Artificial intelligence has been making a mark on every major industry, and the world of marketing has inevitably benefited most from it.
There have been numerous instances where technology has played a major role in how businesses interact with consumers.
Marketing plays a major role in the way that brands initiate interactions with their target audience. The ease of doing business that has been brought about through artificial intelligence can’t be understated.
It has revamped business operations and influenced the major arteries of communication and marketing.
The impact of artificial intelligence is greatly felt in marketing because advanced technologies have brought about a new way to communicate with clients.
Nowadays, all major businesses are looking to take advantage of artificial intelligence to reform their marketing efforts and establish a new line of communication.
Artificial intelligence has been used in many different facets of business, whether it is over the internet or for real-life applications.
Artificial intelligence is being used everywhere, and now it is being used for marketing as well.
Not only is it being used in marketing, but it is also insanely good at what it does. From crawlers to bots and campaign optimization, you name it. AI saves time and boosts efficiency so that people can focus on growth and scaling up.
1- Strengthening Customer Segmentation
Artificial intelligence has been powering customer segmentation, like push notifications, retargeting, click tracking, and many more limitless possibilities.
Artificial intelligence can create its content from scratch! You can even see live demonstrations of this.
If you consider using AI for your digital marketing portfolio, you will need to sort out your goals and channels.
To keep up with the latest marketing trends, you would have already hired a digital marketing team and those who know how to use artificial intelligence in their marketing intelligence and delivery systems.
According to a Blueshift study, 28% of the marketers have started using AI for a product recommendation, and 26% of them are using it for campaign optimization. 39% are using it for audience targeting, and a whopping 43% are using it for audience expansion.
This does not come as a surprise in today’s day and age. 64% of marketers intend to use AI for their marketing campaigns in the next twelve months from 2019.
2- Accelerating Sales
Basically, you are boosting your sales by a mile just by the presence of an AI within your marketing scheme.
It can also enhance customer service. As per a Forrester’s Global State of Artificial Intelligence Online Survey, nearly 6 out of 10 businesses are using AI to improve their customer support and experience, while 44% of them are using AI to help improve upon existing products and services.
Artificial intelligence is flexible so that people can use it in a myriad of enhancive ways.
AI allows for introducing new business models, products, and services that can take the industry by storm through its innovation.
It helps figure ways to increase customer satisfaction and net promoter scores, while also providing new revenue streams and increasing them.
From product development to increasing customer lifetime value, it seems AI has gotten everything covered.
3- Personalization Should be at the Heart of AI implementation
Now the question we arrive at is how artificial intelligence can help businesses achieve growth goals, and the answer is through personalization.
Businesses have found a means of personalizing their marketing to each lead, which turns them from a marketing qualified lead to a sales qualified lead.
In an online marketing survey by IDC, we find that marketers believe that AI delivers personalized headlines and advertising copy, as well as personalized advertising design formats and initiating personalized advertising creative.
Despite the many seemingly obvious benefits to artificial intelligence, only 14% have already implemented them into their marketing strategies.
These benefits show why companies need to ramp up AI strategy and roadmap building at an accelerated pace.
3.1- Impact of Artificial Intelligence on Digital Marketing
From the spectacular self-driving cars to delivery drones, artificial intelligence is all set to disrupt industry standards.
Since the beginning of the new millennium, we have come a long way in terms of technology.
The new addition to the groundbreaking technological Advancements is Artificial Intelligence or AI.
It is being implemented in all industries across the globe, which just swipes off how the businesses have been done so far.
Impact of Artificial Intelligence on Digital Marketing is in the saddle to identify the potential customers, buying behavior of end-users to reach higher sales and provide the best customer satisfaction.
Artificial Intelligence can insanely be handy to pump up your marketing efforts as every customer likes to be noted.
So, personalization becomes the method through which the customer’s experience can be taken to the next level.
Thank the stars, with the help of social media outreach and tons of data left behind unknowingly during internet surfing, AI holds a huge potential in the field of digital marketing. Let us take a look at how it impacts digital marketing:
3.1.1- Personalizes User Experience
This is the most crucial area where AI breaks-in. Smooth user experience is what keeps the audience coming.
Through intelligent algorithms, it is possible to catch even a single customer’s report through the searches, buyer persona, purchase pattern, etc.
All websites are now providing a chat interface for a better engagement, which surely adds a touch of personalization.
Certain customers are a nightmare, no offense. But unlike humans, bots never actually lose patience.
They are available 24×7 to handle several requests simultaneously, thereby resulting in tangible results. However, a chatbot must be able to understand the nuances of a language to give a comfy experience with convincing responses.
3.1.2- Reaching the Right Person
When you consider traditional marketing, it is a cumbersome task to gather the customer data base of sundry categories, filter it, and analyze later.
But AI assists in penetrating deep into the data, which is easily extractable from several sources and helps further the digital marketers reach the right audience through segmentation.
While you are running a business, it is essential to know the impact of artificial intelligence on digital marketing-which opens the doors to reach the right people who can add value to your brand.
Thanks to AI, advertising in today’s world can be done based on preferences such as lifestyle, budget, age, gender, demography, etc.
The consumer can now browse through the AI-enabled websites with empowered suggestions with the luxury of sitting in pajamas in the home.
