The world has definitely come a long way in terms of advancements in technology. Every day we’re getting notifications on our smartphones and laptops about path-breaking inventions and mind-boggling discoveries. From Tesla’s self-driving cars to Apple’s Siri, artificial intelligence has completely transformed the world, and is continuing to change the landscape with new developments happening every single day.
Its impact in the world of digital marketing has not only been phenomenal but also revolutionizing in many ways. Considering its reach in the world, one must realize its potential and learn how it can benefit various industries especially that of digital marketing.
Before we dive straight into it, let’s discuss, in general terms, a little bit about artificial intelligence.
What is artificial intelligence (AI)
Artificial intelligence is the simulation of human intelligence processes by machines, especially computer systems. These processes include learning (acquiring information and rules to use information), reasoning (using the rules to reach approximate conclusions) and self-correction.
AI has been in existence for awhile, but with the emergence of computer-related technology, it is gaining more and more popularity. Speech recognition, expert systems, and machine vision are some of its common fields of application.
The relationship between AI and digital marketing
As artificial intelligence has been making waves for quite some time now, people from different industries are curious to estimate its applications, especially in digital marketing.
Although marketers were initially skeptical to integrate artificial intelligence into their marketing strategy, now marketers are embracing AI with open arms. They have realized that it holds a lot of potential and can be used to provide a better customer experience, targeted marketing, and more to get better ROI. In the coming years, it is surely going to get bigger and better.
Here are some potential areas where AI can contribute tremendously to digital marketing.
Personalizing user experience
One of the most significant areas where artificial intelligence can make a difference is personalizing user experience and making it better. Aligning your digital marketing strategy with AI can help you get valuable insights such as customer behaviors, patterns, interests so that you can customize campaigns on these factors and target the right audience.
AI-powered chatbots are another fine examples of how artificial intelligence is making things easier for marketers. Chatbots are programmed to interact with customers 24/7 and retain information. Unlike humans, they never lose patience and always treat customers in a friendly manner. Thus, AI has helped marketers personalize the whole user experience by giving the impression they are talking to a real person.
Better decision making with easier predictive analysis
Do you know that whenever you browse the web, new data is generated and collected for AI analysis to find needs, behaviors and gauge the future actions of prospects? With artificial intelligence, the collected information could be used to optimize your marketing strategy to provide customers with what they are looking for. This enables marketing teams to use the data in order to create a campaign targeting the right audience.
This predictive analysis lets you provide the relevant information to customers seamlessly and decrease their product research helping them make better and quicker decisions. Such AI-enabled algorithms have not only reduced the workload of digital marketing teams but have also enabled them to make way for better customer decision-making of customers with the help of predictive analysis.
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Better ROI with image recognition
Artificial intelligence has now made it possible to use high-level image recognition and get a detailed description of that image. This is a feature that could find applications in various industries and sectors. Realizing the importance of AI, Amazon has recently come up with Amazon Recognition, which can recognize human faces and identify objects.
From faster payment processes to safer customer security, AI-enabled image recognition can be put into any use and tackle concerns involved in online transactions. What happens is that AI software looks for images in social media and compares it to a large image library to draw conclusions.
So, if you are a manufacturer, you can understand demographics and other factors that will help you align marketing strategies and extract maximum return on investment.
Easier search sessions
Though there isn’t anything wrong with users’ current search sessions they are often found to be confusing and not so responsive. It is guaranteed that, if you incorporate digital marketing with artificial intelligence, you will see much smarter and convenient search engines and sessions.
How, you might ask? That’s probably because AI easily tracks customer preferences and requirements, which help them to predict their future moves and decisions that could further lead to better semantic keywords.
Easier targeting of the right audience
One of the biggest challenges for digital marketing teams is to reach their target audience easier and faster. With various AI-enabled software, marketing teams seem to have cracked the code for this. Artificial intelligence powers you to find the right people that can bring value to the brand and assets related to it.
Based on people’s search preferences, interests, demography, search history and other important aspects, AI brings your product to those who might actually be looking for it, i.e. your target audience.
Optimizing your voice-search queries
There has been a dramatic rise in the number of voice search queries which has made it quite evident for digital marketing teams to optimize for long-tailed voice searches, so much so that around 70% of Google Assistant receives usual, daily-used words than the typical keywords by people during their voice-search queries in Google.
Whether it is a request to look for directions, dictate texts, find out movie times, or call someone, AI has found its application almost everywhere. Thus, it makes sense to use structured markup for optimization so that search engines can understand the context easily.
Implementing AI in digital marketing is bound to result in a promising outcome. That is better decision making, more ROI, and predictive buying and selling processes.
Along with this, it is going to benefit both customers and businesses. Let’s hope it AI continues to do wonders in all the fields, especially digital marketing, and keeps solving customer problems.