The Role of Artificial Intelligence in Digital Marketing

The Role of Artificial Intelligence in Digital Marketing

12 Apr, 2022

“Everything we love about civilization is a product of intelligence, so amplifying our human intelligence with artificial intelligence has the potential of helping civilization flourish like never before – as long as we manage to keep the technology beneficial.”

- Kechit Goyal

(Experienced Developer, Team Player, and Leader with a demonstrated history of working in startups).

Countless definitions of AI have surfaced over the past few decades. In simple terms, Artificial Intelligence (AI) uses computers to understand human intelligence. AI is transforming the face of marketing and has tremendous potential for more. AI enables us to predict analysis and enhance customer experiences. It undoubtedly results in a higher return on investment for businesses. The widespread reach of AI in digital marketing proves the importance of this technology in today’s digital landscape.

AI is greatly pacing towards market penetration and will continue to do so in the years ahead. All of us know that the digital marketing industry is endlessly evolving as new technology comes to play every day. AI is one of those technologies which is changing our understanding of the online consumer journey completely. AI is becoming even more advanced now. This trend is surely going to continue.

Many industries use machine-assistance algorithms to facilitate small tasks. A large company like Netflix uses it to directly interact with consumers daily. Here’s how they do it. Netflix takes into account the watching history of other users who have similar tastes to rightly suggest what the consumer may be most interested in watching next. In this way, it ensures that you stay engaged and continue your subscription.

Artificial intelligence is gaining popularity mostly due to these two factors:

a) Zero Scopes of Error: It is more precision-oriented and accounts for more accuracy and fewer errors, resulting in increased work efficiency

b) Advanced Algorithms: It enhances the capabilities of a variety of gadgets. GPS trackers, voice assistants, and home automation systems are a few examples.

On one hand, some people are scared that AI might replace humans. On the other hand, some believe that AI works for humans and not ‘instead of’ humans. Here are its benefits in digital marketing:

Valuable Insights

The behaviour of the target audience can be predicted by AI. AI can comb through data and produce interesting information on its own. It can also be done by analyzing the customer’s buying patterns and decisions to improve the brand’s experience. In this way, consumers can be provided with exactly what they desire.

Personalization

A brand that provides a personalized experience is more likely to continue doing business with customers. Because of the AI-driven insights, which are a result of collecting and analyzing user data while taking into consideration physiographic, demographics, devices, geographical location, and others.

Chatbots

Chatbots offer immediate assistance to customers with their queries or grievances in real-time. Unlike humans, machines never have a bad day. So, they can be relied upon to always be polite, engaging, and likeable. Chatbots can be set to provide replies to frequently asked questions. Also, to direct the conversation to a human agent if the question is too complex.

Smart Digital Assistants

Think of Siri, Alexa, Cortana, and Google Assistant – we’ve all used them at some point or the other. They are designed to interact with customers just like another human being would. These smart digital assistants can be more efficient and sometimes even more ‘human’.

Marketing Automation

Marketing automation, MA, uses AI to automate marketing tasks and workflows. Marketers use AI for marketing automation in order to be more efficient and effective while executing marketing strategies. Commonly, such tasks include managing pre-scheduled campaigns via channels such as email, social media and SMS.

Email Marketing

In this age of auto-generated emails, people prefer personalized emails that are relevant to them. By evaluating user behaviour and preferences, AI can help you in following up on leads and communicating directly with customers, sending a personalized email for your email marketing campaigns, perform repetitive tasks.

Programmatic Advertising

Programmatic Advertising deals with automation in the buying and selling of advertising spaces. The desired target group is reached with this method of ad display is a certainty given by AI. Whether a target group or individuals are in retargeting – to make sure your ads are displayed to the people you want to reach, AI delivers the data you need.

Content Creation

All of us are aware that content marketing provides the highest return on investment of any marketing strategy. AI can not only create content for your website, product, or service but can also write content for a news website. And it can do so by processing several terabytes of data and analyzing thousands of pieces of content. AI can also be used to find relevant content on a chosen topic.

Ecommerce

AI has a huge impact on e-commerce business owners. From creating websites and content to providing product suggestions, managing inventory, and providing customer service, AI can do it all. That’s not all, AI can also make predictions about e-commerce sales, perform competitive market research, identify customer search trends, and more.

Search Engine Optimization/Voice search optimization

Voice searches account for 1 in every 4 Google searches. Google’s RankBrain is the biggest example that shows you how you can be assisted by AI in order to optimise your website for voice search. Moreover, it can help you to increase organic traffic from search engines.

Artificial intelligence is not a replacement for humanity. Instead, it elevates our abilities and helps us to perform better. It is so because AI learns and looks at things differently. Things that we are most likely to ignore. The partnership between humans and AI gives rise to many opportunities.

Brands become top brands when a top advertising and digital marketing agency puts efforts into a planning strategy and deriving ideas that will flourish with time. Tempest assures the same and hence is regarded as the top advertising and digital marketing agency in Hyderabad, Pune and Bangalore.

Written by

Richa Koparday

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