Applications of AI in Digital Marketing
The Oxford
Dictionary defines Artificial Intelligence (AI) as the
theory and development of computer systems able to perform tasks normally
requiring human intelligence, such as visual perception, speech recognition,
decision-making, and translation between languages. Its origins can be traced
back to the efforts of classical thinkers to characterize human cognition as
the mechanical manipulation of symbols. However, the field of AI research was
not truly developed until 1956 at a conference in Dartmouth College where the
term "artificial intelligence" was coined. Artificial Intelligence is making huge impacts in today's society. It
is becoming vital for today's time as it can solve complex problems with efficiency
in multiple sectors, such as health care, entertainment, banking, education,
etc. AI makes our everyday life easier and quicker.
As it continues to
evolve, so does the potential to use it to develop digital marketing campaigns
and valuable consumer insights for businesses. Throughout the digital marketing
field, AI can help streamline and automate marketing strategies. It
can also remove the risk of human error. Although most of the digital
marketing field still relies on human cognition, the AI system will be able to
produce a report using nothing but data. With its ability to capture, evaluate,
implement, and learn from data, AI is revolutionizing the digital marketing
field.
If you are a part
of corporate marketing, there's a fair chance that you're already using some
kind of AI-powered technology in your marketing tools. Yet many advertisers do
not realize the advantages of AI and machine learning over conventional
'non-intelligent' marketing tools.
If you are considering your
options, or if you're scared of taking a loss, you 're not the only one.
Investing in emerging technologies is a huge undertaking and can be daunting when
it is underpinned by abstract principles such as machine learning algorithms. So,
to help you make your choice, listed below are some of the applications of AI
in digital marketing.
1.
Improved Personalization & Recommendations
The way in which
consumers react to marketing messages and interact with them has changed. Conventional methods of marketing such as
media ads and direct mail are not as effective anymore. One of the reasons is that customers now want
advertisers to target their place, population, or preferences to messages. Most
individuals may not participate in non-personalized ads or just disregard it.
Customers are more
inclined to engage with their personalized marketing messages. Experian's
research reveals that e-mails will be accessed 26% more often when they have
personalized subject lines. In addition, 79% of customers in a global Marketo's
survey said they would only support brand ads if they are tailored similarly to
earlier interactions.
AI helps advertisers to
personalize their messages on an individual basis, rather than the target
audience that advertisers had usually focused on in the past. The system
operates by analyzing consumer behavior on the basis of the information gained
from past brand interactions. This means that marketers can send content and
marketing communications that are most likely to convert and lead to sales, at
the best possible time to drive conversions.
2.
Application of AI Chatbots
Chatbots
act as a bridge between brands and customers, providing 24/7 interaction. According to Wikipedia “A chatbot is a software application used
to conduct an online chat conversation via text or text-to-speech, instead of
providing direct contact with a live human agent.” According to an online
survey, 44 % of U.S consumers prefer chatbots to people in terms
of customer relations. This helps brands to excite customers when a new chatbot
is introduced. Chatbots interact like people but they also minimize human error
and are not influenced by emotions. Easily performing repetitive activities,
chatbots improve customer service. They can also provide customers with full product
information, if necessary.
In addition to these
advantages, consumers can choose the language used by
the chatbot according to their preferences, allowing the company
to provide localized customer care. Many companies have started contact
with their consumers using chat services such as WhatsApp and Facebook Messenger
to ease the cooperation.
3.
Search Engine Optimization
There are several manual
tasks that marketers perform every day, such as topic discovery and keyword
analysis, that they are not particularly great at doing, or they don't enjoy
doing. But a machine will complete the same task in a much faster and efficient
way without any complaints.
In the field of Search
Engine Optimization (SEO), the AI analyzes the interaction between sites,
content pages, and search engine rankings. The findings are simple, actionable,
and even automated strategies are developed to help fight competition.
Working out what
keywords, expressions, or phrases you want to optimize is more than half the
battle. Artificial intelligence tools can help.
AI excels in identifying trends in broad data sets, like search volume
results.
In fact, tools like
MarketMuse, Frase, and BrightEdge offers help on what content you should build
to own the traffic for specific keyword clusters. They use AI to derive
patterns from the search results, so that you can see what other top-ranking
sites are doing to appear first in search ranking around any given query.
4.
Understanding and Predicting Customer Behavior
You need to know as much
information as possible about your customers to provide the best customer
experience. It is quite difficult to obtain this information if you use
conventional methods. But it could be much more effective with the power of
Artificial Intelligence. According to Forbes, "75% of companies that have
implemented AI and its subdivision, Machine Learning, is boosting customer
satisfaction by more than 10%."
Today, we see a very
frustrating battle for customer behavior analysis. Many companies and brands
are competing to hear and understand their customers more quickly than their
competitors. While companies are used to respond to consumer interactions,
events, and behaviors in real-time or after the event, it is increasingly
apparent that this is not enough. Something needs to be done to keep the user
experience at the highest level possible.
This is
where Artificial Intelligence comes into play. It can change the way
companies communicate with their customers. AI can deliver comprehensive
CRM analytics and more meaningful insights into customer behavior, needs,
preferences, and wishes. When implemented properly, AI can enable businesses
with the potential to bring the best goods to the right customers when the time
is right.
Conclusion

