The Rise of Artificial Intelligence: How AI is Changing Digital Marketing
Artificial Intelligence (AI) is no longer just a concept in a sci-fi movie. It’s real, and it’s taking over the digital marketing landscape.
Not sure what AI is and how it affects your business?
Let’s break down the basics and discover how you can use AI to enhance your digital marketing strategy.
What is Artificial Intelligence?
In a nutshell, artificial intelligence (AI) is a special type of technology that enables computers to perform tasks that normally require human intelligence — like natural language processing, facial recognition, and decision-making.
It does this by using algorithms to analyse data from various sources and then make decisions based on that data.
While AI has been around for years, until recently, the cost of implementing it was too high for most businesses. Now, with advances in technology, artificial intelligence is becoming more accessible than ever before in the digital marketing industry, which means that more businesses can take advantage of its powerful capabilities.
How AI-driven digital marketing can help your business
Here are just a few of the many ways that AI can make marketing a whole lot easier for your business:
Search Engine Optimisation (SEO)
One of the most powerful ways you can use AI is for SEO. Part of Search Engine Marketing (SEM), SEO is all about optimising your website content so that it appears higher in search engine rankings organically.
By leveraging AI technology, you can analyse marketing data from multiple sources — such as keyword research, customer data, and social media marketing — and create optimised content tailor-made for your target audience. This makes it easier for your business to appear higher in search engine rankings and attract more customers.
Social Media Marketing
Social media is a great way to establish relationships with potential customers and keep current customers engaged. But social media can be time-consuming, especially if your target market is spread across multiple platforms.
Enter artificial intelligence (AI). It’s becoming increasingly popular as a tool for social media marketing because it can automate many of the tedious tasks associated with managing multiple accounts. For example, AI can be used to analyse user data to determine which content gets the most engagement, enabling you to tailor your posts according to each platform’s user preferences.
AI can also help you schedule posts ahead of time, saving you time while ensuring consistency across all your channels. It can also provide detailed analytics so that you can track how well each post performs and tweak your strategy accordingly.
Copywriting is an important part of any online presence, from web pages and blog posts to email newsletters and product descriptions.
AI-driven copywriting tools can help you create compelling copy quickly and efficiently by using Natural Language Processing (NLP) algorithms. These tools use deep learning techniques to generate text that is optimised for SEO while still sounding engaging. Plus, they save you time by doing most of the heavy lifting for you!
Make sure to always read the content your AI tools generate before submitting, though. AI tools are smart but don’t have the same ability to ‘read between the lines’ that humans do. Ensure that the writing matches the intended context and add some personal touches to avoid your copy sounding robotic or formulaic.
Email marketing is another area where AI-driven digital solutions have made a big impact. By leveraging machine learning algorithms, marketers can analyse customer data to create highly targeted email campaigns that are tailored to specific customer segments.
This allows them to send personalised messages instead of generic ones, which leads to higher engagement rates and better customer retention.
Additionally, many email platforms now offer automated features such as A/B testing, which allows marketers to easily test different versions of their emails and determine which ones perform best.
Another great use of AI-driven digital marketing is targeted marketing. With targeted marketing, you can identify key characteristics of potential customers based on their interests or other demographic information and then tailor messages specifically for them.
For example, if you are selling shoes online, you could use AI to analyse customer data to determine what types of shoes they are most likely interested in buying and then send them personalised offers based on their interests and preferences.
This type of personalised approach helps engage customers on a deeper level than traditional methods such as email blasts or general ads on websites or social media platforms.
Examples of AI-powered solutions for digital marketers
Here are some examples of how AI can be incorporated into your digital marketing:
Natural Language Processing (NLP)
Natural language processing (NLP) is a branch of computer science that utilises artificial intelligence (AI) to enable computers to understand text and speech as humans do.
So, if you’ve ever had a conversation with a chatbot, used voice recognition software to control your phone or home assistant, or consumed media generated by AI, then you’ve experienced the power of natural language processing (NLP).
For example, if you want to collect customer feedback quickly and accurately then an NLP-powered survey system could be beneficial.
Chatbots: Automating Customer Service
Chatbots are computer programs designed to simulate conversations with humans in real-time. They are powered by AI technology, which enables them to respond quickly and accurately to customer inquiries and help them find what they’re looking for without needing human assistance.
