The Impact Of Artificial Intelligence On Digital Marketing

The widespread adoption of Artificial Technologies is no longer a hypothesis. It is the unavoidable future that we shall heavily use or even be independent. But first, what is AI?


What is Artificial Intelligence?


A very simplified explanation is that AI is basically computer systems that can mimic cognitive human behaviors such as learning or problem-solving. A very good example of this would be Siri. A machine is ‘fed’ data and based on it, the machine can think, respond and perform tasks. 

AI and digital marketing


After much avoidance, marketers have finally adopted AI within their marketing strategies. Big brands like Amazon uses AI to personalize a user shopping experience but only showing the user products based on previous searches and purchases. It makes it easier to retain customers and form long-term relationship based on a relevant and personalized online experience of having to shop without going through the clutter of non-relevant products. If a customer spends more time on the site, searching or viewing different products, there is an increase in data collection on a specific customer and improves the likelihood of accurate results. Here are some other ways in which AI can impact digital marketing:

1. Improved analysis


This business strategy is based on collecting customer data, analyzing it and applying it. With AI, businesses can maximize the use of customer information with a faster and more accurate system. AI can gain better insights with the data, identify target market and understand consumer needs which will help marketers design more effective strategies.

2. Integrate AR/VR


A new technology like Augmented Reality (AR) in a marketing strategy is also not a far off concept either. This can enhance the way a brand interacts with its customers and build a stronger brand identity and increase customer loyalty.

3. Chat bots and customer service


Customer service is a priority for most consumers and AI enables business to improve this experience beyond a human one-on-one interaction with customers. With chat bots, there are no geographical limitations, lack of staff to attend to customers and limit to availability. AI systems can also attend to customer queries in real time as opposed to users submitting query forms that are later responded to via email. Businesses also have the option of localizing the experience since customers can choose a language.

4. Personalized email marketing


Instead of sending mass emails to the entire email base, AI can help marketers reach customers via email based on their behavior on their website. This includes relevant product recommendation, subject lines and even the message is constructed based on how the user’s impressions on the website. This can help marketers optimize their email campaigns and maximize the ROI on email marketing.

5. Digital advertising


AI has had a huge impact on online advertising by personalizing the ads they view based on customer information. Let’s take social networks; Facebook displays ads based on gender, age, location and other demographics to improve the relevancy of the digital ads you view. Based on this data, marketers can improve their strategies like where to allocate their advertising budget to maximize their ROI.

6. Effective content marketing


The data collected from marketing campaigns can help marketers understand what format of content drives better results and invest in content that is effective. If video marketing is performing better, brands can cater to this demand without having to invest extensively in video creation; there are efficient video production AI powered tools which create high-quality results.

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