Artificial Intelligence Is Changing Digital Marketing
The world of digital marketing is undergoing constant changes. Every passing day brings new and exciting innovations that help marketers take digital marketing campaigns to the next level. One of the most exciting and beneficial technological advancements include the emergence and evolution of artificial intelligence (AI). The future of artificial intelligence in marketing is here and is already making its mark, especially in content marketing. Advancements in AI focus on the development of highly intelligent tools and are rapidly changing the digital marketing landscape.
AI is an umbrella term that includes various technologies like machine learning, natural language programming or processing, computer vision, etc. It has found applications in almost all industries. Let’s take a look at some major impacts and benefits of artificial intelligence in marketing.
The Future Is Now: Applications of AI in Digital Marketing
Artificial intelligence has revolutionized the digital marketing landscape. In the past few decades, AI has emerged as a powerful tool that not only helps marketers promote their products and services in a better manner but also minimizes the time and effort required to reach their marketing goals.
The reason why AI is so beneficial when it comes to marketing is that it does not only simplify various operations and processes, but it also adds a human element to the process, which is the key to excellent marketing. Let’s take a closer look at the current role and the future of artificial intelligence in marketing, especially content marketing.
Recognize and Analyze Customer Behaviors
One of the biggest benefits of AI for marketers is that it allows them to make better decisions. AI marketing tools are equipped with complex metrics and algorithms to recognize and analyze consumer behavior. They can also be used to track and monitor social media accounts, which is one of the biggest marketing platforms available today.
Valuable information about customer behaviors can help make smart decisions about their products or services, providing them with the opportunity to steer clear of the trial-and-error approach and nudge their business in the right direction.
Regardless of what one believes about the intent behind the use, it won’t be a stretch to say that the ability of AI to recognize, assess, and predict user behavior is its real superpower. All other benefits and advantages associated with AI stem from this core functionality in one way or another.
AI Content Creation
We can all agree that in today’s digital era, content lies at the heart of every digital marketing campaign. In fact, it is essentially impossible to market a product or service without high-quality online content to back it. Whether you are running a website or marketing your products or services on social media platforms, you need content for a successful marketing campaign. In other words, the importance of good content cannot be emphasized enough.
Unfortunately, producing high-quality content regularly is not an easy job. It is not only time-consuming but also requires certain skills and knowledge to come up with high-value content on a regular basis. For these reasons, content creation is one of the biggest concerns when it comes to online content marketing.
Luckily, AI content generation can take care of this problem for the marketers. It is one of the most exciting developments in the digital marketing industry. Instead of spending and hours on developing and regulating online content, it is now possible to use AI-based tools and software to do the job for you.
It is important to mention that while AI content creation technology is already making waves in the world of digital marketing, it is still in the early stages. Currently, most businesses employ it to create only fact-based content. In fact, the robot reporter at the Washington Post’s, Heliograf, has already published over 850 articles! In the future, we expect to read heartfelt and expressive content from highly sophisticated AI software.
Talking about AI and content marketing, it is important to note that around 60% of content marketers struggle with content personalization. This is a serious concern as most users are seeking personalized experiences and are more responsive to customized incentives.
It won’t be a stretch to say that while there are multiple ways to reach a wide audience, personalization is the key to making a true impact. Marketers need their audience to remember them and eventually turn into a loyal consumer base.
The good news is that it is possible by customizing the content to meet the needs and liking of your audience. AI has provided us with improved ways to create more personalized content easily and quickly. A number of highly sophisticated AI content personalization tools are already helping marketers create hyper-personalized content that leaves a lasting impact on their audience.
These tools employ advanced data analysis techniques and leverage user’s demographic information to make sure that they are provided with the most relevant data. Personalized data also results in a decreased bounce rate since the audience is likely to be genuinely interested in the content, product, or services that are displayed to them. This can help businesses rank higher on search engines, gain more traffic, and generate more revenues — all thanks to the personalization of content through AI tools.
AI has touched every aspect of digital marketing in one way or another. Therefore, it does not come as a surprise that it has also revolutionized email marketing. Businesses are already employing AI-powered tools to back their email marketing campaigns to gain maximum benefits. AI helps personalize the emails sent to users based on their behavior. It is a form of AI-based personalization that finds application in email marketing.
Apart from that, AI email marketing tools also utilize data of millions of users to analyze their behavior regarding emails and use this knowledge to run a highly effective email marketing campaign. For instance, a smart tool with AI can help analyze the best time and frequency to send an email. It can also help you determine the best email subject lines that are highly likely to capture the attention of your audience.
A number of AI-powered marketing tools are available in the market. Here’s a list of some of the most popular and commonly used marketing tools that apply AI to improve the overall effectiveness of an email marketing campaign.
