Lately the topic of AI is abuzz in the world of Marketing. And like anything new, the excitement is getting engulfed in the mist of concern.
In this article, we try to explore what exactly it is and how AI can affect your digital marketing campaigns!
What is AI?
Simply put, AI (Artificial Intelligence) refers to computers that are able to perform tasks which normally require human intelligence. For example, face recognition, natural language processing (understanding spoken instructions) or automated data analysis.
By leveraging these capabilities in various ways for businesses such as yours, AI has become a powerful tool for enhancing marketing campaigns with speed and precision like never before imagined.
Is AI a blessing or a curse?
Every coin has two sides. Artificial Intelligence too has both benefits and drawbacks.
As Alexander Pope said in his book length poem,
In short, if you know what you want to use AI for, it is a blessing indeed! Here’s how we see AI helping Marketers to deliver results:
AI Powered MarTech: Automise to optimise
AI powered MarTech tools are revolutionising analytics in the world of Digital Marketing! Recently launched Google Analytics 4 (GA 4) is launched with a vision to improve Google Ads performance and deliver more efficient ROI. You might be wondering, how?
Linking your Google Analytics 4 accounts to your Ads account does the trick! Google Analytics 4 can track users across websites, subdomains, and apps, enabling you to create more holistic audiences. This machine-learning technique will help marketers use first-party data to reach high-intent audience groups. Meaning, your ad spend will be even more targeted with a higher conversion rate!
Moreover, with privacy and data protection being a critical focus for marketers, GA 4 performs an event based tracking as opposed to historical session and tracking. This also allows users to determine what data is collected and how it is used. So, this verified first-party data and machine learning fills the data gaps. At the same time, predictive analytics help marketers draw meaningful insights and effective forecasts.
On the other hand, a similar move by Microsoft boosted its search functionality with ChatGPT, which will not only enhance user’s search experience but also bring benefits to the advertisers through AI and machine learning capabilities.
Machine learning technology advancements used in AI-powered Google campaigns, Bing Search Campaigns as well as Meta campaigns, enable marketers to learn from past campaigns and predict future outcomes more accurately, that too automatically!
Marketers can use sophisticated algorithms of the search engines to determine customer segments with a higher likelihood of purchase within a product line and forecast traffic fluctuations across channels during holiday seasons like Christmas Eve or Black Friday.
Furthermore, AI powered tools and services can also help you with personalising customer experiences based on individual preferences. All of this adds up to boosting your digital campaigns’ success rates while optimising costs at the same time.
In recent years, the rise of AI tools has revolutionised digital marketing and drastically transformed how campaigns are designed. Nowadays, there is a multitude of AI-powered technologies that marketers can use to gain insights into user behaviour as well as help optimise campaign results in real-time. As such, it has become essential for modern marketers to hone their skills on these new platforms in order to keep up with the ever-evolving trends.
Using artificial intelligence within digital marketing allows you to create personalised customer experiences tailor-made just for each individual user or group of users who have similar interests or preferences.
Personalisation could include anything from customising a landing page content based on a user’s location or browsing history, to providing recommendations based on their historical purchases or visits online, to real-time offers presented at the right moment during the customer’s shopping journey – and these are made possible through AI enabled data analysis.
Chatbots have been around for a while now. However, the difference between the historical Chatbot and an AI powered chatbot is, ‘Conversational Tone of Voice’. Previously, Chatbots were programmed to deliver answers that were pre-programmed for the exact questions. However, an AI powered chatbot can send automated responses in conversational tones when an associated keyword is detected, usually through text input languages such as Natural Language Processing (NLP). Additionally, an AI powered Chatbot can gather and analyse valuable data concerning consumer behaviour patterns which inform decision-making processes further down the line.
Assuming good functionality, these bots make sure conversations remain consistent irrespective of whose conversation they receive while at the same time enabling organisations to process queries faster. Therefore, by enhancing the overall experience, products, and brand values, they significantly impact customers’ decision making regarding future interactions. This, in turn, helps establish long-term relationships, loyalty programs, and ultimately leads to increased sales, resulting in a greater return on the company’s investment in building its online presence.
Traditional methods of targeting potential customers or clients involve manually collecting data through surveys, feedback forms, and social media comments or reviews. While these methods can provide valuable insights into the target audience, they often fall short of accurately reflecting reality. Adjusting your strategy based solely on manual research becomes challenging.
This is where AI comes in! AI algorithms have access to vast amounts of online data, such as browsing habits, enabling them to provide more precise information about which individuals are likely to respond positively to specific sales messages. AI accomplishes this in a fraction of the time it would take human researchers.
