AI has brought a change in industries, and the digital marketing world is no exception.
Gone are the days when Artificial Intelligence (AI) was just science fiction. It was almost 100 years ago when AI first appeared in a movie in 1927. Throughout the decades, we saw AI portrayed as something evil, dedicated to the destruction of humanity. But the truth is, ai is revolutionizing industries, and the digital marketing world is no exception.
With the ability to analyze and optimize data, artificial intelligence is helping businesses execute successful marketing campaigns that attract customers and establish long-term profitable relationships. RS gives you a comprehensive look at the impact of artificial intelligence on digital marketing. But before we dig deeper, let’s share a brief introduction of artificial intelligence.
What Even Is Artificial Intelligence?
The term comprises two words: artificial and intelligence. Artificial is something that does not occur naturally and is produced by humans. Intelligence means high-level abilities to understand and learn. When combined, artificial intelligence refers to systems and machines that mimic aspects of human intelligence like reasoning, learning, and problem-solving to solve complex problems.
DID YOU KNOW? Artificial Intelligence itself is not a system, but it is a type of technology that is integrated into a system.
An AI-powered system analyzes data and then acts as in line with the gathered information. E.g. popular iPhone assistance Siri. Being a pseudo-intelligent digital personal assistant, it first understands our questions and then provides us with relevant information or direction.
Let’s discuss a few of the core expertise that comes under the artificial intelligence domain.
- Machine Learning
Machine learning (ML) is defined as a subset of AI. ML applications automatically modify and predict data without being explicitly programmed. These applications learn on their own from user behavior and real-time situations. To remain relevant and at the forefront of fast-paced, it is essential to keep track of new advances in machine learning.
Problem-solving in AI is similar to human’s analytical reasoning process. The machines find solutions to the problems using data-driven insights about real-time scenarios and circumstances.
- Deep learning
Deep learning is a category in AI that imitates the functions of our brain by using neural networks to get a different outcome each time. It is extremely beneficial to marketers – real-time bidding software to buy ad space, unique article generator, and automatic language translation. In 2018, an AI-generated painting was sold for over $400,000 at an auction.
Now that we have a general understanding of AI concepts, let’s move forward into the crux of the article.
Artificial Intelligence in Digital Marketing – A Perfect Match?
A few years back, companies were a bit reluctant to implement artificial intelligence in their marketing strategies. But now, to stay ahead of the game, marketers are rapidly adopting AI in the digital world. For eg., Starbucks created an AI-based personalization engine for its email marketing campaign.
According to the O’Reilly survey, 61% of those surveyed revealed that both AI and ML will be the most significant data initiative for their companies, in 2019.
Marketers focus on one main goal: to reach the right customers and generate leads. Thanks to AI, businesses can easily reap rewards in terms of brand reputation, visibility, and profits by using AI.
Let’s discover exactly how companies can use AI in digital marketing to create the best possible ways to connect more with customers. If you want a similar solution for your company, consult us.
Artificial Intelligence Use Cases in Marketing
AI offers to give companies an extra boost by helping them personalize email marketing campaigns. The cutting-edge technology anticipates user data and behavior to generate data-driven insights. This allows brands to tailor promotional emails for each subscriber. Moreover, artificial Intelligence analyzes which topic line, message description, and graphic appeals the most to its customers.
- Optimizing Subject Lines
Since subject lines are the essence of a marketing email, subscribers are most likely to open it if the subject line is engaging and tickles them. AI algorithms also assist in creating subject lines that will get a higher open rate by examining the result of each sent email.
- Determining Ideal Timings for Sending Email
Along with subject lines, sending an email at an optimal time is also another factor that contributes to a higher open rate of emails. Finding out the perfect time and frequency of emails isn’t an easy task.
Historically, marketers used to rely on guesswork, data analysis, and experimentation to send out emails. Now, AI technology allows us to factor in the time zones, personal preferences, and perform necessary analysis to send emails at perfect hours of the day.
AI-powered tools can nurture leads by automating campaigns based on customer past purchases, likes, and browsing data. It can also help businesses generate an entire email from previously written copy, blogs, snippets, etc. This automation drastically reduces time and resources which are essential to run an email campaign.
By unlocking the potential of Artificial Intelligence in content marketing, companies can reap the following benefits:
- Content Creation
No business has ever created marketing content just for the sake of publishing it. The main goal is to engage and connect with customers so that they buy products. AI assists marketers to create relevant content by collecting data on target audiences.
AI-based systems leverage machine learning algorithms and Natural Language Processing to recognize human speech and writing style. Once the system learns human’s writing patterns, it starts to create content on its own. Acrolinx, an AI-powered platform, is used by huge brands like Nestle, IBM, Microsoft, etc to generate hard-hitting content at fast speed.
As mentioned before, artificial intelligence is used to show personalized content to a user based on his likes and browsing history. Amazon gets 35% of its sales from AI-driven product recommendations. And the best part is Amazon does not have to invest any money to drive these sales.
- Smart Content Strategy
Digital marketing teams usually spend hours brainstorming ideas and collecting data for their content marketing strategy. This is time-consuming and contains a huge amount of data. Thanks to AI-based tools, content research and planning is just a click away. These tools can provide direction, content topics, posting timing, and tone in writing, tailored to the company’s customer requirements and interests. For eg., Hubspot’s content strategy tool leverages machine learning to assist content creators in coming up with trending and innovative content marketing ideas.
This is the best and the most compelling use of AI in marketing and it’s completely worth the wait.
According to Marketing Profs, 59% of businesses that implement artificial intelligence get better close sales rates. AI can crawl through a large amount of data to find potential leads based on pre-programmed data. Moreover, It can also predict how hot a lead is.
Fascinating isn’t it?
Every company desires to generate leads without spending much on marketing. No doubt, social media paid marketing is effective in some aspects but it also requires a bulky amount of cash to do so. AI can serve to be less costly than other-lead generation methods, as it is only a one-time investment. A recent survey revealed that 44% of businesses claim that AI lowered costs.
Search Engine Optimization
Search engines are actively using AI in their website ranking algorithm. Google uses a machine learning system called “RankBrain” to rank websites in the search results. As search engines have become smarter in identifying keyword stuffing, black hat SEO, irrelevant backlinks, etc, it has now become essential for marketers to leverage AI to meet the ever-changing search engine algorithm requirements.
AI in SEO helps businesses gain a competitive edge and also provides a greater opportunity for a better page ranking. It can also be used for enhanced SEO strategies and SEO content.
Real World AI Solutions
The concept of AI helping digital marketers may seem far-fetched fantasy but the truth it already is a reality. Here is a list of few examples of AI software from the industry:
FashionAI is a physical store located in Hong Kong, equipped with AI-based garment tags that notify when an item is touched and smart mirrors that display clothes data.
Nike launched a software that offers its customers to design their own sneakers. These designs are printed and made available to the customers within two hours. Not only, this is an incredible initiative to attract customers but the collected data can serve to be useful for designing future products.
BMW used predictive analysis to make car designs of the future. The system learns about its driver and automatically customize system and cabin experience to provide a personalized experience to each individual.
We can’t argue with the fact that humans can deliver at a higher level of personalization than machines, but artificial intelligence is less costly and less time-consuming.
Don’t fear AI advancements, instead relish it. With the growing capabilities of AI such as personalization, greater customer support, and optimized data, several enterprises and businesses can reap the benefits and grow businesses successfully without massive investments. Because of fast and in-depth insights, business teams can better utilize the time to drive business results