SMS marketing platforms are ideal for sharing short messages about promotional offers with your audience. Other channels don’t offer the same level of precision and delivery. For example, an Instagram post will compete for followers’ attention with hundreds of other posts in their feed.

To use SMS marketing platforms, first create a list of customer phone numbers that have opted in to receive messages. Then schedule messages and track the effectiveness of your campaigns.

Use the tool responsibly and respect your customers’ privacy and wishes – no one wants intrusive messages in their inbox. We’ll talk about getting customer consent in the following sections.

SMS is a universal channel of communication with customers. Here are some cases where SMS is useful for your audience and therefore for you:

• Special offers. Send customers text messages with exclusive one-time discounts or short-term promo codes to encourage them to buy.
• Insider tips and updates. New sneakers just set on fire? Let your loyal customers know about new arrivals so they can buy a pair while they’re still in stock.
• Invitations to events. Use SMS marketing to invite your audience to seasonal sales, presentations, or webinars and make sure people don’t miss your event because of algorithmic shenanigans.
• Transactional SMS. Notify customers about the status of their order, especially if it’s a high-value purchase that’s being shipped overseas.
• Reminders. Send customers SMS reminders to reduce no-shows and make sure they attend scheduled meetings, classes, or other events.
• Announcements. Need to cancel an upcoming event or recall a product? Use SMS to make sure customers know about and accept any major changes.
• Feedback. Use SMS to survey customers about their experience with your product or service and collect feedback to improve your offerings.

As you can see, SMS is a great channel for personalized and urgent messages that can’t be missed, such as price drop notifications or delivery confirmations. Consider SMS marketing as an important addition to your omnichannel marketing campaign.

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Why does marketing actively use AI?

In the era of big data, marketing faces the need to analyze huge amounts of information to make the right decisions. In this sense, the use of AI offers the following advantages:

• Accuracy of data analysis – AI is able to analyze huge amounts of data in real time, which gives companies the ability to quickly adapt strategies and respond to user behavior;
• Automation of tasks – from content creation to campaign management, AI can automate repetitive processes, freeing up marketers to be more creative;
• Behavioral prediction – based on the analysis of previous actions, AI can predict future customer interests, which helps to build targeted marketing campaigns.

Marketing personalization with AI

Personalization is one of the main aspects of modern marketing, and AI plays an important role in its realization. Today’s consumers expect brands to take into account their individual preferences, which contributes to increased loyalty and improved user experience.

AI allows marketers to implement highly effective personalization solutions, including

• Recommender systems – many online platforms (e.g., Netflix, Amazon) use AI to create personalized recommendations based on the analysis of user preference data. This allows brands to offer products and services that are best suited to each consumer;
• Preference analysis – AI analyzes user behavior on websites, social networks, and mobile applications, which helps to predict customer interests and build personalized offers;
• Creating personalized content – with the help of AI, brands can automatically generate content (e.g., advertisements, articles, images) that meet the interests and needs of the target audience.

Personalization, which is becoming more and more tangible with the use of AI, offers a number of advantages:

• Increased loyalty – customers appreciate being treated as individual users, which builds their trust and makes it more likely that they will stay with the brand for the long term;
• Increase conversions – when users receive exactly what they are interested in, they are much more likely to make purchases or subscriptions, which increases overall sales;
• Marketing budget optimization – personalization allows you to focus on effective campaigns, avoiding unnecessary spending on unnecessary channels and untargeted offers.

Thus, AI-driven personalization becomes a powerful lever for strengthening the connection between a brand and its customers, increasing their satisfaction and driving conversion and sales.

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In this article, we’ll explore how you can automate the creation of text-based content for your blog, using various tools and strategies to streamline the process while maintaining quality and relevance.

1. Utilize AI-Powered Content Writing Tools

AI-powered content writing tools have made it easier than ever to generate blog posts, articles, and other written content. These tools use natural language processing (NLP) and machine learning algorithms to analyze and generate human-like text based on the prompts or instructions you provide.

Some of the leading AI content generators include tools like Jasper, Writesonic, and Copy.ai. These tools allow you to:

• Generate blog posts from scratch: Simply input a topic or keyword, and the AI can generate a well-structured article in minutes.
• Create outlines and headings: If you’re unsure about how to structure your post, these tools can generate content outlines with suggested headings, subheadings, and paragraph suggestions.
• Repurpose existing content: You can feed the AI with existing blog content or articles and ask it to generate new versions, summaries, or variations to keep your blog fresh and diverse.

While AI-generated content can be very effective, it’s important to review the output to ensure it aligns with your brand’s voice and quality standards. AI tools are best used for generating ideas, overcoming writer’s block, and saving time on repetitive tasks.