Chatbots can provide valuable customer support by offering helpful advice and answering frequently asked questions promptly. They also allow businesses to save money on labour costs associated with traditional customer service centres.
Machine Learning: Optimising User Experiences
Machine learning is an application of artificial intelligence that involves teaching computers how to learn from data without being explicitly programmed for each task they need to complete.
Marketers can use machine learning algorithms to optimise user experiences on their websites or apps by providing personalised recommendations based on users’ past behaviour or preferences. This helps ensure customers receive content that is most relevant to them, increasing engagement and conversions in the process.
Sentiment analysis is another way that AI can be used. This technology uses natural language processing (NLP) algorithms to analyse user-generated review data and online comments about products or services offered by your company to determine how people feel about them.
With this information, you can then adjust your offerings or marketing strategies as needed to better appeal to customers’ needs and wants.
Popular AI Tools
No matter what industry you’re in, it seems that ChatGPT is on everyone’s minds right now. Unlike many digital marketing tools, ChatGPT is an open-source platform, so everyone can try it for free – hooray!
Whether you want to write a blog, an ad, an email or something else, ChatGPT can get you on the right track.
It was only launched relatively recently in November 2022, so there is still a lot of room for improvement. For example, some of the long-form content it whips up can be quite repetitive, recycling the same phrases here and there. You might also get the occasional message that too many people are using the server, or your request can’t be handled.
But for a free tool, it’s pretty damn good!
Surfer SEO is a holy grail for SEO technicians and writers. Based on your topic, Surfer SEO can save you from hours of research by providing you with relevant target keywords, word count recommendations as well as insights relating to how your page stacks up against similar ones.
Let’s be real, proofreading isn’t the most exciting of tasks, but it simply has to be done.
Lucky for you, Grammarly can proofread your work for you to ensure your content is free of spelling and grammar errors.
It can even suggest better wording and syntax to improve the clarity of your writing.
Challenges of implementing AI in digital marketing
While AI provides a world of opportunities to marketers and businesses alike, it does come with its challenges.
AI Implementation & Integration
The first challenge is actually implementing and integrating AI into existing marketing processes. This requires a deep understanding of both AI technologies and digital marketing practices, along with the ability to assess which strategies will be most effective for a given campaign.
Additionally, it requires the capability to effectively integrate new technologies into existing systems without disrupting other ongoing operations or affecting customer experience negatively.
Cost & Resources
The cost associated with incorporating AI into digital marketing campaigns can also be prohibitive for many businesses. The development costs alone can be expensive while finding qualified personnel who understand both AI and digital marketing may also add additional costs on top of these expenses.
Furthermore, there may also be additional costs associated with maintaining the system once it has been implemented – including subscription fees or hosting fees – which can put added strain on already limited resources.
One of the biggest challenges when it comes to implementing AI in digital marketing is gathering data to make decisions. Without access to comprehensive data sets, it will be difficult for marketers and business owners to accurately interpret the results of their campaigns.
Additionally, relying on insufficient data can lead to inaccurate conclusions which could ultimately hurt your chances of success. To ensure that you have enough reliable data for your campaigns, consider investing in third-party analytics software or services.
Another potential issue when working with AI is security concerns. As technology advances, so too do cyber threats. Companies must now be more aware than ever before of potential cyberattacks and other risks associated with using AI-powered tools such as machine learning algorithms and natural language processing (NLP).
To protect against these threats, businesses must invest in high-quality security measures such as firewalls and encryption protocols that are regularly monitored and updated.
Embracing AI – the right way
AI offers tremendous potential when it comes to digital marketing—from helping optimise campaigns for maximum success to automating mundane tasks like social media scheduling and writing emails. With its ability to analyse large datasets quickly and accurately, AI is sure to revolutionise the way we do digital marketing in the years ahead; however, it’s important to remember that human input is still essential for successful campaigns.
This is where an experienced marketing specialist from First Page can help. With over 10 years in the industry, we have witnessed first-hand the shifts in marketing practices that have brought us to where we are today; the era of AI.
Contact us to learn about how we can transform your marketing campaigns for the better. We will even give you complimentary access to our customer relationship management system (CRM), SENTR so that you are always kept in the loop of progress!
By leveraging both human expertise and machine learning capabilities, businesses like yours can get the most out of their digital marketing efforts.