Evolution of AI and ML in Digital Marketing

In the last few years with significant in-roads in the field of Artificial Intelligence ( AI ) and Machine Learning ( ML ), Digital Marketing in today's times has to have a more contextual and conversational approach. Already we have seen with Google's AI algorithm has become more powerful and it's transforming its paid and organic platforms to deliver ads and searches based on intent-based signals ( queries coming from specific devices / Locations / Time periods / Geographies, etc ) and that's why smart bidding strategies have become more contextual than before by optimizing on these signals. So it's important marketers have the right tools and approach to reach out to their audience and the focus needs to be on having a contextual marketing approach. With this approach, one can see high interaction rates happening but the challenge will be to have proper Lead fulfillment tools to capture the real-time intent of the user and get them converted as there is enough competition in the market targeting the same user.

There is a need to have an effective Lead fulfillment approach right from the top of the funnel wherein intent mapping begins. As soon as the intent is captured, have a Drip marketing strategy in place based on intent ( Intent captured can be from Landing page / Blog page/lead form / Video clicks, etc ). For each and every intent mapped, there needs to be a customized engagement plan in place to ensure the user gets personalized messaging from the brand and fulfills the user intent effectively. Remember more customized and contextual Drip marketing approach will ensure leads flow through from the top of the funnel to the bottom of the funnel with minimal dropouts and exits and there will be a productive conversion of MQL leads to SQL leads. Higher conversion happening from Marketing Qualified leads ( MQL ) to Sales Qualified Leads ( SQL ) will ensure Sales teams can focus on the final push and get more revenues for the brand. Sooner the companies understand this they could see the conversions going high and also impacting their revenues positively in long run.

With AI and ML getting more contextual with each passing day, it's important to have tools like chatbots implemented ( Advanced chatbots these days work based on real-time signals wherein instead of asking the user to select from the pre-defined options, They will ask the user to ask a question and bot comes with relevant and contextual answer. Simple chatbots work on logic based on the queries feed to the system from the backend ). Please understand chatbot maximizes conversion rates and one can see organic conversions going high using this option.

The next-gen revolution happening in the digital world will be the emergence of Meta verse which is in the nascent stage now. Now is the right time to adopt a test-and-learn mindset, to be open to experiments in the metaverse, and to move on quickly from failure and capitalize on success. For marketers, the metaverse represents an opportunity to engage consumers in entirely new ways while pushing internal capabilities and brand innovation in new directions.

With these emerging technologies in place, its important Marketers redefine the Digital metrics they need to look at and focus should be on the Lead engagement score ( Use the Lead score engagement model and have a value assigned to each user based on different levels of interactions )

Digital Marketing is in a very exciting phase now and to ensure productivity is maximized, it's important there needs to be the right content strategy in place as everything starts from content and the company which has this in place and with the use of relevant new age tools and techniques companies will start maximizing ROI in days to come.