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Using AI To Deliver Authentic Experiences

By Robin Anderson

When it comes to marketing, there is one thing we have all learned, is that how we strategize, plan, and implement marketing, is continuously evolving. Technology is increasingly being integrated into the process enabling marketers to become more efficient while maximizing their efforts. However, when, where, and how to use that technology to be effective is another deal. And this year is no different with AI. 

AI is not designed to replace the work you do - such as writing. It’s designed to HELP you do the work you need to do. Use AI to repurpose your content and/or create an outline for a new idea. Using content generated by AI alone, you’ll end up with bland, inconsistent (and sometimes factually wrong) copy. AI is a tool. Use it to structure or expand your content, not BE your content. Genuine content will always win. Use the time you save using AI to strengthen your content.

When it comes to marketing in 2024, rather than cast a wide net to catch all kinds of fish, connect with your specific customer set on a personal level. This will enhance the likelihood of a successful catch, becoming the most effective way to do business.

Your goal is to create authentic experiences to build trust, leading to greater engagement. For example, AI can help with analytics enabling you to first know what is important to your customers through interactions, then use data to personalize your content and offers for each customer. 

Interactivity is important. Video, podcasts, events can help you connect. Your customers want insights and solutions to their problems. Authentic, relatable, high–value content coupled with transparency builds trust, helps to establish you and your brand as a thought leader. For websites, it’s time to quit using the vague homepage headers and fluffy marketing terms and start telling people what you actually do from the get-go. 

Using interactive tools connects users’ thoughts, feelings, & the frustration of dealing with their problem to your solution. Include a checklist of issues your prospective customers face, then provide a solution to the problem, or a cost-savings calculator that demonstrates the benefit of buying your product. Adding customer testimonials next to interactive tools, boost the effectiveness of your product in solving the customer’s problem with credibility and validity. Building that relationship will provide you with invaluable opportunities to interact with your customers and gain feedback that can prove to be invaluable. In addition, tools such as this, allow you to maintain customer privacy while gaining more reliable insights.

While social media gives you the opportunity to reach a large audience base, it’s difficult to build relationships with customers on social platforms. Focus your efforts in social media to social commerce. Short-form videos and ‘carousels’ allow for social shopping to occur through user-generated social proof extending the relationship between a brand and future/current customers. 

Marketing tools such as newsletters can help you further educate, update, and remind interested parties why they follow you. Those who subscribe to your newsletter have demonstrated an interest in what you are sharing.

Reach is not as important as authentic experiences and engagement - be relatable. Your goal is to connect with other humans for real life relationship building. Efficiency will continue to be increasingly important. To do so, utilize tools such as AI to give you a baseline of content or analytics, and then focus your efforts through writing and data analysis to personalize your communications. AI is not intended to replace the work, but rather be an assistant to help.

Need help kick-starting your marketing efforts with AI? Contact Us for a free 30-minute consultation.

Fun Fact Friday

In an early example of an incident with AI home devices, a six-year-old used Alexa to order a dollhouse. Word about the hilarious mistake got around. A reporter from a local news station did a story about this, stating “I love the little girl saying, ‘Alexa ordered me a dollhouse.’” Viewers (owners of Google Home - Alexa) found their own devices went about ordering a dollhouse for them as well.