Jumpstart Your Use of AI in Marketing with These 4 Strategies

You can’t scroll too far these days without coming across the latest news or ideas on generative AI (genAI). A recent LinkedIn study indicates two-thirds of B2B marketing leaders are now using genAI, up 20% from 2023. This technology – and AI overall -- can have a powerful impact on marketing, as long as it’s applied conscientiously and with accurate data.

At OMI, where performance marketing is our specialty, we continue to expand our use of AI -- and industry experts are starting to take notice. Over the past year and beyond, Forbes has quoted our team about the ways we are leveraging AI to transform how we work and improve client outcomes. Here are four of the quotes:

• Powerful Filtering for Intent Data Signals

“AI gives our agency powerful filtering capabilities, along with speed and scale, when using intent data signals to fuel targeted programmatic advertising campaigns for clients. With billions of digital intent signals processed weekly, AI saves us time and resources and enables us to uncover deep insights around preferences and interests to improve campaign targeting and personalization.” Read more here.

• Time-Saver for Personalization at Scale

“As an agency with deep expertise in omni-channel marketing, we rely on robust personalization. Our team uses AI to streamline and optimize personalization for clients. For example, we combine machine learning with business firmographics and our B2BC contact data to automate many aspects of email personalization across content, images, calls to action, subject lines and more.” Read more here.

• Content Development Starting Point

“AI has worked well for us for SEO and email personalization at scale. We’re now testing ChatGPT as a content development starting point for landing pages, email, lead generation and more. Its output can sound robotic, and since the text it generates can be pulled from existing works, copyright infringement is a potential issue. That’s why it’s critical to customize that text and make it your own.”  Read more here.

• Champion Responsible Use and Conduct Team Training

“Combining human emotions and creativity with AI efficiency and innovation can be a marketing game-changer. For the best outcomes and to foster a sense of purpose and pride, agency leaders must champion the responsible, ethical use of AI along with a culture of trust and transparency. Team training is also essential—and with generative AI evolving so rapidly, it must be ongoing.” Read more here.

How are you using AI in your marketing? We’d love to hear from you. Reach out to our team to learn more about our use of AI as well as our many performance marketing offerings designed to boost your marketing ROI.