The following is a guest post from AirTank, a full-service design, development and marketing consultancy.
At this point, you’ve heard enough about AI to know that something big is happening. What you might not yet understand is what it could mean for you personally and for your business.
According to Gartner, 37% of organizations have implemented AI in some form. This includes everyone from direct-to-consumer brands to digital agencies. We have also seen the percentage of enterprises employing AI growing by 270% over the past four years.
That said, most people are still learning the space, and 70% report having only medium or low confidence in their AI abilities. Overall, however, brands and businesses understand how important the AI landscape is to their ability to grow over the coming years.
It’s still early days. According to the 2023 State of Marketing AI report, just 7% of brands are scaling AI technology.
After chatting internally with clients and other agencies, we wanted to share our approach to AI. Although things are moving quickly, at AirTank, we believe the winners will be in the pool trying to swim versus waiting for the water to be a perfect temperature.
We’ve created a framework to help us think about how to deploy AI technologies for ourselves and our clients. We call it EPIC. Below are some examples of how we have deployed the EPIC framework for customers as well. It has resulted in some improvements in KPIs for businesses that have tested it.
E – Efficiency: Building content more quickly and efficiently to drive SEO results. We’ve increased rankings on average by 50% within six months with AI assistant content production.
P – Personalization: Helping make your customer experiences more 1:1 vs. 1:Many. We build some AI-driven landing page experiences that have improved conversion rates by 20% by better understanding consumer intent.
I – Insights: Combing through data to find insights more quickly. (Read more for examples of how we apply this for Paid Search on Search Engine Land.)
C – Confidence: Our development team is moving 25% faster and more confidently.
We’ve set up regular meetings as a team to share AI learnings internally with the hope of passing that knowledge to each one of our clients. We have also been working directly with clients to implement some form of the EPIC framework in their marketing strategy.
A great example of leveraging AI for quick wins involves one of our clients serving the restaurant industry. They were looking to improve their SEO traffic which had been declining for two years. Through the use of ChatGPT, we created new title and meta tags, as well as increased the flow of new and optimized content across their WordPress website. The results have been outstanding so far with a 70% increase in ranked keywords, a 20% increase in conversions, and a 55% increase in impressions.
The goal is to learn and push ourselves and our clients into the next wave as AI continues to evolve as a mainstream in the market. Our job is to be your partner in digital marketing. We can not be that partner without bringing new technologies and testing to your front door.
This is an exciting time for digital marketing and we want to partner with you to help find ways to use AI to improve your business. Let us share our experiences with you and grow together.
If you have any questions or would like to learn more about the EPIC framework, feel free to reach out to us at AirTank.com/Contact. One of our experts would be happy to help in any way we can!
Photo credit: Nguyen Dang Hoang Nhu