As we go further into the Artificial Intelligence (AI) era, one sector stands to enjoy numerous benefits and undergo significant transformations in the coming years – digital marketing.
With the rapidly growing capabilities of AI-based tools and platforms, businesses can break away from the constraints of manual work for routine and time-consuming processes. By taking advantage of data interpretation and analytics, machine learning algorithms can relieve enterprises by automating large portions of their daily marketing and advertising operations.
In this article, we shall explore the advantages of artificial intelligence in digital marketing, its use cases, and the most effective AI tools for each type of task.
1. The Scope of Artificial Intelligence in Digital Marketing
Artificial Intelligence, in simple terms, refers to the science of making machines ‘intelligent’ with human-like capabilities of understanding, learning, reasoning, and making decisions. AI-based systems and machines use technologies like natural language processing (NLP), machine learning (ML), data collection and analysis, and image, text, audio, and video recognition to replicate, and in some cases, even outperform the intellect of humans.
The use of AI and ML in digital marketing holds immense potential for business owners and advertisers. One key application lies in content creation, where AI can use data-driven insights to enhance the quality and engagement levels of marketing posts and ads.
Tools such as Practina, ChatGPT, Copy.ai, and Paraphraser help marketers leverage the powers of generative AI and optimize campaigns, ensuring effectiveness while minimizing the time and resources involved.
AI also plays an instrumental role in performing precise marketing analysis and surveys. Platforms like Practina enable businesses to obtain valuable insights into customer behavior, market trends, and possible risks and shortfalls. Artificial intelligence can also drive user engagement through chatbots, personalized recommendations, targeted emails, social media messages, and so on.
AI has seeped into online selling and advertising operations so deeply that today, it is hard to think of a world without it. Educational institutes and business schools are also taking serious steps in this direction and introducing courses where learners are taught how to use AI to boost performance marketing and online visibility.
A recent study by Fortune Business Insights suggests that the worldwide artificial intelligence market is projected to reach a whopping $267 billion by 2027. AI development services are in high demand as more and more businesses strive to boost their digital presence and sales.
2. Applications and Benefits of AI in Digital Marketing
Owing to its ability to go through vast amounts of data, interpret and analyze it, and provide actionable insights, artificial intelligence has become an essential aid for digital marketers and advertisers around the globe. AI has the potential to revamp the online marketing scene in terms of productivity, personalization, and impact.
Let us take a look at the key advantages of AI in digital marketing and how they are being used by leading businesses and organizations worldwide.
2.1 Precise Audience Targeting
Targeting the right audience is vital for the success of your advertising efforts. If your ad is displayed to an irrelevant audience base, that is, people who are not likely to be interested in your product or service, it’s highly improbable that your campaign will attain the desired results.
For instance, showing ads intended for midwives in New Jersey to police officers in Arizona is bound to fail to drive interest or generate substantial leads. Major platforms like Google, Facebook, Reddit, Quora, and Instagram possess extensive data that can be utilized to segment customers. It is impractical to have human operators do such tasks when AI algorithms can perform them in minutes.
AI-based systems can analyze your brand’s past audiences and the performance of your ads for specific demographic groups. AI takes your key performance indicators (KPIs) and overall performance data to identify audiences who are inclined to your brand and might make purchases.
AI also contributes hugely to your advertising campaigns by boosting ad performance and reducing expenditure. You can also use generative AI tools to create engaging text, image, and video-based content for your ads. Adobe Sensei, Albert, Wordstream, Pathmatics, GumGum, and Phrasee are a few notable AI tools that help in creating ads and targeting individuals according to social media usage and search data.
2.2 Lead Generation and Classification
Artificial intelligence solutions for digital marketing can utilize data on users and potential customers to present you with a list of leads that have a high chance of turning into conversions. Additionally, these platforms can assign scores to these leads based on predetermined metrics.
The leads with the highest scores are actively seeking solutions to what your business offers. This system of scoring equips your sales and marketing teams to provide timely solutions, improving their efficiency.
Implementing AI in lead generation and nurturing drastically reduces the time and effort required for sifting through leads manually sourced from different channels. Many traditional lead-finding methods are both labor-intensive and relatively ineffective.
Deploying AI-based systems for creating and managing leads allows your team members to redirect their efforts toward more critical tasks that require human sensibility and judgment. Popular AI digital marketing tools for lead generation include LinkedIn’s Sales Navigator, Hubspot’s Growthbot, COnversica, and Customers.ai.
