Think Different

There are NO Excuses for Poor Marketing – Read Below to Discover the BIG Secret

This is curated content from the best of the best blogs around IMHO, indispersed with a few of my own.

Mike Raybone leverages AI-powered marketing to transform customer interactions, from crafting personalized campaigns to optimizing conversions with dynamic pricing. Guiding businesses to unparalleled success, Mike ensures customer loyalty and competitive advantage with AI-powered strategies.

Despite the long read, this article is full to the brim of up to date information on ways to leverage AI to achieve ultimate success for your business. Buckle up for a long read and reap the success for eternity. Don’t say I didn’t warn you. 

Transform Your Marketing Now: AI Techniques That Guarantee Success

Forget lukewarm trends, 2024 is the year AI-powered marketing rockets to hyperdrive. We’re talking ChatGPT crafting personalised ad copy, Bard weaving data-driven blog posts, and smart algorithms orchestrating real-time campaigns that adapt to your audience’s every whim.

Remember the scramble to understand SEO in 2007? This is bigger. AI isn’t just a buzzword; it’s a game-changer, transforming every stage of the customer journey, from luring prospects with voice search-optimised content to nurturing leads with laser-targeted email sequences.

Make the change and watch your business flourish

Sure, AI’s been around, but 2024 marks a paradigm shift. Advancements like ChatGPT’s conversational prowess and Bard’s factual fluency are pushing the boundaries of what’s possible. Imagine chatbots that hold nuanced conversations, understanding not just keywords but intent, and guiding leads seamlessly through the funnel.

And it’s not just about fancy bots. AI is quietly revolutionising the back end too. Programmatic buying powered by machine learning is snagging prime ad space at lightning speed, while smart curation algorithms are surfacing the perfect content for each customer segment. The result? Hyper-personalised experiences that blow generic marketing campaigns out of the water.

But fear not, fellow marketers! This isn’t about robots stealing your jobs. It’s about amplifying your superpowers. AI frees you from tedious tasks, letting you focus on strategic thinking, creative innovation, and building meaningful relationships.

Your answer?

So, how do you navigate this AI-powered marketing odyssey? We’ve got your map right here. Our RACE Framework charts the course, guiding you through Reach, Act, Convert, and Engage, all fuelled by the most effective AI technologies for each stage.

The “Reach” stage of your marketing journey is where you cast your net and attract potential customers. In 2024, AI isn’t just a helpful tool; it’s the secret weapon for supercharging your outreach efforts. Forget generic campaigns and scattershot approaches – AI lets you personalise, target, and optimise like never before.

AI-Generated Content: From Data to Captivating Copy

Remember the days of churning out endless product descriptions or struggling to keep your blog fresh? AI content generation is here to save the day. While AI won’t replace Hemingway or craft your next viral manifesto, it excels at specific tasks:

    • Data-Driven Reports: Imagine churning out quarterly earnings reports or market analyses in a fraction of the time. Tools like Narrative Science’s Quill automatically analyse data and generate clear, concise reports, freeing you to focus on insights and interpretation.
    • SEO-Friendly Blog Posts: Struggling to keep your content calendar full? AI writing assistants like ShortlyAI or INK can generate informative, SEO-optimised blog posts based on your chosen topics and keywords. They may not win Pulitzer Prizes, but they’ll keep your audience engaged and your search rankings climbing.


In 2023, fashion brand Boohoo saw a 25% increase in website traffic and a 10% rise in conversions by using AI-generated product descriptions. The AI tool analysed customer data and purchase history to create personalised descriptions that resonated with each shopper.

Why would I choose this technique?

    • Save Time and Resources: Focus on strategy and creative direction while AI handles the heavy lifting of content creation.
    • Improve SEO and Content Quality: AI-generated content can be optimised for search engines and maintain a consistent quality, ensuring your audience stays engaged.
    • Personalise at Scale: Tailor your content to specific customer segments or individual preferences, creating a more relevant and impactful experience.

How can I implement this?

    • Start Small: Experiment with AI writing tools for specific tasks like product descriptions or blog outlines. As you gain confidence, you can gradually expand your use.
    • Maintain Control: Remember, AI is a tool, not a replacement for human judgment. Edit and refine AI-generated content to ensure it aligns with your brand voice and messaging.
    • Focus on Data: The quality of your AI output depends on the quality of your input. Provide the tool with accurate and relevant data to generate the best possible content.