2. Implement Content Curation Tools

Content curation is another effective way to automate content creation for your blog. Instead of writing every post from scratch, you can use content curation tools to gather relevant articles, blog posts, and resources from around the web and present them to your audience in a new format.

Some popular content curation tools include:

• BuzzSumo: A powerful tool that helps you discover trending topics, find popular articles related to your niche, and curate content that resonates with your audience.
• Feedly: A content aggregator that allows you to subscribe to various blogs, websites, and news outlets. You can then curate and repurpose the content into a more digestible format, such as round-up blog posts or resource guides.
• Pocket: This tool lets you save articles, videos, and other content from the web. You can then organize and share them with your audience, or use them as inspiration for original blog posts.

Curating content is a time-efficient way to keep your blog active and relevant, and it helps position your brand as a thought leader by sharing valuable resources with your audience. However, ensure that you add your unique perspective or commentary to curated content to avoid duplication and add value.

3. Automate Blog Post Scheduling and Publishing

Once your blog content is created, it’s crucial to maintain a consistent publishing schedule. Manually publishing blog posts can be time-consuming, but there are plenty of tools that can automate the process, ensuring that your content is published at the optimal time without requiring constant manual input.

Popular blog scheduling tools include:

• WordPress Scheduler: If your website is built on WordPress, you can use its built-in scheduling feature to set a time and date for your blog posts to go live automatically.
• Buffer: While primarily used for social media scheduling, Buffer also allows you to schedule blog post links and share them across different platforms at the best time for your audience.
• CoSchedule: A marketing calendar tool that integrates with your WordPress blog, CoSchedule lets you schedule blog posts and other content across various channels, creating a streamlined content publishing workflow.

By automating your blog post publishing, you can save time and avoid last-minute scrambling to meet deadlines. It also allows you to maintain consistency in your content calendar, ensuring that your audience stays engaged.

4. Use Content Personalization and Automation for SEO

SEO (Search Engine Optimization) is a critical factor for driving organic traffic to your blog. Automating some aspects of SEO can improve the visibility of your blog posts and help you reach a broader audience.

Tools that help automate SEO for your blog content include:

• Yoast SEO (WordPress Plugin): Yoast SEO provides real-time SEO suggestions, helping you optimize your content for search engines. It can help automate tasks such as adding meta descriptions, keywords, and proper headings to ensure your content is discoverable.
• Clearscope: A content optimization tool that helps improve SEO by recommending related keywords and phrases that should be included in your blog posts. It automates the keyword research process, ensuring your content is well-optimized for search engines.
• SurferSEO: This tool analyzes the top-ranking pages for your target keyword and provides you with insights on how to optimize your content, including keyword usage, content structure, and internal linking.

By automating your SEO efforts, you can ensure your content ranks higher on search engine result pages, which will ultimately drive more traffic to your blog.

5. Repurpose and Update Old Content Automatically

Content repurposing is another smart way to save time and create fresh blog content without starting from scratch. By updating and republishing old posts with new information, you can keep your blog up-to-date and relevant while driving traffic to older articles that still provide value.

Some tools to automate this process include:

• Revive Old Posts: A WordPress plugin that automatically shares old blog posts on your social media channels, increasing their reach and engagement.
• ContentFly: This service helps repurpose and update your old content, adding new keywords, information, or expanding on ideas. It’s a great way to leverage your existing content for fresh marketing materials.

Repurposing old content is an effective way to improve the ROI of your existing posts, ensuring they remain valuable for your audience and continue to generate traffic.

6. Leverage Email Marketing Automation for Blog Promotion

While the process of writing and publishing blog content can be automated, promoting your blog posts is just as important for driving traffic and engagement. Email marketing automation allows you to automatically send blog updates to your subscriber list and ensure that your audience doesn’t miss any new content.

Email marketing tools such as:

• Mailchimp
• ConvertKit
• ActiveCampaign

allow you to automate email campaigns, segment your audience, and personalize the emails that promote your latest blog posts. With these tools, you can set up a workflow that sends emails automatically when a new post is published, helping drive traffic to your blog without manual effort.

Automating blog content creation not only saves time but also ensures that your content marketing strategy runs smoothly and consistently. By using a combination of AI tools, content curation, SEO automation, and content scheduling platforms, you can streamline your entire content production process. Repurposing old content and automating your blog promotion efforts ensures that your blog stays relevant and continues to grow.

Incorporating these automated practices into your content creation workflow allows you to focus on other important aspects of your business while still delivering high-quality content to your audience. With the right tools and strategies, you can scale your blog content production efficiently and effectively.

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The modern advertising market is a huge and highly competitive arena. When planning an advertising campaign, it is difficult to predict in advance which creative will attract more attention or which landing page will generate the highest conversions. A/B testing helps to avoid assumptions by providing real data to make informed decisions.

