Artificial Intelligence - a catalyst for Digital Marketing?

In 2019 a survey conducted by Salesforce revealed that?51% of marketers are already using AI, and?27% more are even planning on incorporating this technology. In another survey,?61% of dedicated professionals mentioned that both artificial intelligence and machine learning will be the most important data initiatives and Artificial Intelligence (AI) will be of utmost importance in revolutionizing Digital Marketing.

Artificial Intelligence is a method in computer science where it is taught to understand and mimic human conversation and human behavior. Artificial Intelligence isn’t like Human Intelligence but it can learn and think like humans and in the future might exceed human intelligence.

Why AI is becoming increasingly popular

Great work efficiency as it is focused on greater precision, more accuracy, and fewer errors. AI analyzes high-value data for valuable insights. With its progressive learning algorithms, it can be applied in various fields like GPS tracking, voice assistants, and home automation systems. AI can easily adapt to new input through progressive learning algorithms

The cordial relationship between AI and digital marketing

Not a thing of the past when hesitation among marketers in applying AI. However, popular brands like Amazon and Spotify are using AI systems successfully. For instance, Amazon uses AI to showcase relevant products to shoppers, based on previous searches, purchases, and views. This can increase the likelihood that a shopper makes an initial purchase or becomes a repeat customer, with the personalized experience being highly sought after.

Role of ?AI in revolutionizing digital marketing?

AI will become more important due to its ability to make data-based decisions quickly and accurately. Here are some ways AI is changing digital marketing:

1. Search Engine Optimization

With the growth of mobile internet usage and smart home speakers,?voice search?is increasing all the time and is expected to continue doing so. Innovations like Amazon Echo, Google Home, Apple’s Siri, and Microsoft’s Cortana make it easy for people to perform searches by just pressing a button or saying a voice command.

Google revealed that around 70% of the searches Google Assistant receives are in natural, conversational language, and do not use the typical key works that you would type out in a classic Google search.

Google’s machine learning algorithm, RankBrain, was created to get much more relevant search results. It interprets the user’s voice searches and, using the power of AI, provides the user with the best results according to what it interpreted from the user’s language and context.

So, in this sense, those famous long-tail keywords will be replaced with more conversational keywords, based on the way the user would say something or do a voice search. A brand that truly knows how to benefit from voice searches will be able to increase its organic traffic considerably.

2. PPC Ad Optimization

AI algorithms can continually and automatically optimize our ads depending on conversions and interactions. AI ad optimization can be used in social networks such as Instagram or FB. Algorithms analyze the accounts that a particular user is following and will show the ads most likely to be relevant to this user. This provides a better experience to the user and a better ROI for the advertiser as fewer ads are shown to people who aren’t interested in them.

3. AI Chat Bots

Chatbots can handle and support at the same time in different time zones 24/7. Customers can choose the local language used by AI customer service according to their needs for better interaction. Messenger applications like WhatsApp, Facebook Messenger, and Slack, all of which can benefit from AI chatbots to streamline the process. Chatbots can even retain their data for future reference which clearly shows the amalgamation of Chatbots with AI and Machine learning. Sephora for example is a brand that uses a chatbot to give beauty advice to its users and offer them the best cosmetic products according to their needs.

4. Email marketing

Machine or automatic learning can analyze millions of data about the consumer to then determine the best times and days of the week to contact the user, the recommended frequency, the content that catches their attention the most, and which email subjects and titles generate more clicks.

Based on user behaviors, AI helps brands to personalize email marketing campaigns by sending out emails that are triggered by certain actions. This helps in delivering relevant emails to customers' inboxes, with subject lines as per customers' behavior.

Also, marketers can apply tools like Phrase to analyze and optimize campaigns quickly, rather than having field test different messages and designs, which can be very laborious and consumes lots of time. According to Phrasee, its generation of email subject lines surpasses those of a human by over 95%. Persado even says that its cognitive content exceeds what a human could do 100% of the time.

Thus with the help of?AI,?email marketers can provide content that can be more precise, and engaging, reach the right customers at the right time, and thus convert leads to business propositions.

5. AI digital advertising

According to eMarketer, digital ad spending worldwide was estimated to be $273.29 billion in 2018 and since then it is on the rise. With the help of AI technology, marketers can spot microtrends and even predict trends. They can then make strategic decisions about where they allocate their budgets and whom they target. As a result, brands can reduce digital advertising waste and ensure that their spending delivers the best possible results.

Digital Advertising is widely using Artificial Intelligence to ensure maximum success, it is being used across platforms like Facebook, Google, and Instagram to provide the best possible experience. Analyzing user information like gender, age, interest, and other aspects to show them relevant ads.

6. Marketing content

Thanks to AI, Marketers can get a better understanding of what types of content work best for their target audience, allowing them to share or create the right form of content.

40%. of millennials trust video content which is the second most effective form of content marketing next to blogs. Rather than creating expensive videos, AI-powered tools can help create them. FlexClip video maker can create and download high-quality videos without the need for a designer or technical skills. This means that if the audience data shows that you need to utilize videos, you're able to do so quickly and easily.

Machines can now create content from scratch based on data fed to them. These can be very helpful in saving time and resources. AI can write reports and news based on data and information.

Automated Journalism is now used by many leading news giants like BBC news, The New York Times, Washington Posts, and more. Also, Facebook?uses AI to remove fake news. Tools like wordsmith, Articoolo & Quill which is being used by Associated Press and Forbes to create news, which leads to clicks on their websites. Using templates and fill-in-the-blanks to enter data and keywords can create unique content that gives the impression a human wrote it. Hundreds of articles in the Washington Post are already credited with artificial intelligence technology.

7. User Experience (UX)

A 2017 Evergage Survey revealed that?33% of the marketers?surveyed used AI to provide personalized web experiences. And, when they were asked about the benefits of personalization driven by AI, 63% responded that it increased conversion rates and improved the consumer’s experience.

Through intelligent algorithms, it’s possible to personalize an experience on a website. After analyzing thousands of data on a single user (including location, demographics, devices, interaction with the site, etc.), AI can display offers and content that are more appropriate for each user type.

It’s true: a good user experience is what keeps an audience browsing a site and, the more time they spend on it, the higher the probability of a conversion.

8. Web Design

Without the help of a programmer or a designer, we can use Grid, which uses Artificial Intelligence to do the work for you based on the information provided like images, text, calls-to-action, etc. they can make the website look professional in much less time and at affordable price.?

Hurdles Preventing AI-Powered Digital Transformation

1.???AI is dependent on the availability of data.

2.???AI reliability in prediction and analysis is still unreliable

3.???AI isn’t 100% human its emotions, feelings, and thinking

4.???Skill shortage and technical difficulty

5.???Cost & maintenance challenge

Are we ready to implement it?

AI isn’t here to replace the jobs of marketers or advertisers; it’s here to unleash their true strategic and creative potential. But, for this to happen, these professionals must adapt themselves and get on board with AI. Otherwise, the inevitable will happen.