Impact of Artificial Intelligence in digital marketing
- October 5, 2018
- Digital Marketing
Seeing as how AI is pretty much penetrating all industries and sectors, it’s safe to say that however, AI will change digital marketing and advertising, it’ll do it in a big way. Artificial intelligence (AI) is rapidly reshaping every industry one by one. The world of digital marketing and advertising is no exception. Adoption of AI in digital marketing is accelerating the business process and increasing ROI.
Leveraging the power of artificial intelligence in digital marketing strategies is providing excellent outcomes and improving the user experience.
Google’s Rank Brain is one of the biggest examples of Artificial Intelligence in digital marketing.
In 2015, Google rolled out Rank Brain algorithm to handle users search queries. Google’s Rank brain utilizes a machine learning algorithm to understand users search queries and acknowledge them.
Rank Brain is now the third-most-important ranking factor to rank websites in the search result page.
Let’s have a look at how artificial intelligence is changing the world of digital marketing.
AI Helps with Daily Applications
Nearly everything that we use, be it GPS, or voice assistants, or social media tags, it all runs on AI algorithms. AI has made life quite simple with its amazingly useful algorithms, thus making our work quite easy.
AI is the Base for Digital Help
With the help of Artificial Intelligence, online support interaction is going to be pretty flawless, because machines can easily predict buyer behaviour and decisions and use that data for a future purpose to solve issues.
AI facilitates better ROI
Artificial Intelligence uses a high-level image recognition. This is a great feature which can make payment processes way faster than they are now. AI can also solve the security concerns involved in online transactions. Machine learning helps collect adequate data from user behaviours, and adds up to its inventory with a better database and design, and based on audience interest; it provides with a better decision-making algorithm, which brings about great ROI.
Marketing Increasingly Focused on Consumer Behaviour
AI is all about data-driven approaches to marketing and decision making, and this extent is being used to integrate data from different platforms.
Platforms collect and store all kinds of analytics these days as a part of analysing customer patterns to develop automated systems and customer profiles to target specific markets. It looks like, shortly, computers will be increasingly in charge of bigger and bigger decisions.
Advanced forecasting of sales
The market is a forever fluctuating place, and an adverse fluctuation can cause way too many changes for businesses, The Great Recession of 2008 being an excellent example. However, with AI, it gets easier to predict the future trends of the market, so accordingly, the necessary digital marketing trends can be implemented. This saves a great deal of hassle later.
Advertising Gets Better
Advertisements are necessary for promoting the brand. But it so happens that often people get advertisements that have got nothing to do with their interests. Since AI collects and analyses user data and predicts user behaviour, brands can create advertisements according to their audience’s preference and users, in turn, would be seeing ads that matter to them based on their interests.
A simple way to reach the right target audience
When you own a brand, it’s essential that you contact the right people who can bring value to your brand and its assets. AI-based Digital Marketing makes reaching out to the best target audience easier, as AI helps in finding people based on their interests, focus, demography, and other aspects and decides which people would constitute the best target audience for the brand.
On the financial front
With a cognitive computing system in place, we will get accurate monetary appraisals. The in-depth market analysis will assist marketers in taking the right decisions when buying or selling on the internet.
Chatting is easier with AI
With the increasing role of chatbots, they are bound to replace human interaction on the website. Chatbots can learn automatically and create new responses based on historical data in the system.
Content Creation and Curation
AI can be used for lead generation in the context of content creation, and it’s already been used for several programs such as Wordsmith. AI is useful for gathering and reporting on data like sports and market information and finances. On the curation side of things, AI will choose the most relevant content personalized to each unique visitor. An excellent example of this type of technique is when an e-commerce website shows you the “similar” examples of other products you might like.
Sort of like an automatic recruiter, AI can sift through piles of data to find the ideal customers, clients and even colleagues based on information that it already has and the program that it’s using. Even more fascinating, it can also predict or rate how hot a given lead is. So, for B2B or yet recruiting purposes, this can save a lot of time and energy on just basic searching, leaving you more time for things like pitching and sales calls.
Drawing on the ideas of machine learning and meta-analysis as mentioned above, semantic searching refers to the capacity for machines to inherently understand user searches contextually to offer a set of results that are customized. AI can do this by understanding more about the contextual meaning of certain search phrases and patterns. It’s also able to understand more detailed and complex relationships between different data sets–so, for instance, incorporating a user’s search history into the results page.
AI comes in handy when you have to gather and integrate data from multiple software or sources. As AI develops, its efficacy increases in creating well targeted and customized ad campaigns based on various buyer journeys.
Improved user experience
AI can help in enhancing the user experience to a great extent and keep the audience engaged on your website. When AI integrates with digital marketing, predicting buyer actions and evaluating buyer personas becomes easier. Cognitive search and chatbots can resolve customer queries instantly, adding to the overall user experience.
Humans make errors. But, with the increased use of AI, the errors will be eliminated to negligible levels, and the tasks will be completed with more precision. This would lead to increased efficiency and less time consumption for all the jobs.
Accelerated Mobile Pages
Google’s accelerated mobile pages (AMP) uses artificial intelligence to enhance the user experience in mobile devices and give personalized user experience. Google rolled out AMP webpages in October 2015 to reduce the webpage load time in mobile and boost customer experience. Implementing AMP in your website increases the chance to rank higher in search results.
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