9/19/2024
Many folks still aren’t entirely comfortable with AI, as evidenced by how many articles on the topic cannot help but reference some kind of robot uprising, but not us! AI technology has been in digital marketing for so long already that we practically take it for granted, as it lurks beneath the surface, waiting for the perfect opportunity to finally take its rightful place once and for all… dang it! Ok, it really is hard not to go there.
So what exactly is AI in digital marketing? Basically, it uses artificial technologies to make automated decisions. These (quick!) decisions are based on data, which has been collected and analyzed, along with observations of economic and audience trends.
Like I said, AI in digital marketing is nothing new. Digital marketers everywhere already use AI to improve their efficiency of operations, enhance the customer experience and gain insight into customer preferences and behavior. It’s a key component of common tools such as e-commerce solutions, email marketing platforms, search engine and social media advertising solutions and more.
While AI underlies a lot of what goes on in marketing already, it has grown in its capabilities and more and more marketing teams are using it with intention, rather than in a somewhat offhand manner. Here are a few ways in which we will be seeing AI technologies increasingly used in digital marketing:
AI powered analytics gives marketers improved abilities to forecast customer behavior, and thereby create more effective marketing strategies.
Predictive analysis uses data, algorithms and machine learning to predict future behaviors so that marketers can create and guide campaigns more precisely.
Chatbots go a long way in improving customer service, including the ability to work 24/7.
Chatbots are able to “talk” to customers by providing accurate information that uses natural language, and can incorporate historical data about the customer to provide a personal touch. The ultimate goal is that a customer won’t even be able to tell whether they’re talking to a human or AI.
Ok…anyone else just a little creeped out by that, or just me?
There are a couple areas in which AI can improve advertising.
One is programmatic advertising where AI is able to bid on the advertising space, in real time, that is going to most effectively reach your audience.
AI can also create advertisements that match your brand, and even personalize ads toward different audiences by changing text, images and music to appeal to different users and customers. Pretty cool.
Speaking of personalization, AI is only getting better at recommending specific products and services by analyzing customer data and searches, which ultimately leads to more purchases.
This is the same technology that allows Facebook to automatically tag friends in pictures.
Customers will be able to upload an image of something in order to do a search for something similar, creating an entirely new way to shop.
AI can now be used to help draft social media posts, blogs, personalized emails and website copy - just make sure to edit it before it gets out there. Right now, AI is capable of assisting with the written word, but will eventually be able to help generate audio and video content as well.
Digital Marketing with AI is expected to take huge leaps in the amount of use it gets over the next couple years.
Thankfully, none of the above involve looking over at the next cubicle and spotting M3GAN…yet.
Dang it! Did it again.
Sources:
https://trustmary.com/marketing/ai-marketing-tools-you-need/
https://www.engati.com/blog/8-ways-ai-will-change-the-future-of-marketing
https://www.designrush.com/agency/digital-marketing/trends/ai-marketing
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