company’s passion for
the environment.

Current generative AI technology works best for specific writing tasks, like
subject lines, taglines, headlines, descriptions, and blog posts, especially
when armed with specific product marketing information. Quickly turn value
propositions into options for customer-facing taglines, or transform dense
product messaging documents into creative briefs or first drafts of website
copy, blog posts, or social media captions. It helps to include details like
word count in your prompt. You can even add voice and tone guidance so the
output sounds on-brand. Writing for websites? Add target search keywords to your
prompt to make your content more SEO-friendly.

Content revisions are also easier thanks to Grammarly’s strategic, real-time
writing feedback that considers the target audience, brand voice and tone,
grammar correction, word choice, and more. Use AI writing assistance to revise
underperforming web content or adapt copy for various channels, formats, and
audiences.

AI-powered design tools like Adobe Creative Cloud Express and Canva allow
marketers to generate graphics from text input. Thanks to AI-powered design
interfaces, marketers can become powerful content creators for small business
owners and agencies with little formal design experience. These graphics can
also strengthen creative briefs for enterprise operations and ease collaboration
with professional designers by creating richer first drafts, proofs of concept,
or several creative options in a fraction of the time.



Here’s a tip: Grammarly’s generative AI helps you create slogans, blog posts,
social media captions, and more to fast-track your marketing efforts.




4 PERSONALIZE AND CUSTOMIZE THE CAMPAIGN.

If you’ve ever wondered how Netflix knows exactly what you should watch next,
how Instagram predicts your next ad, or how Spotify knows your music tastes
better than you do, it’s all about AI-driven personalization.

AI-driven personalization tools are pivotal in tailoring advertising messages to
individual preferences, behaviors, and demographics. These tools analyze vast
datasets to understand customer profiles, enabling hyper-personalized content.
For instance, an e-commerce platform could use an AI-powered tool like Dynamic
Yield to customize product recommendations based on a user’s browsing history,
purchase behavior, and preferences. If the AI detects a customer frequently
exploring running shoes and outdoor gear, the platform could deliver
personalized ads featuring the latest running shoe releases, along with
complementary products like moisture-wicking apparel and accessories.

Such personalization extends beyond product recommendations. Chatbots, powered
by AI, can engage users in real-time conversations to understand their needs and
preferences. A travel agency could use conversational AI, like Intercom, to
interact with website visitors. If the AI identifies a user searching for
family-friendly vacation destinations, the chatbot could provide personalized
recommendations, share travel tips for families, and offer exclusive discounts
on kid-friendly accommodations and activities. By leveraging AI-driven
personalization tools, businesses can enhance user experiences, increase
engagement, and ultimately improve the effectiveness of their advertising
campaigns.


5 USE AI TO OPTIMIZE THE BUDGET, EXECUTE THE CAMPAIGN, AND MONITOR AND ADJUST IN
REAL TIME.

AI can revolutionize budget allocation across different advertising platforms by
analyzing real-time performance data, market trends, and consumer behavior.
Tools like Adobe Advertising Cloud use machine learning algorithms to identify
which platforms and campaign strategies yield the highest ROI, adjusting budget
distribution dynamically to favor the most effective channels. For instance, if
AI analysis reveals that social media ads generate more leads than search engine
marketing for a particular product launch, the system can automatically redirect
more of the budget toward social media. This ensures that the marketing budget
is always optimized for maximum impact, reducing waste on underperforming
channels and reallocating resources to the most effective ones.

Read more: Guide to generative AI tools


6 MEASURE AND REPORT ON CAMPAIGN PERFORMANCE.

AI-driven analytics go beyond traditional metrics to offer deeper, more nuanced
insights into campaign performance, enabling marketers to understand what
happened, why it happened, and how to predict future trends. AI tools can sift
through massive datasets—including social media interactions, website engagement
metrics, customer feedback, and sales data—to identify patterns, trends, and
correlations that might be invisible to the human eye. This level of analysis
can reveal the underlying factors driving campaign success or failure, such as
subtle shifts in consumer behavior, emerging market trends, or the impact of
external events on audience engagement. Moreover, AI-driven sentiment analysis
can gauge the emotional tone of customer feedback and social media mentions,
offering insights into consumer perceptions and brand sentiment critical for
adjusting campaign strategies and messaging.

Marketers can use AI-powered tools to measure campaign performance and evaluate
ROI. With its advanced machine learning features, Google Analytics is
indispensable for tracking website traffic, user behavior, and conversion
metrics, offering a granular view of how digital campaigns drive online
engagement. Adobe Analytics provides deep insights into customer journeys across
digital touchpoints, enabling marketers to understand the paths that lead to
conversion and identify opportunities for optimization.

For a comprehensive view that includes sales data and customer interactions
across channels, Salesforce Einstein Analytics offers AI-powered insights that
can help marketers measure the impact of their campaigns on revenue and customer
retention. With built-in AI and analytics capabilities, HubSpot’s marketing hub
is another powerful tool for tracking campaign performance, with detailed
reporting features that allow marketers to evaluate the effectiveness of their
content, email marketing, and inbound marketing strategies.


7 ADHERE TO BRAND VALUES WITH RESPONSIBLE AI ADVERTISING.

Ethical AI in advertising is more important than ever now that AI is used in so
many aspects of marketing. Businesses should be transparent about their use of
AI and how it helps them create mutually beneficial relationships with their
customers, employees, and partners. Using trusted, secure AI that respects
your—and your customers’—data is critical for business success. Respecting
original work by citing sources and avoiding generative AI that was trained
using unlawfully acquired content will not only keep your company out of legal
trouble but will trail-blaze the use of AI in a way that amplifies creativity
and integrity.

Read more: Grammarly’s approach to responsible AI

Embracing AI in advertising campaigns holds immense potential for businesses
seeking innovative and successful marketing strategies. AI
technologies—including machine learning, data analytics, and generative
content—enable marketers to analyze vast datasets, identify consumer trends, and
produce and personalize content at scale. By automating repetitive tasks and
optimizing ad placements in real time, AI enhances efficiency, allowing
marketers to focus on strategic, creative initiatives. Moreover, AI-driven
insights facilitate data-driven decision-making, enabling businesses to stay
agile and adapt quickly to changing market dynamics.


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