{"id":4892,"date":"2023-05-01T01:09:46","date_gmt":"2023-05-01T05:09:46","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/05\/01\/small-businesses-heres-how-you-can-improve-your-digital-marketing-in-the-blink-of-an-ai\/"},"modified":"2023-05-01T01:09:46","modified_gmt":"2023-05-01T05:09:46","slug":"small-businesses-heres-how-you-can-improve-your-digital-marketing-in-the-blink-of-an-ai","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/small-businesses-heres-how-you-can-improve-your-digital-marketing-in-the-blink-of-an-ai\/4892\/","title":{"rendered":"Small Businesses \u2013 Here\u2019s How You Can Improve Your Digital Marketing in the Blink of an AI"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Dave Charest, Director of Small Business Success at <a href=\"https:\/\/www.constantcontact.com\/\">Constant Contact<\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Technology is advancing at an extremely fast pace \u2013 just look at how quickly ChatGPT has become a household name. It has dominated news cycles and in only 4-5 months, it\u2019s also heightened our awareness and understanding of where, and how, artificial intelligence (AI) is impacting our lives. From digital assistants like Siri, to predicting customer behavior and preferences, AI is everywhere now.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Whether you know it or not, AI has also been a core technology in marketing for years. Most product recommendation engines run on some form of AI, and we have used AI for years at Constant Contact to power things like subject line recommendations in our email marketing platform. The difference between where AI has been used in the past and its applications today is that it is much more capable \u2013 particularly when it comes to creating content.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">AI is sophisticated enough now, and has a big enough dataset, that it can decipher text, react to engagement patterns, anticipate responses and recognize images. As you can imagine, this lends itself perfectly to digital marketing, where the objective is to deliver the perfect marketing message to every customer every time.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With such an in-depth understanding of how a consumer behaves, AI can help businesses make purchase recommendations, analyze product fit, and create better content with more precise targeting. If you\u2019re a small business marketer, there\u2019s no reason to not use this technology to your advantage.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Here are some easy ways small businesses can start using AI in their marketing strategy.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Personalize messages and offers for your customers<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Leverage AI\u2019s deep learning capabilities to amp up the experience your customers have when they interact with your business. One of the best ways to do that is by tailoring your marketing to share content that meets their needs.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">AI can recognize if a person abandoned their online cart, and what types of products they have purchased in the past. It can also determine whether they prefer to be texted, or if email is their go-to channel for reading messages from their favorite brands. That type of analysis is invaluable as a marketer because instead of guessing what your customers will engage with, you can make decisions based on real-world data. Leverage that information to send more applicable messages and deals to your customers, and in doing so, they will be more likely to convert to a sale.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Banish writer&rsquo;s block once and for all<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Writing is difficult, and as a small business marketer, it can feel daunting to think about having to sit down and write an entire email or text campaign to your customers. And, it has to be good! Luckily, AI is here to help.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Instead of spending hours fighting writer\u2019s block for your next campaign, let AI do the heavy lifting for you. There are several AI-powered writing tools available that can help businesses get a jump start on content creation and save valuable time in the process. Our <a href=\"https:\/\/www.constantcontact.com\/features\/ai-marketing\">AI Content Generator<\/a> at Constant Contact is purpose-built for small businesses. It allows our customers to automate the writing process for their marketing campaigns, which saves time and resources while still creating high-quality content.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Write social media posts<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Sometimes, you just don\u2019t have the energy to create an engaging and informative social media post \u2013 let alone multiple posts for all the different platforms you are managing. That\u2019s ok, you\u2019re human! So, why not ask AI to do it for you?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Using AI to write social media posts can help small businesses maintain a consistent presence on social media, engage with their audience and even attract new followers. The best AI content generators will even give you multiple options to choose from. However, it\u2019s still important to ensure the content feels authentic to your voice and doesn\u2019t sound like it was written by a chatbot. Double-check before posting, and then move on to other areas of running your business.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>One last note on AI content generation<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">AI-generated content can be informational, informative, and even fun. However, it\u2019s important to note that AI is often just a baseline to get you started. The real value still comes from sharing your story and connecting with your audience.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s up to you to ensure that any content you generate using artificial intelligence is not only original and helpful, but that it\u2019s also accurate, honest, and aligns with your brand values. Most importantly, you want to make sure that the content sounds like you and speaks to your customers in a way that makes them feel valued.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>Dave Charest is the Director of Small Business Success at <\/em><a href=\"https:\/\/www.constantcontact.com\/\"><em>Constant Contact<\/em><\/a><em> which delivers everything small businesses and nonprofits need to build, grow, and succeed.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>AI is often just a baseline to get you started. The real value still comes from sharing your story and connecting with your audience.<\/p>\n","protected":false},"author":7,"featured_media":4893,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[17],"topics":[2],"class_list":["post-4892","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ai","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Small Businesses \u2013 Here\u2019s How You Can Improve Your Digital Marketing in the Blink of an AI | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/small-businesses-heres-how-you-can-improve-your-digital-marketing-in-the-blink-of-an-ai\/4892\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Small Businesses \u2013 Here\u2019s How You Can Improve Your Digital Marketing in the Blink of an AI\" \/>\n<meta property=\"og:description\" content=\"AI is often just a baseline to get you started. 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