How Artificial Intelligence Affects Digital Marketing
In an ever changing technological era that we now live in, one thing is for certain.
Artificial Intelligence is the wave of the future!
There is no denying that!
We’ve all heard that AI is going to take over the world, but what if it could help you in your digital marketing career? What is AI and how can it help you today? We’re going to explain how AI works and how it can help you get ahead.
What Is Artificial Intelligence
Artificial Intelligence is known as a machine having the ability to learn and think like humans. Like humans, machines using artificial intelligence can learn actions and behaviors of humans through the use of machine learning.
Machine learning allows the computers and robots to imitate real human behaviors or even thought patterns of the human brain. It is a field that has been developing rapidly in recent years, with many applications being developed for use in various fields such as healthcare, finance, manufacturing, robotics, etc.
Over the years, AI has been widely adopted by many industries since it’s inception back in the 1950s by an English mathematician name Alan Turing who worked to develop the first code breaking machine name “The Bombe”.
Over several decades later, there have been drastic improvements in how artificial intelligence works and how machines learning is quickly being adopted into various industries, including digital marketing.
Why Artificial Intelligence Use Is Rising For Digital Marketing
With the accuracy and efficiency in analyzing data along with its ability to support the functionality of a large range of smart devices, the use of A.I. technology is on a steady increase.
The demand for IoT (Internet of Things) solutions has increased trifold over the years as it offers an opportunity to connect all the things that are present around us.
The Internet of Things market is expected to reach $1 trillion by 2022.
The global IoT market will grow at a compound annual growth rate (CAGR) of 25% during the forecast period, reaching $1.2 trillion in 2022 from $0.5 trillion in 2017. The IoT market has been growing at an astronomical rate.
But many commercial businesses including a number of industries are starting to depend solely on artificial intelligence to deliver the highest standard of satisfaction and customer care rates for their business.
But, on a smaller scale, artificial intelligence has helped to empower digital marketers with data and insights they need to create, develop, and maintain an effective marketing campaign.
The Benefits of AI In Digital Marketing
AI has already been proven to be successful in a number of different industries, and it’s only going to become more popular in the years to come. Here are just a few of the ways that AI can help your business succeed in digital marketing.
Personalization Using Artificial Intelligence
Personalization is one of the biggest advantages of using A.I. in digital marketing that can help you target your audience more effectively. With the help of AI marketers are able to create even more personalized campaigns for potential customers and leads to see better conversion rates and increased sales.
There are a number of AI tools out there that have the ability to segment your target audience into smaller groups.
For example, you can use Google Adwords remarketing lists to create different audiences based on previous behavior (e.g., people who visited the site before vs. those who didn’t). You can also do this with Facebook Custom Audiences to which you can re-target individuals who recently visited your content or salespage.
Much like email marketing, you can create tags to a group of specific individuals that may be interested in your products or services to potentially increase your sales.
Using Artificial Intelligence For Predictive Marketing
When it comes to predicting the future, there is no better tool than artificial intelligence (AI).
With AI, businesses can make accurate forecasts of what customers will want and need in the future. This makes it an invaluable tool for developing predictive marketing strategies.
There are several advantages to using AI for predictive marketing.
First, AI can help businesses identify patterns in customer behavior. This enables businesses to anticipate changes in customer needs and preferences. AI can also help businesses identify new opportunities for marketing and sales.
Another advantage of AI-based predictive marketing is that it can improve the accuracy of marketing predictions. With AI, businesses can make predictions based on huge data sets that would be impossible to analyze manually. This allows businesses to identify trends that they can potentially take advantage of by catering to those trends.
“Predictive marketing is going to be an incredible tool for marketers. A recent Everstring report found that 71% of marketers are interested in using AI for personalization and 68% of marketers believe that predictive techniques will be critical to digital marketing.” (ShiftComm)
There is no doubt that using AI for predictive marketing gives small to large sized digital marketing companies valuable insights into the best ways for digital marketers to pivot, especially during times of large global scale events such as the COVID-19 pandemic.
This is another great benefits of using artificial intelligence as a digital marketer.
Content Creation and Curation
For past couple of years, I’ve noticed a dramatic increase in the number of content creation software apps that utilize A.I. powered engines to write content automagically.
Seems like every time I turn around, another app comes to market that promises amazing machine written content.
And for the most part, the apps aren’t that bad when it comes to providing human readable content.
BUT, there are limitations.
Nonetheless, the use of A.I. to curate content, whether writing a blog post or even creating video content from a transcript is a HUGE time-saver.
There are some content curation apps out there that write better than others. But for a digital marketer to leverage the power of machine created content, I would recommend to add your own spin to the content to give it a more personal touch.
I’ve tested some of the apps out for myself and I’ve found the app that gives me really great machine learned readable content is ContentBot.
By content curation, I not only mean creating content for you, but many A.I. engines out there have the ability to curate or find content for you.
Whether it’s content for your social media platforms or curated blog content from others’ blogs, it helps to reduce the amount of work it would take you to do it manually.
For example, Netflix uses the power of content curation to improve the user experience by recommending shows and movies similar to what it (A.I.) sees you watching. It even gives you a percentage of similarity of these shows to indicate or predicate (predictive marketing) whether you would be interested in that programming.
So, whether you’re looking for new content to add to social media or looking to get rid of content writers through A.I. generated content, the power of artificial intelligence as a content generation tool is a powerful capability when it comes to digital marketing.
