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Artificial intelligence has been a part of our lives for a long time now. Although only recently has it been integrated into marketing strategies.
AI has brought about revolutionary changes in the way marketing strategy is being formulated. We are now able to use huge volumes of data to help us arrive at strategic decisions.
It is now being used in almost all industries to take the marketing function to the next level.
There are many surveys conducted on marketing and A Deloitte survey from 2019 found that 47% of respondents indicated that IT played a prominent role in AI adoption.
So today in the write-up we will discuss what AI is and how it is bringing a revolutionary change in the Digital marketing industry. So let’s get started without any further ado.
What is AI?
Artificial Intelligence is a term used to describe machines or even softwares that are capable of performing tasks normally thought to require intelligence and decision-making capabilities.
AI is everywhere, and you experience its power and grace every day: in your car, in your computer, and in your smartphone. AI drives your car, enables your phone to translate your speech and your applications to recognize your face.
Now let’s see what AI has for us in the Digital Marketing space.
Common Ground But Different Utilization: Digital marketing and AI
Artificial intelligence helps make digital marketing more effective.
It is helping in the personalization of the content, anticipating consumer behavior, and ensuring a seamless user experience. It is also used in improving digital marketing operations. A lot depends on AI when it comes to digital marketing.
Machines and software integrated with Artificial Intelligence (AI) can perform functions normally performed by humans, such as visual perception, speech recognition, decision-making, and language translation. This is the future of digital marketing and is already showing its impact.
AI has been used in technology for years, and it has finally reached a new era of businesses. Be it optimizing the relevance of ads or predicting customer satisfaction or offering customized suggestions, all are done with the help of AI.
According to MarketingProfs, 92% of B2B marketers are using ABM, and 68% use automation.
How AI plays a major role in digital marketing solutions?
Artificial Intelligence (AI) is now catching up in digital marketing. Marketing leaders are looking for new ways to use AI in digital marketing. AI opens up new opportunities to improve marketing performance by uncovering valuable insights.
With AI technologies, digital marketers will be able to shave off the time and cost required for research and analysis and make data-driven marketing decisions.
Let’s see how AI is impacting digital marketing across the board.
How to prepare for AI-based platforms?
Artificial intelligence poses a great threat to your business. Platforms such as Amazon and Uber have a huge customer base and a lot of records.
That is a gold mine for advanced AI algorithms, which can easily learn from them and outperform humans in many fields.
AI is already being used in some industries to resolve customer problems. So, if you want your company to stay relevant, you have to keep up with the flow and also embrace the technology.
The good news is that it is possible to do so. In fact, you don’t even have to hire AI professionals.
The technology comes with comprehensive documentation, so you can easily work it out by yourself. All you need to do is be ready for it.
How AI is adding value to a digital marketer’s life?
Artificial Intelligence (AI) is changing the way we carry out day-to-day tasks. It is revolutionizing the way we use software and improving digital marketing.
With AI, we can better understand customers and the way they interact with businesses and brands. We can even predict their behavior and make better, smarter, and faster decisions. It is basically doing all the mundane tasks for a digital marketer.
Accelerating Digital Transformation for Long-Term Growth
As we consider the path forward, we can see how our business and our world are becoming increasingly more digital.
We live in a time when we can order almost anything we need, from groceries to household products, to almost any imaginable consumer product, delivered in a matter of hours and in most cases, on the same day.
We do this in a way that is changing the way we live and do business, and through it all, we are becoming more connected and responsive to the needs of each other and the world around us.
We are already in a digital world, and we’ve been there for some time. This is the world in which we live and work every day, and the way we stay connected with each other, our partners, and our customers.
And it is the future that we are moving towards — to create new opportunities and solutions that enable people to do amazing things.
Various companies use AI in different ways:
Various Applications of AI
- AI Chatbots
- Email Marketing
- Audience Hyper-Segmentation
- Dynamic Personalized Ad Serving
- Content Recommendations
- Lead Qualification and Scoring
- Natural language Understanding
Application of AI chatbots
The fact that artificial intelligence chatbots can learn to compete with human beings by chatting is impressive.
There are other uses for chatbots as well. There are chatbots that are used for business, entertainment, education, research, robotics, lifestyles, healthcare, military, medical, etc.
Utilizing multiple AI chatbot platforms, you can create your own chatbot for your personal or business needs.
AI chatbots are slowly replacing social media apps. AI chatbots are great for managing customer services. Some popular chatbot applications are Siri, Google Home, Alexa, etc.