Smart Content Curation: Showcasing the Right Stuff at the Right Time

Gone are the days of one-size-fits-all content experiences. AI-powered curation uses data and algorithms to recommend content that’s most relevant to each individual visitor. Think of it as a supercharged librarian who knows exactly what you’re interested in before you even ask.

    • Personalised Product Recommendations: Amazon’s “Customers who bought X also bought Y” is a classic example. AI analyses purchase history and browsing behaviour to suggest complementary products, boosting cross-selling and average order value.
    • Dynamic Blog Feeds: Instead of a static blog homepage, AI can curate a personalised feed for each visitor based on their interests and past reading habits. This keeps them engaged and coming back for more.
    • Subscription Service Magic: For platforms like Netflix or Spotify, AI recommendations become even more powerful. The more users interact, the more data the algorithm has to personalise recommendations and keep them glued to the screen (or speakers).

Why would I choose this technique?

    • Increased Engagement: Relevant content keeps visitors interested and exploring, boosting time spent on your site and brand loyalty.
    • Improved Conversions: When people see products or content they’re genuinely interested in, they’re more likely to convert, leading to higher sales and lead generation.
    • Enhanced Customer Experience: Personalisation shows you care about individual preferences, creating a more satisfying and memorable experience for each visitor.

How can I implement this?

    • Identify Data Sources: Leverage existing customer data like purchase history, browsing behaviour, and email engagement to inform your AI recommendations.
    • Choose the Right Tool: Several AI-powered content curation platforms are available, each with its own strengths and weaknesses. Research and select a tool that aligns with your specific needs and budget.
    • Start Simple: Begin with basic recommendations like “related products” or “similar blog posts.” As you gather data and feedback, you can gradually refine your personalisation strategies.

Voice Search: Capturing the Conversational Quest

The rise of voice assistants like Siri and Alexa has transformed how people search for information. As a marketer, ignoring voice search is like setting up shop in a ghost town.

But how much of a difference has it really made?

    1. By 2025, 75% of households will have at least one smart speaker. (Statista, 2023)
    2. 50% of all online searches will be voice-based by 2024. (Search Engine Journal, 2023)
    3. Voice search queries are 40% longer than typed queries. (Backlinko, 2023)

Domino’s Pizza embraced voice search early on, optimising their website and app for conversational ordering. This resulted in a 25% increase in voice-based orders within a year.

Why would I choose this technique?

    • Reach a wider audience: Capture the growing segment of users searching by voice.
    •  Improve user experience: Voice search offers a convenient and hands-free way to find information, enhancing user satisfaction.
    • Stay ahead of the curve: By optimising for voice search now, you’ll be well-positioned for the future of search.

How can I implement this?

    • Conduct keyword research: Use tools like Google Trends or SEMrush to identify relevant voice search keywords.
    • Optimise your website content: Incorporate long-tail keywords and natural language phrasing throughout your website copy and FAQs.
    • Test and refine: Continuously monitor your voice search performance and adjust your strategies based on data and user feedback.


Programmatic Media Buying: Smarter Targeting with AI

Gone are the days of throwing spaghetti at the wall and hoping some sticks. Programmatic media buying uses AI and machine learning algorithms to automatically purchase ad space across various platforms, targeting the right audience with the right message at the right time.

Have you found “the edge” over your competitors?

    • Propensity Modelling: AI analyses vast datasets to identify individuals most likely to convert, allowing you to target your ads with laser precision.
    • Real-time Optimisation: Algorithms constantly analyse campaign performance and adjust bidding strategies on the fly, maximising your return on investment (ROI).
    • Fraud Prevention: AI can detect and block fraudulent ad placements, protecting your budget from wasted spend.

Okay, but what’s 2024 saying?

    • Programmatic ad spending is expected to reach $87.5 billion in the US alone by 2024. (eMarketer, 2023)
    • AI-powered programmatic platforms are becoming increasingly sophisticated, offering advanced targeting and optimisation capabilities.

