Role of Artificial Intelligence in Digital Marketing?

2019 is coming to an end and the world has advanced a long way in terms of technology! If not flying but self-driven cars have become a reality now. Of all the new advanced technologies, Artificial Intelligence (AI) has grabbed a lot of attention of late. AI is the science that builds intelligent machines that can think and act like we humans.

Many organizations are leaning on AI for its cutting-edge applications to boost their marketing efforts. AI and digital marketing have begun to go hand in hand and as AI continues to advance, so will the digital marketing strategies. With its ability to analyze data and learn from it, AI is changing the face of today’s digital marketing landscape.

The following are the ways in which Artificial Intelligence (AI) plays an important role in digital marketing:

Also Read: Generative Engine Optimization (GEO): Key Factors & How to Do It?

Product Recommendations –

AI helps digital marketers to customize their content based on their target audience. Machine learning technology is helping marketers to accumulate and analyze data on the shopping preferences of the users and send them customized notifications accordingly.

Having these insights acts like a boon for digital marketers as they can then easily classify their audience and push for sales through tailor-made content and recommendations. Also, using AI for product recommendations reduces the time and effort of the marketeers to a very considerable level.

Campaign Optimization –

AI has profoundly changed how marketing campaigns are designed. With the help of new machine learning technology, new marketing campaigns are designed that listens and adapts according to its audience and helps improve the performance by enhancing the response performance of the campaign. It has become easier for marketers to track and analyze the performance of the campaigns and make necessary corrections for the future if need be.

At present, AI is used to discover new methods for campaign optimization but at lower costs. However, AI technologies will soon be able to optimize campaigns with simply 10 to 15 parameters like which sites to place the ads on or how much to spend and the AI will figure out how to distribute the money.

Audience Targeting –

AI can predict the behavior of a customer and improve customer buying experience as it can identify an audience that is more likely to respond to an offer they see online. For example – in Google Ads, an advertiser adds demographics (age, location, interest, etc), campaign objective and the tool automatically recommends strategies to achieve the desired campaign objective.

While running re-marketing ads, Google’s AI understands users (who clicks on an ads) behavior and keeps pushing the ad to the same user until it converts into a sale. Similarly, Facebook uses interest targeting to find new customers and to show ads to customers who interact with an ad.

Personalization –

AI helps in gaining better insights about customer’s journey that starts from clicking on an ad until the product sale. Through these insights, AI can suggest products or services to the customers based on their interests.

93% of businesses have seen a rise in conversion rates because of personalization, as it enables brands to reach a broader audience by making the content and communication more effective and targeted. For example – Amazon uses AI-powered recommendation engine to provide personalization by showing “customers who bought this, also bought this”, “customers who viewed this, also viewed this” and by showing a similar product to that of a search of its prospective buyer “Products you may like”, etc.

To conclude, Artificial Intelligence is an amazing technology that can work wonders for your brand. Using AI & digital marketing services will help the brands deliver enhanced customer experience and market your brand more effectively.

If you need any guidance regarding the role of artificial intelligence in digital marketing? Get in touch with us now. You can write to us at [email protected] or say hi on Facebook / Twitter / or Instagram.

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