The concept of AI in Digital Marketing and its other counterparts are at the peak of their popularity in recent times. Yes, AI has already brought about many changes in manufacturing, healthcare and even in design.
But digital marketing, Is it possible?
Just look at the past year. Although in the first part of 2017 and 2018, marketers found a little bit difficult to implement AI in their digital marketing operations, the success they met was very encouraging.
This propelled them more to involve more of AI in digital marketing. In this article let us look into the details of AI in another new technology, that is digital marketing.
Artificial Intelligence in Business
At present, AI is used in nearly 51 percent of digital marketing strategies in companies. In the end part of 2019, more than 27 percent will implement this technology.
Shortly, AI is fast growing when it comes to comparison with other technologies such as the Internet of Things and automation.
In the future, experts predict that AI technologies similar to natural language processing, deep learning, and machine learning will have more importance in industries.
Now let us take a look at how AI has brought about changes in digital marketing –
1.AI in Digital Marketing-Content Generation
So how do you get leads on Facebook and likes on Twitter? By making posts and banners which have attractive content. Yes, the website also needs to have suitable content. So far, content writers were doing this work. With AI in the picture, new algorithmic AI machines have come which can product content.
For example, The Washington Post has an AI model called Heliograf, which when fed information can write a story or report on its own.
So just imagine the future. You may have robots or machines which can generate content as per your requirement. Check for other AI applications such as Articolo, Quill, and Wordsmith. They are used by news agencies to write content for the public.
This topic may not be related to writing, but it points to another feature. For example, when you shop on Amazon and select a product, you get a notification that the previous person who bought it also preferred other items. So by this method, you as a customer may opt to go for the other items and end up buying them.
What do you call this type of recommendation in marketing? Personal recommendation. And the results are accurate. Now let us focus on the importance of AI in a site such as Amazon.
Every day thousands of customers shop on Amazon. So it is really difficult to keep track of every person requirement. But with Ai algorithms, the data gets stored and used for a new customer. This helps generate revenue for the company.
Now consider the same if you are an entrepreneur having a company which offers mobile repair service in Mumbai. This company also has a website and you write articles related to new mobile products and problems on mobile.
You also have a multi-niche blog, which is very popular. Now with the blog, after a visitor reads a popular article, he gets a notification stating to read another article related to the previous article content.
Now, how is this possible? Because of AI algorithms. In this way, AI in Digital Marketing has helped many blogs get new visitors.
And the user will be satisfied with his personalization experience.
With AI tools such as Concurred, digital marketers can identify the best performing content, design perfectly the content for the future as well modify the old content and make it new.
They can also get the perfect data on the content that is performing well in every social media channel.
A decade ago, email marketing was very popular. But most emails ended in the spam box. The reason, the content in the email used to be the same for every customer.
In recent times, email marketing has also become popular but there is a change. Personalized email marketing campaigns have become the order of the day.
The new AI applications need to be fed information. Then it will give the exact details of when an email has to be sent to a customer and the content details.
The name of tools used in email marketing – Persado, Phrase, Boomtrain.
A report by a survey firm states that email content that can give the personalization experience to the customer can make him/her do a purchase.
On the other hand, the other emails where content is less focused on name and other aspects are likely to end in the dust bin.
Automated Marketing Email Software
Has automation come even to marketing? Yes. There is no need to put content in emails, and the difficulty to change the name every time in the email.
There is AI email software that can do the job with accuracy. Some examples are Active Campaign, Constant Contact, SendinBlue, etc.
You can make use of this software to identify the content that needs to be put in the email, and how you can distribute it. You can automate the entire process by just adjusting the software.
Instead of doing manual work, now you can focus on more important tasks where decision making is important.
AI applications are designed to spot changes in data patterns. So it is easier to judge human behavior based on the result.
Based on the patterns and the purchase data of every customer, you can send him/her personalized email messages that can make them do a purchase.
4.AI in Digital Marketing-Searches
Let us imagine, you are the owner of a company providing bike service in Mumbai. You have also become the vendor of a company which is popular for doorstep bike service in Mumbai.
But you have a digital marketing team in your company which posts on various social media platforms to make the company more popular.
But the way people search for services or products has changed. Instead of typing the entire product/services on Google via the computer or laptop, now they focus on mobile search. They make use of language assistant to search for the item or service by giving a command.
So, you need to change the way the content on the website has been written. And for the devices are concerned (Amazon Echo, Apple Siri, and Cortana from Microsoft), they have been designed as per the principles of AI.
In the future, all long tail keywords may be replaced by short term keywords on the internet.
In recent times, this term of predictive analysis is getting popular. The reason, companies are able to get accurate information regarding the customer (your) requirement.
Let us take a situation. An Indian festival is on the way, after two weeks.
Now, you as a business person, have a cloth designing factory in Mumbai, In addition, you have also enlisted as a vendor for bike repair with a company which is famous as the Mumbai laptop repair service company, A>.
Your clothing has already become a brand. The reason, you have a website where you advertise all your cloth designs in separate web pages.
Based on the number of visits that every page gets, you can decide the sales of the clothes.
So, you can come to a conclusion and then stitch clothes based on the requirement of the public. And the sales will be more.
6.AI in Digital Marketing-Sales Forecast
AI in digital marketing can accurately predict sales for the future month. It can predict a recession that can occur in the future among the public. So, you can manufacture products accordingly.
There is no use in designing and stitching clothes by the dozen if you do not have customers. It will result in a heavy loss for your company.
There is also another benefit of implementing AI in the clothing business website. It can help you get the requirement of the target audience.
And if it is the audience, the requirements may differ. For example, a customer in Chennai will prefer a certain color dress. A person in Punjabi will prefer another.
So, when AI gets implemented, you can find the choice of the people depending on their demographics and other aspects.
7.No Need to Fear
There is also another misconception. This new technology AI is not introduced to replace digital marketing professionals. In fact, it can give data with accuracy.
So, there should be no reason for doubt. AI in digital marketing can only take businesses and companies to the next level.
Here is another article for Digital Marketing Trends
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