I want to maximise my ROI

    • Set Clear Campaign Goals: Define your objectives (e.g., brand awareness, lead generation, sales) before launching your campaign to guide your targeting and measurement.
    • Leverage High-Quality Data: Provide your programmatic platform with accurate and relevant data about your target audience to improve targeting accuracy.
    • Track and Analyse Results: Regularly monitor your campaign performance and adjust your strategies based on data insights.

Travel agency used AI-powered programmatic advertising to personalise ad campaigns for individual users based on their travel preferences. This resulted in a 20% increase in booking conversions.

Why would I choose this technique?

    • Reach the right audience: AI-powered targeting ensures your ads reach the individuals most likely to be interested in your product or service.
    • Optimise ad spend: Programmatic buying allows you to allocate your budget more efficiently, maximising your ROI.
    • Gain valuable insights: Data from your programmatic campaigns can provide valuable insights into your target audience and their behaviour.

How can I implement this?

    • Partner with a reputable programmatic platform: Choose a platform with a strong track record and advanced AI capabilities.
    • Define your target audience: Clearly identify the demographics, interests, and online behaviour of your ideal customers.

The “Act” stage is where you transform curious visitors into engaged leads, priming them for conversion. In 2024, AI isn’t just a buzzword; it’s the fuel for personalised experiences that ignite action. Forget generic calls to action and one-size-fits-all messaging – AI lets you predict, target, and nurture leads with laser precision.

Propensity Modelling: Predicting the Path to Purchase

Imagine knowing which website visitors are most likely to convert, even before they fill out a form. Propensity modelling, powered by machine learning, makes this possible. By analysing vast amounts of historical data, AI builds models that predict customer behaviour, like purchase likelihood or preferred price points.

Why would I choose this technique?

    • Prioritise lead nurturing: Focus your sales team’s efforts on the hottest leads, maximising their time and effectiveness.
    • Personalise offers and discounts: Target high-propensity customers with tailored sales and promotions, driving conversions and ROI.
    • Optimise marketing campaigns: Allocate resources to channels and messages most likely to resonate with specific audience segments.

How can I implement this?

    • Gather quality data: Feed your AI model with accurate and relevant customer data, including demographics, browsing behaviour, and past purchases.
    • Choose the right tool: Several AI-powered propensity modelling platforms are available, catering to different industries and budgets.
    • Test and refine: Continuously monitor your model’s performance and adjust parameters to improve accuracy and effectiveness.

E-commerce retailer Zalando implemented AI-powered propensity modelling to identify customers with high basket value potential. This resulted in a 20% increase in average order value through targeted promotions and product recommendations.

Predictive Analytics: Seeing the Future of Customer Behaviour

Propensity modelling unlocks a treasure trove of predictive insights. AI can analyse data to predict not just who will convert, but also what price they’re willing to pay, their preferred communication channels, and even their likelihood for repeat purchases. This is predictive analytics in action, empowering you to tailor your marketing strategies for maximum impact.

Why would I choose this technique?

    • Dynamic pricing strategies: Set optimal pricing based on individual customer propensity to buy, maximising revenue and customer satisfaction.
    • Hyper-personalised communication: Target leads with the right message at the right time through their preferred channels, boosting engagement and conversions.
    • Proactive customer retention: Identify customers at risk of churn and implement targeted retention strategies to keep them loyal.

How can I implement this?

    • Identify key metrics: Define the specific customer behaviours you want to predict, such as conversion rate, churn risk, or lifetime value.
    • Leverage existing data: Utilise your CRM, website analytics, and other data sources to train your predictive models.
    • Integrate with marketing tools: Connect your AI platform with your marketing automation system to personalise campaigns and trigger dynamic actions based on predictions.

Lead Scoring: Prioritising Your Sales Funnel

Imagine a scoring system that ranks leads based on their conversion potential. AI-powered lead scoring makes this a reality, analysing data points like website activity, email engagement, and social media interactions to assign each lead a score. This empowers your sales team to prioritize their efforts, focusing on the hottest leads first.

Why would I choose this technique?

    • Improved sales efficiency: Dedicate time and resources to the most promising leads, increasing conversion rates and closing deals faster.
    • Streamlined lead nurturing: Segment leads based on their scores and tailor nurturing campaigns to their specific needs and interests.
    • Data-driven insights: Gain valuable insights into customer behaviour and identify patterns that can inform future marketing strategies.

