Once upon a time, marketing took channels like newspaper ads, TV, and radio. However, with technological advancement, modern marketing is taking the digital route. Any form of marketing that leverages digital mediums such as websites, email marketing, and social media is digital marketing.
Today, many businesses and brands utilize a series of digital marketing methods to promote their brands, position their products in front of the right customers, or improve brand awareness. Ever since its emergence in the 1990s, the marketing technique has undergone several transformations that are revolutionizing it to render it cost-effective, less daunting, and more fruitful.
Currently, AI or artificial intelligence is serving as one of the most reliable forces behind competent digital marketing campaigns. Many digital marketers and businesses are realizing the difference AI can bring to their digital marketing efforts; adding up to the most important digital marketing skills. Today, more than 80% of digital marketers use AI-powered technologies to improve the efficacy of their digital marketing campaigns.
In fact, statistics indicate that AI in digital marketing in 2021 was valued at 15.84 billion U.S. dollars and its value is expected to exceed 107.5 billion U.S.D by 2028. AI’s capabilities in the digital marketing sphere are many and are expected to become better in the coming years. That’s due to the improvements that modern technologies witness annually.
At this juncture, we would like to look at the different ways digital marketing campaigns can be improved with AI. These mediums include;
1. Data & Analytics
Although AI is a generic term used in the modern world, AI or artificial intelligence is an umbrella for top-notch software, tools, and computers with incredible capabilities. AI-powered technologies collect data, store it, and produce insights into human behaviors over a given time.
These systems can study human behavioral patterns and process large sums of data that digital marketers can leverage during the decision-making process. AI-powered technologies also minimize digital marketing errors and can perform tasks within the least amount of time.
They can anticipate the action that the target customer will take based on the available data. This facet of AI also supports predictive analytics where marketers are able to ascertain future customer behaviors and preferences.
In this way, AI brings about better ideation and actualization of digital marketing strategies and the creation of valuable content pieces. Digital marketers can then run data-centered campaigns that limit guesswork and drive more conversions.
2. Targeted Marketing
Marketing is significantly an expensive business solution, but when done correctly, it can improve any business’s profit margin. Marketing products or a business’s services extend their outreach and influence in the market. The more customers and prospects get to know about your offerings, the more they will develop an interest in them.
However, before the age of digital marketing, brands and enterprises used to pay exorbitantly to run campaigns on television, radio, and in newspapers. The performance of a campaign couldn’t even be evaluated before being executed. The number of customers who watch the ads and their impact couldn’t also be effectively
ascertained.
Generally, marketers had less control over the marketing campaigns. However, with the advent of AI in digital marketing, digital marketers can now maintain the upper hand in their marketing campaigns.
With the available data, they can understand the target audience, its interests, and its reaction to the campaign. More control over the campaigns means tailored campaigns, less advertising costs, and optimized results.
3. Content Creation
The process of creating content for websites, ads, and social media platforms can prove daunting and time-consuming at times. Yet, content creation is an integral part of content marketing and digital marketing.
It should also be noted that creating content for marketing purposes must be guided by several principles. For example, it must be engaging, relevant, and interactive. Crafting large sums of content is certainly exhausting and can lead to poor-quality content that may fail to compel the target audience into taking the right action. AI tools streamline this process, for example, an AI model for fashion brands can be used to create content quickly and efficiently.
AI is currently becoming a top choice in content creation. Leveraging AI-powered content creation tools and platforms can help digital marketers produce content based on facts and trending stories. These technologies generally produce content that resonates with customers’ mindsets and interests.
More to that, things like search engine optimization and brand personality aren’t sidelined with AI. Content creation tools and platforms like Copysmith, Jasper, and HubSpot are providing content optimization abilities that can support several key performance indicators for business success.
4. AI Chatbots
Chatbots are a major component of AI technology These tools or software optimize brand-customer interactions in real-time. They also enable customers to enjoy a superior customer service experience. Generally, they determine and generate responses based on the asked questions with the help of natural language processing.
With the fact that AI learns, its interactions with prospects simply become better with time. That is whether auditory or textual. AI chatbots can study user behaviors and predict the possible questions that users can put forward. Through these conversations, they also obtain data that digital marketers can use to make quality decisions.
Besides that, modern businesses are leveraging AI in customer relationship management. The use of AI in CRM provides insights that can help marketers to minimize customer satisfaction. Digital marketers can identify underperforming content or content strategies and implement changes as soon as possible.
With AI, brands can study customer behavior and implement better CRM strategies that can improve
customer experiences and compel customers to return. Today AI is also helping brands automate product try-ons which is seen as the future of online marketing.
5. Personalized Product Recommendations (PPR)
One of the greatest capabilities of AI is personalized product recommendations. This technique not only benefits businesses but also enhances customer experiences with the brands. Whether it’s a streaming brand, online retailer, or service provider, AI is helping push brands to the possible prospects seamlessly.
For a few years now, personalization has been key in digital marketing. Tailoring content as per the target customer enhances conversion rate. In fact, 90% of modern customers find personalized experiences appealing and over 91% of them are more likely to shop with a brand that offers recommendations, according to Accenture.
Personalized product recommendations create a platform for continued brand-customer interaction. Instead of a customer looking for a given product somewhere else, recommendations even eliminate the need to search for these products somewhere else. And the good news is that AI makes the entire personalization process a walkover by using AI-powered tools.
Final Thoughts
Artificial intelligence or AI is paving the way for incredible opportunities in the field of digital marketing. AI enhances several marketing aspects streaming from understanding target audiences, their needs, behaviors, personalization, and service delivery. More so, AI capabilities in digital marketing can improve ROI and impact the business’s bottom line positively.
In addition, it can fuel any sales funnel and increase conversions. All around, it can help digital marketers focus on other crucial tasks while ensuring productivity.
With that, whether you’re a small business or an enterprise-level brand, it’s extremely an excellent choice to invest in AI. It can improve the effectiveness of any digital marketing strategy and reduce marketing expenses. The good news is that businesses can scale up their AI investments with time after considering the costs and the business areas that require AI empowerment.
