AI as an Indispensable Tool for Digital Marketing

A couple of years ago many humans were skeptical about the fact that AI would find its way into marketing, and robots were perceived as an element of science fiction. Today, AI is firmly entrenched in our lives so habitually that we leave its presence unnoticed.

From general tasks to specific questions like how to develop Magento 2 PWA, neural networks are making the lives of marketers and business owners easier. Artificial intelligence also bridges the gap between data collection, analytics, and strategic plan execution.

In this article, we’ll take a closer look at what benefits this modern technology offers and what marketing areas will lag in the competitive world without AI.

AI Features that Assist in Business

Below, we will lay out some of the crucial qualities of AI that streamline day-to-day activities.

1. Automation to Reduce the Effort Involved in Manual Work

AI allows to improve work efficiency and removes some of the burdens of repetitive tasks. Machines free up time and resources for duties in which humans surpass computers, such as strategic marketing planning and personal customer interactions.

It has been discovered that monotonous repetitive chores can make a person respond in an automatic way or even trigger unethical behavior. Artificial intelligence helps to significantly smooth things over. From reducing the consumer’s waiting time to instantly searching for the necessary results, all this quickly resolves the problem and brings everyone satisfaction.

2. Personalization to Boost Customer Experience

Customer engagement takes the next step as traditional marketing methods cease to have the same impact. Today, more and more customers expect brands to send them personalized messages tailored to their location, demographics, or interests. According to Semrush statistics, 71% of marketers consider the possibility of using AI for personalization matters.

The algorithm analyzes the previous actions of buyers and predicts their behavior. It’s impossible to notice how often we come across a selection of videos on YouTube or products on Amazon that are strikingly similar to what we’ve searched for recently.

Case in point, Andrew Gn store uses the “You may also like” section on its product pages to reduce customer time to find similar items or what else people who bought this product purchased as well.

Customer Experience

Screenshot taken on the Andrew Gn website

3. Big Data Processing to Reduce Errors due to Duplicate or Outdated Data

Most companies have a mind-boggling amount of valuable customer and industry information in their databases, but few utilize that data. One of the reasons is that they neglect software that combines data from many different sources without leading to duplication. AI discovers trends and patterns in data, providing information in a way that is convenient for employees to process.

In the screenshot below there is an example of how AI recommends clothing at the bottom of the page based on similarity and tendencies. The ASKK NY apparel brand puts this to good use.

Outdated Data

Screenshot taken on the ASKK NY website

Spheres of Marketing Where AI Is Being Implemented

1. Email Marketing

Today, technology efforts are focused on increasing the relevance of emails. Machine learning and artificial intelligence aid to determine which message to send to the right audience segment at the most relevant time.

For example, using the multivariate testing function, the system doesn’t just automatically send certain letters with different content and emotional connotations. It also examines which emails show good opening results, and sends more of them. And if letters with certain parameters are opened less often, then the number of such emails will decrease.

2. Content Creation and Curation

Creativity is considered to be the only human advantage over artificial intelligence. Nevertheless, smart algorithms are gradually gaining their place in this area, creating content and design that is equally valuable and cost-effective for the business.

AI supports marketers in producing content for their audience at every stage of the marketing funnel. Robotic systems research what content topics and creative elements will attract the consumer and increase engagement and conversion. By adapting the colors and style of visual elements, AI adjusts the creativity to the preferences of a particular user.

Companies like the Associated Press, Yahoo, and Fox employ AI to generate simple stories and sports reports based on real-time data. Also, AI tools like BuzzSumo help to regularly curate and select material.

3. Digital Advertising

Ads that interrupt the viewing of content are gradually losing their significance. They are being replaced by native and organic ones, where there is no “pulling the consumer out”  from the user experience. On the contrary, the content is complemented by the brand.

AI can identify the content of any format (images, audio, and even video) and its emotional context to embed the most appropriate ad content that won’t interrupt consumer engagement when viewing.

In the near future, AI has the potential to plan and optimize ad placements enabling brands to omit advertising agencies.

For instance, the German car manufacturer Volkswagen has already implemented AI in the management of media purchases in Germany and claims that it is doing better than a traditional agency. The brand has taken advantage of the media placement recommendations and is now selling more vehicles, according to Volkswagen’s head of marketing in Germany, Lutz Kothe.

4. SMM and Influencers

The hype around influencer marketing continues to grow, and so does the need for authentic content. However, finding and selecting the right brand advocates becomes a daunting task for SMM professionals.

Analyzing data manually by hashtags or user-generated content takes a lot of effort and time. It also doesn’t guarantee that you will find the right person who has achieved popularity on his own, and not fraudulently.

AI makes the investigation job easier by detecting fake accounts and sham follower counts. The programs recognize more than 27 million micro and macro influencers, assessing interests, country, the number of followers, content, languages, brand mentions, and actions on various social media channels. They place the highest quality influencers first and filter out bots and less preferred options.

To Conclude

Summarizing the above, AI is a huge business advantage for marketers in terms of tools. It helps to better understand consumer needs, find stimulating insights, spot trends, use smart targeting, search engine optimization, email marketing, and many other bonuses.

At the same time, AI not only helps us to do our job, but also increases its quality, speed, and most importantly, accuracy. So, the wise decision would be not to turn the blind eye to such a solution.

About the Author

Kate Parish

Kate Parish is the Chief Marketing Officer at Onilab with over 8 years of experience in Digital Marketing in the sphere of eCommerce web development. Kate always aspires to broaden her competency in line with cutting-edge global trends. Her primary areas of professional interest include SEO, branding, PPC, SMM, Magento PWA development, and online retail in general.

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