How it works: the audience is divided into two parts, each of which sees different versions of an ad, website, or landing page (version A and version B). After interacting with these versions, the collected data is compared to determine the most effective option.

Important indicators for evaluating A/B testing results

The first step in conducting A/B testing is to form a hypothesis that will determine the purpose of the test. It can be changes in the design, text, or arrangement of elements. The effectiveness of the test is evaluated by standard advertising campaign metrics such as CTR (Click-Through Rate), CR (Conversion Rate), CPC (Cost per Click), CPA (Cost per Acquisition), and Bounce Rate.

The duration of the test depends on many factors, including the size of the audience. The more users you have, the faster you can get statistically significant results. The type of campaign also affects the duration of the test: for contextual advertising, testing can last from a few days to a few weeks, while in the case of email campaigns, results can be faster due to the instantaneous reactions of users. Seasonal factors, such as holidays or big sales, can also affect the duration of testing due to non-standard audience activity.

The most common mistakes during A/B testing

Changing several variables at the same time. The test should focus on one variable, otherwise the results will be difficult to interpret. For example, you shouldn’t test different headlines and visual elements at the same time.

Ending the test prematurely. Insufficient data can lead to false conclusions.

Ignoring audience segmentation. Different audience segments may react differently to the same changes. Therefore, it is important to test on the main target audience, taking into account its characteristics.

Incorrect conclusions. You should make sure the results are statistically significant before making decisions.

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To prevent this from happening, use the dynamic remarketing tool. It will remind the user of their favorite sneakers and other brand products when they browse a news site or scroll through a social media feed. Will this increase the likelihood of a purchase? Yes.

Let us explain how this happens step by step:

• A potential buyer visits the website and browses the products;
• The data of his activity, i.e. cookies, are automatically saved;
• The user leaves the site;
• Google automatically generates a remarketing ad based on the products that the user has viewed;
• Subsequently, a potential buyer will see this ad, for example, on a news resource;
• After seeing the ad, the user can come back to your website and browse through certain products. Or buy the desired sneakers.

Ultimately, this model can work indefinitely, the main thing is to segment the audience correctly and not to abuse the frequency of impressions, as this can also lead to the opposite result, i.e., its unprofitability.

However, you should not confuse dynamic and regular remarketing tools. Regular remarketing shows the same message to all visitors of a particular website. Whereas dynamic remarketing provides precise targeting and makes it possible to get the most out of existing site users:

• banners with your products are created automatically;
• precise targeting;
• return of users and improvement of website CR (conversion rate);
• lower investments, higher profitability;
• the system independently optimizes advertising for each user.

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Contact centers and sales departments play one of the most important roles in establishing a connection between the company and the customer. According to a Forbes study, 81% of consumers need personalization to feel satisfied with an offer or recommendation. That is, by providing a unique offer based on individual customer characteristics, you make them feel valued.

What do you need to know before implementing personalization?

Personalized communication with a company can be uncomfortable for a customer for several reasons:

1. Violation of privacy. Excessive personalization can make a customer feel like the company has too much information about them. For example, if the company uses data that the customer did not realize was available, it can cause a feeling of invasion of privacy.
2. Feeling of manipulation. When customers notice that companies are using personalization to influence their decisions or purchases, it can create distrust. Customers may feel that the company is trying to manipulate their preferences or force products on them that they don’t really want.
3. Information overload. Sometimes an excessive amount of personalized messages can be overwhelming for a customer. This can lead to a feeling of being harassed or information overload, especially if these messages come too often.
4. Mismatching expectations. If personalization is based on incomplete or inaccurate data, it can lead to failed attempts to meet the customer’s needs, which causes frustration.
5. Misinterpretation of intentions. Customers may misunderstand why a company is reaching out to them in a certain way. For example, if personalized messages seem too intimate or out of context, it can cause embarrassment or inconvenience.

By using AI and ethical data collection to understand customer needs, trust is built and loyalty is increased. Why is it important to note that data collection is ethical? Because according to the law, there are certain provisions that ensure the protection of the subject’s data and regulate the collection and processing of the information provided.

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How AI optimizes advertising campaigns based on data:

• Targeting – AI helps to determine exactly who the target audience is, as well as the most appropriate time and place for advertising. This allows you to save your advertising budget and increase conversions;
• Segmentation – AI divides the audience into groups with similar interests and preferences, which allows you to create more targeted and relevant advertising messages;
• Adjustment of advertising costs – with the help of AI, advertisers can optimize costs by selecting the bids and conditions that will provide the greatest return.

Technologies for advertising management: AI tools and platforms

AI tools for managing advertising campaigns offer solutions that make the process of planning and optimizing ads less time-consuming:

Ad spend automation platforms – platforms such as Google Ads and Meta Ads (Facebook) use AI to optimize spend. They automatically allocate the budget to the most efficient channels. This not only saves costs but also increases the overall profit from advertising.