There are many advantages to using artificial intelligence for website creation.
First, artificial intelligence can help you to create a website that is tailored to your specific needs.
Second, artificial intelligence can help you to create a website that is easy to use and navigate.
Third, artificial intelligence can help you to create a website that is visually appealing and well-designed.
Fourth, artificial intelligence can help you to create a website that is search engine friendly.
Finally, artificial intelligence can help you to create a website that is secure and reliable.
A web designer needs to create a website for a new product launch. For example, applications such as Wix uses artificial intelligence by prompting the user with questions pertaining to their website requirements. The Wix ADi then creates a website based on the answers given by the user. The site created is a complete website that looks great.
There are many other amazing website creation tools out there that helps to simply the website design process.
Much like the content creation apps, the development of A.I. generated websites is a total game changing functionality for digital marketers and digital agencies alike.
When it comes to artificial intelligence and digital marketing, nothing plays more of a role in success than through the use of digital advertising.
You may not have noticed, but as a consumer, you are subjected to digital marketing through A.I. everyday, especially if you’re on social media platforms such as Facebook or search engines such as Google.
These platforms are already using machine learning and artificial intelligence to find you as the consumer to show you ads from sites you’ve visited previously.
This is commonly known as re-targeting, which provides digital marketers with the ability to gain more exposure to their offers or services using A.I. which follows you around the Internet to increase the likelihood of you purchasing.
To achieve this, Facebook and Google use A.I. to analyze your personal information, your interests, demographics, search history and other points of data to determine where and who would be your target audience for your offer.
This can be very powerful in the hands of the right digital marketer. But it does come with costs.
For example, to find your target audience best suited for your offer. Both Facebook and Google require you to get enough data for artificial intelligence to pick up on what “type” of person would be most interested in your offer and this require money spent on your part to allow the A.I. to better learn who your target audience is.
If you have the money to invest in platforms such as Facebook Ads or Google Ads, then it would be highly beneficial for you to invest the money to scale your online business.
SEO Using Artificial Intelligence
As Google moves from mobile-first to AI- first, it’s time for digital marketers to get onboard and create that high ranking content.
What we call Agentive SEO which uses the power of AI to do that heavy lifting of content optimization so that editors, marketers, and business owners can focus their attention elsewhere.
Traditional SEO (Search Engine Optimization) vs Agentive SEO (search engine marketing).
A bit like the difference between a regular vacuum cleaner and an automatic one. There’s a big difference between manually creating links one at a time and allowing an algorithm to create them automatically.
These tools use natural language processing, semantic analysis, and artificial intelligence to help you improve your content so that Google understands exactly what you’re trying to say.
You don’t need to feel intimidated by organizing your content and creating your own knowledge graphs; let these powerful tools help you out instead!
Use Of Artificial Intelligence Chatbots
Chatbots are computer programs that can mimic human conversation. They are commonly used to simulate a human customer service representative and can be used to field customer inquiries, provide product recommendations, and more.
Chatbots are a great way to improve customer service and provide an interactive experience for your customers.
In fact, research has shown that customers are more likely to buy from a company that offers a good customer service experience. Additionally, chatbots can help you collect customer data and feedback. This data can be used to improve your marketing efforts and create a more personalized experience for your customers.
Drawbacks Of Artificial Intelligence In Digital Marketing
While artificial intelligence (AI) has already made a significant impact on digital marketing, it is important to remember that it is still in its early stages.
As such, it has a number of drawbacks that need to be considered when planning and executing marketing campaigns.
Lack Of Understanding
One of the biggest drawbacks of AI is its lack of understanding when it comes to human communication.
As AI gets better at understanding human communication, this drawback will become less of an issue.
However, at present, AI still struggles with understanding the nuances of human language. This can lead to misunderstandings and misinterpretations, which can damage relationships with customers.
Another drawback of AI is its inflexibility.
In recent years, artificial intelligence has made great strides in becoming more flexible and adaptive to different situations. However, there are still some cases where AI is inflexible and unable to handle changes in the environment.
This can be a major issue in areas such as finance, where a sudden change in the market can lead to major losses for a company.
Another area where inflexibility can be a problem is in manufacturing, where a machine may not be able to adapt to a new type of material that is being used. In both of these cases, it is important for AI to be able to adapt to changes in order to be successful.
As technological advances improve in the field of artificial intelligence, digital marketers and other business models will be able to use A.I. in a more flexible dynamic sense where machine learning will be able to adapt to any change to keep the business successful.
In conclusion, the fears of artificial intelligence eventually wiping away the jobs of humans in digital marketing are irrelevant.
While AI will undoubtedly have a role in digital marketing in the future, other factors will also come to play an important role in shaping digital marketing as a whole.
There are a range of factors that will prevent artificial intelligence from disrupting human efforts in digital marketing as much as we fear. These factors include human creativity and imagination, along with opportunities for learning and improvement.
The examples provided show how artificial intelligence and machine learning can still be successfully implemented by utilizing humans to supplement machines’ capabilities.
And although businesses are quickly adopting the use of artificial intelligence in their day-to-day operations, it will always play second hand to human intelligence.
Machine learning is only as smart as the humans that program them. But in doing so, developers should be cognizant of their capabilities and for marketers, their capabilities to handle those daily tasks to make life and your business operate more efficiently. Not to allow them to take full control of your business.
I hope you found this article informative and if you have any questions or comments, please provide them below.
Until next time!