AI in digital marketing has become more integrated in so many ways. Not only does it provide you with in-depth insight into your customers, but it is also capable of enhancing your marketing efforts to reach the right people and convert them into paying customers.
Unsurprisingly, AI is having the most significant impact on how customers engage with brands, according to 48% of marketing leaders.
That is just a portion of what AI can do for you. In this article, we will look into the many uses of AI in digital marketing to help you explore the ways you can utilise this smart tool in your marketing efforts.
10 Uses of AI in digital marketing
Digital marketing is an ever-evolving and highly saturated landscape riddled with stiff competition from brands in your industry. In the midst of it all, AI is a smart digital marketing tool that can open a lot of doors for you.
You can even say that AI in digital marketing has a transformative impact. While it will give you a synergistic advantage, keep in mind that you should use it wisely and not rely on it too heavily.
AI-Powered Customer Insights
Right on top of the list of uses for AI in digital marketing is providing you with better and faster customer insights.
Understanding your customers is the foundation of all your digital marketing efforts. Of course, researching your target audience does not only include their demographics but also their psyche, behaviour, interests, and motivations.
Even with the current tools that are available to your right, you can just imagine the time and effort it takes to research before you get the insights you need.
In this case, the role of artificial intelligence in marketing research is that it speeds up the whole process. More importantly, it is more adept at going through large amounts of data and accurately providing you with the information you need.
Think of it this way, even if you are an expert digital marketer there is still room for error or oversight when conducting research and going through the data to get the insights. AI acts as your second pair of eyes to catch the details that you may have missed and give you a better idea about your customers.
Predictive Analytics and Trend Forecasting
Aside from providing you with a better idea about your customers, another use of AI in digital marketing is predictive analytics and forecasting.
AI’s real superpower is understanding what you need and going through large amounts of data to provide relevant information. Because of this, it can also make predictions based on the information it is given and lead to multiple applications:
- Identify customer patterns and predict the best touchpoints to improve ad targeting.
- Analyse audience preferences and behaviour to create more engaging and personalised content.
- Use predictive analytics to improve remarketing and customer retention.
- Pinpoint upcoming trends and customer insight to develop a better product and provide a better customer experience.
- Predict trends and upcoming changes in customer behaviour to give you competitive information and future-proofed resource allocation.
- Use customer insight and behaviour to enhance customer satisfaction and increase brand loyalty.
With that said, given AI’s capabilities and virtual boundless applications, you can also consider partnering with AI digital marketing agency to get more personalised insights that will help your business grow.
Enhanced Customer Support Through Chatbots
Chatbots provides your customers with round-the-clock assistance to answer their most common queries. As a business, this is a big boon since it makes you accessible to your customers.
Chatbots that are powered by AI can enhance this by mimicking how your customers talk. This is a big deal since people perceive chatbots as inflexible and unable to help them to resolve complex issues to effectively answer their queries.
Moreover, AI in digital marketing, specifically for providing customer support, gives you better insights and opens you up to the following opportunities:
- Gather valuable customer data from interactions
- Provide a personalised shopping experience to drive up sales
- Upsell products and services
- Upfront investment to save on costs and resources for other aspects of the business
Content Creation and Curation
There are always new content marketing trends that are coming out as there are new updates, changes in customer behaviour, and other elements at play. But the thing that still rings true is that “Content is king.”
Of course, content marketing is not exempt from AI integration. As we mentioned before the application of AI in digital marketing is virtually boundless, even when it comes to creating and curating content.
AI in content creation:
- AI-powered tools that are designed to help in content creation can provide insight into the type of language, key phrases, and content that can get you more engagement.
- It can also provide you insight, based on the collected performance data from your website and social media platforms, into how your content is currently performing and which ones are resonating more effectively with your target audience.
- Lastly, it can help you minimise errors by detecting grammar and spelling errors and further improve your content by providing suggestions.
AI in content curation:
- AI can pick up on changes in the market and identify the upcoming trends which can help you in planning and strategising.
- AI-powered tools can help you conveniently schedule and distribute content on the platforms that you use—saving you a lot of time and effort for other tasks.
- AI can provide suggestions on the type of content that is best suited for each customer segment.
Of course, it is also important to mention that there are also AI-powered tools available that save you time and money by directly creating the content already.
However, we believe these are not the best examples of artificial intelligence in marketing since it removes the human element altogether. In addition, we expect some time in the future AI-generated content will not be performing that well compared to content written by humans.
Automated Advertising
Another application of AI in digital marketing is improving and automating your advertising efforts. Here are a couple of ways how AI is used:
- Identify target customers’ patterns to determine the optimal type of ads that will resonate with them and encourage them to take action, such as subscribe to your page, join your email listing, or buy your product.
- Identify the best combination of headlines, messaging, and other elements to create a personalised message to customers.