AI solutions for creative management – AI analyzes which creative elements (images, headlines, texts) work best for different audiences and adapts ads in real time to increase engagement.

Optimizing ad frequency and timing – AI helps to manage the frequency of impressions and choose the best time to advertise to avoid overloading the user. As a result, ads do not get boring, and the opportunity to interact with them increases.

Examples of successful campaigns

• Facebook and Instagram use AI to customize targeting, which helps brands increase conversions and reach the right audience at minimal cost;
• Google Ads – uses AI to automatically optimize advertising costs, which allows to get better results at a lower cost;
• Social media campaigns – well-known brands use AI tools to analyze the response to their posts and automatically adjust advertising campaigns.

The future of AI in marketing

AI continues to be actively implemented in marketing, and its role will only grow. In the future, AI will play an even more important role in creating personalized offers, automating processes, and predicting customer needs.

Key trends and forecasts

• Deeper personalization – AI will take into account even more factors, such as users’ emotional reactions, which will allow for even more personalized offers;
• Enhanced forecasting capabilities – AI will more accurately predict user needs, allowing marketers to stay one step ahead;
• Automation of all processes – AI will soon take over all stages of marketing, from content creation to campaign performance analysis.

In the future, AI will help marketers create more efficient strategies that reduce costs and increase profits. Companies that implement AI today will have a significant advantage in the future. If you haven’t started implementing AI in your marketing strategies yet, now is the time to do so!

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In simple terms, targeting is the selection of potential customers to whom a company wants to sell a product or service.

Where to start and how to set targeting correctly? Usually, this process consists of three stages: segmentation → targeting → positioning.

Segmentation is the division of the target audience into parts based on demographic, geographic, behavioral, and other characteristics.

Targeting is a mechanism for customizing the display of ads to certain segments according to the selected parameters. The key point is to determine which segment (or several) will be most beneficial for targeting. The following aspects should be evaluated: 1) the size of the segment; 2) the willingness of the audience of this segment to buy a product/service; 3) your own ability to reach the segment through available marketing channels.

Positioning is the creation of individual messages for the segment. This step is necessary to distinguish a product or service from competitors and encourage the target segment to buy.

How does targeting work?

The user’s personal data is key in this process. For example, when a person browses a product or service on a website, searches in a search engine, or is interested in certain products on the Internet, their browser collects this data and transmits it to advertising networks. The information is stored in a cookie, which is a piece of code. When a person visits a website from the same ad network, they may see ads for a product or service that is relevant to their search history or interests.

To better understand how targeting works, let’s take an example of a sports shoe brand. Let’s say we have an audience that we can divide into segments: 1) those who are not fond of sports; 2) those who run; 3) those who do yoga. For business, the second group of users is of the greatest value. To narrow down the targeting, you can set additional parameters such as age, gender, social status, and then prepare advertising creatives and messages that are relevant to each subgroup. This way, women and men can be directed to different landing pages and different models of sneakers can be used in advertising, young people can be shown brighter products, and older people can be shown more restrained ones, etc. Next, ads are placed on platforms where representatives of a particular segment are most likely to be found, such as Facebook or a sports website.

Goals and objectives of targeting

The main goal of targeting is to simplify the promotion and increase the distribution of the company’s products/services by focusing marketing efforts on certain groups of consumers.

Additional targeting goals:

• To stand out among competitors. People choose companies with a personalized approach and relevant offers. An effective targeting strategy allows you to leave your competitors behind.
• Loyal customer base. Targeted work with an audience that is interested in a product or service and shares the company’s values saves money and effort on advertising. With the help of advertising targeting, messages are more likely to resonate with the person who is interested.
• Attracting quality leads. Proper targeting will increase the chances of getting high-quality and qualified leads that will turn into customers.
• Improving product quality. In-depth audience analysis will allow you to learn more about the needs and pain of customers. This is a growth point for the company.
• Strengthening the focus. A focused approach to marketing and business in general will help optimize resources, time, and budget.

The main tasks that targeting solves

• Increase the number of sales. This happens by segmenting the target audience and working with those segments that have already shown interest in the product or service.
• Motivation for the target action. In addition to making a purchase, potential customers from the selected segment can take other targeted actions, such as participating in a promotion, leaving contacts, registering on a platform, or downloading an app.
• Increase brand awareness. With the help of advertising targeting, you can strengthen positive associations with the brand.
• Portrait of an ideal customer. Thanks to targeting, you can get to know your customers better and create several portraits of them to better understand who needs the company’s product or service.
• Budget savings. Only those users who are interested in the product see ads, and the number of non-targeted impressions is reduced with effective targeting.
• Increase the effectiveness of advertising. Taking into account the characteristics of the target audience, you can prepare individual offers and provide a personalized approach.

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