AI in Digital Marketing – Wave of disruption
By: Rani Arsanios
Monday, May 7th, 2018
Table of content
How AI is changing digital marketing has been a hot topic in 2018, so far. Artificial intelligence is a comprehensive term for a spectrum of technologies that endeavour to imitate and perhaps exceed human intelligence. It covers a broad range of capabilities including machine learning practices, image and voice recognition and semantic search amongst others. The importance of AI in digital marketing is growing by the day. More and more businesses are leveraging AI in their marketing strategies and maybe you should too lest you find yourself falling behind. Leading businesses today are realising the power behind AI and how to leverage it to enable growth. Here are some examples how you can use AI to improve your digital marketing.
1. AI enhanced pay-per-click advertising
Many digital marketers assign their PPC budgets to Facebook and AdWords.The eMarketer claims that close to 41% of the digital ad market in the U.S. is controlled by Google. Facebook comes in second with about 20%. In most cases, PPC agencies or in-house teams manage PPC ad campaigns, but this is gradually changing. With the aid of AI you can discover a whole lot of new advertising channels not utilized by your competitors.
Thanks to AI-powered systems; you can try out more advertisement platforms and more importantly, you can optimize your targeting. AI digital marketing platforms provide autonomous media buying, which analyse, optimize, and manage paid ads campaigns with minimum human participation. If you deal with large-scale pay-per-click campaigns, AI can help you uncover amazing ways to optimize your bids, layout, targeting, and copywriting.
For example, Frank, an AI marketing tool that automates and optimises several parts of your digital advertising campaigns including your creatives and audiences.
2. Content-creation chatbots
Chatbots are a classic example of AI. One of their main benefits is they help customers with support, questions and complete orders. Developing chatbots isn’t difficult and you surely don’t need a huge budget to do so. With open chatbot development platforms, you can easily create chatbots for your business without having to hire developers.
If utilised and positioned properly, Chatbots can provide outstanding customer support and are sometimes argued to create better-personalized content than humans. They have fast and easy access to a ton of user-centred data points and can process location-specific user requests to predict possible issues, identify repetitive problems, detect customer patterns and much more. With all these capabilities, it makes sense to see many businesses already integrating chatbots in their customer support strategies. However, chatbots are most likely not going to stop especially still being relatively at the infancy stages with huge room for growth. In the coming years, we will start to see more adoption of chatbots for customer acquisition purposes where brands leverage this powerful tool to interact with prospects via chats to turn prospects into qualified leads and customers.
3. AI email content creation
Marketers spend a lot of time in planning and implementation of successful email campaigns. With Marketing Automation tools, personalisation and profiling of leads and customers enable segmentation of your email campaigns, however, it hasn’t entirely solved the personalisation problem. According to a research by Demand Metric, approximately 80 percent of digital marketers claim that customized content is better and more effective than uncustomized content. This is where AI comes in. AI algorithms are capable of mapping the email browsing data and website experience of a subscriber to comprehend how they interact with your content amongst other data. With this knowledge, the algorithms are able to learn more about the individual and use the information to create personalised emails based on things like
- Customers’ wish list,
- Similar visitors’ interests
- Past website interactions
- Time spent of pages
- Previously read content and articles
4. Content creation powered by AI
At the moment, machines are capable of creating digital marketing content with a simple set of rules and layouts including hotel descriptions, sport game recaps, summaries of profits and losses, stock insights, and business reports. AI-created content is designed to sound as though it is human written. The writing styles and data insights of different contents significantly depend on the format and guidelines set up by brands to serve their customers best.
Besides content creation, digital marketing tools powered by AI can recommend fresh and relevant social media content your audience is probable to engage with. Although AI can’t generate detailed research reports or e-books, you can use the tools to generate customised messages, reports, or email content automatically.
With the rapid developments in the AI industry, we expect more tools available in the near future for digital marketers to enable their businesses to understand their customers more accurately, solve their problems faster, personalise their experiences more efficiently and attract new customers more resourcefully.