Once upon a time,
marketing took channels like newspaper ads, TV, and radio. However, with the
advancement in technology, modern marketing is taking the digital route. Any
form of marketing that leverages digital mediums such as websites, email
marketing, and social media is digital marketing.
Today, many
businesses and brands utilize a series of digital marketing methods to promote
their brands, position their products in front of the right customers, or
improve brand awareness. Ever since its emergence in the 1990s, the marketing
technique is undergoing several transformations that are revolutionizing it to
render it cost-effective, less daunting, and more fruitful.
Currently, AI or
artificial intelligence is serving as one of the most reliable forces behind
competent digital marketing campaigns. Many digital marketers and businesses
are realizing the difference AI can bring to their digital marketing efforts;
adding up to the most important digital marketing skills. Today, more than 80%
of digital marketers use AI-powered technologies to improve the efficacy of
their digital marketing campaigns.
In fact, statistics indicate that AI in digital
marketing in 2021 was valued at 15.84 billion U.S. dollars and its value is
expected to exceed 107.5 billion U.S.D by 2028. AI’s capabilities in the
digital marketing sphere are many and are expected to become better in the
coming years. That’s due to the improvements that modern technologies witness
annually.
At this juncture,
we would like to look at the different ways digital marketing campaigns can be
improved with AI. These mediums include;
- Data & Analytics
Although AI is a
generic term used in the modern world, AI or artificial intelligence is an
umbrella for top-notch software, tools, and computers with incredible
capabilities. AI-powered technologies collect data, store it, and produce
insights into human behaviors over a given period of time.
These systems can
study human behavioral patterns and process large sums of data that digital
marketers can leverage during the decision-making process. AI-powered
technologies also minimize digital marketing errors and can perform tasks
within the least amount of time.
They can anticipate
the action that the target customer will take based on the available data. This
facet of AI also supports predictive analytics where marketers are able to
ascertain future customer behaviors and preferences.
In this way, AI
brings about better ideation and actualization of digital marketing strategies
and the creation of valuable content pieces. Digital marketers can then run data-centered
campaigns that eliminate guesswork and drive more conversions.
- Targeted Marketing
Marketing is
significantly an expensive business solution, but when done correctly, it can
improve any business’s profit margin. Marketing products or a
business’s services extend their outreach and influence in the market. The
more customers and prospects get to know about your offerings, the more they
will develop an interest in them.
However, before the
age of digital marketing, brands and enterprises used to pay exorbitantly to
run campaigns on television, radio, and in newspapers. The performance of a
campaign couldn’t even be evaluated before being executed. The number of
customers who watch the ads and their impact couldn’t also be effectively
ascertained.
Generally,
marketers had less control over the marketing campaigns. However, with the
advent of AI in digital marketing, digital marketers can now maintain the upper
hand in their marketing campaigns.
With the available
data, they can understand the target audience, its interests, and its reaction
to the campaign. More control over the campaigns means tailored campaigns, less
advertising costs, and optimized results.
- Content Creation
The process of
creating content for websites, ads, and social media platforms can prove
daunting and time-consuming at times. Yet, content creation is an integral part
of content marketing and digital marketing.
It should also be
noted that creating content for marketing purposes must be guided by several
principles. For example, it must be engaging, relevant, and interactive.
Crafting large sums of content is certainly exhausting and can lead to
poor-quality content that may fail to compel the target audience into taking
the right action.
However, AI is
currently becoming a top choice in content creation. Leveraging AI-powered
content creation tools and platforms can help digital marketers produce content
based on facts and trending stories. These technologies generally produce
content that resonates with customers’ mindsets and interests.
More to that,
things like search engine optimization and brand personality aren’t sidelined
with AI. Content creation tools and platforms like Copysmith, Jasper, and
HubSpot are providing content optimization abilities that can support several key performance indicators for business
success.
- AI Chatbots
Chatbots are a
major component of AI technology These tools or software optimize
brand-customer interactions in real-time. They also enable customers to enjoy a
superior customer service experience. Generally, they determine and generate
responses based on the asked questions with the help of natural language
processing.
With the fact that
AI learns, its interactions with prospects simply become better with time. That
is whether auditory or textual. AI chatbots can study user behaviors and
predict the possible questions that users can put forward. Through these
conversations, they also obtain data that digital marketers can use to make
quality decisions.
Besides that,
modern businesses are leveraging AI in customer relationship management. The
use of AI in CRM provides insights that can help marketers to minimize customer
satisfaction. Digital marketers can identify underperforming content or content
strategies and implement changes as soon as possible.
With AI, brands can
study customer behavior and implement better CRM strategies that can improve
customer experiences and compel customers to return. Today AI is also helping
brands automate product try-on which is seen as the future of online marketing.
- Personalized Product
Recommendations (PPR)
One of the greatest
capabilities of AI is personalized product recommendations. This technique not
only benefits businesses but also enhances customer experiences with the
brands. Whether it’s a streaming brand, online retailer, or service provider,
AI is helping push brands to the possible prospects seamlessly.
For a few years
now, personalization has been key in digital marketing. Tailoring content as
per the target customer enhances conversion rate. In fact, 90% of modern
customers find personalized experiences appealing and over 91% of them are more
likely to shop with a brand that offers recommendations, according to
Accenture.
Personalized
product recommendations create a platform for continued brand-customer
interaction. Instead of a customer looking for a given product somewhere else,
recommendations even eliminate the need to search for these products somewhere
else. And the good news is that AI makes the entire personalization process a
walkover by using AI-powered tools.
Final Thoughts
Artificial
intelligence or AI is paving way for incredible opportunities in the field of
digital marketing. AI enhances several marketing aspects streaming from
understanding target audiences, their needs, behaviors, personalization, and
service delivery. More so, AI capabilities in digital marketing can improve ROI
and impact the business’s bottom line positively.
In addition, it can
fuel any sales funnel and increase conversions. All-round, it can help digital
marketers focus on other crucial tasks while ensuring productivity.
With that, whether
you’re a small business or an enterprise-level brand, it’s extremely an
excellent choice to invest in AI. It can improve the effectiveness of any
digital marketing strategy and reduce marketing expenses. The good news is that
businesses can scale up their AI investments with time after considering the
costs and the business areas that require AI empowerment.
