With the inclusion of Artificial Intelligence in digital marketing, a person can benefit from higher marketing agility, improved cost efficiencies and gain better consumer insights.
Artificial Intelligence has been a HOT buzzword for many years now, and for very good reason. It has permeated so many aspects of our modern life that we have reached a point of accepting it as completely normal. It has changed the way we live, work, shop, learn and entertain ourselves. But it impacts not just our day to day lives. Despite being at a relatively nascent stage, artificial intelligence is also transforming the way business is done across the globe. There is hardly any sector that has been left untouched by Artificial Intelligence and we can see it being used across finance, banking, marketing, technology, retail, medical and even the defense sector.
The advertising and marketing industry is no exception. In fact, this sector among the few vanguard of implementing Artificial Intelligence in one form or the other – be it in the form of smart packaging materials, Artificial Intelligence activations, AI driven campaigns and more, and this even more evident when it comes to modern digital marketing. Things that are now considered constitutional to digital marketing, such as the ability to analyze and profile potential customers who visit your website / app, predict their interests and behavior and deliver customized communication to them in real time, would not be possible without AI.
Intelligent chatbots to offer 24/7 customer service, specific recommendations on video streaming platforms and eCommerce sites, customized landing pages for unique search queries are some other common examples of AI in action.
Over the last few years, we have first hand witnessed many exciting applications of AI in the digital marketing space, expanding our perception of what is possible. The reason for the growth in AI can only be attributed to one thing – performance. With the inclusion of AI in your digital marketing arsenal, you can enjoy higher marketing agility, improved cost efficiencies and gain better consumer insights. All of these things combined, will and can give you the much needed edge in today’s competitive environment.
5 indisputable ways in which AI is improving digital marketing today :
We have current applications of AI being used in the different stages of a campaign process – from the strategy and planning to the implantation, measurement and insight. We will most likely have more use cases as the technology evolves, i have shared the top ways in which the use of AI is transforming digital marketing.
Rich, real consumer insights
With AI implementation, you will obtain the rich consumer data in real time, helping you to understand what exactly your audience is responding to on your campaign, what aspects are working and which ones aren’t. This information can be converted into actionable insights, this can also be used to tweak or modify your campaign strategy to maximise effectiveness. You will no longer have to wait for research results, or rely on assumptions when it comes to making decisions.
Improving user experience
Creating a customized user experience is at the core of a successful AI implementation. With the real time insights derived from an AR campaign, it is possible to anticipate the needs of your consumers and create a personalized experience that is relevant to them. This takes time insights derived from an AR campaign, it is possible to anticipate the needs of your consumer and create a personalized experience that is relevant to them. This takes the form of personalized recommendations based on their past behavior or even creating custom landing pages that are timely and relevant, we can most commonly see this on online shopping portals and travel sites.
Automating campaign optimization
With the right Artificial Intelligence and a smart team by your side, practically have your marketing program run on its own! Programmatic advertising can automate the manual tasks of buying, selling and placing your ads, and also drive efficient budget allocation and higher savings, enabling you to enjoy a noticeably lower cost per acquisition in lead based campaigns, not to mention freeing up your time which can then be used for adding value in other ways.
By applying AI it can also help you focus your marketing budgets on your most relevant audience. Tracking and analyzing individual customer behavioral trends will give you a better perspective of which marketing actions and platforms will be better suited for them. With this it will allow you to serve customized communication in the best way possible – with an apt placement, apt creative and the right geo targeting as well. AI can help you achieve every marketer’s dream – reaching the right consumer with the right message at the right time.
All of the above points – creating a better experience, serving contextual and relevant communication with precise targeting, optimizing your campaigns in real time will work together to increase conversions at the fraction of the cost and at a much faster pace. It will increase overall productivity but will also significantly improve ROI. A report shows that businesses that implement AI have a 54% more traffic and engagement, 52% increased conversions and 58% higher revenues. This will only improve as AI gets more effective. So if this isn’t compelling data, then i don’t know what is.
No matter how tech-driven digital marketing ends up becoming, the need for human supervision cannot be undermined. It is essential that the right insights from analytics, translate them into measurable results. This is done by closely monitoring and updating the data that you pick up from your AI campaigns, which will improve the way AI works for you. If you have not yet invested AI tools or resources, now is the time to start. It is a decision you won’t regret.