What AI can do for marketing: tools, alternative software and how to find your way

What AI can do for marketing: tools, alternative software and how to find your way

Gerd Altmann from Pixabay

The advent ofArtificial intelligence it is accompanied by a lot of hype and little knowledge, but at the same time – undeniably – by great enthusiasm. The feeling is unanimous: we are facing a revolution that will represent yet another acceleration of processes. Faced with this ambition, however, it shakes the perception of those who, eager to apply AI to their daily lives, find themselves unable to find the right tool. When we talk about Artificial Intelligence, in fact, too often we think of a large omniscient computer brain, a concept that in reality does not and cannot exist. However, they exist more tools and more intelligence, applicable to individual areas based on specific skills/experience.

That’s why the simple application of ChatGPT to any environment (examples are the too many journalistic applications that debase professionalism, content and truth) It’s a trivialization which can only hurt AI development as effort put in the wrong direction. In short, the potential is many, as long as it is oriented towards strengthening that ability to “to understand” which is the basis of the concept of “intelligence”: accumulating competence, gaining experience, refining awareness, enabling something that can come close to a critical sense.

Are AI software all that useful for those who do marketing?

Is in the marketing? If you wanted to apply AI to the world of marketing, where could you draw on it to gain a competitive advantage? In fact, it is undeniable that the tools have multiplied and there are also many comparative lists which today aim more at aggregating a multitude of names than at developing a real examination of a horizon in continuous and dizzying evolution.

Names such as Jasper and Pictory, ChatGPT and Bard, Neuronwriter and Rytr are now in the public domain for those seeking support in the creation of texts and marketing campaigns, but too often their gaps are filled by the simple chimera of having found the new goose that lays the eggs of gold: what is obtained from it is however too thick an even greater effort of control and editingwithout objective advantages and with increasing risks for the quality of the final result. Everything is useful and everything may not bein short: faced with such a vastness of options, now the important thing is knowing how to choose.

AI tools for marketing

Classification by interest and usefulness in AI software marketing – Source: GetResponse

ChatGPT, Bing AI e Bard they are the generalist tools, the best known ones and into which greater investments have been poured to bring together increasingly refined linguistic capabilities. If in terms of competence there are obvious limits that place stringent limits on the development of reliable meanings, in terms of textual production they are already at excellent levels. The updates now occur several times a year: if ChatGPT has focused everything on chats capable of assisting users’ questions, Bing AI has developed an excellent generative AI for images and Bard follows full of potential, but looking for an identity which still seems to be missing.

Furthermore, among the most established tools there is Jasper (based on GPT-4), service ranging from writing articles to the creation of apps: the fact that the service puts the company’s previous knowledge at the center of its action makes the result more aligned with the brand voice and thus represents one of the levers with the greatest potential for those looking for something truly useful in their daily operational life.

Neuronwriter e Knight they bring into play parallel purposes, but with less palpable utility: the first focuses on SEO aspects of the texts and on the development of editorial plans focused on the brand; the second enhances the meaning of writing (also resulting in novel plots, song verses and academic texts), but seems to exhaust its contribution to the cause in this direction.

In parallel, names such as Give her, Midjourney o Stability that focus on image generation starting from a textual request that directs the choices of the algorithm to arrive at a result that is faithful to the initial idea., on the other hand, works in the video field for the creation of scripts, automatic editing, and other extremely imaginative generative processes. In all these cases the objective is the creation of individual multimedia elements that are certainly useful, but which in turn constitute mere elementary pieces.

GetResponse instead it goes beyond all this, aiming straight to the point: to create one in all respects marketing campaign from start to finish.

The curious case of GetResponse

GetResponse, which is first and foremost a email marketing software with 25 years of activity behind it, it has enhanced its features with artificial intelligence. And so far nothing truly exceptional. Almost all marketing tools are evolving in this direction.

GetResponse stands out in this context for the approach it carries out and for the pragmatism with which AI is put at the service of utility. GetResponse wants to serve: it wants to make itself available not to replace human capabilities, but to avoid all those roles and functions in which the user’s intelligence should not be compensated for, but enhanced. The one you intend to create it’s a real synergyin short, where man offers indications and the AI ​​places itself in “hard” positions to carry out the slowest and most repetitive tasks. Where, in short, speed can be multiplied, the necessary skills eliminated, budgets canceled and the time-to-market reduced to a minimum.

Translating the speech in a more concrete way, GetResponse has developed a tool called AI Campaign Generator which allows you to develop a marketing campaignbasata su email e lead generation, complete in every aspect.

However, everything starts from simple indications that feed the algorithm’s reasoning and allow for almost immediate grounding.

How this AI Campaign Generator works

The first step to take is to create the campaign to introduce the basic settings.

AI Campaign Generator - Opening the campaign

At this point it is necessary to enter useful information for the AI ​​system to calibrate the tone of voiceto decide the linguistic nuances to use, to weigh the calls to action, as well as to define everything concerning the operational context in which the message is inserted:

AI Campaign Generator - Context and tone of voice

The last step is related to designthe template, the color choices and the aesthetics: these are aspects in which AI steps aside, so that human sensitivity can marry the choices of the tool to arrive at a result in just a few clicks that would not be obtained otherwise achieved if not with the involvement of various professionals for several days of work:

AI Campaign Generator - Aesthetics and details

The result? A landing page ready to use, designed to acquire new subscribers and immediately direct them towards the right engagement levers; awelcome email designed to immediately activate newly acquired contacts;, one newsletter equally ready to use, to involve contacts and start them towards monetization.

Let’s sum it up: which software to choose?

The choice must always be based on one’s own shortcomings and potential. AI, in fact, has a dual potential: solving shortcomings or enhancing a resource. Where budget and skills are lacking, AI must be able to replace unavailable human resources; where human resources exist, AI must support existing creative talent and skills operating in those functions in which man does not best express his potential. The great strength of AI lies in productivity: where software – in its classical meaning – has until now had a hegemonic role, now Artificial Intelligence will be able to further raise the bar.

Choose general AI services it is a way like any other to replace entire work teams (from SEO to SEM, up to social media management), but the resulting is devoid of all that human sensitivity which inevitably makes the difference.

Choose specific tools it is a way to get to the result more quickly by replacing detailed skills, but it requires a human matrix that connects the dots and brings the result home.

The case of GetResponse it is emblematic because it pursues a specific purpose to marry both needs: on the one hand improving the grounding of projects, with timescales reduced by up to 85% and on the other by bringing together the main elements that allow AI to improve marketing strategies.

According to McKinsey research, AI could have a fundamental economic impact in the years to come: estimates indicate a range of 35 to 70% growth margin directly attributable to these aspects, generating a potential that will benefit every sector, every company and every idea that will be able to tap into it in the most courageous and appropriate way. Marketing, Sales and Software engineering are among the areas in which the percentage impact of AI could be greaterdecisively outclassing others about which much has already been talked about (Finance, Supply Chain, HR): the prospects are sensational, in short.

McKinsey Research: The Impact of AI on Marketing

When working in the marketing field, specifically, the aim is to capture the attention of readers, magnetize their actions, involve their emotions through empathy and therefore transform this relationship into a commercial action. When the action of AI facilitates the development of the tools dedicated to these objectives, then a step forward has been taken towards better performance; when you superficially delegate to AI what you are unable to achieve, you have often just built yet another project with fragile foundations.

This is why relying on solutions that demonstrate their usefulness in a transparent way is what can help companies the most (especially SMEs): each instrument must be chosen for what it can offer and…

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