How AI is Transforming Digital Marketing
How AI is Transforming Digital Marketing
We have to face facts: artificial intelligence (AI) is transforming digital marketing in unprecedented ways.
When it first entered the scene, it was difficult to fathom just how big of an influence it would ultimately have. But with 98% of marketers already using it, it’s clear we are witnessing a major shift in terms of experimentation and integration.
So here we break down the impact that AI is having on the digital marketing space, and what this means for your business…
Large-scale personalisation
One major benefit of AI in digital marketing is the ability to personalise marketing messages on a large scale. With AI, you can personalise your marketing efforts on a customer-by-customer basis, which was almost impossible before.
It can also analyse large volumes of data about behaviours, customer preferences and past interactions. From there, companies can then craft personalised marketing messages for their customers.
Let’s say that you visit an online store. Businesses can use AI to analyse your browsing history and previous purchases, then make product recommendations based on this information.
This creates a more enjoyable, personalised customer experience, which leads to higher satisfaction and increased business sales.
Predictive analytics
Predictive analytics is another form of AI.
Predictive analytics use AI and machine learning to analyse current and historical data to make predictions about future outcomes.
In the realm of digital marketing, companies are able to use the results to predict which marketing strategies will be most effective, and which customers are most likely to make a purchase.
For example, AI can analyse customer data in real time to establish what type of emails are most likely to be opened. It can also determine the type of content that is most likely to be clicked on.
This is a superb way for businesses to craft highly effective email marketing campaigns that lead to higher engagement rates.
Finally, predictive analytics can be used to identify potential customers who are on the verge of making a purchase, but haven’t sealed the deal yet. With these analytics, businesses can target these individuals with unique incentives and offers to encourage them to make that purchase.
Customer service, support, and chatbots
Gone are the days of communicating with a human on websites and social media platforms! Today, you’re far more likely to ‘speak’ to an AI-powered chatbot, which is able to handle a range of customer services tasks, from answering simple questions to processing orders.
Okay, they can’t deal with matters on the level that a human can, but because they are available around-the-clock, they can provide immediate support to customers, no matter the time of day or night.
Of course, AI chatbots cannot replace a human’s ability to interact with another human, but they can certainly be used to provide a quick and efficient response to a query.
Content creation
Again, AI can never replace the ability of a human being to create meaningful, impactful content, but it can certainly help. AI can be used to generate content ideas, produce articles and even create visual content.
According to Influencer Marketing Hub, 44% of marketers apply AI to content production. If your business needs a high volume of articles each day, AI can be a huge help. It can also analyse data and identify trending topics, then produce relevant automated content quickly.
That being said, it’s important to ensure that you perform a thorough check of any AI-generated content. AI can only use what’s currently out there, therefore there are issues of plagiarism, inaccuracies and misinformation at play.
There’s also a lack of creativity and originality, so while it’s a good idea to use AI as a basis for your writing, we don’t recommend using it exclusively!
In-depth consumer insights
Did you know, AI can even analyse purchasing history, browsing behaviour and social media activity?
By analysing this data, AI can create in-depth customer profiles. From there, marketers can develop targeted campaigns designed to appeal to specific customers.
With this data, businesses can also identify emerging trends and shifts in consumer behaviour, and adapt their marketing strategies accordingly.
Improved decision-making
By analysing huge amounts of data from different sources, marketers can gain insights into how their campaigns have resonated with audiences. From there, they can make even more informed decisions about their marketing strategies and tactics.
For instance, AI can analyse huge amounts of social media data. Using this data from AI, marketers can establish which types of social media posts are popular with different audiences. This then enables them to create content designed for specific target audiences.
Another way AI helps is by analysing different marketing channels.
Sometimes, businesses feel they need to be on every marketing channel out there, but this simply isn’t the case. By using the analysis from AI, businesses can determine which platforms are the most effective. This saves time and energy.
Automated tasks
Examples of routine marketing tasks include:
· Sending personalised emails based on consumer behaviour and preferences
· Automatically scheduling social media posts at optimal times
· Analysing data
With AI tools, all of this can be automated, which frees up time to focus on other tasks.
Enhanced advertising
AI is also impacting advertising! Its ability to analyse data can help businesses to create targeted ad campaigns for specific audiences.
For example, it can analyse data from search engines, social media and other sources. This enables it to find trends and preferences amongst specific demographics. From there, it can determine which adverts are performing better, and relocate budget for maximum return on investment.
Is your business embracing AI?
While AI is certainly bringing many benefits to the world of marketing, it’s always wise to tread with caution. We don’t want to become too reliant on AI and technology in marketing, as there is always the risk of technological failures, lack of creativity and minimal innovation in marketing teams.
However, using it to analyse data will certainly help you to reach your customers more effectively and make better, more informed marketing decisions.
Want to enhance your business’ success? Need a competitive edge? Reach out to EWM.