With the advent of artificial intelligence, digital marketing is going through a much more sophisticated and revolutionized transformation which is truly spectacular in the digital world. Digital marketing is an ever-evolving marketing technique and AI helps to make it more customized and personalized for segmented customers. The world now seems to depend heavily surfing on the internet for any particular product or service’s reviews and ratings before making any decision to purchase. This scenario brings marketers to present specific customer-oriented campaigns in order to be successful in their attempt to harness potential benefits. Digital marketing strategy with the integration of artificial intelligence enables marketers to save a vast amount of resources and time. This adaptation is only going to grow in the future as well and the importance of AI cannot be ignored by any businesses or individuals if they want to sustain the tide. Earlier people were only privy to robots or sci-fi movies when they discuss artificial intelligence but a lot of water had flown down the river and AI has now become the mainstream as most companies and businesses leaders are realizing the importance of artificial intelligence and eagerly implementing it as early as possible to keep their business afloat successfully.
What is artificial intelligence?
Artificial intelligence, a term that is so generic nowadays explains the different types of tools that process the vast amount of stored data and infer insights from patterns of human behavior. As an umbrella term, it describes how machines and computers can be taught to imitate human behavioral characteristics. Often misconstrued as chatbots earlier, currently, the pace it had achieved in the digital sphere in terms of the wide range of technologies is immense.
No matter what your purpose is, AI is there to help you in ideating content to assist in advertising techniques and predicting consumer behavior. Though this is an incredible achievement, it is not a replacement for human intelligence. It can be utilized for invaluable assistance if we use it right sense. Further, it can be used to infer remarkable insights to automate processes and strategize campaigns in order to achieve a higher return on investment.
How artificial intelligence boosts digital marketing?
Google, Spotify, Apple, Amazon, Netflix, etc. are currently using AI technologies to optimize their marketing campaigns. Their inspiring achievement may force others to follow suit in adopting the newer technologies as fast as they can to keep pace in competitiveness. The potential space AI holds in the digital marketing sphere is innumerable with the emergence of new technologies. The recent example of fine-tuned machine learning and smart bidding makes it more attractive and the areas that were considered once as not adaptable to automation are embracing the change wholeheartedly.
Approximately, as per the experts, nearly 80% of the digital media market may use some kind of AI-powered technology in 2022. Some marketers have a feeling about allowing artificial intelligence algorithms to automate campaigns as they fear the loss of control and they rely only on their intuition over AI. But the advancement and capability of technology allow advertisers to collect, store and analyze the vast amount of customer data and then strategize accordingly to target the specific audience. In that case, marketers who try to reach customers without AI only destined to be an utter failure.
The key to adopting artificial intelligence is its performance. If it is effectively implemented in digital marketing campaigns, it ensures a higher creative impact, suggests accurate customer targeting, applies tactic optimization easier, and helps in enabling conversions.
Significant areas that work in digital marketing using artificial intelligence:
The four significant areas that work in digital marketing using artificial intelligence at present are;
· Content creation
· Prediction and email marketing
· Machine learning and smart bidding
The ultimate aim of content creation is to reach the targeted audience with relevant content that may lead to actual conversions. For this purpose, one needs to ponder over the available data like the trending stories, analyzing metrics like CTR, etc. Sitting and sifting through swaths of information for possible critical ideation actually draining a lot of time and energy wherein AI potentially assists creators in picking up the relevant content that resonates well with the audience within seconds. With the help of chatbots, companies can strategize for content marketing as in the glaring example of ‘Heliograf’ which was created and used by the Washington Post for reporting processes in 2017. The incredible success of Heliograf may propel others to follow a similar type of creation of chatbots that can be used for the specific purpose of digital marketing. This helps in reducing the workload of the content marketing team which will enable them more time to focus on creating compelling content.
The significant improvement in chatbots allows marketers to adapt and their performance is incredible within the digital marketing sphere in achieving customer satisfaction. In past, the awkward and robotic responses made them viewed as a joke but at present, they are more sophisticated and a potential game changer in the digital marketing world.
Its power in answering many questions quickly and efficiently made them an absolutely unavoidable aspect of digital marketing. In addition, they can put customers in contact with a real person whenever necessary. Real-time generation of original responses, customization, and a personalized experience are some of the peculiarities of smart chatbots.
The spectacular advancement of chatbots in real-time automated responses for anyone by 24×7 enables the digital marketer to harness the conversions from the potential leads even if nobody is working and it will lead them ahead in digital marketing over their competitors.
Prediction and email marketing:
The collection of vast amounts of information within seconds is another attribute of machine learning and AI technologies. The information collected will be analyzed and automated to put forth the predictions of the trends among consumers on a real-time basis. This creates huge demands for data scientists and programmers in marketing agencies as their expertise is indispensable in the digital marketing world.
