How are eCommerce marketers using AI?
And what can we learn from them to replicate in our own use cases?
AI is obviously everywhere. But what are its actual use cases @ work or in enterprise. A survey from eMarketeer sheds some light on how marketers in eCommerce are actually using AI across various elements of the PMM lifecycle
While it is true that in specific niches AI tools will have more impact (scaled eCommerce would be one of those niches), at first glance it would seem that there is a ballpark 30% usage of various AI tools across customer service, data analysis, marketing , automation and ops. ( from data polled for this survey)
This number is quite high, given GPT 3 launched barely 2 years ago but given these are complementary tasks the compound value is even higher. This is where CFOs and CEO’s would be keen on AI efficacy in workforce which would obviously lead to redundancy in some cases and new role creation in others.Â
Suffice to say AI is here to stay. So, how do we use the insights from the data above, to incorporate specific actionable steps in our daily lives, workflows and so on?
Let’s detail the analysis from the chart aboveÂ
Customer Service and Support (37%)
The deployment of AI in customer service and support is a testament to its effectiveness in enhancing customer experiences. AI technologies like chatbots and virtual assistants handle an increasing volume of customer inquiries, providing instant responses and resolving common issues without human intervention. These AI tools are capable of understanding and processing natural language, making interactions seamless and more human-like.
Efficiency and Cost Reduction: AI chatbots significantly reduce response times and operational costs. For example, Juniper Research estimates that chatbots will save businesses $8 billion annually by 2022Â .
24/7 Availability: Unlike human agents, AI can provide support round-the-clock, catering to customers in different time zones and improving satisfaction.
Scalability: AI systems can handle multiple inquiries simultaneously, making them highly scalable solutions for businesses experiencing high traffic or rapid growth.
How can you use some of these in your side hustle?
Tools to Use: Zendesk, Intercom, Drift.
Implementation Strategy: Identify frequent customer inquiries to train your AI effectively. Monitor chatbot performance and refine its responses based on customer feedback.
Specific Actions: Create a detailed FAQ database to improve chatbot training. Implement a feedback loop for continuous improvement.
Data Analysis (36%)
AI’s role in data analysis is crucial for transforming raw data into actionable insights. It can process vast datasets at high speed, identifying patterns and correlations that might be missed by human analysts. This capability enables more precise targeting and personalization of marketing efforts.
Predictive Analytics: AI can forecast future trends based on historical data, aiding in inventory management, sales forecasting, and marketing strategy development.
Customer Segmentation: AI can analyse customer data to segment the audience into specific groups, allowing for more personalised marketing.
Enhanced Decision-Making: By providing real-time insights, AI helps marketers make data-driven decisions that enhance campaign effectiveness and ROI.
How can you use some of these in your side hustle?
Tools to Use: Google Analytics, Tableau, IBM Watson Analytics.
Implementation Strategy: Integrate AI tools with existing data sources and automate reporting to track key metrics.
Specific Actions: Conduct training sessions for your team on interpreting AI-generated reports. Use insights to refine marketing strategies.
Image Generation (36%)
AI-powered image generation tools streamline content creation by producing high-quality visuals tailored to specific needs. This technology leverages deep learning algorithms to create realistic images, significantly reducing the reliance on graphic designers and photographers.
Content Customisation: AI can create multiple variations of images, enabling marketers to tailor visuals to different audiences or A/B test various designs.
Cost Efficiency: Automating image creation reduces costs associated with traditional graphic design and speeds up the content production process.
Consistency: AI ensures brand consistency by adhering to predefined style guidelines, which is crucial for maintaining a cohesive brand identity across different platforms.
How can you use some of these in your side hustle?
Tools to Use: DALL-E, Canva, Adobe Spark, Midjourney, Imagen 2, Runway ML,Â
Implementation Strategy: Use AI to generate images that align with your brand aesthetics. Test different visual styles to determine what drives the most engagement.
Specific Actions: Develop a content calendar and pre-generate images for upcoming campaigns. Use AI to A/B test visuals.
Research and Idea Generation (35%)
AI significantly enhances research and idea generation by analyzing vast amounts of data from various sources. It identifies emerging trends, consumer preferences, and competitor strategies, providing marketers with valuable insights for innovation.
Trend Analysis: AI can monitor social media, news, and industry reports to detect emerging trends, helping marketers stay ahead of the curve.
Competitor Insights: By analysing competitor activities, AI provides a comprehensive view of market positioning and opportunities for differentiation.
Creative Brainstorming: AI tools can suggest new ideas for content, products, or marketing campaigns based on data-driven insights.
How can you use some of these in your side hustle?
Tools to Use: BuzzSumo, Crayon, HubSpot’s content strategy tool, Gemini Pro
Implementation Strategy: Regularly monitor industry trends and competitor activities. Leverage AI-generated insights for brainstorming sessions.
Specific Actions: Establish a routine for idea generation using AI insights. Quickly test and iterate on new concepts to align with overall strategy.
Website Personalisation (34%)
AI-driven website personalisation tailors the online experience for each user based on their behaviour, preferences, and past interactions. This personalised approach increases engagement and conversion rates by making the shopping experience more relevant to individual users.
Dynamic Content: AI adjusts website content in real-time, showing users personalised product recommendations, offers, and content.