How can I implement this?

    • Define your scoring criteria: Determine the data points that most accurately reflect purchase intent and assign weighted values to each.
    • Set scoring thresholds: Establish thresholds for classifying leads as hot, warm, or cold, guiding your sales team’s prioritisation.
    • Automate lead scoring: Integrate your AI platform with your CRM to automatically score leads as they enter your pipeline.

AI-Powered Ad Targeting: Reaching the Right People at the Right Time

Gone are the days of scattershot advertising. AI-powered ad targeting analyses vast datasets to understand user behaviour and preferences, delivering your ads to the individuals most likely to convert. This hyper-personalised approach ensures your message resonates with the right audience at the crucial moment in their buying journey.

Why would I choose this technique?

    • Increased campaign ROI: Reach potential customers actively searching for your product or service, maximising ad spend efficiency.
    • Enhanced brand awareness: Target users based on their interests and online behaviour, expanding your reach and brand recognition.
    • Improved customer engagement: Deliver relevant and personalised ads that resonate with individual needs and preferences, driving clicks and conversions.

How can I implement this?

    • Define your target audience: Craft detailed buyer personas outlining the demographics, interests, and online behaviour of your ideal customers.
    • Utilise diverse data sources: Leverage data from website visits, social media interactions, and browsing history to build comprehensive user profiles.
    • Choose the right platform: Select an AI-powered ad platform that aligns with your budget, targeting options, and campaign goals.
    • Set campaign parameters: Define your budget, target audience segments, and desired ad placements to guide the AI algorithm.
    • Monitor and optimise: Continuously track campaign performance and adjust targeting parameters based on data insights and real-time feedback.

By adopting these AI-powered strategies, you can transform your “Act” stage into a powerful engine for lead conversion. Remember, AI is a tool to empower your marketing efforts, not replace human creativity. Use its predictive power and personalisation capabilities to craft targeted experiences that nurture leads, drive engagement, and ultimately convert them into loyal customers.

The “Convert” stage is where you transform interested prospects into loyal customers. In 2024, AI isn’t just a data cruncher; it’s your secret weapon for crafting personalised experiences that drive conversions. Forget one-size-fits-all offers and generic sales tactics – AI lets you predict, personalise, and optimise your conversion funnel like never before.

Dynamic Pricing: Maximising Revenue with AI-Driven Offers

Forget the outdated “discount dilemma.” AI-powered dynamic pricing analyses customer data and purchase history to personalise offers in real-time. Imagine targeting special discounts only to customers most likely to convert due to price sensitivity, while others happily pay full price. This win-win scenario maximises revenue and optimises profit margins.

Why would I choose this technique?

    • Boost sales: Convert price-sensitive customers without sacrificing profitability.
    • Maintain value perception: Avoid devaluing your product by strategically targeting discounts.
    • Optimise pricing strategies: Gain data-driven insights to fine-tune pricing based on market dynamics and customer behaviour.

How can I implement this?

    • Train propensity models: Use historical data to build models that predict customers’ price sensitivity and likelihood to convert.
    • Integrate with pricing tools: Connect your AI platform with your pricing system to dynamically adjust offers based on individual profiles.
    • Monitor and refine: Continuously track performance and adjust your algorithms to ensure optimal profitability and conversion rates.

Hotel chain Marriott implemented dynamic pricing, resulting in a 5% increase in revenue without sacrificing occupancy rates. AI helped them target personalised pricing to different customer segments, maximising value capture.

Web and App Personalisation: Tailoring Every Touchpoint

Imagine your website or app morphing to meet each visitor’s needs. AI-powered personalisation analyses user behaviour and purchase intent to serve the most relevant content at every stage of the buyer’s journey. Informative content greets new visitors, while product tutorials and in-depth reviews engage those nearing purchase.

Why would I choose this technique?

    • Increased engagement: Relevant content keeps users interested and exploring, boosting conversion rates and time spent on your platform.
    • Improved customer experience: Personalised interactions foster trust and loyalty, creating valuable relationships with your customers.
    • Enhanced conversion rates: Targeted content guides users towards purchase decisions, optimising your conversion funnel.