These chatbots can be customized to work on different platforms. It is easier to train the chatbot for a particular task. Chatbots are best at providing customer service for predictable tasks.
Email marketing
Email marketing holds a very important place in digital marketing. Email is preferred by most internet users.
So, it requires a lot of creativity to draw the attention of users and then make them frequent visitors to the website or show them the product.
For creative writers, this is a great opportunity to showcase their skills and get paid. The first step is to identify the demographics and purpose of the recipients.
It helps to knock on the doors of the customer and convince them to connect with the brand.
You can achieve a great deal with email marketing. An Email marketing AI is an email marketing that gets smarter for every action you take. Starting with some intelligent suggestions, it gradually becomes more personalized.
In a 2020 survey, 62% of consumers said they prefer messages to confirm service appointments, but only 41% said they do so today.
Audience Hyper-Segmentation
Audience hyper-segmentation is a systematic process of dividing the consumer base into smaller segments, each with its own needs and preferences.
It helps in identifying the needs of different customer segments in greater depth. As a result, marketers can then devise value-added strategies to target the exact audience segment that they want.
While audience segmentation is not a new concept, it is gaining prominence these days, because of the increasing number of digital marketing channels available. Advertisers can increase their reach using these channels, without having to spend too much money.
Amazon is a successful example of a business that has incorporated A.I. into its employee routine to achieve increased success.
By using new technology, Amazon suggests what products customers may be interested in based on previous purchases, searching and browsing tendencies, previous purchases, and many other factors that shape customers’ preferences.
In this way, by utilizing artificial intelligence in the decision-making process, the company has been able to increase its revenues.
Dynamic Personalized Ad Serving
First, personalization is the strategy behind dynamic ad serving. This strategy aims to tailor the content of ads to individual users.
Advertisers don’t want to annoy the users with the same ad over and over again, and that’s where dynamic ad serving comes into play.
Dynamic ad serving takes into account that users may not find an ad appealing if they’ve already seen it many times.
Customers love to be able to customize their purchases, and Nike made it happen with a new system that allows customized sneakers in-store.
Not only is this a great gimmick to drive sales, but it also collects data and useful information that can be used with machine learning algorithms to design future products and tailor marketing messages to the individual customer.
Content Recommendations
Content recommendations are a great way to reach out to the target audience. This is a kind of marketing strategy for any digital marketing.
Recommendations of articles, videos, blogs, e-books promote the visitor to see your page and persuade for a trial.
The more content you have on your page, the more it will be recommended to the site visitor. So the content is the backbone of a website.
To make great content, a person must be very knowledgeable about the topic that he/she writes about. This is a very important element in any digital marketing.
63% of businesses successfully implement marketing automation plans to increase their marketing automation budgets — Marketo & Ascend2
Lead Qualification and Scoring
Lead qualification is the process of qualifying the leads in order to make certain that the leads are not only interested in the product, but are also likely to purchase the product.
Lead qualification can be done by several techniques, including lead scoring. Lead scoring is defined as the process of assigning a numerical value to a lead’s level of interest.
Natural Language Understanding
Natural Language Understanding (NLU) with AI is not new. The technology has been widely used in chatbots even before it became mainstream.
The objective of Chatbots is to develop a system that can understand natural human language and provide a responsive output within the specified parameters.
NLU is the key ingredient in Chatbots for understanding customer prompts and instructions in natural language input. Chatbots are one of the most important parts of Digital Marketing with a very high level of automation.
Netflix has perfected the art of personalization, which is why it’s well-known for its revolutionary marketing strategies.
When people see that you’ve custom-tailored their experience, they are much more likely to continue using your service/product, thus keeping the business growing! Marketing automation software helps the Netflix platform create unique home pages based on user behavior.
Wrap Up
We are in an exciting time in marketing when businesses are able to use the latest digital marketing techniques to generate leads, engage customers, and build their brand.
AI is already integrated into some of these marketing tools, like automated chatbots, but it is poised to become a part of the new breed of fully automated digital marketing tools.
We are just getting started with AI in marketing, but it is already being used to streamline tasks, decipher data, and even write content.
It is an exciting time for marketers, and you can get in on the ground floor of this new technology.
Businesses waste a lot of time and money on useless digital marketing tactics.
Using artificial intelligence to automate your digital marketing strategies is a faster way of increasing traffic to your site and generating leads.
If you wanna scale up your business then learn how Lambent Digital Media can work for you to generate leads. Don’t hesitate to ask us because we are here to offer you bespoke marketing solutions.