Artificial Intelligence in Digital Marketing

Artificial Intelligence is already changing the world, and it hasn’t even blossomed yet”

– Melvin Mofos!

We are living in the 21st century, in the period of science and technology. While robots and other physical automation are being embraced as a friend, some people still assume artificial intelligence to be like the villainous Ultron from the Avengers. But this is not the case. Artificial Intelligence is an emerging technology that is beginning to positively impact many aspects of our everyday life. Prominent examples include Alexa, NLP for ecommerce search, weather forecasts, chatbots, and many more. 

Artificial Intelligence plays a vital role in Digital Marketing. Marketers like Google, Facebook, and others are using artificial intelligence. At the same time,  they are researching the hallmarks of Artificial Intelligence that can be offered in Ecommerce marketing strategies as well. With artificial intelligence spreading its wings at such a fast pace, it is necessary to understand the impact of artificial intelligence on digital marketing.

What is Artificial Intelligence (AI)?

Artificial intelligence, sometimes called machine learning, is the simulation of human intelligence demonstrated by machines. AI makes it easier for the device to learn from new experiences and more often act like humans when making new inputs and performing tasks. AI uses a logical approach to analyse the data and gives relevant information.

Relationship between Artificial Intelligence & Digital Marketing

In the past, digital marketing strategists tended to be sceptical about the role of artificial intelligence in digital marketing. However, as technology continues to develop and marketing becomes more intuitive, the usefulness of AI is quickly becoming the centre of attention and an intricate part of what is digital marketing. 

Several successful brands have already begun adopting AI tools and implementing them as part of their digital marketing strategy. Certain brands use artificial intelligence in digital marketing to direct shoppers towards relevant products and services. This navigation is based on the user’s previous search histories, as well as the purchases made and items viewed. The entire process, thus, becomes intuitive and customised towards the interests of particular consumers, consequently, helping in customer retention and lead conversion.

Applications of Artificial Intelligence in Digital Marketing

With time, machines learning has evolved enough to swiftly grasp the behaviour of a customer. Thus, the quick predictive behaviour of the apparatus helps marketers make informed decisions and solve future problems with the collected information.

Artificial intelligence in digital marketing largely involves user retention and lead conversion. With the help of intuitive AI chatbots, intelligent email marketing, interactive web design, and other digital marketing services, it can navigate a user in the direction that aligns with the goals of the business.  Various factors are responsible for determining the impact of artificial intelligence on digital marketing. Let us take a quick look a few of those factors below:

• Content Creation

Artificial Intelligence helps in creating engaging content. It is able to help the marketers by identifying relevant content that the user wants to read. A  prominent tool that helps analyse the data is Google’s Rankbrain. Its algorithm pays close attention to what the people are searching for and what people want.

• User Experience

A perfect user experience is the only thing that can keep your customers engaged on your websites. Hence, there should be an immense focus on UI/UX as it is a crucial element that helps AI perform optimally. Nowadays, many sites are offering chat functionality. While chat functionality was heavily dependent on human intervention before, AI now helps bots to be present 24/7 on a chatbox to resolve various queries. AI also helps gather information and understand user behaviour, the user’s search cycle, and the purchased products. 

• Chatbots

AI Chatbots provide a larger number of advantages over virtual customer service agents. They help businesses rise above traditional forms of customer service and provide a “one-to-many” model. It can simultaneously help customers from different time zones at the same time. Additionally, they can be of service at any time, in a language chosen by customers. 

AI semantic recognition, language and voice possessing and conversion technology is used by an SEO Agency to help brands deliver better customer experiences. 

• Email Marketing

Customised emails help brands in reaching their target audience. With the help of AI, personalising the contents through observation, data collection, and analysis becomes possible. Artificial intelligence in digital marketing further helps marketers with email campaigns, enabling the maximisation of results.  Amongst other digital marketing services, email marketing is the one that helps in reaching the target audience at the right time and ensures relevant strategies for conversion. 

• Digital Advertising

Digital marketing, with the use of AI for advertising across social media, and digital platforms like Facebook or Instagram, provides a noticeably pleasant experience for the customers. The platforms concerned closely assess the information of the users, and using it, navigates them towards relevant advertisements, suited to their needs.

AI also helps marketers identify and predict trends. It prevents the business from overspending on digital advertising and makes sure the investment brings in the right results.

• Content Marketing

With AI’s intervention into digital marketing, analysing the effectiveness of content became easy. Close observation of searches and preferences of targeted customers allows businesses to use content marketing in a way that maximises results. It also allows businesses to produce and share the right content from the gathered insights. 

• Target Right Audiences

Reaching out to the right set of people is essential to provide more value to your brand and its attributes. Artificial intelligence makes it easier to connect to the target audiences based on the searches, demography, age, gender, interests, and many more.

• Web design

Artificial intelligence in digital marketing recognises the huge significance of web design and plays a crucial role in the perception of a business. Web design covers a host of variables like layout, graphics, content and conversion rate optimisation. Capitalising on these factors, web design brings great promotional value to the business. 

• Predictive analysis

The use of available data to plan, design, and deploy campaigns can guarantee excellent results. Predictive analysis is exceptionally beneficial in predicting future events or results by harnessing big data. 

It incorporates a number of techniques, ranging from data mining, modelling, statistics, machine learning and AI for processing and analysing. In simpler terms, they analyse patterns observing transnational data.

• Machine Learning

ML primarily impacts the digital marketing scenario due to its capabilities of analysing data and providing analytical tools. Thus, it helps marketing teams analyse as per their needs. Businesses using ML tools often help save time to focus on other digital marketing areas. 

• Voice recognition

Voice search has been doing an excellent job in the digital marketing scene for a while. It recognises speech, allowing one to search for things by simply speaking the phrase or query out loud, instead of typing it.

• Image Recognition

It is one of the most excellent features that AI provides users. Such is the prevalence of this technique that most ecommerce sites like Amazon use it to analyse the data from their respective applications.

Google’s Rankbrain Algorithm uses artificial intelligence written in mathematical terms – Vectors, that makes it easier for the computer to understand. It sources the words or phrases that produce the best results on the SERP. AI also enables Rankbrain to understand the keyword in a better way and provide identical search results for the term and its various intents. 

Conclusion

AI is a vast and ongoing evolution in technology with far-reaching effects. Hence, it is recommended to embrace artificial intelligence in digital marketing as it helps with foster innovation and improve productivity in the years to come. 

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