Artificial Intelligence in Digital Marketing

Artificial Intelligence (AI) is the simulation of human intelligence processes by machines, especially computer systems. The development of computer functions associated with human intelligence, such as reasoning, learning, and problem solving is contributed to build a successful intelligence system.

The Goals of AI is to – a) Create Expert Systems by exhibiting intelligent behavior, learn, demonstrate, explain, and advice its users, and b) Implement Human Intelligence in machines by creating systems that understand, think, learn, and behave like humans.

Digital Marketing are all marketing efforts used with the help of the internet. Businesses acquires the digital channels such as search engines, social media, email, and their websites to connect with current and prospective customers.

AI effectively transforms digital marketing because it continuously learn and provide solutions to help businesses receive better customer experience. This augmentation makes a big difference in the digital advertising space.

AI applications are revolutionizing the digital market :

A.   Creating and Generating Content

A machine that creates content from scratch. AI is unable to write its own opinion for a blog post or an article for a specific industry. But with the help of certain data and information, AI is useful for generating the content and helps to attract visitors to the website in which helps to save lots of time and resources.

There are certain intelligent tools like Wordsmith, Articoolo and Quill which is currently available in the market for creating content that leads to clicks on their websites. There are templates and fill in the blanks used to enter data and keywords that helps to create unique content to provide impressions to their articles. In this modern world, many of the companies in various industries are already in the process of implementing artificial intelligence technology.

B.    Video Content Generation

Lumen5  and Content Samurai are Artificial Intelligence Video Creation Tools that allows us to turn our blog posts, articles into engaging videos to post on social media platforms. 

C.   Content Curation

Content Curation is the process of gathering the relevant information to a particular topic or area of interest. Implementing content curation services are known as curators.

AI is not only able to generate content but also curate it. Content curation by artificial intelligence helps to connect better with visitors on certain websites and show them more relevant content.

The below are certain content curation tools available in the current market:

1.     Curata

In today’s industry, many companies use Curata to fuel their content marketing engines. It helps to discover, curate, & share relevant content from around the web. Curata discovers and recommends the content for our audiences in an automated manner.

2.     BuzzSumo

BuzzSumo helps to find the most shared content on the web, for specific topics, in the last few hours or months.  Will be able to analyze the content with the help of various search engine queries and their social network engagement.

3.     Crayon

Crayon is a market intelligence platform that helps businesses track a company’s entire digital foot print, analyze, and identify the market trends. It helps to drive real-time, actionable competitive intelligence.

4.     Scoopit

Scoopit helps to research and publish the best curated content for a targeted audience.

D.   Email Marketing

In the modern world, brands are using the power of AI to personalize email marketing campaigns based on preferences and user behaviors. This helps to better connect with them and turn them into clients. AI helps in personalizing email content for each subscriber. Zeta Hub, Phrasee, and Persado are some tools that AI applies to email marketing.

E.    Digital Advertising

Facebook and Google ad platforms already uses artificial intelligence to find people to making the advertiser’s desired action. To achieve this, they analyze the user’s information, like their interests, demographics, and other aspects to learn and detect the best audience for their brand.

F.    Searches

There has been various innovations such as Amazon Echo, Google Home, Apple’s Siri, etc. for the people to be easy on performing searches using a voice command.

RankBrain is Google’s machine-learning artificial intelligence system that helps to process some of its search results, in particular rare or one-of-a-kind queries. It is primarily focused on helping refine queries that Google processes and also used to help rank web pages.

G.   User Experience (UX)

Through intelligent algorithms, it’s true to personalize the entire experience of a website. Upon analyzing thousands of data on a single user (including location, demographics, devices, interaction with the site, etc.), AI assists in displaying offers and content that are more appropriate for every type of users.

H.   Chatbots

We could see in today’s world, that many brands are already started using messenger applications like WhatsApp, Facebook Messenger, etc for communicating with their prospects.

Chatbots powered by AI , is a good technology which is having the ability to answer open questions to potential buyers by providing them with a way to search for the product or service they’re looking for. It also serves clients 24/7 and retain their data. It responds to several requests from different customers at the same time, so waiting times will no longer be a problem.

I.      Predictive Analysis

Predictive analysis is the use of data, statistical algorithms, and machine learning techniques to identify the probability of future conclusions based on data history. Predictive models can be applied in several areas, and marketing is no exception. These models make it possible to predict the probability of a specific prospect becoming a client. They can also predict other aspects, like the quoted price necessary to make a conversion, or which clients are more prone to making more than one purchase.

The following is a list of predictive analytics applications for marketers:

• Better customer insights: Predictive modelling can be used for customer segmentation. AI algorithms can segment target groups based on multiple variables.
• Lead scoring: Marketing and sales divisions will be able to work as a single team. Thus, every lead will be scored based on its readiness to purchase.
• Campaign nurturing: Using demographic and behavioral data, lead nurturing campaigns can be tailored specifically to complete the cycle process of a sales funnel.
• Personalized product recommendation: With the help of predictive analytics, marketers can track customers’ preferences, habits, and buying behavior. It can help them make suggestions on products and services that their customers may be interested in.