As a result, you can allocate your resources more effectively while creating tailored outreach initiatives for different buyer personas based on factors like age, gender, and location. Additionally, this allows for better management of future customer relationships, ensuring that value-added services correspond appropriately to each recipient type.
Once strategic decisions have been made regarding campaign goals and target markets, creating high-quality content that captures the attention of prospective audiences becomes a crucial aspect. Traditionally, writing articles or stories required significant effort and involved a lengthy planning process for formatting images and text before releasing them to the public.
However, with the advent of Artificial Intelligence solutions, the efforts are made efficient. These solutions not only offer automation but also provide relevant suggestions to enhance the appeal to readers. Many providers offer automated platforms that artfully shape audio/visual materials and produce engaging visuals with catchy taglines. This helps create eye-catching final products and greatly improves the chances of success.
Through continuous analysis, a perfect recipe can be developed to maximise shared impact and identify what works for specific types of people within predefined boundaries. This is done without compromising brand integrity and the core mission. The AI solutions allow for precise targeting within clearly indicated parameters. By analysing data, they can identify the preferences and behaviors of specific “types” of people, ensuring that the content is tailored to their needs and interests. This approach significantly increases the chances of success in the venture while maintaining brand integrity. Interesting, isn’t it?
Does this mean that the need for a content writer / creator is gone? No, AI is a long way away from taking over HI (Human Intelligence). While it creates a nearly perfect semi-final draft, your content will need that final human touch for sure!
The use of predictive analytics combined with AI algorithms allows marketers to gain valuable insights from the vast amount of data collected from customers through their devices, websites, and interactions on social media platforms like Facebook and Instagram. Predictive analytics uses various techniques such as machine learning, NLP, deep learning models, and text mining to help marketers understand user behavior patterns more closely by analysing huge amounts of structured and unstructured datasets generated from different sources within an organisation.
Moreover, predictive analytics helps marketers generate useful recommendations and reports, which serve as a basis for a better understanding of the target audience’s preferences. This allows marketers to design their strategies accordingly, such as deciding what kind of content they should publish, where and when to publish it, and what types of offers would best suit individual segments. This leads to efficient campaign designs resulting in higher ROI, as it eliminates guesswork from the process and allows for smarter decisions along the way.
AI helps marketers gain a better understanding of customer needs by analysing their behavior across different channels, such as websites and social media posts, using machine learning technology. It enables the collection of data from multiple sources and identifies patterns in customers’ buying habits. This allows marketers to target precise audiences with tailored messages, resulting in higher engagement rates than what manual efforts alone could achieve.
Additionally, AI-based software can swiftly and accurately carry out market research tasks like competitor analysis. It provides companies with a wealth of information about the strategies employed by other brands and their effectiveness. Armed with these insights, marketers can make informed decisions on where to invest their resources for maximum returns on investment (ROI). By leveraging AI, marketers can gain a competitive edge and optimise their strategies based on data-driven analysis.
Despite its numerous benefits, the use of AI in designing digital marketing campaigns raises ethical concerns. This is primarily due to the heavy reliance on personal user data collected from tracking cookies, which users may not always want to share publicly without their awareness. Such practices raise privacy concerns among consumers and can potentially lead to violations of GDPR regulations if the data is misused inappropriately.
Organisations must guarantee the proper usage of this highly valuable data to avoid negative consequences on their reputation. Failure to do so can result in the need for damage control activities and significantly decrease the organisation’s ROI scores. While automation plays a crucial role in the design process, it is important to maintain a human touch. Team members are responsible for adding the final touches, ensuring the message remains coherent and aligned with the overall goals, and preserving the brand’s integrity throughout the entire process, regardless of the obstacles faced.
The use of Artificial Intelligence (AI) within digital marketing campaigns is becoming increasingly popular. While AI offers many advantages and opportunities, there are a number of challenges and drawbacks that must be considered before implementing this technology into your strategies.
AI has a lot of potential to revolutionise how businesses operate and bring greater efficiency, accuracy, speed, savings – all while reducing human errors. Applications range from customer service automation to improved data analysis for business intelligence; AI can also be used for predictive sales analytics or even job optimization.
The possibilities with AI seem limitless as more companies start exploring its potential especially in industries like healthcare where it’s being used for diagnosing diseases faster than ever before. Automation is another area set to benefit from artificial intelligence as robots take over mundane tasks that no longer require human labour – leading the way towards a future filled with automated processes day-to-day jobs have become unrecognizable due to technology changes enabled by Artificial Intelligence.
Going forward, we can expect more advancements in this field such as better natural language processing tools that can identify voice commands accurately or real time facial recognition systems which will greatly enhance workflows within organisations across various sectors.