AI makes it possible to connect with visitors in an efficient way, thereby producing more relevant content.
For instance, the personalized content recommendations you see in typical e-commerce websites, such as “user who bought X has also bought Y” or the YouTube suggestions which you might find enthralling.
3.1.3- Easier Search Sessions
No matter how quiet the current search sessions work, certain things can get clumsy. As Murphy’s law states, “whatever can go wrong, will go wrong”.
With the help of Artificial Intelligence for marketing, the semantic searching understands the contextual meaning of phrases and patterns while searching.
Searching has become more nuanced as it can easily track down why a user is searching for something rather than what they should be searching for.
Earlier, search engine crawlers were not aware of the images on a certain page, which is why the search engine marketers make specific metadata and provide the alt-text.
This helps the search engines to comprehend what was on the page.
Machine learning, which is a subset of artificial intelligence, has enabled end-users to search for similar images in the Google search engine.
With the advanced visual search capabilities that could grab the detail of an item such as size, shape, and shade, it gets easier to bring up the relevant search results onto the board.
Things might seem efficient in this way, but search engine marketers primarily depend on text-heavy content to draw the traffic in, but once image-heavy search becomes normal, the Impact of Artificial Intelligence on Digital Marketing Agency certainly has to readjust their strategies.
3.1.4- Increases Return on Investment (ROI)
Machine learning is making it easier to figure out the current trends and commonalities in behaviour.
The intersection of marketing and AI ensures that customers receive the right triggers at the right time.
They can automatically produce customized messages to each user, which is the next level of purchasing.
According to research, the world population shares 3.25 billion photos a day.
This humongous number of images can be leveraged by AI to get the gist of consumer behaviour, buying patterns, and needs. Through these features, payment can be made faster than never before.
3.1.5- Content Curation
Artificial Intelligence not only generates content but also curates it. Because of artificial intelligence marketers, you might probably be reading the content generated by machines without ever knowing about it.
Creating engaging content is not an easy task. It takes significant time and energy to sift something down. The vital endeavor is to create awareness so that people should tend to buy your product or seek your service.
AI helps the marketers to create relevant content that the targeted audience wants to read and keep content engaging, which aids at each stage of the marketing funnel.
Algorithms make it easy to conclude what they read, which questions they want to be answered, etc. through the collected information.
3.2- The Different Ways Artificial Intelligence Can Be Used in Marketing
By now, savvy marketers may have heard of Artificial Intelligence Marketing (AI Marketing), the newest wave of data-driven marketing strategy taking the digital world by storm.
Artificial Intelligence enables marketers to create highly personalized consumer experiences that cost significantly less than traditional high-dollar campaigns.
Every interaction a prospect or consumer has with a product or solution is utilized for future optimization.
With Artificial Intelligence Marketing strategies poised to overtake the industry in 2020, there is no better time than the present for marketers to understand how to use this incredible technology.
Here are 5 ways innovative marketers can use artificial intelligence marketing in their upcoming campaigns:
3.2.1- Take Sales Forecasting to the Next Level
AI takes conversion management solutions to the next level. Marketers can now compare sophisticated inbound communication side-by-side against traditional metrics to help answer difficult strategic questions.
With AI marketing, there are no longer questions about whether or not a prospect is ready for a discussion; the data provides the answer.
3.2.2- Gain a Deeper Understanding of Your Consumers
With AI solutions, marketers know exactly what consumers are thinking, saying, and feeling about the brand in real-time. Similarly, with the onslaught of social media available (and the AI to analyze it), marketers can truly understand what customers are feeling.
Savvy marketers can harness this data in real-time and then quickly modify messaging or branding for maximum effectiveness.
3.2.3- Optimize Digital Advertising Campaigns
While there are various ways to optimize digital advertising and account-based marketing, AI solutions help marketers take them a step further for deeper insight and analysis.
AI can tap into the abundance of consumer data hidden in keyword searches, social profiles, and other online data for smarter and more effective digital ads.
The results are human-level outcomes and insights without manual human labor.
3.2.4- Create Detailed Consumer Profiles
This abundance of data can also help feed consumer profiles. AI solutions provide marketers with a deeper knowledge of consumers and prospective clients, enabling them to deliver the right message, to the right person, at the right time.
The secret to building a truly comprehensive profile lies in capturing data during every single consumer interaction.
Marketers can use AI solutions to take these profiles a step further, refine marketing campaigns, and create highly personalized content.
3.2.5- Join Real-Time Conversations with Consumers
One of the advanced capabilities of AI is its ability to analyze large blocks of open content and identify trends.
This allows brands to interact directly with consumers in real-time through online conversations or events. Communicating with consumers at the precise ‘decision-making moment’ can help directly influence buying decisions.
AI helps marketers monitor these social conversations and other open forums to identify any relevant conversations.
There’s no better time for marketers to begin testing how Artificial Intelligence strategies can help create highly personalized experiences for their consumers.
With AI poised to continue growing across all industries and segments, marketers should dedicate time and resources to experiment with strategies and ensure their marketing organization is set up for continued success, both now and in the future.
Editor’s Note: This post was originally published on August 13, 2019, and has been completely revamped and updated for accuracy and comprehensiveness.