Artificial intelligence (AI) in digital marketing is defined as one of today’s best strategies to predict how a consumer will behave soon and offering a better online experience to them. A large amount of real-time consumer data and equally important AI concepts like Machine Learning (M), recurrent patterns and artificial intelligence, are helping digital marketers are much more efficient in analyzing their clients’ interests. This allows digital marketers to tailor their online advertising campaigns to those areas in which they believe their clientele is likely to gain a more significant benefit. However, with all these benefits, some are beginning to ask whether the benefits of AI in digital marketing are worth the effort that is required of the advertiser.
The first benefit is the fact that an advertiser does not need to learn or train their own AIs as they are already set up and working by an outside source. This means a significant investment of time can be saved on the part from the advertiser where it may otherwise have been spent implementing such processes as creating a website or designing a brand image. Another benefit is that because there is now no need for AIs to be trained or tweaked by the advertiser themselves, the company is not at risk of developing a bad product. Instead of spending valuable time fine-tuning each feature, the quality of the final product is already set and can be used in a vast array of different ways. The last benefit of artificial intelligence in digital marketing is huge as it relates to reducing costs, especially for small businesses and start-ups.
One of the key benefits of implementing artificial intelligence in digital marketing is that it streamlines the process of collecting and storing data. Traditional methods of data collection include surveys, target grouping, focus groups where a human moderator sits alongside the panel and occasionally interjects their opinions to add a human element to the discussion. The addition of a layer of artificial intelligence removes this barrier and allows the advertising team to get straight to work, collecting the data they require. AI can also make decisions on what to collect based on past activities which greatly reduces the amount of time a data collection panel has to spend sifting through pointless information. In addition, as a result of having no human moderation, the decision process is made faster, and the data collected is more accurately.
The second benefit of using artificial intelligence is that it can give advertisers insight into a customer’s behaviour. Traditional marketing techniques like focus groups and surveys can only provide results to the advertiser if they are representative of the target audience. By collecting data from a lot of sources, artificial intelligence can take all of the guesswork out of these traditional advertising tools. With the power of AI, data can be analyzed, and machine vision technology can take in every piece of information and churn it intelligently to come up with accurate predictions. In addition, deep learning analytics systems can identify trends and anomalies, which further enable a company to better understand their customer’s needs.
The third benefit is that artificial intelligence dramatically reduces the cost and time spent collecting and analyzing customer and consumer data. Traditional analysis techniques can take weeks or months to gather the data necessary to make an informed decision. However, with the power of deep learning and artificial intelligence, an advertiser can receive their data in minutes, which allows for quick decision making and a more efficient campaign.
Finally, with artificial intelligence and deep learning, a digital marketing strategy can be crafted to cater to a specific audience. Traditional data analysis can be difficult because everyone has a different interest and lifestyle. However, by using the insights of an AI-based analysis system, a marketing strategy can be tailored specifically to the interests and behaviours of each individual customer. Furthermore, because these insights are machine-learning, the advertiser is guaranteed a higher rate of response thanks to the fact that there is less human intervention required on the part of the customers. With these benefits and fewer risks, it is easy to see why artificial intelligence and deep learning are rapidly becoming a popular way for companies to improve their campaigns.
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