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How is AI altering the digital marketing game?

Jun 30 , 2022

AI has come out of Hollywood fiction and become the imminent future. AI technology is becoming a part of every home and business, and we will all benefit and become increasingly dependent on AI, as we will continue to be so in the future..

As AI is delivering exceptional results, marketers no longer feel hesitant to embrace it. In a survey commissioned by MemSQL, out of 1600 marketing professionals, 61% considered machine learning and AI as crucial data initiatives. A different survey conducted by Salesforce revealed that 84% of marketers have adopted AI, which is a staggering rise from previous years 29%.

So what will AI mean for marketers in 2022? AI is marking major changes to the digital marketing landscape. While the future is unpredictable, it’s undeniable that AI will continue to progress and play an increasingly central role in digital marketing. According to a recent study by Semrush, 40% of marketing and sales departments are prioritising AI technology and machine learning for their success more than any other department.

Now that’s clear, let’s dive into how AI is affecting the digital space:

Targeted marketing

As AI is going to dominate digital marketing in 2022, marketers can use individualised data to determine whether customers will be interested in a product before prompting them to pay.

Marketing automation and personalization

Marketing automation and personalization combined with AI can bring out a unique level of customization in marketing. Marketers can use AI solutions to automate PPC advertising, display advertising, conversion rates, SEM, keyword research, SEO, SMM and website analytics.

Predictive analytics-driven personalised recommendations

Predictive analytics provides actionable information that otherwise won’t always be obvious. It is a way of learning about the future behaviour of individuals based on historical data and testing runs. With AI in digital marketing, we empower users with personalised recommendations, driving repeat usage and better user retention.

An example of this is Facebook’s dream project, Rosetta, that focuses on leveraging AI and machine learning to understand texts in images and videos to improve the quality of the content users see on their feed.

Real-Time Customer Support

The driving force behind customer support has always been quick resolution of problems and questions. According to a Business Insider report, almost 40% of internet users worldwide prefer interacting with chatbots over virtual agents. In essence, integrating chatbots into a digital marketing strategy, can help businesses both attract potential customers and retain existing ones

AI-driven content marketing

Advertisers are finding AI more useful in gaining better insights into consumer behaviour, which gives them a competitive advantage in the digital age. Artificial intelligence is playing a major role in content distribution by helping predict topics that are likely to attract traffic and distributing content around those themes with pinpoint accuracy.

In short, AI can help one:

  • Gain real-time insights into how one’s customers interact across the wide range of channels they use.
  • Automatically assign cases to the most appropriate group, then use predictive analytics to determine the best course of action.
  • Use chatbots to deliver knowledge through automated workflows, which has also found to be a very cost-effective way of increasing one’s customer base.
  • Analyse customer data and identify the leads most likely to convert into customers and help businesses nurture these relationships.