Increased Engagement: Personalised experiences keep users engaged longer, leading to higher conversion rates and customer loyalty.
Improved UX: AI analyses user interactions to continuously improve the website’s user experience, making it more intuitive and user-friendly.
How can you use some of these in your side hustle?
Tools to Use: Optimizely, Dynamic Yield, Adobe Target.
Implementation Strategy: Implement personalisation tools on key pages. Track user interactions to refine algorithms.
Specific Actions: Segment your audience and tailor recommendations. Use AI to deliver personalised product recommendations and landing pages.
Internal Process Automation (33%)
AI automates various internal processes, such as inventory management, order processing, and supply chain logistics. This improves efficiency, reduces errors, and allows human resources to focus on more strategic tasks.
Operational Efficiency: AI streamlines operations by automating repetitive tasks, leading to faster and more accurate execution.
Error Reduction: Automation minimises human errors, ensuring more reliable and consistent outcomes.
Resource Optimisation: By handling mundane tasks, AI frees up employees to engage in higher-value activities, enhancing overall productivity.
How can you use some of these in your side hustle?
Tools to Use: UiPath, Automation Anywhere, Blue Prism, ZeroWork
Implementation Strategy: Identify repetitive tasks for automation. Integrate AI tools with existing systems.
Specific Actions: Develop a roadmap for automation starting with labor-intensive processes. Train staff on using and managing automation tools.
Product Recommendations (33%)
AI-driven product recommendations enhance the shopping experience by suggesting items that match customer interests and purchase history. This personalization increases sales and improves customer satisfaction.
Personalised Shopping: AI uses data from past purchases and browsing history to recommend products that are likely to interest customers.
Cross-Selling and Up-Selling: AI identifies opportunities for cross-selling and up-selling, boosting average order value.
Enhanced Customer Loyalty: Personalised recommendations create a more engaging shopping experience, encouraging repeat purchases and building customer loyalty.
How can you use some of these in your side hustle?
Tools to Use: Amazon Personalize, Salesforce Einstein, Nosto.
Implementation Strategy: Integrate recommendation tools with your eCommerce platform. Monitor performance and adjust algorithms.
Specific Actions: Segment customers and tailor recommendations. Regularly update the engine with new products and customer data.
Testing and Optimisation (33%)
AI assists in testing and optimising marketing campaigns by analysing performance data and suggesting improvements. This ensures that marketing efforts are effective and yield the highest possible ROI.
A/B Testing: AI can automate A/B testing, comparing different versions of a campaign to determine which performs better.
Performance Analytics: AI continuously monitors campaign performance, providing insights for optimisation.
Predictive Adjustments: AI predicts future performance and suggests adjustments to improve outcomes, enhancing campaign efficiency.
How can you use some of these in your side hustle?
Tools to Use: Optimizely, Google Optimize, VWO.
Implementation Strategy: Conduct regular A/B tests on marketing campaigns. Use AI to analyse results and implement changes.
Specific Actions: Develop a testing schedule for campaigns. Use AI to track and analyse performance metrics.
Copy Generation (30%)
AI tools generate engaging and relevant copy for product descriptions, advertisements, and marketing materials. This speeds up content creation and ensures consistency in messaging.
Efficiency: AI can quickly produce large volumes of copy, significantly reducing the time required for content creation.
Consistency: AI ensures that the copy adheres to brand guidelines, maintaining a consistent voice across all channels.
Creativity: AI can generate creative variations of copy, providing fresh ideas and perspectives.
How can you use some of these in your side hustle?
Tools to Use: Copy.ai, Jasper, Writesonic, Gemini Pro, Claude 3.5
Implementation Strategy: Use AI for initial drafts of copy. Refine AI-generated content to align with brand voice.
Specific Actions: Create a content repository with AI-generated templates. Maintain consistency across marketing channels.
Administrative Tasks (30%)
AI can handle various administrative tasks, such as scheduling, reporting, and data entry. This reduces the burden on human resources and improves overall efficiency.
Time Savings: Automating administrative tasks frees up significant time for employees to focus on more strategic activities.
Accuracy: AI reduces errors in routine tasks, ensuring more reliable and consistent outcomes.
Scalability: AI can handle a large volume of tasks simultaneously, making it an ideal solution for growing businesses.
How can you use some of these in your side hustle?
Tools to Use: Zapier, IFTTT, Make.com, Hexomatic, Microsoft Power Automate.
Implementation Strategy: Identify administrative tasks for automation. Implement AI tools and train staff to manage them.
Specific Actions: Develop SOPs for automated tasks. Monitor performance and adjust tools as needed.
The use case above is specific, but the learnings are scalable and can be replicated in many instances with tweaks to adjust to relevant needs. Integration of the right AI tools for the right reasons and with the right processes can indeed scale productivity. The paramount need would be in unlocking newer opportunities from this automated support function which the parallel human workforce then needs to be using to create newer value based programs
In short let’s say you are a solo-preneur. AI can help you save let’s say a few hours a day in copy writing , data analysis and design but you will still need to sell your core value proposition or product, to other human’s who will need to want to pay for your solution using their wallet. That can’t be automated and that will still need a ton of your time and energy
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