Artificial Intelligence – The Role Of AI In Digital Marketing
Artificial Intelligence has become indispensable in our digital world. AI’s ability to understand and replicate human behavioural patterns has created greater work efficiency for highly specialised and technical tasks.
Artificial Intelligence has the ability to collect, analyse and learn from data, giving us deeper insights into consumer behaviour. More organisations are implementing AI to improve their digital marketing strategies, to enhance their customer experience
What Is Artificial Intelligence?
Artificial Intelligence is a fragment of computer science that specialises in developing intelligent machines capable of simulating human intelligence. It refers to the ability of machines to perform human-like tasks of cognition, such as learning, problem-solving, decision making, and speech & language. Artificial Intelligence technologies depend on three cognitive skills of learning, reasoning, and self-correction.
There are two broad categories of AI:
- Narrow AI- Narrow AI, also known as Weak AI, is programmed to perform a single task extremely well. Narrow AI operates within limited data sets, and can’t perform tasks outside of what they are designed to perform.
- Artificial General Intelligence- AGI, also known as Strong AI, refers to machines that display human-like intelligence. AGI has the cognitive ability to apply its intelligence to solve problems.
Why Is Artificial Intelligence Important?
- AI automates repetitive manual processes thereby saving cost and time.
- AI has the ability to analyse more and deeper data with greater accuracy.
- It can adapt through progressive learning algorithms.
- AI adds intelligence to existing products and improves technology.
How Artificial Intelligence Is Transforming Digital Marketing?
AI is helping organisations to develop better marketing strategies through a comprehensive understanding of their target audience. Companies like Amazon use AI to recommend products on the basis of the customer’s purchase and search history. Today, AI is used by several organisations to handle customer interaction through virtual assistants such as chatbots.
AI has become a crucial part of digital marketing because of its ability to collect and analyse large consumer data quickly and accurately.
Customer relationship management, when combined with AI, can maximise the collection of user data, gain deeper insights into the target audience, and identify user needs to provide better customer service. With the help of AI, companies can predict potential customers’ needs and provide personalised customer service. Services like Netflix and Amazon Prime use AI to recommend content based on a user’s viewing history and interest.
Many publishing companies like Washington Post, The Associated Press, the BBC and more, are using AI to create content from scratch. AI is capable of writing reports and news based on the data and information that’s fed to it. Using Natural Language technologies, machines are able to identify trends in raw data, match these patterns with relevant key phrases in a story template, and add more information to the script to create a report that can be published across multiple channels. Platforms like Facebook and Instagram also use AI to identify and remove inaccurate or fake news.
Chatbots are increasingly becoming the preferred mode of customer interaction for businesses to solve customer queries and questions. These chatbots are available 24/7 to cater to customers needs. AI chatbots have been revolutionary for sectors like healthcare, banking, and E-commerce that offer their services 24 hours a day. AI chatbots have enabled businesses to provide assistance to multiple customers at the same time, and in different time zones, thereby optimising their user experience. With the option of choosing a language, chatbots are able to provide a more localised customer service.
A website is an essential component of any business. Responsive website design is important to enhance customer engagement. AI-powered website builders have made the process of website development really easy. These website builders require little to no technical expertise to implement. They have questionnaires that gather and understand the user’s preference and other relevant information and build a personalised website based on the requirements. Softwares like WIX ADI, Impress.ly, and The Grid uses AI to help its customers build websites.
With its superior insights and greater efficiency in data collection and analysis, AI can help marketers to predict future outcomes. The combinations of AI, data mining, statistical algorithms, and machine learning can enable businesses to become more agile and proactive to future variables. Predictive analytics powered by AI can help businesses boost revenue, reduce cost and gain competitive advantage.
Platforms like Google and Facebook are using AI to improve and deliver exceptional user experience. AI is used to analyse a user’s information such as age, gender, demographic, interests, and other aspects to show them the most appropriate and relevant advertisement, thereby enhancing the performance of these paid ads. AI powered tools can detect consumer patterns in your data collection, and then predict what changes in the ad campaign can attract greater success and profitability. Using AI for digital advertising can dramatically increase revenue, and reduce time and money used on ineffective ad campaigns.
Businesses are using AI to optimise their email campaigns. Personalised emails, containing highly relevant information based on a customer’s preference, can increase both user engagement and retention. AI can help organisations to send the right message to the right audience, at the right time. It can help companies to understand what type of content, subject lines, images, and designs are more effective to get greater leads and conversions. AI can simplify the process of segmentation, personalisation and automation of email marketing, which can in turn save marketers a lot of time and cost.
Personalisation of content and service is an important factor for customer satisfaction. Companies send broadcast messages through social media, SMS, and other platforms to encourage customer engagement. AI can be used for broadcasting personalised messages to target audiences. These messages can be framed with follow-up messages in advance, which are triggered by the right response from the customer. Acknowledgement of purchase, or thank you messages can be automated to reach the customer without any wait-time, thus saving marketers a lot of time.
AI has contributed to greater efficiency of digital marketing strategies, and better productivity. As AI evolves, it will help businesses to gain better insights and adopt more agile business practices. At Alkye, we provide our clients with Data & Reporting services that help them to understand and adapt to market changes and stay ahead of the competition.