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How AI Is Transforming The Future Of Digital Marketing

How AI Is Transforming The Future Of Digital Marketing
Written by publishing team

When people think of artificial intelligence (AI) today, they might think of computers that can talk to us like Alexa or Siri, or big projects like self-driving cars. They are very exciting and attention-grabbing, but the reality of AI is actually the thousands of tools and apps that work quietly behind the scenes, making our lives more meaningful by automating simple tasks or making predictions.

This is true in every industry and business function, and especially in marketing, where leveraging AI to put products and services in front of potential customers has been standard practice for some time, although we may not always realize it!

In business today, the term artificial intelligence is used to describe programs that are able to learn and improve in their job without human intervention. This means that while we used to use machines to help us with the heavy lifting, they can now start helping us with jobs that require thinking and decision making as well.

A large number of questions that previously needed human intervention to answer – such as “Will this person be interested in my products?” or “What results will I get from this ad campaign?” Can now be answered by devices – if provided with the correct data. And because machines can answer questions much more quickly than humans, they can easily put together complex series of queries to come up with predictions, such as who is most likely to buy your products and where the best places to advertise might be.

This is the fundamental principle behind every AI business today – automating learning and decision-making processes in order to create knowledge (commonly referred to as “insight”) that helps improve performance. Marketing is one area that has definitely been put to good use!

Target Marketing

A high-level use case for AI in marketing is that it improves your return on investment by making your marketing—often one of a company’s biggest expense—more efficient. In the old days, before online advertising, companies would pay huge sums for TV, radio or newspaper ads, knowing full well that only a few people who saw their ads would become customers. This was hugely ineffective, but companies had no choice if they wanted to position themselves as a market leader.

In the age of the Internet, we have developed the ability to learn a lot about people who are or are not interested in our products and services. The first achievements came thanks to the likes of Amazon with their recommendation engine technology and Google and Facebook with their targeted ad platforms. Today, each of these platforms is enhanced with machine learning technology that allows them to become increasingly efficient as they are provided with more data about customers and their buying habits.

AI-Driven Content Marketing

The rise in social media marketing and our growing appetite for online content has made content-based marketing the dominant form of marketing in many industries. Here AI helps us determine what kind of content our customers and potential customers are interested in and what are the most effective ways to distribute content to them. Creatives have always been looking for formulas to create ads that get people talking and sharing the message with their friends. Now, this can be done automatically using any number of AI-powered tools. For example, headline generation algorithms that monitor their success and adjust their output to achieve better metrics, such as the rate at which emails are opened or the rate at which social media posts are shared.

Taking this a step further, AI is developing the ability to take an interest in the entire content creation process itself, creating copies and images that it knows will likely appeal to its audience. The huge buzzword in this space will be personalization – delivering content that is tailored to individual customers, perhaps using information and reference points that the AI ​​knows are relevant to them, intertwined with overall marketing messages.

Artificial intelligence will also be increasingly useful for determining what stage a customer is in the purchasing process. If it detects that they are “shopping” – comparing available products and services – it can provide content designed to differentiate your product or service from those of competitors. If he finds out that they are ready to make a purchase, he can target them with promotions urging them to “act now” to take advantage of a limited time offer.

A digital marketing agency called 123 Internet has embraced the ongoing industrial developments by using various AI-based technologies to improve service delivery. Scott Jones, CEO, said:

“We’ve been using AI tools for a while, in particular automatically checking website designs on hundreds of types of screens and browsers, and this speeds up our design and development process.”

Their team also uses AI-generated website auditing which can be downloaded from their website and run without human interaction.

Define micro-influencers

Influencers are another big trend in marketing right now, and artificial intelligence algorithms are already in use to make sure the characters most likely to appeal to you appear in search results and social feeds.

Increasingly, advertisers will also use AI to determine which smaller influencers are most likely to engage with their brands and audiences. This has given rise to “micro-influencers” – usually ordinary people, rather than celebrities, who have specialized knowledge that they have used to build a niche audience who cares about their opinions. AI enables companies to find micro-influencers with the right audiences for them, across a large number of niches and audience segments. AI helps determine when it makes sense to pay each person $1,000 to talk about their product, rather than paying $100,000 to Justin Bieber or the Kardashian. Again, here it is all about creating efficiency by following the data, rather than just doing what the marketer thinks or feels is the best plan.

Artificial Intelligence in CRM

CRM is an essential function that any marketer must master, as existing customers are often the most important source of revenue for a company. Here, AI can be used to reduce the risk of customer ‘disruption’ – by identifying patterns of behavior that are likely to lead customers to go elsewhere. These customers can then be automatically targeted with customized promotions or incentives in the hope of regaining their loyalty. AI-powered marketers are increasingly turning to chatbot technology — powered by natural language processing. This can segment incoming customer inquiries, which means that the needs of those who need a quick response can be met promptly, to reduce dissatisfaction. An AI-powered CRM system will also allow companies to more accurately forecast sales across all the markets in which the company operates, meaning that stock and resources can be distributed more efficiently. In addition, it can be used to maintain data quality in a CRM system, and to identify customer records where errors or duplications are likely.

Marketer’s future

If you’re into marketing, you’ll be forgiven for worrying that we’re headed toward a future where the humans in your role will be redundant. However, you can be encouraged by current predictions that AI will end up creating more jobs than it destroys. However, it is inevitable that your job will change. Marketers will spend less time on technical tasks like forecasting or segmenting customers and more time on creative and strategic tasks. Those who are proficient in working with technology, and identifying new technology solutions as they become available, will be of great value to their companies and are more likely to have a bright future!


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