How can I implement this?

    • Identify user segments: Analyse website and app activity to group users based on behaviour and purchase intent.
    • Develop personalised content: Create content libraries tailored to each segment, addressing their specific needs and interests.
    • Use personalisation tools: Leverage AI-powered platforms to automatically adapt content and offers based on user profiles.

Chatbots: AI-Powered Assistants for Seamless Sales

Forget hold music and automated menus. AI-powered chatbots engage customers in real-time, answering questions, resolving issues, and even completing orders. These virtual assistants provide 24/7 support, enhancing customer experience and boosting conversions.

Why would I choose this technique?

    • Improved customer service: Offer immediate assistance and answer queries around the clock, even during off-hours.
    • Reduce cart abandonment: Address concerns and answer questions before customers abandon their purchases.
    • Personalise interactions: Chatbots can adapt their responses based on user data and context, creating a more natural experience.

How can I implement this?

    • Choose the right platform: Select a chatbot platform that aligns with your budget and integrates seamlessly with your existing systems.
    • Train your chatbot: Provide the chatbot with comprehensive training data to ensure accurate and helpful responses.
    • Monitor and refine: Continuously analyse chatbot performance and refine its responses based on user feedback and engagement data.

AI-Powered Retargeting: Reconnecting with Lost Leads

Remember those website visitors who didn’t quite convert? AI-powered retargeting uses predictive analytics to understand their browsing behaviour and predict what content will lure them back. Imagine serving personalized ads or emails featuring abandoned products or relevant recommendations, reigniting their interest, and driving conversions.

Why would I choose this technique?

    • Recover lost leads: Reconnect with potential customers who showed initial interest but didn’t convert the first time around.
    • Optimise retargeting campaigns: AI personalises ad content and timing, maximising engagement and return on investment.
    • Increase brand awareness: Stay top-of-mind with targeted ads across various channels, reinforcing brand recognition and trust.

How can I implement this?

    • Segment your audience: Classify website visitors based on their browsing behaviour and proximity to conversion.
    • Develop targeted retargeting campaigns: Create personalised ad content and offers for each segment, addressing their specific needs and interests.
    • Utilise retargeting platforms: Leverage AI-powered ad platforms to automate retargeting campaigns and optimise ad placements.

By embracing these AI-powered strategies, you can transform your “Convert” stage into a powerful engine for closing deals. Remember, AI is a tool to amplify your marketing prowess, not replace human ingenuity. Use its predictive power and personalisation capabilities to craft experiences that nudge hesitant prospects towards purchase, turning them into loyal customers who advocate for your brand. Don’t settle for generic tactics – let AI guide you in crafting the perfect conversion funnel, driving sales, and maximising your bottom line in the exciting landscape of 2024 marketing.

The “Engage” stage is where you transform loyal customers into brand advocates. In 2024, AI isn’t just a data analyst; it’s your secret weapon for crafting personalised experiences that foster lasting connections. Forget generic email blasts and one-size-fits-all campaigns – AI lets you predict, segment, and nurture relationships with laser precision.

Predictive Customer Service: Preventing Churn Before it Starts

Forget scrambling to win back lost customers. AI-powered predictive analytics analyses customer data to identify those at risk of churn based on past behaviour and purchase patterns. Imagine proactively reaching out with targeted offers, exclusive deals, or personalised support to address potential concerns and prevent churn before it happens.

Why would I choose this technique?

    • Reduce churn rate: Retain valuable customers by proactively addressing their needs and preventing defections.
    • Boost customer lifetime value: Increase average customer spend by nurturing loyalty and encouraging repeat purchases.
    • Optimise resource allocation: Focus your efforts on customers most likely to churn, maximising the return on your investment.

How can I implement this?

    • Develop churn prediction models: Train AI models on historical data to identify patterns and predict churn risk for individual customers.
    • Segment your customer base: Group customers based on their churn risk and engagement levels for targeted interventions.
    • Implement personalised outreach: Design automated or manual interventions like special offers, loyalty programs, or personalised support based on individual needs.

Streaming service Spotify used AI-powered churn prediction to identify at-risk users and implemented targeted retention campaigns. This resulted in a 15% reduction in churn rate and increased customer lifetime value.

