Impact of AI in Digital Marketing

Here we are starting a new chapter where artificial intelligence is here and creating quite the impact on how we think, learn, and create. Generative artificial intelligence (AI) has caught the attention of the marketing and advertising industry. It has opened up new possibilities so that Gen AI can create new content and ideas like we’ve never seen before. Continuing to stay ahead of the curve of the fast-paced realm of digital marketing is a necessity for success. In this article, we will discuss how AI is changing digital marketing strategies and why businesses should continue to embrace it.

First, AI in Digital Marketing

In the past when gen AI was talked about it was usually referenced as machine-learning models. Those machine-learning models were used to create predictions based on data. Gen AI can be thought of as a kind of machine-learning model that is used to create new data instead of making predictions. A gen AI system learns to generate more objects that look like the data from the set it came from. “When it comes to the actual machinery underlying generative AI and other types of AI, the distinctions can be a little bit blurry. Oftentimes, the same algorithms can be used for both.”

Personalization for Higher Engagement Rates

Generic marketing messages are getting left behind. Consumers are wanting marketing messages that are more personalized and that is where AI comes into play. One tool that can help with personalization is Surfer SEO. They contribute with planning, writing, and optimizing SEO content. It then can analyze how your content performs compared to other competitors. Another tool is MarketMuse which is a content optimization tool. They analyze content, suggest topics, and develop briefs to help companies, brands, and agencies to create better content.

Adobe Experience Manager is a more popular AI tool that delivers personalized content across many different channels. Those can consist of email, website, and social media platforms. This makes sure that their target audience receives content that is relevant to their interests and needs, leading to higher engagement rates.

Chat Commerce and AI-Powered Chatbots

In this digital age, customer expectations are constantly evolving. We are all wanting instant gratification which consists of personalized and accurate answers that come faster to us than before. No one wants to wait around for hours or even days after filling out a form to get simple answers. Live agents have usually handled customer problems, but marketing teams have been embracing all of the AI technology and use AI chatbots. The new technology has led to more powerful marketing campaigns. The AI chatbots are available 24/7 and have insights on the customer’s engagements, so they can drive better, more personalized conversations.

One AI chatbot tool that is often used is IBM watsonx Assistant. It’s an AI platform that builds chatbots or virtual agents that automates buyer processes, promotes lead generation, and drives e-commerce with personalized customer support. It understands informal language to help provide customers with fast and accurate answers. Using chatbots has boosted conversion rate because consumers are able to figure their problems out quickly and efficiently.

AI Impact on Influencer Marketing

Influencer marketing has become such a popular way to market to certain consumers especially the younger generations. We are all somewhat glued to our phones, so influencers can reach us very easily using platforms like TikTok, Instagram, Snapchat, or YouTube. Brands are using them to reach their audience, increase brand awareness, and boost sales. "Marketers agree that it's effective at generating the highest ROI and producing the most significant value for their brands."

One impact that gen AI has had on influencer marketing is the automation of content. Brands can generate a high volume of content in shorter amount of time than before. This could consist of captions for social media posts or entire ad campaigns. It also helps elevate influencer marketing by creating content that connects with consumers on a deeper level.

Another effect that gen AI could have on influencer marketing is misinformation. A brand could use it to create content that is inaccurate, which could negatively affect a brand’s reputation. It’s important to make sure the information that gen AI creates is correct and meets all ethical standards.

It’s important to note that using gen AI isn't to do something entirely for you. It’s more so there to help with the flow of ideas and to be used as a tool. To have successful content for digital marketing, there still needs to be humans using their strategies, storytelling skills, and ability to understand the audience.

Thanks for reading and to learn more about this topic follow this link !