Digital marketing is an umbrella term that covers all the facets of online marketing including content marketing, video marketing, email marketing, search engine marketing (SEM), and other digital formats. As the industry has evolved over the past few years, it has adopted the usage of new buzzwords such as Artificial Intelligence (AI), Big Data, and Machine Learning.
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You’ve probably noticed that Artificial Intelligence (AI) and Machine Learning have stepped into almost every domain to augment work efficiency and reduce errors, and the marketing and advertising world is no exception. While the technology has not been leveraged to its full potential yet, it has made a big difference in the lives of people making it easier than ever. From virtual assistants to autonomous vehicles, Artificial Intelligence has made it easier for people to perform their tasks with ease without spending extra time. Though there are innumerable possibilities that are yet to be explored, AI is becoming a robust tool for the digital marketing industry. Let us try to understand how Artificial Intelligence and Machine Learning are shaping the digital marketing industry.
1 Use AI-Powered Chatbots to Improve UX
Many business enterprises across the world are familiar with live chatbots, or AI systems that are responsible for interacting with customers and clients. Even many of them are already using it on their website. But have you ever ponder over upgrading the traditional live chats with AI-powered chatbots? If yes, it’s the right time to do so.
AI-powered chatbots can make your website stand out on the internet. Here are some prime benefits that AI-powered chatbots offer over live chat:
· AI chatbot remembers your customers’ visits, past chats, and become accustomed to their requirements. In other words, AI-powered chatbots retain your customer data so that they don’t have to repeat themselves with every interaction. This will make the customer experience hassle-free
· It can assist customers 24×7 and do things beyond answering basic questions
· It can handle multiple customer requests simultaneously
· It can also be helpful in creating personalized advertisements which often convert to sales
· It can be used to track customers buying behavior. This will help business enterprises to revamp their marketing campaign and boost sales
· They are customer friendly and never lose patience in any circumstances. Your customers may be angry, but your AI chatbot will always treat your customers politely
#2 Optimize Your Site for Voice Search Queries
With the rise in voice search queries, it becomes essential for digital marketers to optimize sites for natural language long-tailed voice queries. Google has clearly stated in its blog that almost 70% of requests to the Google Assistant are expressed in natural conversational language, not the typical keywords that are used in text search query in a web search.
A user isn’t going to voice search for
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Instead, a user is going to say something like this:
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Long gone are the days when keywords were stuffed in a webpage to rank higher in Google’s SERPs, nowadays it has become vital to identify the intent behind the search query. When optimizing your site for voice search, you can create pages that provide a direct answer to the questions start with “how,”, “what,” “who,” ” “why,” and “when”. If your business is present in multiple locations, you can also create local landing pages for every location that you want to target. While people of all ages are using voice search, but it’s teens that are ahead of adults in exploring all angles of voice search.
Image Credit: Google Blog
#3 Leverage the Power of AI to Generate Personalized Content for Marketing
Generating engaging content for online marketing campaign would be a challenging task particularly if you want to personalize the campaign and make it user-centric. Typically, it would take a couple of months of hard work and strategic planning to pull off a successful campaign. However, with the advent of new AI-based tools, it becomes easy to develop natural and creative content on every topic. Though these tools are in its early stages, they would give digital marketers a competitive edge in the market. Imagine targeting hundreds of thousands of customers using personalized marketing content for each one of them. At present, it may seem like an unrealistic thing, however with AI and Machine Learning on board, it won’t take much time to launch such a massive campaign with a high success rate.
#4 Simpler Predictive Marketing
Earlier marketers used to do a lot of market research before launching any campaign. With AI on board, marketers need not worry about tough marketing decisions, since AI can uncover the most impactful insight by understanding consumer behavior and activity.
For example, if you run an Adwords campaign, you can use Google’s DoubleClick Bid Manager, in which you have to define your campaign objectives and your targeted audience, and this tool will automatically recommend strategies for better conversions.
#5 Personalizing User Experience
Today, a lot of marketing tools use sophisticated algorithms to understand buyer behavior and decision-making. However, with the help of AI, marketers can deliver personalized experiences to the user. With AI, you can display personalized content to every customer based on their past interaction and buying behavior.
Wrapping Up
AI and Machine Learning have started shaping the digital marketing industry. As a digital marketer, you need to understand that whether it’s automatic selection of an ad copy or dynamic price optimization, Artificial Intelligence has the power to do it all. Identify your most pressing needs and AI can do the rest for you.