Artificial Intelligence in Digital Marketing

Let’s understand what is Artificial Intelligence (AI)?

Artificial Intelligence provides machines with the ability to analyze data and perform tasks and test what level of thought process a person reached or is using to solve a specific problem. (Cognitive Tasks). It observes and thinks like a human to take decisions which eventually helps to solve the problems and executing it easier and quicker.

Some people will disagree and argue that this will replace humans in the coming years, AI Actually helping us to streamline the process. The actual key is with us to just give commands to machines, and set up the requirements. AI automates the whole process, and this eventually helps us to not be burdened with any tedious work.

How AI Helping Digital Marketing

As mentioned above AI increases efficiency through automation. This provides you more time to focus on other important tasks, But that is not only what AI does, here are some cool benefits of using AI in Digital Marketing:

Increased in ROI

In search of desire leads and prospects, business owners spent around $400-500 a month on digital campaigns (source - www.entrepreneur.com), getting ROI is difficult for most SMBs, which lead to a loss or terminating the campaign, AI plays an important role in automating and personalizing the campaigns and content to the users, AI is also capable of understanding which content performs better and helps with content curation. As a result, the right content reaches the right audience, thereby increasing in the ROI.

Studies showed results that supported this fact. Companies those who are implemented AI in their marketing campaign strategies, they found that -

• 59% better closing rate
• 58% Increased in Revenue
• 52% More Conversions
• 54% More Traffic and Engagement

These numbers convey the importance and necessity of using AI in Marketing.

Enhanced User Experience

Let’s know how Artificial Intelligence is helping to enhance the user experience by using the concept of Machine Learning to understand the user pattern.

It is competent to study their patterns to show the content according to their preferences.

Here are some examples of AI enhancing user experience:

• Suggestions tab in the right hand side on the youtube
• People also buy Section on ecommerce sites (Amazon)
• Content you watch probability of your interest percentage on Netflix

Predictive Analysis for Effective Marketing

Marketing, Digital or Conventional, requires some level of guesswork. When a new Marketing Strategy is to be implemented, certain assumptions are made to target the right set of audience. Artificial Intelligence does this guessing through a series of prediction analysis and algorithms. It analyses previously collected data to make corresponding predictions. This is beneficial to make appropriate decisions while carrying out marketing campaigns. Predictive Analysis by AI is also capable of identifying future outcomes. An example of this would be the ‘Estimate’ metrics shown while drafting Ad Campaigns on Google and Facebook.These metrics show a prediction of how many people can be reached and how many people will respond to an ad campaign. This is derived through proper analysis of audience behavior from previous data.

Allows Real-time Tracking

Platforms that have incorporated AI allow users to track the performance of their content on a real-time basis. This means that somebody employing Digital Marketing for a business can view results instantaneously and plan their next strategy accordingly.

A digital marketer can also view the result metrics of multiple posts containing varying content at once. This allows them to view, analyze and compare the results and tabulate their findings. By doing so, users can identify the best and least performing content to promote the right content for their audience, thus saving money and time.

Insights Integration

One of the special features that Artificial Intelligence provides with respect to Digital Marketing is Customer Insight Integration. Many platforms that implement Digital Marketing Strategies have integrated ‘Insights’ to provide marketers with rich data of their customer’s behavior. Forrester predicts that Businessesand Organizations that primarily focus on insights will steal approximately$1.2 trillion per year from their competitors that donot.

Insights, in this context, refers to the metrics that determine how well a particular piece of content is performing. In the case of Instagram, it could be the number of likes and comments, along with the number of people who saved the post. On Facebook, it can also include the number of times a particular content material has been shared. This is done by using AI to study the pool of customers associated and monitoring their response to the digital marketer’s content. Therefore, insights not only convey how each post is perceived by the audience, but also act as a parameter to define future Marketing campaign plans.