The role of artificial intelligence in your digital marketing strategy
Science fiction describes artificial intelligence (AI) as robots that mimic the way humans think and act. Some have even described the AI as violent machines aimed at destroying the world. However, as time and technology progressed, the world got a clearer view of how AI works. Luckily, they aren’t as gruesome as those depicted in popular sci-fi movies.
AI has become more mainstream than many realize. It is present in almost every online gadget, program and platform, serving various purposes for every individual and business. Additionally, studies estimate that by 2028, the global AI market could surpass US$107.5 billion.
Keep reading below to learn more about artificial intelligence and the role it plays, especially in digital marketing.
What is Artificial Intelligence?
AI refers to machines or systems designed to simulate human intelligence and act to achieve their programmed goals. Typically, AI analyzes data and looks for patterns to make predictions and decisions without human intervention. This means that AI-based technology is more independent and performs complex or repetitive tasks. AI is built into everything, even password management tools like magic link.
Today, there are six main branches of artificial intelligence. These are:
- machine learning
- Expert systems
- Neutral networks
- Fuzzy logic
- natural language processing
Of all the areas of AI, machine learning is the most common. It hides behind devices like the smart assistants you have at home. So when you ask Siri or Alexa to do anything, you’re interacting with a version of artificial intelligence.
AI is also present in different industries. For example, manufacturing plants use AI robots that perform repetitive tasks, especially on the assembly line. In healthcare, medical devices use AI to meet different needs, from streamlining data to medical assistance.
Artificial intelligence in digital marketing
Digital marketing benefits significantly from the use of artificial intelligence. It has helped marketers improve their reach and communicate more effectively.
Here are some examples of using AI in digital marketing.
Target potential customers
Targeting is an integral part of digital marketing. It helps brands reach online users potentially interested in their products and services. It’s an effective way to boost sales by maximizing the reach of each marketing campaign.
With machine learning, various digital platforms allow marketers to use AI to accurately target their audience. For example, marketers can send campaigns directly to the target audience’s social media feed.
Additionally, AI allows targeting to work more precisely using various user data. These include age, location, interests, and recent engagements or purchases.
AI-based targeting is now a standard in various channels that have their online advertising platforms. Some of them include Google, Facebook and Amazon.
Communicate via chatbots
Chatbots are among the fastest growing AI tools many businesses are using today. In 2021, the global chatbot market reached US$525.7 million, and it is expected to grow.
Chatbots are AI-based programs that simulate human conversations. These digital assistants are designed to handle requests and provide helpful answers to frequently asked questions.
In digital marketing, chatbots provide better customer engagement. They usually spark conversations with visitors to encourage them to inquire. Additionally, they can automate messages such as product recommendations based on a visitor’s purchase history.
The best thing about chatbots is that they can help improve workplace efficiency by handling common inquiries or transactions. They are also available 24 hours a day, even on weekends. This means they can answer questions from multiple customers without hiring more people, reducing customer service costs.
The modern influencer boom has dramatically changed the way people market online, especially on social media. Many marketers now spend their time finding the right influencers to fit their brand image.
Influencers used to be celebrities who endorsed brands on their social media pages. However, this changed drastically when many types of influencers appeared in the market.
These influencers vary in number of followers and have different goals. However, many companies choose to partner with micro-influencers.
Micro-influencers have a follower range of 10,000 to 100,000. They have the status of a celebrity and an everyday online user, which makes them more accessible to their audience. Better engagement with a target audience is why many brands prefer to partner with micro-influencers.
Social media platforms with AI-based algorithms can help identify micro-influencers. These algorithms can help match brands with the appropriate influencer through search results and social media feeds. Marketers can save considerable time in finding an influencer by using these AI algorithms.
The future of digital marketing
Today, people are moving away from the question of what AI is to thinking about how to optimize its use. AI has become an integral part of various modern tools and techniques. It has changed the way people do most of their daily tasks. It has also changed the way businesses market their products and services online.
With AI-powered solutions, digital marketing could become the future of effective brand promotion and communication. It could change the future of marketing as we know it.