“71% of marketers find AI could be useful for personalization”, says a recent survey on artificial intelligence in marketing, customer service and sales.
Artificial intelligence is transforming every industry and the digital marketing sector isn’t left untouched either.
By collecting, analyzing, learning and finally applying data, AI is helping businesses create better digital marketing strategies and enhancing brand connection with audiences.
So how is artificial intelligence used in digital marketing? What kind of real-world benefits does it offer? And finally, what is its future in online marketing?
Let’s explore the role of artificial intelligence in digital marketing in more detail.
How AI is Being Used in Digital Marketing
AI measures customer behavior and maps relevant content for them. This is extremely useful for businesses to understand the kind of content that’ll resonate the most with their selected audience.
An early success story of AI in digital marketing is websites such as Google and Facebook that use artificial intelligence on their ad platforms.
Marketers too are utilizing AI tools to optimize targeting and bidding and reaching the right demographics for ideal prices.
Morris Bryant, cofounder of Australia’s biggest digital marketing agency, Sparro, says:
“Advertisers that embrace AI will have an advantage – it allows you to focus your time outside of the tactical, channel-level work and have greater, overall impact.”
But he cautions advertisers to consider AI as just a tool, adding:
“It’s important to remember, though, that AI isn’t the whole answer and it’s certainly not a competitive advantage in the long term. When all advertisers are using the same tools, you have to create your distinction.”
Most of us would’ve encountered chatbots on websites asking if we need help. These chatbots are increasingly being powered by artificial intelligence to engage in human-like conversations.
More and more companies are adopting AI in their digital marketing campaigns and applications and gaining a range of benefits.
Benefits of Using AI in Digital Marketing
Increased Personalization For Customers
AI significantly improves personalization and recommendations for customers based on their earlier buyer journeys, leading to better conversions.
AI tools are helping businesses increase their productivity. Be it content generation, chatbots or automated marketing processes, artificial intelligence is helping companies improve productivity with more efficiency.
Effective Lead Generation
AI software can analyze existing data to find and target prospective customers on social media. It can subsequently offer the most relevant content in an ideal format, thus encouraging the prospects to move further into the buying cycle.
The future of AI in digital marketing is extremely promising. With constant advancements in the field of artificial intelligence and access to more data sets, prospects and customers will experience even more hyper-personalized and timely customer support and content and product recommendations.
Companies using AI as a part of their digital marketing arsenal have a significant head start over their competitors running legacy systems, and will eventually attain greater business profitability.
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