Contrary to popular belief, artificial intelligence (AI) encompasses much more than just voice assistants like Alexa and Siri. In fact, AI is present everywhere, and we interact with it daily without even realizing it.
While you may have heard of ChatGPT, which has made a huge splash in the market, there are many other AI-driven tools as well, such as text editors, face detectors, and chatbots.
In this article, we will explore how AI is being used in digital marketing, what role it plays, and how businesses that run digital marketing campaigns can leverage AI to be more successful. Let’s dive in for details!
The Basics of Artificial Intelligence in Digital Marketing
Despite the complexity of the concept, the term “artificial intelligence” can be explained simply. In essence, AI refers to intelligent machines that have the ability to perform tasks that would typically require human intervention. These tasks include recognizing speech, translating languages, and making decisions.
As you can imagine, in marketing, there are plenty of areas where AI could come in useful. To give you an idea, here are just a few examples where it’s already being actively used:
- Predictive analytics
- Content creation
- Ad targeting
- Image and video recognition
- Voice search optimization
Naturally, since AI is advancing at a rapid speed and showing no signs of slowing down, it’s highly probable that it will continue to expand into new areas of marketing, and an increasing number of people will rely on it. So, what precisely makes AI so great, and why should you start using it if you haven’t already? Let’s explore.
How AI Fits in the World of Digital Marketing
Artificial intelligence (AI) is revolutionizing the field of digital marketing, offering a wide range of tools and transforming how businesses operate. The impact of AI in digital marketing is immense, enabling marketers to make data-driven decisions and deliver personalized experiences to customers.
AI tools for digital marketing encompass various applications, including predictive analytics, natural language processing, and machine learning algorithms. These tools help optimize ad targeting, automate email campaigns, and analyze consumer behaviour patterns to enhance marketing strategies.
The future of digital marketing is being reshaped by AI. It enables marketers to understand customer preferences better, deliver hyper-personalized content, and automate repetitive tasks, freeing up time for strategic planning. AI-powered chatbots and virtual assistants enhance customer engagement and provide instant support.
As AI continues to advance, it will unlock new possibilities in digital marketing, such as voice search optimization, image recognition, and sentiment analysis. Harnessing the power of AI in digital marketing ensures better customer experiences, increased efficiency, and a competitive edge in a rapidly evolving landscape. Embracing AI is crucial for businesses to thrive in the future of digital marketing.
The Benefits of AI in Digital Marketing
In the world of digital marketing, data is everything. Every day, a massive amount of data is being shared, and as more gadgets and applications emerge, the amount of data available to marketing specialists continues to grow.
That’s where AI comes into play. With the ability to analyze enormous amounts of data in mere seconds, AI provides valuable insights into your customer base, giving you a better understanding of who your customers are, where they live, their preferences and interests, and more.
The best part? All of this is done without the need for manual report compilation and laborious data analysis.
With this information, marketers can measure their marketing efforts more accurately and create more targeted campaigns that result in higher conversions.
In the same vein, since artificial intelligence can store historical data, it can be used to predict which products or services are more likely to be of interest to customers, enabling marketers to offer personalized recommendations and more.
Retail technology services can leverage AI to improve their marketing efforts by analyzing customer data to gain insights and offer personalized recommendations, resulting in higher conversions and a better customer experience.
For customers, personalized search is a significant benefit as well. Instead of sifting through thousands of marketplaces, they can choose from a set of products that are the most relevant to their search query and in a price range they can afford.
How to Use AI in Digital Marketing
As we briefly touched upon earlier, AI is used in marketing extensively, but now let’s take a closer look at it.
One example of how AI is being used in digital marketing is through the use of chatbots. Chatbots are gaining momentum and have come a long way since their initial appearance on banking websites. Nowadays, they have been used by virtually every business or industry in some capacity.
With the help of chatbots, businesses can automate many processes that typically require human resources and provide their customers with round-the-clock support. Whether they need advice, make an appointment with a doctor, schedule a visit to a museum, or enrol in a new course, chatbots are up to the task.
