The Impact of AI in Performance Marketing Strategies

It seems like AI is the talk of every industry, but the world of marketing has been uniquely and significantly impacted by the rise of artificial intelligence tools. By the time 2024 began, millions of marketers were already beginning to use AI to make their jobs easier. Exploring the current and potential impact of AI on marketing reveals that now is the perfect time to start rethinking how you approach your campaigns. Let’s take a closer look.

What Are the Effects of AI on Marketing So Far?

Over the past few years, AI has gone from a hypothetical to one of the biggest trends in marketing. The HubSpot 2024 State of Marketing & Trends Report notes that 64% of marketers already use some form of AI. Additionally, 38% of those who aren’t using it plan to start in 2024. 

The accessibility of AI platforms like ChatGPT – a generative AI chatbot – has helped many marketers change how they create content. HubSpot also reports that of those marketers who say generative AI helps them do their jobs:

• 85% say it helps them improve content quality.
• 84% report that AI helps them create content more efficiently.
• 77% agree that using AI allows them to create more personalized content.

Generative AI has undoubtedly had the most profound impact on marketing so far. Still, new innovations like Typetone’s AI marketing digital workers promise even more opportunities for marketing professionals. 

By combining several models – like robotic process automation, machine learning, large language models, etc. – into one AI software, Typetone helps marketers skip the hassle of having to redo work created by a generative program. 

Our AI workforce can learn from mistakes, automate tasks, and readily offer new suggestions. It unlocks new ways for businesses to launch efficient marketing campaigns. 

That also means businesses of all sizes can more easily grow; the time of being held back by a lack of human staff is over. 

How AI is Changing Performance Marketing

Whether you rely on an AI tool or hire an AI digital worker, improving your marketing campaigns has never been easier. Here are a few ways that AI is changing the full spectrum of marketing efforts, from paid advertisements to social media and more. 

AI-Driven Retargeting

The loss of access to third-party website cookies and data was a massive game-changer for marketers. Professionals needed a new, reliable way to target (and retarget) specific groups of customers. That’s where AI can help. 

Many AI-powered algorithms and tools allow marketers to maximize the impact of their advertising campaigns by identifying and analyzing different target audiences.

For example, Google Ads’s Performance Max campaigns enable performance marketers to use AI to find converting customers across all of Google’s channels (YouTube, Display, Discover, Gmail, Maps, and Search) within a single campaign.

Performance Max uses a marketer’s conversion goals to find the right time, place, and people for your ads. By leveraging Smart Bidding, a machine learning bidding tactic, Google’s AI adjusts your ads to maximize conversions in real time. 

When it’s time to display an ad on a platform—during a YouTube video, for instance—the AI can analyze user behavior and preferences, location, etc., to determine which ads are best suited to which spots. The AI can even use audience signals and data you’ve provided to optimize your campaign even further.

Other ways AI can help:

• Predictive analysis: Google Analytics uses AI to allow businesses to track how likely a user is to make a purchase based on whether they’ve been active on an app or webpage
• Analyzing performance data from other marketing channels (like email) to discover clickthrough rates, bounce rates, and other information from specific audiences
• Creating templates, outlines, or audience profiles to simplify targeting different groups

AI in Social Media Marketing

Social media is the most popular use case for AI-powered marketing strategies, perhaps because it demands so many repetitive, rule-based tasks from marketers. Beyond using AI to automate and create content, marketers can use it to learn more about their audiences and retarget as needed.

A great example comes from Meta, which has created a machine-learning algorithm for Facebook and Instagram ads that creates lookalike audience groups without collecting data from users. Using this targeting option allows you to show your products to social media users with interests similar to those of existing customers. 

Other ways AI can help:

• Generating branded images, graphics, videos, etc. to post on social media
• Automating social media posting and updating
• Collecting and analyzing social media performance data (such as new follows, likes, shares, etc.)
• Automating interaction and engaging with social media users

AI in Paid Advertising

We already know that performance marketers can use AI-driven capabilities like Smart Bidding to optimize PPC and other paid advertisement campaigns. In addition to optimizing bids for conversions, AI can also help marketers target more customers than before (again, even without third-party data). 

For instance, marketers can choose to use broad matches for their Google Search ads to allow AI to target searches that are related to and match your keywords or phrases. That means your ads will be visible to more customers and more relevant audiences beyond what you’ve already identified. 

AI-driven ad spending tends to increase conversions, expand a business’s reach, and minimize resources wasted on ineffective campaigns. 

Other ways AI can help:

• Conducting A/B testing to determine which phrases, content styles, imagery, etc. works best for target audiences
• Optimizing product feeds for better performance
• Optimizing paid advertising copy to maximize conversions and maintain brand voice
• Rewriting existing advertising copy to fit different audiences or needs

AI-Driven Sponsored Content

While sponsored content often falls under the umbrella of “paid advertising,” it can also be viewed as a medium of its own. 

Collaborations between a business and another brand, publication, or partner allow marketers to reach out to targeted audiences with the added benefit of extra authority. 

However, to maximize the impact of sponsored content, performance marketers need to tailor their campaigns to the right audience, the party that will host the content, and the short-term nature of the campaign itself. 

AI can help by locating ideal partners, brainstorming campaign ideas, creating content proposals, and more. It also makes it simple to refine existing content and adapt it to each individual partner you work with. 

Other ways AI can help:

• Analyzing how users engage with sponsored content across different platforms or partners
• Automating an email schedule to reach out to potential sponsorship partners
• Offering personalized recommendations for content ideas based on audience, objectives, and ROI goals

AI-Powered Marketing is Changing How We Work

If there’s one thing we can take from all of the unique ways AI has impacted marketing, it’s that the future of work will be shaped by artificial intelligence. This isn’t to say that AI will replace human workers – instead, it will support marketers by automating and streamlining the processes they use to grow their businesses. 

It’s important to choose the right AI tools to enter this new era of marketing, and Typetone is here to help. Our free AI tool gives you access to:

• 50+ ready-to-use templates
• A plagiarism-free and privacy-proof Chat function
• GDPR-compliant, on-brand content-generating capabilities
• And more!

Start today to see the difference AI can make for your business. Or, to learn more about our AI digital workforce, schedule a demo with our team.

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