When AI (artificial intelligence) was in its infancy marketers were hardly interested in amalgamating it in their digital marketing strategies. But the scenario is quite different now as AI tools largely turned to be less complicated and more productive. These intelligent tools are evolving by each passing day. See instances like Amazon personal recommendations and Google’s Rankbrain that are changing the digital landscape at scale.
Artificial intelligence is now equipped with capabilities to perform data analysis and identifying market trends based on big data. This is helping marketers and brands to utilize AI as a catalyst in their digital marketing endeavors. Automating digital marketing with AI reduces product’s time to market and align resources for maximum output.
Applications of AI in Digital Marketing:
A recent survey conducted by Salesforce reveals that 51% of marketers are already using AI and rests are planning to induct it in their digital marketing ecosystem soon. The article encompasses a list of AI powered applications that are rapidly changing the face of digital marketing. We will see even more applications, making to the list soon.
Well AI in content writing isn’t related to tool written spun content in any way. Neither it’s about machines writing content from scratch on any given topic. However, there are certain specific areas where AI can help in curating content based on data and information.
Publication magnets such as the Associated Press and Forbes are using Intelligent AI such as Articoolo, and Quill. These tools have inbuilt templates and fill-in-the-blanks that allow entering data and keywords to produce unique, high quality and well-organized content. Such content pieces look like human written.
Besides content curating content, AI also enable to curate content to ensure better and relevant content for visitors on certain websites and blogs. We have seen such AI based applications on Amazon. You must have seen personalized content recommendations that the user may find interesting. This is an ideal example of AI powered content curation. Similarly, on websites and blogs the technology can be used to recommend readers articles that are more relevant to them, based on posts and topics they’ve shown interest in.
Email marketing is another area where AI is being used at scale. AI is now helping brands to build hyper personalized email marketing campaigns based on user preferences and behaviors. It improves engagement and increases conversion. There are renowned marketing platforms that use AI powered tools to mine customer data to ascertain the best times and days of the week to send email communications. AI tools make it easier to recommend frequency and the content that users like to see.
Digital advertising is probably the only place where AI is highly utilized. Facebook and Google were already leveraging AI and machine learning find targeted audience base that is more interested in advertisements that match up their interests, demographics, and other behavioral aspects. We already have already seen Google AdWords’ automatic auction-based system that enables advertisers pay the lowest possible cost per conversion.
With artificial intelligence and machine learning in place the way we searched is drastically changed. The technology, mostly impacted organic searches made via search engines and voice searches done through mobile devices. The innovations of AI in search can be seen in Amazon Echo, Google Home, Apple’s Siri, and Microsoft’s Cortana. They make search easier to perform just by pressing a button or saying a voice command.
Google’s machine learning algorithm, Rankbrain is a striking example of AI. It helps to produce more relevant search results. The algorithm internally interprets the user’s voice searches and provides the user with the best results as per the user’s search context.
Brands are now customizing the user experience on websites using AI powered tools. AI algorithms mine tons of data of users that include location, demographics, devices, interaction with the site, etc. in order to display relevant offers and content recommendations. Personalization can grow conversion raters and boosts consumer’s experience. Chatbots are the best example of how AI can skyrocket user experience at scale.
Chatbots are the perfect example how AI can ramp up customer communication without human intervention. Brands have started integrating AI powered automated Chatbots to communicate with their prospects. Chatbots automates responses to potential buyers’ frequently asked questions.
Chatbots are currently are of two types- Structured and NLP based. Structural Chatbots are pre-built bots that are coded to respond to set of questions organized in a frequently asked questions format. NLP Chatbots are more advanced and complex Chatbots that use natural learning processing and machine learning to find the correct response of the user query. Chatbots are capable of handling several user requests at a time. So, they reduce the waiting time during customer support enhance user satisfaction.
Artificial intelligence is also changing the way websites are designed. There are web designing tools and applications that use AI based algorithm to design a website based on the information provided by users. This information includes images, text, calls to action, etc. These websites are get ready in less time and at cost effective rates.