Chatbots are also great for the following:
- Collecting user data
- Analyzing customer preferences
- Tracking purchase history and more
When marketers have their customer data in hand, they can interact with them more effectively and use the marketing channels that are best suited for the purpose.
Programmatic advertising is another popular application area of AI. Unlike traditional advertising, which requires a lot of human effort, programmatic advertising does it all for you, selecting the best platforms to display ads and reaching more members of your targeted audience based on their interests, demographics, age, and more.
However, the advantages of programmatic advertising are vast and go beyond reducing human effort. Here are some of them:
- Firstly, it provides a fast way to promote things, making it easier for businesses to scale
- Secondly, it allows for real-time optimization at any point in time, which is something you can’t do when running a traditional marketing campaign
- And thirdly, it streamlines the process by providing real-time information about a running campaign in a single dashboard, which can be assessed by both ad buyers and sellers
Natural Language Processing (NLP)
Natural language processing is a part of AI that has often been used in digital marketing. Thanks to NLP, computers can understand the language of humans – both written and spoken – and analyze user feedback and reviews from a variety of sources.
Marketers can use this information to understand how their products affect the targeted audiences and improve them if something doesn’t quite meet customer needs.
Artificial intelligence has been used for content writing for a long time now. The majority of tools that are used to assist with crafting a piece of content are AI-driven, including text editors, translators, plagiarism detectors, keyword finders, and so on.
However, now we have much more advanced AI tools that can help create new content and provide AI-assisted design, allowing marketers to establish their presence on various platforms quickly and efficiently without necessarily having a huge in-house team.
Challenges of Using AI in Digital Marketing
AI offers numerous advantages but may also entail certain risks and challenges. We won’t talk about the risk of underemployment, which is now worrying everyone, but we will mention those associated with digital marketing.
According to Infatica, the biggest risk – and something to watch out for – is the potential for biased algorithms. If left uncontrolled, AI may replicate human bias, resulting in targeting the wrong audiences, creating offensive content, and leading to other discriminatory outcomes that may be detrimental to the business’s reputation.
Another risk is the misuse of customer data. Without taking the necessary steps, such as implementing strict data privacy policies and monitoring AI algorithms for bias, customer data can be compromised and used for malicious purposes.
How AI is changing the future of Digital Marketing
Is it possible for artificial intelligence to push the boundaries beyond what it has already achieved? Absolutely. The rumour says that it won’t take long before AI becomes independent and self-aware. However, even without looking into the future that far, it’s evident that AI will continue to be used extensively in the realm of digital marketing.
One of the things that are already happening is the use of virtual and augmented reality. Companies use it to create more interactive experiences for their customers, providing them with a range of tools, such as virtual showrooms, online tours, 3D models, and more.
Aside from that, AI is being used to automate tasks. All of the processes that require hours of work, like collecting and analyzing data, creating social media and email campaigns, or even crafting content, including writing tasks for writers and optimizing texts for SEO, can now be automated by means of AI.
AI will also be heavily relied upon to scale up. By leveraging the power of AI-powered tools, businesses can expand into new markets quicker and more efficiently while spending less time, money, and resources. Give it another few years, and businesses that don’t use AI will find it hard to keep up with the rest.
Of course, voice assistants will not go anywhere either, and with the emergence of the Theory of Mind, which is in the early phase of development now, we’ll have many new appliances that will be able to interact with people’s emotions and not just give plain answers, as they do now.
The Need for Human Guidance
Undoubtedly, the impact of artificial intelligence on digital marketing has been tremendous. It’s been used across various businesses and industries, ranging from data analysis to content creation. And as AI continues to advance, we can expect to see even more innovative applications in the digital marketing world.
However, it’s worth noting that AI can’t replace human creativity, nor can it be left uncontrolled. If left out of human control, it can amplify existing biases in the data, which can lead to discriminatory practices or even misuse of customer data. Thus, the most successful marketing strategies will be those that strike the right balance between human input and AI.