The digital marketing landscape has shifted gears within the last couple of years. The competition has got stiffer. More and more businesses have emerged. There is an end-to-end strategizing and optimization of campaigns. So, businesses have to find a new way out to get their noses on the front.
That’s where artificial intelligence has proven to be a game changer. They not only take our marketing strategies a grade up, but they also help businesses simplify the complexities the way a top digital marketing agency does.
Traditional methods of digital marketing are no longer sufficient to help businesses reach their target audience in the right frame of time. We need specific targeting strategies and personalization mechanisms to create new working strategies for reaching our audience and compelling them to buy from us.
So, let’s learn about the importance of AI, if any, in digital marketing in the current scheme of things.
What is the significance of AI in digital marketing?
Even today, most people are alien to AI applications. Some are just fascinated by the idea of turning prompts into images and text with generative AI technology. The purpose of AI is to mimic human intelligence in the most authentic way possible. That too in a split of a second. That’s where all the optimization and improvements are being made.
In digital marketing, AI eventually leads to specifically targeted campaigns and an understanding of your audience on a personal level. Take this for example. It’s 2023, and the attention span of online audiences has decreased significantly.
So, as a marketer, you have very little time to create a solid impact. If you take the help of a renowned digital marketing agency, you can level up quickly and battle against your competitors.
Those who fail to rope in new and advanced ways of marketing their products/services are bound to be left behind. The fierce competition demands effective and efficient digital marketing strategies, and right now, only AI has the potential to achieve that feat.
Ready to call the shot for taking user experience to top the charts and drive desired results?
Is AI really the way forward for digital marketing campaigns?
A recent study by Adobe reveals that 72% of global consumers believe that generative AI will improve their user experience while buying online. That’s a testament to the fact that people expect their queries to be resolved in no time and searches to appear accurately. It’s like asking your target audience to team up with you before someone else pops up with their proposal.
One of the forecasts by Statista reveals that the global revenue from the AI-induced software market is expected to reach $126 billion by 2025. This shows that AI is already taking over the traditional ways of strategizing our digital marketing campaigns. This gives us more reasons to trust AI to make it easy for us to grow our businesses.
What are the important technologies that make AI what it is today?
So, the big question that arises is: what makes AI so productive? Isn’t it all about automation in the first place? Well, most digital marketing agencies have taken the initiative to publish key insights about using AI tools. This has eventually led to email marketers curating their campaigns more effectively.
To ease the understanding of elements of AI, we have segregated them into three categories:
1. Machine learning: The backbone of AI and the compilation of all algorithms that predefine predictive analytics on the basis of how users interact online and their behavior and interests. The suggestions and recommendations actually come from here.
2. Natural language processing: It is the technology that understands and processes human language and tries to imitate and write in the same tone.
3. Visual recognition: The tech that breaks down visual information into machine readable so that AI can recreate images and videos on the basis of users’ prompts.
Benefits of AI-powered digital marketing
1. Enhanced customer targeting and segmentation
One mode of communication for all can be truncated now. With AI, you can specifically target your audience by dividing them into segments and sub-segments. Then, you can understand their behavior and interests by analyzing data. And that’s how you can direct communication that will especially be meant for each segment.
For example, you don’t want to send a welcome email to those who have subscribed to your email newsletter for a long time now. AI has reduced the manual creation process and automated these segmentation schemes.
Furthermore, a study by Salesforce says that 52% of consumers are likely to choose a competitor brand if a company doesn’t send communications that personally speak to them.
2. Personalized user experiences
Ever thought about the on-the-point emails you receive from your favorite brands? How do they know about what you might like? That’s AI for you. The automation emails you get after abandoning a cart, and the shipping notification mail after placing an order are all examples of personalization for the interaction.
We have come a long way from simply writing first names in emails. To attest to this claim, a survey conducted by Epsilon revealed that 80% of consumers say that they will purchase from a brand that offers a personalized experience. That says it all.
3. Improved data analytics and decision-making
Data is the most crucial aspect of AI. Your machine learning algorithms are dependent on the data to make the right decisions about your audience. Thus, AI takes data and turns them into actionable outcomes.