2.3 Increased Personalization of Content
Tailoring your marketing-related content to the specific needs and preferences of your prospects can significantly enhance your chances of securing purchases. In today’s consumer-centric business landscape, customers have lofty expectations and expect brands to understand their desires and present relevant solutions.
With the use of artificial intelligence and machine learning, you can meet these expectations and provide an individualized and meaningful experience to each visitor.
Delivering exciting offers and discounts to prospective buyers should span various channels to prevent losing them to competitors. Achieving such levels of personalization requires the rapid collection and interpretation of data. This task is not feasible through human means alone, and this is where the transformative capacities of AI come into play.
Using neural networks, natural language processing, and machine learning, AI-based marketing platforms can enable the seamless delivery of relevant content to users who have a high likelihood of making purchases.
Popular AI tools for personalization and customization include Scripted, Skyword, and Curata. These platforms enable you to scale your content and showcase it to relevant individuals or organizations.
2.4 Competitor Analysis
In digital marketing, competitor analysis refers to studying the digital presence and marketing strategies of businesses or organizations that offer similar solutions to yours. Everything that your competitors do in terms of advertising and marketing along with their outcomes can serve as valuable examples and case studies as to what to adopt for your campaigns and what not to.
Every successful business and digital marketing company places considerable emphasis on learning from competitors’ successes and mistakes. This is why corporate espionage, or spying on your competitor’s operations in unlawful ways, is a serious concern for businesses to keep their working processes and objectives confidential.
Competitor Persona by Delve AI is an effective tool that lets you understand the marketing profiles of your competitors and their strategies. All you need to do is provide it with the competitor’s website domain and Competitor Persona will do the rest. It will provide you with a detailed marketing analysis and the keywords and demographics your peers are targeting.
It can also provide you with the themes and ideas that your competitors are working on. Going through such extensive data manually from company websites, social media handles, and other digital platforms is a practically impossible task and can take days and months. This is exactly why you are missing out on numerous opportunities to gain more through your marketing campaigns if you are not using the powers of AI in this day and age.
2.5 Pay-Per-Click (PPC) Advertising
When initiating a PPC ad campaign, there arises a choice between manual and automated bidding and placement, with AI executing the automated ones. Although PPC entails the use of AI, its functionality is dependent on human intervention and judgment.
AI-based tools are being successfully deployed to automate repetitive tasks in PPC management, significantly boosting the campaign’s performance. They can contribute to ad optimization by placing dynamic ads that display customized content based on the user’s search history and preferences.
Advertising and content marketing services are making full use of these tools as they can adjust bidding values to align with your company’s business objectives and assist in identifying relevant keywords. Acquiso, PPCHero, and Adzooma are among the most popular tools that enable businesses to simplify PPC management through AI and machine learning.
2.6 Designing Intelligent Ads
Yet another scope of AI in digital marketing is the creation of personalized ads. AI tools can automate the customization of marketing campaigns and advertising materials for specific audience groups or individuals. AI algorithms can determine which campaign elements are more captivating to which audience, from the style and design elements to color schemes.
For example, AI-based systems can recognize that younger audiences prefer visual content while older consumers favor more text and detailed descriptions. Advertisers can create a single version of their assets, which AI algorithms can adjust automatically and distribute to the appropriate target segments.
Persado is a software that utilizes natural language processing (NLP) to aid advertisers in generating personalized sales copies. It does so by identifying and categorizing client segments based on behavioral patterns at scale. It can also optimize your ad performance by monitoring its material effectiveness against various predetermined metrics of success.
2.7 Search Engine Optimization (SEO)
SEO is the process of optimizing your content to rank higher in response to searches with the keywords it is targeting. Artificial intelligence offers advanced solutions that contribute to better search rankings and the development of effective SEO strategies.
Search engine ranking algorithms have become impressively good at identifying and penalizing processes such as shady backlinks, keyword stuffing, and lean content. Digital marketers are turning to AI tools to meet the ever-growing ranking standards set by search engines.
To understand the advantages of AI in digital marketing and search rankings, consider a situation when you want to keep track of instances where your company is being mentioned online. Instead of checking manually, you can use tools such as HubSpot and BuzzSumo to notify you of such instances automatically.
Recent market surveys reveal that 85% of purchasing decisions start from Google. As e-commerce grows more integral to our lives, the most effective methods of securing the top positions in search results are also evolving constantly.
The term “search volume” holds paramount importance in search engine optimization, revealing the number of people using specific terms and phrases to find products and services. Modern SEO practices utilize machine learning algorithms to gain a deeper understanding of the intent behind the search and the exact search terms used.
