Digital marketing has been at the forefront of most marketing initiatives, taking more than 50 percent of the whole marketing industry since the decade started.
Digital marketing entails marketing through online social platforms in a bid to reach online audiences and engage them towards your product. This type of marketing has grown rapidly largely due to the increased adoption of smartphones and the internet by almost every individual on Earth.
Most people have an online presence with the largest platforms like Facebook boasting 2.7 billion users (43 percent World’s population), Instagram at 1 billion users, Youtube at 2 billion users, and others ranging above 100 million users (WhatsApp, Tiktok, WeChat, Baidu).
For contrast purposes, the largest countries cannot come close to this kind of population numbers, China has a billion people while Facebook has 2.7 billion users, the USA has 300 million people while Instagram has a billion users.
Online social platforms command a very significant portion of the world’s population and provide relatively easy means to reach out to audiences cheaply. This is why digital marketing has been the most popular marketing strategy for most businesses.
However, like any other business, it is evolving with time. Artificial intelligence (AI) is changing the digital marketing landscape bringing with it a lot of advantages.
Previously, AI was not a major gamechanger, but due to advances in computing power, computer science, and new programming techniques, artificial intelligence has been introduced in the field of marketing technology and has made a big impact. Here are some of the ways artificial intelligence is changing the digital marketing space:
Artificial intelligence is helping marketers get a better view of their strategies. AI collects data about your campaign and presents it to you in a simple, easy-to-view way. You can see whether your advertising dollars are bringing in any sales or not.
Tools such as Crayon, Datorama, or Alexa can show you how many visitors are getting to your site, how much time they spend, and which pages they like most. You can also view the goods that are being bought the most, and optimize them away from slow-moving goods.
You can monitor campaigns and see which strategies bring in more customers and which strategies fail. AI helps you get a bird’s eye view of your business so you can stay in control and figure out how to better refine your business processes.
Businesses are increasingly going online and those that haven’t are planning to do so in the next 12 months. Having a business means you will have to provide customer support. For small businesses, without large amounts of customers or transactions, this can be easy to handle.
However, for large businesses, this can be a big pain. AI is helping out by providing chatbots – automated assistants to help you deal with customers.
Think of them as robots programmed to give preset replies for certain common problems your customer might face. You can reduce the number of persistent complaints by up to 99 percent if you set up the chatbot to help solve mundane problems such as navigation on sites, sorting orders, canceling purchases, or logging out. This will help you manage only the most important complaints and ease work for you.
Chatbots are also good at answering questions that customers may have while shopping.
3. Marketing Automation
Setting up a business is hard, but carrying out activities involved in the business is infinitely harder due to the routine jibs you have to do.
Things such as posting items every week for customers to see, posting content every week, reposting, sending out emails, sending out payments to suppliers, managing your content and business assets – all these can be solved by AI. There are various CRM tools in the industry such as Salesforce that you can use to manage your online business and thus ease your digital marketing strategy.
Tools like Mailchimp help you schedule and send mass emails to your potential customers. There are plenty of tools you can use to schedule your posts to the different social platforms, or tools to trigger advertisements when people search for your product.
4. Recommendation Algorithms
Currently, the algorithms available to recommend products are so good, that people have been wondering whether digital marketers use black magic.
This effectiveness is due to leveraging data collected from internet user’s search history, looking for their search intent, and aggregating other data such as location, user profile, height, age, other social platforms to give a clearer picture of the customer’s preferences.
These tasks cannot be performed by humans due to the vastness of the data required, that is where AI comes in.
Ai analyzes all these facts to come up with a perfect preference database of what you like so that it can recommend products to you. You get the products you like and the marketer gets a sale, it is a win for both of you.
5. Big Data – Targeting
Artificial intelligence is especially useful in processing and analyzing big data – vast amounts of data that cannot be processed by humans. Big Data relevant to digital marketing comes from the vast swaths of information online coming from content from billions of people using the internet.
AI can scour through all that information and find keywords that you can use to target customers. AI can also use this information to create ideal user profiles for ad-targeting. User profiles made can then be used to segment the market so that different advertisements are offered to different groups based on their preferences.
The best part about this is personalization – since AI has your data and your user profile, it can use these to tailor products to you only. This can only be possible with AI since there are billions of people.
6. Dynamic Pricing
Dynamic pricing refers to a changing method of pricing based on different factors. These factors may include time, demand, usage volume, market data, and service availability.
This method of pricing is popular with customers because, unlike traditional pricing where services would be paid for upfront for a fixed fee, dynamic pricing allows for you to pay for only that which you have used. This saves customers a lot and hence, a business using dynamic pricing is likely to be more successful with consumers than a fixed fee business.
Since customers prefer dynamic pricing, then business owners and marketers need to stay on top of the data so that they have correct metrics for price calculation, otherwise they will make losses. AI can be leveraged to automatically get these data and analyze them to automatically give dynamic prices routinely.
7. Brand Intelligence
AI can help you manage the outlook of your brand towards your potential clients. By listening to social media and what they are saying about your brand, you can gauge the brand sentiment and correct it if it is not positive.
You can also use AI to keep track of your brand mentions so that if there is an unhappy client, you can mitigate that very fast. You can also get notified if your content is getting engagements in the social arena, and what feedback people are giving about it.
8. Competitor Intelligence
Given how easy it is to start a business online, it is important to keep track of your competition to make sure you are not edged out of the market.
AI can help you discover what marketing tactics, ad-spend, and content strategies are being used by your competitors and offer alternatives to combat them. You can even put trackers on their websites and get alerted when their site changes even in the least bit.
9. Content Creation, Curation, SEO.
Quality marketing needs quality content to inform clients of the benefits of the product or service. With AI, you can generate good quality content and curate it using tools like Grammarly so that it sounds interesting, then add Search Engine optimization to help rank in results.
Using AI you can accomplish all three objectives and reach a wider audience base with more and better content than without AI.
10. Customer Behaviour Prediction.
Making a sale means you have to be sure the client needs the product. AI can help you achieve this goal by tracking customer’s search results and extrapolating.
If a customer has been searching for travel bags, then they probably want to buy one, or are planning to travel – those are two products you can sell to them. AI can help you do this for millions of people.
The future of digital marketing is being radically changed by artificial intelligence. Any worthy marketer will need to incorporate this new technology in their marketing stack or be edged out in the market.
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Daniel Witman is a passionate journalist who has contributed to major media publications. He enjoys writing about eSports, lifestyle, and other topics that bother modern men. Currently, he’s serving as an editor for datingjet.com.