- Provide you with accurate predictive insights and enable you to identify which areas to focus your ad spending to get higher click-through rates and revenue.
- Optimise your advertising campaigns in real-time, such as instant targeting adjustments.
- Analyse cross-platform performance to improve your future ad campaigns.
- Identify the ideal ad placements and touchpoint opportunities to make your ads more visible to your ideal customers.
- Optimise ad budget to maximise efficacy and avoid unnecessary costs.
With these applications in mind, improving through AI in digital marketing can help you get a bigger return on investment (ROI).
Improved Search Engine Optimisation (SEO)
Making sure your website climbs up the ranks is a long journey that requires upfront and consistent effort on your end. While it may be a tad tricky, given that there are also new SEO updates, AI in digital marketing can help improve your efforts.
Top of mind, you would think of using AI-power content tools to generate and publish more articles that showcase your experience, expertise, authority, and trustworthiness (E-E-A-T). However, as we mentioned earlier, we do not encourage that.
Moreover, there are other ways that AI can be used to improve your website’s SEO performance:
- AI-powered SEO tools can give you better insight into your web visitor’s behavioural patterns.
- AI-powered SEO tools can also analyse your competitor’s website and provide you with better insight into the strategies they are using, keywords they are ranking on, and the articles that are performing well.
- It can sift through your website performance data and give your actionable insights on how to improve your current SEO strategies—which means you can finetune the strategies you learned to fit better with your business’s needs.
- There are SEO tools that help you with keyword research. However, selecting which keywords to choose is mainly based on the SEO specialist’s judgment. With AI, it can help you identify the right keywords and key phrases that are relevant to your business and the intent of the article you will be writing.
- AI can also suggest content topics that are trending and still align with your audience’s interest.
- It can also recommend what actions you need to do for better on-page optimisation.
Enhanced Social Media Management
Social media marketing is an avenue where you can achieve two things: engage with your audience and market your products and services. Every brand is aware of this so naturally the competition in the digital space is very stiff.
With that in mind, using AI for social media management can make things easier for your business in a lot of ways:
- Consistently post at the optimal time to maximise engagement by conveniently scheduling posts in bulk across multiple social networking platforms.
- Extract better insights, such as audience sentiments, behaviours, and preferences, from data provided by the social media platforms you use.
- Develop strategies and identify the types of content that will generate the most engagement based on your performance data and overall social media trends.
A/B Testing and Optimization
The role of AI in marketing is to help you improve your marketing efforts. Based on what has been discussed so far, this is done by providing in-depth insight and automating certain processes.
This is also applicable to A/B testing. This is a method, used both in marketing and product development, where you present two versions of something and measure your target audience's response to identify which one performs the best.
With AI, you can automate this process in a couple of ways:
- Easily set up or distribute your test ads.
- Use statistical models to accurately measure which versions performed better.
- Identify test patterns to improve the process for future tests and recommend better combinations based on customer segments.
- Personalise test ads based on customer segments to deliver only relevant test versions to the intended audience.
- Easily iterate different versions of your test ad in real-time.
Ensuring Transparency and Accountability
For any business, being transparent and taking accountability are key markers for trustworthiness. These are a must if you want your business to flourish and build a respectable reputation.
But, the question is, how do you promote transparency and accountability in your business?
There are plenty of avenues to actually achieve this. One of which is through AI in digital marketing, such as:
- Detect anomalies using AI algorithms, like suspicious multiple clicks from the same IP address or flagging the sudden spike of activity in a particular account.
- Predict potential fraud early on by identifying, tracking, and learning fraudulent patterns from specific IP addresses, devices, and locations.
- Spot keywords and key phrases that are related to fraudulent activities in email and chat logs.
- Monitor real-time activity to immediately detect and respond to any fraudulent activity and alert the account owner.
Predicting Future Trends and Innovations
The biggest role of artificial intelligence in marketing is providing predictions of upcoming future trends and innovations. This is because access to competitive intelligence about what is to come can be a real game-changer to your business.
Being first to adapt to the latest trends can provide your business with plenty of benefits. Not surprisingly, some companies not only adapt but they set the trend or introduce innovations.
While setting trends and developing innovative tools can be costly, AI provides a more cost-effective solution to getting competitive intelligence. There are plenty of smart tools available in the market that can help you easily track and understand what your competitors and leaders in your industry are doing to achieve success.
Conclusion
With that said, we can confidently say that the future of AI in digital marketing is only going to broaden in the coming years as innovations will provide it with new avenues and applications.
Looking at the uses of AI in digital marketing that we have shared, it is obvious that the recurring theme here is this smart tool is only as good as the data you provide. This means that what you can achieve is only limited to how you will use the AI-powered tools that are available to you.
With this in mind, we encourage you to experiment and look for ways to use AI in digital marketing to better serve your business and your goals. You can start by checking out resources like artificial intelligence in digital marketing pdf guides and case studies.
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