Several tools play a vital role in implementing SEO strategies with the help of AI, a few notable ones being WordLift, BrightEdge, Pave AI, DialogFlow, and MarketBrew. You can use these tools not only to find gaps in your own SEO strategies but also to study those of your competitors and make better decisions.
2.8 Social Media Listening
Social media listening is a valuable practice when it comes to digital marketing and business growth. It involves paying attention to what customers are saying about various aspects of your business such as order processing times, customer service, and the overall browsing or shopping experience. The opinions expressed by your audience base should not only be studied carefully but also be acted upon if required.
Thanks to artificial intelligence, real-time collection and evaluation of data lets you spot patterns in customer conversations. For instance, discussions about a product might take place on a subreddit or Quora post, while a different customer may use the same keyword on Twitter (now ‘X’), and someone else on Facebook has a different opinion. AI-powered tools can recognize these patterns quickly and provide you with insights that you need to be aware of.
By actively listening to the feedback of your target audience, you can create solutions and provide immediate resolutions to their issues or concerns. Several tools including Genylabs, Lately, Sprout Social, and Socialbackers help businesses and social media marketing companies find out what their prospective clients are saying about them on social platforms.
2.9 Efficient Email Marketing
Businesses invest heavily in their email marketing campaigns where they create engaging and personalized content in the hope that the recipients open the emails and respond to their calls to action. This is because the return on investment (ROI) on email marketing stands at an impressive $42 for each dollar spent. The probability of the recipients making purchases increases manifold with higher rates of emails opened.
Recipients judge each email based on the subject line, making a quick decision within a fraction of a second on whether to open it. However, the subject lines often receive less attention and are written typically at the end of the campaign.
To address this issue, the language processing abilities of AI are being used to identify optimal action words and tones that are likely to evoke an affirmative response from the recipient while maintaining the brand’s identity. Phrasee, Mailchimp, and Mizy are notable tools that aid businesses in making the most out of their emails, from generating catchy subject lines to curating engaging content for the body of the email.
2.10 Automated Customer Service with Chatbots
The utilization of machine learning and NLP can ease up significant portions of customer support operations of businesses and brands. AI-powered chatbots are available to customers 24/7 and can handle multiple queries, generate personalized responses, and resolve basic customer issues, that too, in multiple languages. By studying the user’s language and tone, AI chatbots can:
- Form an idea of the individual based on the information collected
- Understand the issues they need solutions for
- Analyze patterns in customer behavior
- Identify their decisions and preferences
- Respond to messages
- Minimize the rates of cart abandonment
- Offer individualized product recommendations and discounts
- Devise relevant solutions, and
- Identify serious issues that require human operators and notify them immediately.
One in four customer service organizations have deployed AI-driven chatbots and there is no other tool that has single-handedly transformed customer support to this extent. Chatbots and virtual assistants such as Siri, Alexa, Google Assistant, and Cortana have already become integral parts of our lives.
2.11 Smart Website and Social Media Audits
Monitoring the traffic flow to your website and social media platforms is vital to effectively pinpoint issues that can cause potential buyers to abandon their carts or change their minds about making purchases. AI-based systems can automatically scan your website or social media handles and alert you to problems that might hinder your conversion rate.
Issues such as lengthy, inefficient videos and slow-loading pages can deter visitors and potential customers from buying from you. These factors can also hamper your SEO efforts and search rankings. Traditional audits take considerable time and resources, often requiring the help of accountants and audit experts.
AI tools are providing a major relief in this sector as well by automating many of these workflows, making the entire process of auditing less time-consuming and more viable financially. MarkateMuse, Frase, and AIReviews are some of the most widely used AI tools for auditing and analyzing the performance of websites and social media platforms.
With rapid technical developments and innovations, organizations are increasingly integrating the capabilities of artificial intelligence into their digital marketing strategies. From competitor analysis and lead management to creating personalized ads and auditing websites, AI is revolutionizing the online marketing and advertising scene.
Technologies like machine learning and natural language processing are helping businesses streamline their marketing initiatives and make informed, data-driven decisions. The evolving scene of AI bears proof of its growing role in shaping the future of digital marketing, promising new levels of productivity and efficiency with the smart automation of tedious tasks.
If you are looking to take your marketing efforts to new heights with the numerous benefits of AI, connect with us at Webgen Technologies. As a reputed web development company and digital marketing company in Kolkata, we offer tailor-made solutions to your business objectives that take you ahead of the curve.