- Phrasee: Phrasee utilizes the power of AI to generate captivating email subject lies. In fact, the tool claims to outperform human-generated subject lines 98% of the time. However, before you can use Phrasee, you will have to train it. The software requires around 100,000 emails to learn and analyze how email marketing works. After that, the machine can actually start generating highly customized emails on its own. Apart from generating subject lines, this smart email marketing tool also acts as an editor to improve your content to make it highly engaging.
- AiZimov: AiZimov is another high-performance AI tool that scrapes information off the internet to write personalized emails on your behalf. It’s most common sources of information include social media, news articles, and blogs. The tool analyzes this information and determines how it can be used to send emails and messages to your target audience. It also assesses the psychological profile of the consumer base to make smarter decisions.
- Boomtrain: Boomtrain is a useful marketing tool that utilizes the power of AI to help automatically personalize the content that will otherwise take hours, even days, of manual research and customization work. It helps identify the target audience for email marketing by segmenting prospects. Then, it analyzes user behavior by monitoring user interaction with internet elements, like various websites, social media platforms, mobile phone applications, emails, etc. Finally, it assists marketers by helping them create more personalized content to improve user engagement.
Digital Programmatic Advertising
Programmatic advertising is just one of the many benefits of artificial intelligence in marketing. It refers to the process of buying ads automatically by using AI technology. The AI tools monitor your digital marketing campaign and identify the ads that will help your cause the most. Instead of spending hours and hours of manual research, marketers use these tools to identify what their campaign needs to be a mega success in less time.
According to Irina Kovalenko of SmartyAds:
“Most search-driven manual advertising campaigns (even those performed with professional tools) take into account three or four targets: the keyword, time of day, and location. Such tools, like programmatic demand-side platforms, can use hundreds of targeting signals to individualize the advertisement and even target according to lifestyle or behavior habits when integrated with customer data platforms.”
Ultra smart chatbots are the future of artificial intelligence in marketing. Even today, AI-driven chatbots are employed by businesses to engage with customers. Chatbots aim to talk to a customer like a real person. They are programmed to understand customer queries and reply accordingly. Your customers carry out conversations in real-time with the chatbots to have their queries answered and problems solved instantly.
This works to improve user experience, which, in turn, translates into higher sales. According to one survey, it is expected that AI-driven chatbots will help businesses save over $8 billion every year!
Artificial Intelligence — Is It a Boon or a Curse?
One of the biggest questions clouding the use of artificial intelligence is if it is safe in the hands of experts, even if they have good intentions?
The fact is that many people, including AI researchers, are concerned about the risks associated with AI. However, these risks are not what most people may think. For instance, some common myths about AI hint at the idea that AI-driven software or machines will turn highly conscious and evil at some point in the future. Robot rebellions and the emergence of super-intelligent robotic beings are some other baseless concepts that lead to panic.
Fortunately, these ideas are nothing more than myths, which usually stems from the widespread depiction of AI in sci-fi fiction and media. In the words of David Vandegrift, CTO and co-founder of the customer relationship management firm 4Degrees, “I think anybody making assumptions about the capabilities of intelligent software capping out at some point are mistaken.”
While the idea of AI taking over the world and ruling the human race may never turn into reality, it does not mean that utilizing AI and integrating it in our daily lives come without a cost. In other words, while AI provides us with numerous advantages, there are also some risks associated with it. One of the main concerns revolves around the malicious use of AI.
The AI technology itself may not turn evil, but it can certainly be used to carry out unethical and even criminal activities. It raises some serious security concerns on a global level. For instance, future developments in the fields of AI and machine learning will give rise to extremely accurate data and information, which may be at risk of cyberattacks. Furthermore, data mining and control activities can also be compromised.
It is safe to assume that there’s always going to be certain risks associated with the evolution of AI. However, it is also true that no technological advancement is a hundred percent risk-free. Plus, the pros of application of AI across multiple industries win over the potential cons by a huge margin.
In conclusion, artificial intelligence is definitely a boon for us, especially marketers looking to promote their products and services to a wider audience. The benefits of artificial intelligence in marketing are already changing the conventional ways of the world of marketing. However, it’s the future of artificial intelligence in marketing that we are most excited about.
Now that you understand ways that AI is useful and safe for your blog, you’re ready to write long-form content blogs.
Whether you are a marketer or a business owner, it is best to stay updated with the ever-evolving trends and technologies in the world of digital marketing, especially the ones related to artificial intelligence. It will not only allow you to market your products and services in a better way but will also help you gain a competitive edge in the market. Now that you’re inspired by the future of artificial intelligence in marketing, find a way to incorporate AI into your marketing strategy.