As per the expert opinion, almost 88% of the customers who surf your product pages for around 5 minutes approximately. will likely open the subsequent personalized email message. You can infer invaluable insights from this and do corrections in campaigns if it is inevitable. Behavioral and predictive analytics immensely influences email marketing, if you have a reasonable possible prediction scenario that will help you allocate resources wisely. Ascertaining customer behavior like spending time on your page and clicking on a particular link helps you to send follow-up emails by automation. Instead of sending a lot of emails that go unnoticed, you can narrow down and send customized email messages that may help in making a purchase decision.
Machine learning and smart bidding:
Just like humans learn lessons from past experiences and make changes in their behavior, computer systems adapt to the changes through machine learning. Exclusive programming is not required for this purpose but the existing capabilities allow the system to learn from experiences. Having endless potential for the digital marketing world machine learning impacts the way it works in the real world. Another form of artificial intelligence tool hugely popular now is smart bidding which is a subset of automated bid strategies. Contextual data and past behavioral patterns will be analyzed by the smart bidding to predict possible conversion. Subsequently, it raises automatic bids when it ascertains the conversion. Future campaigns of your team can be benefited from smart bidding technology as it has the potential to infer invaluable insights from past consumer behavior.
These technologies prove they can change the existing scenario by considering what is working and what is not in campaigns by automation. It ultimately helps the marketing team to adopt strategies accordingly on the basis of language, images, etc.
How AI benefits digital marketers to acquire the desired goals?
With the help of AI, digital marketers can reduce the time and resources spent on marketing campaigns without compromising the objectives. Processing vast amounts of stored consumer data can guide businesses in the most optimized way to acquire ever-increasing benefits. The following points strengthen this information;
1. Increase sales with AI-powered pointed predictions
With customer-oriented personalized predictions helps marketers to implement strategies that may ultimately lead to conversions. AI as a software collects customer data, analyses it, infer the insights of consumers in terms of their needs and intents, put forward accurate suggestions that possibly match their needs, and then closes the sales with a higher degree of customer appreciation.
2. Improve engagement with customers using AI
The data collection becomes easy for companies with the use of AI technologies by analyzing the customer behavior on the websites which possibly reveals their intentions in planning to purchase specific products or services. The ultimate benefit of this will be enabling the required information for marketers to prioritize personalized marketing campaigns and boost conversions.
The available statistics show that consumers are abhorrent to the generic old styled advertising messages by the brands instead they prefer personalized branding messages. This will force more companies to adopt AI-powered personalized branding techniques to further their prospects in achieving sales.
3. Eliminate excessive expenditure and expect higher conversions
Before AI comes into practice digital marketing takes a lot of time, money, and resources to acquire the desired ambitions. Digital marketers need to put extra effort into a successful return on investment wherein AI reduces the cost, time, and resources drastically which benefits the companies a lot. A happy customer is always will be the priority of any brand and AI makes it happen in marketing with ease. AI algorithms are made in a way to treat every piece of information as specific patterns of each customer and analyze it to predict the customer behavior in advance which helps the marketing team organize their strategies accordingly.
How does AI turn the future of digital marketing?
Significant scenarios that impact positively future of digital marketing are as follows:
1. Exclusive individual-centric marketing: Social media interactions and activities of the people help AI to understand the behavioral patterns and needs that create the room to execute personalized campaigns for the targeted customer. Companies are benefited from this automated technique.
2. Useful and friendly customer support: Imagine even if you are not working your AI-powered chatbots can interact with consumers 24×7 in a friendly manner answering almost all their queries and providing essential information regarding products and services. This will lead to more sales conversions.
3. Tools that help identify products: AI tools help to make the customer get a better experience in product searching and recommendation. AI voice search is on a rising path nowadays and companies focusing more on this to present a better visual experiment for their customers with augmented reality.
4. Excellent data processing and analysis: Huge collection of information makes it difficult for human beings to analyze and then predict trends among consumers at a faster pace. However, with help of AI technology, this becomes more comfortable and easier which makes the proper utilization of the data collected for trending campaigns.
All of the above-mentioned scenarios help the digital marketing sphere significantly. There is a long road ahead for AI technologies in achieving more efficiency and convenience.
Ever-evolving digital marketing techniques become more attractive with the introduction of artificial intelligence tools and it is reshaping the entire marketing strategy. Earlier we were only accustomed to advertisements that convey generic information but AI allows specific personalized advertisement strategies which will drastically help companies in terms of achieving financial benefits. Smart devices, chatbots, AI-powered automobiles, etc. are some of the advantages that AI offers currently and it may add a lot more significant technologies in the future as well.
However, we cannot undermine the power of human intervention in setting up AI-powered technologies. Recurring and monotonous tasks are often carried out through AI technologies and it will continue to grow as the world is poised to witness the power of AI in terms of realizing the achievements that were once considered as not possible for computerized systems.