Over the last few decades, every aspect of our daily lives have been affected by the emergence of technology. Today’s workplace is relatively unrecognizable with our internet connected devices, video conferences, emails, and more. With businesses wanting increased efficiency and better outcomes with each passing year, newer technology needs to be integrated into the work place to stay competitive.This is where Artificial intelligence comes in.
Artificial intelligence (AI) is the engineering and science of creating intelligent machines, specifically intelligent computer programs. This technology enables machines to respond and interact with their environment. With capabilities of performing deep analyses to automating tasks, AI is a revolutionary practice that achieves higher efficiency through precision and accuracy.
Here is how AI is actively changing digital marketing.
Automation
Marketing AI has come a long way in automating tasks and streamlining processes. Through AI, daily manual processes from your marketing team’s workload are automatically updated based on data received. For instance, AI can pull data from various sources and compile them into coherent reports for your team to later use in the decision making process. AI can also optimize and calibrate when ads run to achieve the lowest price for lead conversions. This saves marketing teams from menial tasks and allows for their time to be allocated for other projects.
Provide Insights
AI can discover and predict trends from billions of helpful data points to help your marketing team provide better insights than currently available. Easily able to extract information such as user decisions and customer leads, the integration of AI gives your team recommendations and analyses in a fraction of the time. This means that marketers will finish campaigns and projects faster and more efficiently, as smaller and menial tasks will be taken care of.
Customer Behaviour Prediction
Integrating AI into your business processes not only personalizes a customer experience based on past behaviors, but also predicts future behaviours for new and existing users. With the collection of second and third-party data through data management platforms, AI can collect and use this information about your users from the internet to predict customer behaviours. This can help marketers define target audiences, personalize experiences, and design campaigns to fit their desired needs.
Increased Communication
One of the most daunting expectations consumers have for a company is access to 24/7 communication. With chatbots, online robotic messaging services powered by AI, customers receive real-time customer support through an automated tool. Using terms that are “human-like”, chatbots can answer basic questions, fulfill and track orders, and help to solve basic issues when regular services are offline.
Voice Search
With virtual assistants emerging every year, AI voice search technology in digital marketing is a great addition to gain potential users. Devices such as Google Home, Alexa, and SIRI have all garnered a big following, resulting in over 3.5 billion searches on Google performed every day. As the number of voice searches go up, it is crucial to align content and web pages with those queries in order to increase brand recognition.
Content Creation
Based on raw data, segmentation criteria, and targeting, AI can create quality and relevant content. Solutions like Articoolo use AI technology to simulate a human writer to create unique and proofread content from scratch. Digital marketers can save money and time by using AI generated content instead of paying agencies or writers.
User Experience
Capable of making a significant impact on digital marketing growth, AI is critical for aligning strategies with user needs. Used to improve the user experience based on personal data and behaviours collected, marketers can tailor campaigns based on information AI compiles. Shopping behaviors, location, demographics, and devices are all types of data that can be collected to personalize a user’s experience on a website, resulting in a higher probability of a conversion.
Web Design
Traditionally associated with data, AI is also capable of designing websites. Based on user-provided information, AI powered applications such as Grid design professional websites at an unbeatable price and in less time than a programmer or designer. An affordable option with creative results, designs made through AI are efficient for marketers.
Optimize Ad Spend
As AI continues to help digital marketing create a more efficient industry, marketers are able to reduce wastage in their ad spend. The integration of AI-powered platforms allow marketers to optimize ad campaigns mid-cycle through real-time recommendations and insights. Rather than waiting for a campaign to finish and the results analyzed, AI constantly analyzes for the duration of the project.
Email Marketing
Based on preferences and user behaviours, AI can help personalize email marketing campaigns to create higher conversion rates with users. Millions of data sets can be analyzed to determine the best days and times of a week to contact a user and which content will best catch their attention. For example, Phrasee is an AI tool that generates email subject lines and push messages most likely to capture interests.
Through AI, digital marketing is actively changing and improving. Although AI is still in the early stages of innovation, businesses can expect positive changes in the future. Currently resolving menial tasks, there’s no doubt the technology will soon be able take on more complicated projects in the future. To stay competitive, integrating AI is the smartest choice marketers can make.
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