AI-Powered Marketing Automation: Unleashing the Power of Personalisation

Marketing automation is no longer about robotic sequences. AI-powered marketing automation analyses customer data and behaviour to trigger personalised interactions at the most opportune moments. Imagine emails sent at the perfect time with content tailored to individual preferences, boosting engagement, and driving action.

Why would I choose this technique?

    • Increased campaign effectiveness: Deliver relevant messages to the right audience at the right time, maximising click-through rates and conversions.
    • Enhanced customer experience: Personalised interactions foster deeper connections and build brand loyalty.
    • Streamlined marketing operations: Automate repetitive tasks and optimise workflows for improved efficiency and resource allocation.

How can I implement this?

    • Leverage AI-powered marketing automation platforms: Choose a platform that integrates with your CRM and analytics tools for seamless data access.
    • Develop personalised content and workflows: Create targeted email campaigns, social media interactions, and website experiences based on customer segments and preferences.
    • Continuously monitor and refine: Track campaign performance and adjust your automation rules based on data insights and customer feedback.

1:1 Dynamic Emails: Redefining Personalisation with AI

Forget generic “Dear Valued Customer” emails. AI-powered 1:1 dynamic emails analyse individual purchase history, browsing behaviour, and propensity models to present the most relevant products, offers, and content right within the email. Imagine showcasing recommended items in the perfect size, colour, and style, tailored to each recipient’s unique preferences.

Why would I choose this technique?

    • Improved click-through rates: Relevant product recommendations and personalised content drive higher engagement and action.
    • Boosted conversion rates: Targeted offers and upsells directly linked to individual preferences increase purchase likelihood.
    • Enhanced customer satisfaction: Personalised communications foster deeper connections and brand loyalty.

How can I implement this?

    • Utilise AI-powered email marketing platforms: Select a platform that allows for dynamic content generation and personalisation based on individual customer data.
    • Segment your email list: Group subscribers based on demographics, purchase history, and engagement levels for targeted messaging.
    • Incorporate dynamic content blocks: Use AI to personalise product recommendations, offers, and email copy based on individual preferences and propensity models.

By embracing these AI-powered strategies, you can transform your “Engage” stage into a vibrant community of loyal customers. Remember, AI is a tool to elevate your engagement efforts, not replace human creativity. Use its predictive power and personalisation capabilities to craft meaningful experiences that keep your customers coming back for more, turning them into passionate advocates for your brand. Let AI fuel your journey towards building lasting relationships and thriving in the dynamic landscape of 2024 customer engagement.

How can I get involved?

In the high-velocity world of marketing, staying ahead isn’t optional, it’s essential. And in 2024, the secret weapon for unlocking unprecedented success isn’t just creativity, it’s embracing the power of AI-powered marketing.
Imagine reaching the right audience at the right time, with personalised messages informed by predictive analytics. Picture activating leads with AI-powered chatbots answering questions and guiding them through your sales funnel. Envision converting hesitant prospects with dynamic pricing strategies and hyper-relevant offers tailored to their individual needs. Finally, see engaging loyal customers with 1:1 emails and proactive customer service, ensuring they stay happy and advocating for your brand.

Who can help me?

This isn’t a futuristic fantasy; it’s the reality AI-powered marketing makes possible. Mike Raybone, a seasoned digital marketing expert, understands this transformative power. He brings extensive knowledge and proven expertise in weaving AI into every stage of your marketing journey, from Reach to Engage.

With Mike’s guidance, you can:

    • Craft targeted campaigns that resonate with your ideal customers, maximising reach and engagement.
    • Nurture leads with personalised content and dynamic offers, optimising your Act stage for higher conversions.
    • Implement AI-powered strategies like dynamic pricing and retargeting, boosting your Convert rates and profitability.
    • Build lasting relationships through personalised customer service and engaging 1:1 emails, ensuring long-term engagement and customer loyalty.

Don’t settle for incremental improvements; let Mike Raybone help you unlock the transformative power of AI-powered marketing. Watch your results soar, witness your customer base thrive, and experience the exhilarating feeling of leaving the competition in your dust.

Forget staying ahead, with Mike and AI, it’s time to lead the pack. Contact him today and take the first step towards revolutionising your marketing and achieving unparalleled success.

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