We may still be thinking that artificial intelligence or AI is a long way off in terms of a world similar to “The Matrix”. But, in truth, AI is already part of all our daily lives, from self-driving electric cars, to Alexa, Siri and friends. Due to this, there are more and more enterprises that are implementing AI in digital marketing for their businesses. But should digital agency owners embrace or fear AI?
What exactly is AI?
According to the Oxford Dictionary, artificial intelligence is the theory and development of computer systems that are capable of doing activities that would ordinarily require human intelligence, such as speech recognition, visual perception, decision-making, and language translation.
It is a branch of computer science that makes an effort to comprehend the fundamentals of intelligence in order to create new intelligent machines that act, react, and complete tasks based on the information that is provided to them, much like people do. Some of the AI-related tasks, such as robotics, speech recognition, picture recognition, natural language processing, problem-solving, etc., are extremely technical and specialised.
AI systems are currently developing at a much faster rate than ever before, becoming more efficient thanks to intricate algorithms. The field of AI applications has been growing, which has facilitated significant advancements in global research and development fields.
It is feasible that in the future, artificial intelligence’s technological innovations would serve as the “container” for human knowledge. While AI cannot think like a person and may not even match human intelligence, it can.
Does AI complement digital marketing?
In the past, marketers were cautious to use artificial intelligence into their marketing plans. Yet nowadays, it is widely used in marketing by many successful firms, with companies like Amazon and Spotify successfully utilising AI systems.
For instance, Amazon uses AI to only display products that are relevant to customers based on their prior searches, purchases, and views. With the tailored experience being desired if not expected by today’s buyers, this may enhance the possibility of a consumer making a purchase or returning to the site. AI in digital marketing is now a reality, providing a variety of advantages and alternatives.
What changes is AI making to digital marketing?
AI is transforming digital marketing due to its ability to gather, evaluate, apply, and respond to data swiftly and reliably to make data-based decisions. AI will become increasingly significant as the amount of data on potential customers increases.
Here are a few examples of how AI is altering digital marketing:
1. Chatbots
AI customer service is now simpler to use and provides a better experience thanks to advancements in semantic recognition, language processing, and speech converter technology. AI chatbots have several advantages over traditional customer service agents.
First of all, AI chatbots allow companies to provide customers with service that goes beyond the standard “one-to-one” model. Alternatively, chatbots can provide “one-to-many” help, offering assistance to multiple clients at once in various time zones and in the language of AI customer service according to their needs, enabling a business to provide localised customer service.
Many businesses are now interacting with consumers via messaging services like WhatsApp, Facebook Messenger, and Slack, all of which can be made more efficient by AI chatbots.
2. Email
Marketing professionals may send emails that are prompted by certain user behaviours thanks to AI, which enables firms to personalise email marketing campaigns depending on user behaviours. Through the use of subject lines, product recommendations, and messages all selected based on a customer’s behaviour, they are able to deliver pertinent emails to customers’ inboxes.
AI assists marketers in optimising their email campaigns so they may maximise their outcomes in addition to creating better personalised content. Marketers can utilise tools like Phrase to dynamically assess and optimise campaigns rapidly, rather than needing to test alternative messages and designs, which might take a number of weeks.
In the end, AI can assist email marketers in connecting with the right clients at the right time, ensuring that messaging is pertinent, interesting, and more likely to result in a conversion. Additionally, it can help you better understand what messaging, subject lines, designs, and visuals provide the best results.
3. Online advertising
One of the sectors that uses artificial intelligence the most successfully is without a doubt digital marketing. It is used across platforms like Facebook, Google and Instagram in order to give the greatest possible experience. The effectiveness of digital ads is increased by these platforms’ analysis of user data, including gender, age, interests, demographics, and other factors, to present them with the most pertinent advertisements.
Thanks to AI technologies, digital marketers can recognise microtrends and even predict trends. As a result, businesses may reduce their spending on useless digital advertising and make sure that their investment produces the best results.
4. Marketing materials
AI enables you to identify the most effective material based on the behaviour of your target audience, enabling you to use content marketing that generates results. Marketers can have a better understanding of the kinds of content that resonate with their target audience and share or produce more effective content.
For instance, video content is trusted the most by 57% of millennials, making it the second most effective type of content marketing behind blogs. As a result, a company aiming to reach this group will be better equipped to provide pertinent content utilising data from AI.
In addition to producing content, AI may also curate it. For instance, depending on a user’s past behaviour, YouTube’s recommendation engine suggests videos that the user may find interesting. By using a comparable method, you can provide recommendations for goods, blogs, movies, or other types of material based on how website visitors use your site.
Final Notes
AI is now more widely accessible and is (in my opinion) a must-have tool for digital agency owners. Unquestionably, AI should be playing a key role in your customers’ campaigns by helping you to give them relevant recommendations and quick customer service. By thinking about the methods you can use, you’ll be able to enhance your digital marketing offerings and meet client expectations more successfully.
