Artificial Intelligence and Marketing

By Mike Kaput

reproduced from hubspot


Did you know that more than 42% of the world population is on social media?

With a growing number of people connecting to social networks, having a social media strategy is vital to your digital marketing success in 2019.

You probably already know that a lot of time and effort comes with successful social media management. It’s not uncommon for digital marketers to spend hours a week just on drafting content; monitoring, analyzing, creating reports; and managing paid social ads.

As you focus on some of the more mundane tasks related to social media, you might find that you’re losing valuable time that you could use to plan out enticing multimedia campaigns or work on bigger, more productive marketing projects.

But, what if a machine could take over some of your tasks and free you up to dive deeper into the more creative areas of social media strategy?

In 2019, there are a number of artificial intelligence-driven programs that can vastly improve how we use social media for marketing. And, they’re actually somewhat affordable to implement.

Download Now: Free Social Media Calendar Template

As the Director of Marketing AI Institute and a senior consultant at PR 20/20, I’ve frequently written and spoken about AI implementation. I’ve also worked with marketers to understand, adapt, and pilot artificial intelligence to increase revenue and reduce costs.

Throughout my career, I’ve learned a great deal of where marketing and AI can intersect. I’ve found that social media is one area where this technology can be implemented in many marketing strategies.

First of all, most of the social media platforms we know and love already use AI to improve our experiences as users. For example, Facebook uses machine learning to recognize your face in photos, Snapchat hosts AR filters, and LinkedIn uses AI to parse mountains of data and recommend jobs you might be interested in.

But you don’t have to be the CEO of a major social platform to implement AI. As marketers, we too can use AI software to dramatically speed up and streamline our social media strategies. There are also three prominent use cases where AI is especially valuable: Creating basic content, data analysis, and ad management.

In this post, I’ll walk through each use case and the tools that can help you with each.

Here’s a quick video that explains Phrasee’s process and how it might lead to more ad conversions.

Phrasee does not include pricing information on its site, but its product page does note that major companies like Virgin and Domino’s have benefited from its services.


Once your stellar ad is written, AI can tackle some of the nitty-gritty ad management tasks, like optimizing bids, divvying up a budget, and recommending channels most likely to help your ad perform. Pattern89 is an AI marketing tool that provides recommendations on almost every aspect of your ads, including recommendations for adjusting your spend and audience targeting to massively increase performance.

When you log into the tool, you can see a screen filled with alerts and suggestions related to how you can improve the effectiveness of your ad. If you’d like to follow the platform’s suggestions, you can click “Show me how.” to learn how to make ad adjustments. It the platform shows you a “Do this automatically” button next to a suggestion, you can click that to have the platform make the adjustment.

Here’s a look at what the dashboard looks like:

Pattern89 social media dashboard with AI ad recommendations

Source: Pattern89

Aside from allowing you to monitor live and completed ads, the tool also offers a Creative Ads Manager. This allows you to search and analyze past ads with filters including ad set, campaign objective, audience, and other ad targets. Here’s a quick walkthrough of this process in Pattern89:

Pattern89 doesn’t provide pricing, but you can contact the company for a demo.

WordStream Advisor

WordStream also enhances ad performance by using machine learning to assess PPC ads across Facebook and Instagram, then offering data-driven recommendations. The company offers software catered to agencies, advertisers, and online sellers to help them learn more about the effectiveness of their PPC ads and help them make better decisions which might return a solid ROI.

WordSteam Advisor dashboard gives recommendations powered by AI algorithms

WordStream advisor specifically allows small to medium-sized business marketers to track ads on major platforms including Facebook and Instagram. The program configures all of your ad data into one simple dashboard and offers a 20-Minute Work Week feature which allows you to streamline your ad decisions.

As part of the 20-Minute Work Week feature, WordStream will send you advertising updates as well as suggestions to make your ad more effective. Instead of analyzing your own ads and determining adjustments yourself, you can simply read and follow WordStream’s suggestions.

AI driven Wordstream Advisor social media ad recommendations

Source: WordStream

AI is for Every Social Media Marketer

If artificial intelligence still seems like an overwhelming topic, you’re not the only one who might be intimidated by it. After all, we’re marketers, not data scientists.

Good news: You don’t need to be a data scientist to understand, start using, and make a massive impact with the help of AI. You just need to start learning about tools that could help you.

If you’ve developed a great AI strategy related to social media, you might also want to look at your overall strategy to make sure you’re making the most of automation. This post will walk you through the more strategic elements of automating your strategy, including knowing when to schedule, when to diversify content based on social platforms, and how to better interact with your community with the help of automation.


Originally published Nov 25, 2019 7:00:00 AM,!