How to Use Artificial Intelligence in Digital Marketing
The use of artificial intelligence in business operations and practices has become a necessary rite of passage into the 21st century. 47% of digitally mature organizations—those with advanced digital practices—already have a defined AI strategy, and 84% of business executives agree that the incorporation of AI allows their company to sustain a competitive advantage.
The widespread reach of AI in digital marketing in 2019 proves the importance of this technology in today’s digital landscape. In this blog post, we'll go over the impact of artificial intelligence in digital marketing and show you how to leverage the power of AI for your own marketing strategy.
How Artificial Intelligence Affects Digital Marketing
Artificial intelligence is transforming dozens of industries. From finance to tech and retail, artificial intelligence is changing the way brands do business. For digital marketers, it’s changing the way they connect brands with their audiences.
Machines and computer systems are working like humans with tasks like voice-recognition, visual perception, translation, and decision-making, which all previously required human intelligence. Now, artificial intelligence can accomplish those tasks independently. In fact, by the end of this year, 40% of digital transformation services will use artificial intelligence, and by 2025, the AI industry will grow to $190 billion. These are just a couple AI predictions for 2019, and there’s no doubt there will be more positive momentum from this technological revolution.
So how is AI changing digital marketing?
Artificial intelligence is transforming customer-facing services for digital marketers by increasing efficiency and optimizing user experience. One common example of AI across the web is the use of chatbots to provide customer services to users.
With the presence of a chatbot, users can ask them questions about products and services, or ask to be directed to a particular section of a website. After an automated welcome message, brands can choose to transfer users to a live chat with a customer service representative to streamline the interaction. What’s more is that 64% of Americans agree that the best feature of chatbots is their ability to provide 24-hour service, seven days a week. While everyone else is asleep, let your chatbot do the work for you.
Another example of AI in digital marketing is the personalization of content a user sees while browsing a website. With the help of artificial intelligence, machines can track user spending habits and record what their preferences are. Afterward, AI can use that information to market similar products users will most likely be interested in. This process will help segment your audience base and drive sales with customized content. Both of these examples demonstrate how AI in digital marketing is transforming the space by helping brands increase productivity and revenue through the automation of tasks that once required human labor and intelligence.
By far, the number one way AI is affecting digital marketing is by cutting costs. For example, Joe McKendrick of Forbes says that “[m]ore than half of decision makers (51%) admits that cost reduction is the area where AI is delivering first.” Artificial intelligence is simultaneously helping businesses drive revenue and save money.
Tools to Use
Image Source: Nudge.ai
If you’re just beginning to explore your options with the use of artificial intelligence and don’t want to commit to employing a full team of web developers to drastically change your website, you can choose an AI-powered tool to get the job done.
According to MarketingProfs, businesses that implement AI see 59% better close rates, 58% increased revenue, 54% more traffic and engagement, and 52% more conversions. The time to standardize AI within your business practices is now!
You can choose different tools to target different areas within your marketing strategy. If you’re a small business with limited resources for marketing, opt for an AI tool that will help boost your advertising capabilities. If you’re a large company looking for an edge over your competitors, consider using an SEO-based AI tool that will help you outrank them on SERPs. Whether you’re marketing for a startup or a large corporation, here a couple of the top AI tools for digital marketing you can explore.
Google Cloud AI
If you want to create your own chatbot or talent network, use Google Cloud AI. For many digital marketing professionals, this is a safe and seamless tool to use for large-scale artificially intelligent products and services. You can use a pre-trained model or customize your own on this cloud-based platform and easily integrate everything on your website.
One of the best tools for SEO teams, Market Brew helps SEO professionals understand the changing landscape of search engines. For the most part, changes on search engines can take up to 60 days to take effect, but with Market Brew’s new predictive services, you can update and change your ranking under 1.5 hours.
The future of AI in digital marketing when it comes to B2C is personalization. The ability for brands to personalize the kind of content users see and interact with is everything on the world wide web filled with competition. Emarsys is an AI-driven omnichannel platform that helps brands with personalization at scale. If you’re looking to heighten your user experience and drive sales with AI, this is the tool for you.
For all marketers looking to leverage AI for the email marketing strategy, Siftrock is the tool to use. Siftrock works as a marketing automation plug that can automatically replay and engage with your inbox, delivering specific messages to certain users.
If marketing segmentation is an avenue you’re looking to explore, Blueshift is a tool that tracks each individual customer and reports what marketing actions are best suited for them based on their interaction history. This will help your team drive sales and increase revenue with customized content.
Social media is the name of the game in this day and age. Large publications no longer have the clout they used to, and the power has shifted to social influencers. Zoomph is an AI tool that measures sponsorship, audience behavior and ROI on social platforms. This tool also tracks the latest trends your brand can use to drive engagement and increase brand awareness on social media.
AI in digital marketing is going to become more prominent from now on. Exploring how to use this technology for your brand not only has great benefits to your bottom line, but will also prepare your business for the next evolution of technology. Let’s go over the key takeaways from this blog post one more time:
Artificial intelligence is helping marketers become more productive by accomplishing tasks more efficiently.
By choosing AI-powered solutions to their business problems, marketers are also saving money.
Company size aside, there are artificially intelligent tools that can help everyone.
Best of luck!
About The Author
Therese Palmere is a content writer and consultant for Aumcore, a digital marketing agency based in NYC that offers paid search campaign and SEO counseling. Therese dabbels in social media marketing and writes about everything, from web development to emerging marketing trends.