You can have a deeper understanding of your customers, their likes and dislikes, their preferences and buying habits, etc. Moreover, your personalization analogies can be put to greater good with these analytics.
4. Real-time campaign optimization
Time is of the essence that makes everything fit in perfectly. When you have analyzed the data and learned what has worked and what hasn’t, you will try and mend things right away. That’s where AI comes in handy again.
With AI-induced optimization tools, you have access to the data in real time, and you can tweak your campaigns however you want. There is a fair chance of trying and implementing A/B testing to find out which of your emails are doing wonders instantly.
In which areas AI tools are transforming digital marketing?
1. Chatbots and conversational marketing
Remember those days when you needed help with a website’s service, and you dropped a query and waited for days to get an answer? Well, times have changed.
Now, websites have been equipped with chatbots that have data fed to them, and the more questions are asked to them, the more they improve their responses. Best part? You need one less human resource, and they will be available to your users 24/7, even in your absence.
2. Prediction of customer’s buying behavior
In predictive analytics, data plays a major role. The way your audience interacts with your website or your competitors can be known with the help of AI tools.
This will give you an upper hand in learning about your customers and customizing your campaigns to cater directly to them. After AI analyzes the patterns and trends of your customer’s buying habits, it can help you to forecast their next product purchase.
3. Content creation (to be precise, generating texts, images, and video content)
The generative technology of AI to deliver texts, images, and videos with only a few lines of prompts is impeccable. It has helped content creation to a vast extent.
Earlier, expertise in each field was needed; now, all you need to learn is to leverage the tools properly. The way we look at social media platforms has changed enormously. UGCs have become more accessible to brands now.
4. Automating email marketing campaigns
In email marketing, there are AI-driven platforms, like HubSpot and Mailchimp, that help businesses streamline their email marketing campaigns. You can integrate 3rd-party apps to create content on the go. You can automate most of the tedious tasks like segmenting your audiences on the basis of demographics, interests, etc., and sending personalized emails to them.
How can AI help in overcoming challenges of digital marketing?
1. You can address privacy concerns and ethical considerations.
With AI, you can offer more transparency in what you do and how you do it. You can clearly state to each of your subscribers which of their data you can access. Please be honest about it. Tell them you are only trying to make their buying experiences smooth.
2. You can seamlessly integrate AI into your existing marketing strategies.
You have access to many third-party tools that can help you enhance your campaigns. Be it content creation, SEO, or email marketing. You can easily identify the areas where AI can help you out.
Future trends in AI-powered digital marketing
1. Emerging technologies in the AI and digital marketing space
There are two technologies that are doing the rounds already, and they are expected to boost quickly in 2024.
Voice Search Optimization: With Alexa, Siri, and Google Assistant already making us play with our voices a lot more than usual, even common searches on search engines and websites have started implementing VSO to optimize the search results based on the natural human language.
Augmented Reality: Again, the way AR has shaped product marketing, buying experiences will only get easier and better from here.
2. Predictions for the future of AI-driven marketing strategies
AI has focused mostly on human behavior and their interests until now. When AI rolls out the fully functional features of analyzing human emotions and their sentiments, hyper-personalization won’t be a distant dream any longer. Every email will feel like it’s individually crafted.
Another crucial aspect is the generation of videos with the help of AI tools. For example, product images that require a studio setup and a lot of hard work and time can be mimicked with an AI tool for video generation in no time.
Tips for Implementing AI in Digital Marketing
1. Select the right set of tools that are according to the needs and requirements of your business. Some of them will be paid too. So, choose wisely.
2. Gather a team of skilled AI enthusiasts in your marketing team. The key is to get accustomed to the tools you are using in quick succession. The field is ever-evolving.
3. Create a balance between AI and human touch. Don’t put everything on AI to carry out. AI can make mistakes, specifically in content generation.
I hope you know that now’s the right time to rewrite your business objectives and achieve the unthinkable. From tradition to digital marketing and then to AI-induced digital marketing, if businesses don’t fly with technology, they will be left behind and lost on the horizon.
So, it’s important to embrace the change. It’s time we allied with AI to open new paths of discovery that lead us to greater good. Let’s start with enhancing user’s buying experience by showing them what they are looking for. And that’s possible in no time when you integrate AI with digital marketing.