How Artificial Intelligence is Helping the Digital Marketing Industry
As we have all witnessed, the coronavirus pandemic has compelled the entire world to undergo a never seen before digital experiment i.e., implementation of work from home for the workforce around the globe, and that too all at once. It was an unprecedented challenge, in a true sense. Nevertheless, it has made everyone realize the extent to which digitization can be achieved. Also, this incidence has highlighted the degree of penetration of digital infrastructure across different strata of society. And as organizations have realized the power of technology, analytics, artificial intelligence (AI) and machine learning have become new buzzwords for all industries.
This new digital wave has also transformed the marketing landscape. A survey by Mckinsey indicated that AI has significantly impacted marketing and sales. The change brought in by AI is expected to be more sustainable in marketing and sales. In other words, conventional marketing strategies may not be effective anymore. Due to these technological advancements, a new marketing funnel has evolved. And the use of artificial intelligence in digital marketing is driving this change further.
Why use of AI in Digital Marketing is gaining momentum?
Marketing (& sales) process is represented by marketing funnel, which offers visualization of the process undergone while turning leads into customers. Like a funnel, marketers try to capture as many leads as possible and then gradually narrowing down prospective customers through each stage of the funnel, ultimately encouraging them to buy your product. However, it requires significant knowledge of customer choices and their preferences. Traditionally, marketers acquired this data through surveys, questionnaires or analyzing data obtained from focus groups. This process of acquiring data was long and tedious.
Artificial intelligence concepts such as big data and machine learning not only allow you to gather deep information about your target group but also provide insights into their buying patterns. Furthermore, this goal to reach the intended target customers, at the right time is becoming easier with the AI-powered digital marketing. As a result, artificial intelligence and digital marketing are gradually becoming a new norm.
Impact of Artificial Intelligence on Digital Marketing
Search engine
Modern customers are acclimatized to faster search engines and quick responses. They expect an equally quick response from brands for their needs and wants. However, in order to respond quickly to your audience’s demand, marketers need to understand what and how the audience is searching for the required information. Artificial intelligence provides digital marketers with that opportunity to discover what the audience is searching. Additionally, the technology enables search engines to provide exact and relevant suggestions for queries you didn’t necessarily type in but wanted to.
Customer analysis
As mentioned earlier knowing their customer is marketer’s first priority. Using AI in digital marketing helps in gaining insights into what triggers customers, how they feel about a particular business, how customers interact with specific brands as well as how they consume your content. As a result, marketers can better understand the overall market.
Customized content delivery
Content is one of the most important aspects of digital marketing. Content helps marketers in conveying the brand message to their target audience. Additionally, content does not correspond to only textual content. Audio, as well as video content, is increasingly becoming a priority for brands, as more individuals are opting for hands-free searches.
Using artificial intelligence tools marketers can create tailored messages that cater to their intended audience. Personalized content that deeply resonates with the audience can potentially develop an emotional bond and ultimately gain customer loyalty.
Tailored product recommendations
Almost all e-commerce websites analyze user data such as past purchase history, user’s browsing behaviour in order to offer custom recommendations about products. As implementation of this strategy is backed by solid data analysis, it provides accurate insight into user behaviour and ultimately increases revenue for e-commerce businesses.
Discover latest trends
Artificial intelligence tools such as machine learning and big data analytics use data as their input, more the data more accurate AI platforms would be able to predict future trends. As a result, it enables marketers to identify new trends, innovate, build strategies and capitalize on new opportunities.
Lead management
Generating new leads is a challenging task as it is, however cultivating them is the next important step. AI for digital marketing can improve your digital marketing efforts and help you nurture your client relationships.
Advertising strategies
As a common practice digital marketers publish smart ads across various social media platforms in order to attract more audience. Also, marketers can make better use of keywords in their advertisements to gain further visibility. Furthermore, with the help of AI technology dynamic websites are able to generate content according to site visitor’s unique preferences. Through these strategies, digital marketers can effectively generate more leads and boost revenues.
Efficient customer services with chatbots
AI and digital marketing have its sweet spot to effectively cater to their customer, with the implementation of chatbots. Chatbots services generate personalized responses for customer queries and give them intended response without much human intervention. For many organizations, it has improved its customer retention rate as well as the lead conversion rate.
Automate marketing efforts
Amalgamation of digital marketing with AI technology is leading new and innovative developments in the field of marketing. Furthermore, with the advancement of technology almost all marketing processes can be automated to improve customer engagement.
Future of AI in Digital Marketing
As mentioned initially, COVID-19 has halted almost all in-person business transactions but has accelerated adoption of digital marketing across every industry. Nearly all goods and services have been made accessible online after the introduction of lockdown restrictions in various countries around the world. As the digitization trend grows further, it is expected that more and more businesses will adopt AI powered digital marketing strategies. Therefore, it is certain that artificial intelligence will guide the future of digital marketing.
