Artificial Intelligence (AI) in marketing isn’t just for big tech companies anymore.
It’s becoming an essential tool for businesses of all sizes to connect with customers, analyse data, and make smart decisions.
But what exactly is AI in marketing?
At its core, AI in marketing is about using smart computer systems to handle tasks that typically require human intelligence.
These tasks include things like understanding customer behaviour, personalising content, and predicting trends.
For small and medium-sized businesses, AI can be a game-changer, helping you compete with larger companies by working smarter, not harder.
Think of AI as a super-smart assistant that can:
The beauty of AI for smaller businesses is that you don’t need vast amounts of data or a big tech team to start benefiting from it.
Many AI-powered marketing tools are designed to be user-friendly and can work with the data you already have.
For example, a local bookstore might use AI to:
By understanding AI, you’re taking the first step towards more effective, efficient, and personalised marketing for your business.
To appreciate where we are with AI in marketing, it’s helpful to look at how we got here. This journey shows how AI has become more accessible and useful for businesses of all sizes.
In the 1980s and 1990s, marketing automation was pretty simple. It was mostly about using basic rules to do things like sending emails to different groups of customers.
For example, a small business might have sent a “Happy Birthday” email to customers in their birthday month. This was a start, but it wasn’t very smart or personalised.
As the internet grew in the early 2000s, businesses started collecting more customer data. This led to better ways of understanding customers.
Small businesses could start to see patterns in how customers behaved online. For instance, an online clothing store could see which products customers looked at most often.
From the mid-2010s, AI really started to make a difference. It could look at lots of data quickly and find insights that humans might miss. This meant even small businesses could start offering personalised experiences to their customers.
A local gym, for example, could use AI to suggest personalised workout plans based on a member’s fitness goals and past activities.
Today, AI in marketing isn’t just for big companies. Small and medium-sized businesses can use AI tools that are affordable and easy to use. These tools can help with everything from writing better emails to predicting which customers are likely to buy again.
For example:
This evolution means that AI in marketing has gone from a luxury for big corporations to a accessible tool for businesses of all sizes.
It’s opening up new possibilities for small and medium-sized businesses to market more effectively and efficiently.
Understanding the main types of AI used in marketing can help you see how they might fit into your business. Don’t worry – you don’t need to be a tech expert to use these.
What it is: Machine Learning is like a computer program that gets smarter over time as it sees more data.
How it helps: ML can spot patterns in your customer data that you might miss. It can predict what customers might want or do next.
Small Business Example: A local flower shop uses ML to predict which customers are likely to order flowers for upcoming holidays or events, allowing them to send timely reminders.
What it is: NLP helps computers understand and respond to human language.
How it helps: It powers tools that can read customer feedback, respond to queries, or even help write marketing copy.
Small Business Example: A small e-commerce business uses an NLP-powered chatbot on their website to answer common customer questions 24/7, improving customer service without increasing staff.
What it is: This technology helps computers understand images and videos.
How it helps: It can analyse visual content on social media, help with product photography, or even power augmented reality experiences.
Small Business Example: A boutique furniture store uses a computer vision-powered app to let customers see how a piece of furniture would look in their home before buying.
What it is: This uses data, statistics, and machine learning to forecast future outcomes.
How it helps: It can predict things like which products might sell best or which customers might stop buying from you.
Small Business Example: A local gym uses predictive analytics to identify members at risk of cancelling their membership, allowing them to offer special incentives to these members to keep them engaged.
Now, let’s look at how these AI technologies can be practically applied in your marketing efforts. We’ll focus on applications that are particularly relevant and accessible for small to medium-sized businesses.
What it does: AI helps you tailor your marketing to individual customers based on their behaviour and preferences.
How it helps: More relevant marketing means happier customers and better results for your business.
Examples:
Tools to consider: Mailchimp, Klaviyo, or Salesforce Einstein for email marketing personalisation.
What it does: AI optimises your online ads to show them to the right people at the right time.
How it helps: You get more bang for your buck from your advertising budget.
Examples:
Tools to consider: Google Ads Smart Bidding, Facebook Ads AI features.
What it does: AI-powered chatbots can answer customer questions instantly, 24/7.
How it helps: You can provide great customer service around the clock without hiring more staff.
Examples:
What it does: AI can help you create and improve your marketing content.
How it helps: You can produce more high-quality content in less time.
Examples:
Tools to consider: Jasper.ai, Grammarly, or Surfer SEO for content creation and optimisation.
What it does: AI analyses your data to predict future trends or customer behaviours.
How it helps: You can make smarter decisions about inventory, marketing campaigns, and more.
Examples:
Tools to consider: Google Analytics with predictive metrics, Tableau, or Spotfire for smaller businesses.
Introducing AI into your marketing doesn’t have to be overwhelming. Here’s a step-by-step approach to get you started:
AI in marketing isn’t just a futuristic concept – it’s a present reality that’s accessible to businesses of all sizes. By embracing AI, small and medium-sized businesses can:
The key is to start small, focus on your specific needs, and choose tools that align with your business goals.
Remember, AI is a tool to enhance your marketing efforts, not replace the human touch that makes your business unique.
The world of AI in marketing is full of opportunities for businesses willing to embrace innovation.