Artificial intelligence has taken the digital marketing world by storm. This post sheds light on how AI has impacted digital marketing, with the help of its prominent use cases.
Artificial intelligence (AI) was just an ambiguous term in the realm of digital marketing a few years ago. Today, when 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% of them considered machine learning and artificial intelligence as crucial data initiatives. Another 2018 Salesforce survey revealed that an impressive 84% of marketers have already adopted AI — up from 29% in the preceding year.
This year-after-year growth has surpassed other emerging technologies such as marketing automation and the Internet of Things (IoT) that marketers continue to adopt.
Join us as we take a deeper look into how AI is revolutionizing the digital marketing game, as we know it.
Improved User Experience
Great user experience is the mark of a successful digital marketing campaign. Prospects are more likely to convert when they can resonate with the content. It is what turns loyal customers into brand evangelists. And this is where AI can help enhance customer experience.
Marketers can analyze AI-generated data to determine which form of content is the most relevant for their target audience. Factors such as past behavior, historical data, and location can be used to recommend the most valuable content for the users.
An example of this capability can be observed in online shopping experiences. We all know how Amazon shares relevant products to buyers based on views, purchases, and previous searchers. That’s artificial intelligence at work!
Another app has gone above and beyond, allowing users to virtually “try on” clothes without actually visiting the store. This not only translates to higher engagement, but also lower product returns, and less disgruntled customers.
Predictive User Behavior
Artificial intelligence can not only examine past customer behavior but also predict the future behavior of existing and new users. Through data management platforms (DMPs), it can gather third-party data across the internet and not just from the company’s website.
Therefore, businesses can apply these insights to personalize their digital marketing strategy and campaigns. Apart from that, AI can help identify the leads with the most potential to convert. Businesses can then devise compelling digital marketing strategies for their highly qualified prospects.
With new algorithms, the accuracy of data is anticipated to get more efficient. Predicting the ROI and determining sales forecasting will inevitably become a lot more convenient in the future through these innovations.
Real-Time Customer Support
Quick resolution of problems and queries is what drives customer support. For this reason, many companies have introduced AI chatbots on their websites and social media channels to communicate with hundreds of thousands of visitors simultaneously.
According to a Business Insider report, almost 40% of internet users across the globe prefer interacting with chatbots compared to virtual agents. Incorporating chatbots in the digital marketing strategy would allow companies to reach potential customers as well as retain existing ones.
Some of the simplest queries such as order status can be managed by AI chatbots. By reducing the wait time, businesses can considerably increase overall customer satisfaction.
Optimized Email Marketing
As established earlier, personalization is a critical aspect of digital marketing. With the help of AI, brands can run personalized email campaigns. Creating engaging, relevant emails by including product recommendations based on user behavior is a tried and true recipe for success.
AI can help predict what type of images, design, subject lines, and messaging would generate better results during the campaigns. Not just that, brands can deliver the right message to the right users at the right time by leveraging artificial intelligence in email marketing.
By embracing AI in content marketing, companies can obtain the desired ROI. The technology allows them to determine the type of content that resonates the most with their targeted demographic.
As a result, companies can allocate more resources into creating that form of content. For instance, a study indicates that 40% of millennials engage with video content the most. Hence, if the target audience is dominated by millennials, video content should be the primary focus.
According to the same study, video marketing comes next to blogs, where the latter remains the most prevalent form of content marketing.
With the greater accessibility of artificial intelligence, more and more brands are embracing it within their digital marketing strategy. The fact that AI provides timely customer service, relevant recommendations, and enhanced user experience is irrefutable.
For businesses, it offers valuable insights that are key to making informed decisions.
This article is written by Ruhi Van Andel and published here