The digital advances made in recent years were nothing short of phenomenal – more so the breakthroughs in the field of artificial intelligence (AI).
AI offers extraordinary opportunities especially in digital marketing as it revolutionizes and propels the industry undeniably. AI is a computer or computer-enabled robotic system’s ability to process huge amounts of in-depth data and produce results like human thinking processes in learning, analysis, decision-making, and problem-solving. AI has thus enabled marketers to understand vast data in order to gain valuable insights from customers and thus, improve strategies for digital marketing.
AI applications are basically boundless, and there is a strong ascendancy in the field of computer science. In 2018, the global AI market was worth $7.35 billion, where business applications stirred the biggest share of revenue. It is expected that by 2025 the market will propel to $ 89.84 hundred million. The numbers are simply stunning. By the following, AI provides competitiveness for digital marketing efforts.
- Comprehends Target Audiences: As AI analyzes gigantic amounts of complex and profound consumer information, it seamlessly predicts consumer behavior. These might include the interests of users, focus, demography, price limits, and so on.
- Enhances Customer Experience: The most vital part of any marketing strategy or campaign is the customer experience. AI guarantees this by gathering information and deciding which content is the most relevant based on factors such as trends, location, historical information, and past conduct. This gives users the impression that the brand is tailored to their necessities and demands.
- Progressively Effective Marketing: AI also predicts behavior for new and existing users in addition to customizing the client experience and eliminating guesswork in digital marketing. As data management platforms collect second- and third-party data, AI procures data from users across the web rather than from a mere session on the website of the company. This understanding contributes to target potential leads instead of focussing on users who are probably not going to convert.
- Expands Productivity: AI algorithms help to automate different tasks of draining and repetition. This allows the human resource of a company to explore other more important business areas. This constantly increases productivity while saving time and money.
Over the past few years, AI’s applications have eased company processes in different ways that are just expected to improve with further progress. The following are some of those applications that are already revolutionizing digital marketing.
Development of Content and Curation
The truth is that AI has not achieved a level of progress where it is capable of drafting subjective content such as opinions from the political newspaper or even articles from the thought-leadership industry. Nonetheless, it has the ability to write reports based solely on data and information that can help attract visitors to the website of a company. Set templates include placeholders or blanks that are filled in by AI through data and keyword entry, giving a feeling that a human wrote the content. Among the media agencies that have implemented the technology are BBC, CBS, the New York Times, Reuters, and Forbes.
AI is also able to curate content on specific websites to help build better connections with visitors by giving content according to their suitability. For example, Netflix utilizes AI to give users’ past views and interests with recommendations and matches. On the other hand, e-commerce websites such as Amazon use AI to offer suggestions that match the product they are viewing – “individuals who purchased ‘product A’, also purchased ‘product B’.”
Through the data analyses of AI, it is determined to send emails to prospective customers at the most appropriate times amid the day and week. In addition, the recommended frequency, eye-catching content, and successful email topics and titles are determined as metrics to customize every customer’s email content based on preferences and user behavior.
This is a digital marketing area that has adopted AI most effectively. For instance, machine learning and AI as of now are being used by Facebook and Google ad platforms. They analyze client data to learn and find the best audience for their brand, including interests, actions (likes, shares, and comments), demographics, and alternative aspects.
AI – led voice search enables people to search for information via voice commands on Google Home, Siri from Apple, Alexa from Amazon, and Cortana from Microsoft. Over 20% of Google searches are currently based on voice. In addition to the traditional text-based search, digital marketers need to understand this shift and begin planning strategies to enhance voice search websites.
The aim that users engage with a brand behind the search conversations is pivotal. It is recommended to upgrade pages that normally give a direct answer to searchers’ questions – beginning with “who,” “what,” “where,” “when,” “why” and “how.” This helps to edge nearer to how users express their questions verbally.
After analyzing a single user’s usage information, experience on a website can be customized via smart algorithms. AI can show suitable offers and data for each type of user, making the entire experience more easy to understand. Numerous brands of retail and e-commerce use AI technology to track the preferences, habits, and behaviors of their clients. These experiences help them in giving suggestions on products and services that customers are keen on.
It will be simpler to foresee purchaser behavior and persona as well as search cycles with the utilization of AI in digital marketing. What keeps the audience returning back to a website is a great user experience and ease of use.
Brands have started the process of automating FAQ responses by providing consumers with an approach to look for the data they are looking for and to answer open inquiries. These bots utilize natural processing of learning and machine learning to find the right answer. They can serve customers 24/7 while appearing friendly, patient, and even humorous, holding their data. Clients might get angry, however, the bot always treats them respectfully. Chatbots can react to a few requests from various customers simultaneously, so wait times are never again an issue.
Predictive analysis is the way of using data, statistical algorithms, and techniques of machine learning to speculate on the past information-based likelihood of future conclusions. A case of how this discipline is applied in digital marketing is prospect ranking or lead scoring – where forthcoming consumers are assessed and ranked on the basis of buying factors. Then the sales team saves a great deal of time on leads that neglect to convert and rather focus around those that will. Predictive analyses spare considerable time and resources in addition to contributing to sales growth.
Thus, AI rises as an important tool for unleashing and even increasing the potential of digital marketing strategies. This can only be achieved, however, if marketers understand the offering possibilities and adapt accordingly. The technology’s onboarding phase would be crucial for understanding system processes. Once implemented, opportunities to gain first-hand in-depth consumer insights can have an amazing effect in producing personalized consumer experiences – today’s essential motive for digital marketing.