How AI is Transforming the Future of Digital Marketing?


Ever since the invention of the wheel, technological advancements have been made in leaps and bounds throughout history. A few significant technological breakthroughs of the modern world came with first the invention of the first programmable computer in the early 19th century, and then the invention of the transistor in 1948 and the integrated circuit chip in 1959, which revolutionized the electronics industry. All that and more has led to the technology-forward world that we see today.

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And even if it may seem to an end user as if there is a technology slowdown, it isn’t quite the case. Even though major changes are not seen often, the evolution of technology is still taking place.
One significant technology to have come out in recent years, and that is evolving and proving useful in a wide variety of applications is Artificial Intelligence (AI).
AI is becoming more ubiquitous in the technology we use in our daily lives. An example of where AI is utilized are the virtual assistants like Amazon Alexa, Google Assistant, Apple’s Siri etc present in our computers, smart phones and other “smart” devices.

What is AI?
Artificial intelligence is intelligence demonstrated by machines. AI is the science that deals with smart machines that can perform tasks that typically requires human intelligence. The idea is not necessarily to just do what a human being can do, effectively, but that it can help us do things that go beyond our capabilities; for example, sorting through and learning from huge amounts of data. Ironic it may seem, but, AI can be made to mimic human behavior and conversation. AI has seen resurgence in recent years, and has opened up a whole new set of possibilities. One of the areas where AI can be very useful is Digital Marketing.

Why use AI in Digital Marketing?
One of the things that AI can help you do really well is automation. It can make use of machine learning algorithms to, for example, reply with an appropriate response to a customer’s query. AI is already revolutionizing the digital market and is a great tool to stay ahead of competitors.

Here’s a quick look at what AI can do for you in Digital Marketing:
  • AI can analyze data and understand user behavior and customer buying patterns. This can be used to provide personalized content for a better user experience.
  • AI can be used to automate repetitive tasks based on a set of instructions, which in turn boosts productivity.
  • AI can understand what content performs better and help curate content better. This in turn leads to more sales and conversions as customers are provided with the right content at the right time, thus increasing return on investment (ROI).
  • AI can use predictive analysis using collected data to better inform marketing campaign decisions.

Now let’s look at the Applications of AI in Digital Marketing:
  • Create and Generate Content: In recent years, AI has become pretty good at creating content based on given data and information. Although it cannot yet create content that has opinions and advice like a human could, but it can still create news articles, reports and even social media posts from scratch. This can really help you boost your content marketing efforts and even reduce costs and increase ROI. Even if you don’t fully trust AI to create content completely on its own, it can still partially create content in conjunction with a human writer. Companies like BBC news, The New York Times, Washington Post and more are already utilizing this technology.
  • Personalize Content and Product Recommendations: AI can better help personalize content and product recommendations by analyzing data and customer behavior and patterns. It helps with personalization at an individual level rather than form a general customer type. Tailoring content according to an individuals interests and needs is something customers have come to expect these days. Examples include streaming services where you get appropriate recommendations based on what you have already watched, and some shopping sites giving good recommendations based on the products you look and search for.
  • AI Chatbots: Companies today are already using AI chatbots to answer customers’ frequently asked questions via popular messaging apps or in a section on their own application or website. Many people today prefer to have their queries responded to immediately over messages, rather than waiting for a response on a phone call. These chatbots respond to customers using data, natural language processing and machine learning, and can respond to multiple users at one time. They can redirect the customer to a human if the query becomes difficult to decipher or if the customer still isn’t satisfied. All this reduces customer service time and increases overall customer satisfaction.
  • Online Searches: Online searching has changed in recent, years with innovations such as voice search and better search algorithms. These technologies make efficient use of AI to deliver better and appropriate search results to users. From a marketing standpoint, AI can be used to optimize content and keywords, especially for voice search, to better impact your SEO and PPC efforts, and increase site traffic.
  • Email Marketing: AI can personalize emails better, based on user behavior and preferences, which is very useful in email marketing. It can use machine learning to analyze a plethora of data and figure out how to best present all the different elements of an email to a user, in a cohesive way.
  • Web Design and User Experience: AI can help you design websites as well. It can do a pretty good job of designing a website based on provided information in much less time. It can also help with the user experience (UX) on a website. It can personalize the experience a user has, based on data and machine learning algorithms.
  • Predictive Analysis: AI can use data and statistics, and machine learning to make predictions in various areas, like probable customer behavior or business outcomes. This can help businesses make better, more informed marketing decisions. It can also help improve things like personalization for customers, which in turn improves customer satisfaction and brand loyalty. Through the use of predictive analysis, AI can help determine potential customers and even help form a ranking, based on the value of users as potential customers.
  • Predictive Analysis: AI can use data and statistics, and machine learning to make predictions in various areas, like probable customer behavior or business outcomes. This can help businesses make better, more informed marketing decisions. It can also help improve things like personalization for customers, which in turn improves customer satisfaction and brand loyalty. Through the use of predictive analysis, AI can help determine potential customers and even help form a ranking, based on the value of users as potential customers.
    In conclusion, artificial intelligence can help you with many aspects of Digital Marketing, and help reduce costs. But the idea is not to supplant human beings, but instead to work in conjunction with human effort, and help do tasks that either surpass human ability or are repetitive enough to waste a person’s time and energy. AI helps make your overall marketing strategy better and more effective. Usage of AI may seem difficult, but there are a number of tools available on the market to make this task easier. More and more businesses are utilizing the power of artificial intelligence. Marketers can use this tool to stay ahead of the competition, or at least to not fall behind.

 

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