How AI Helps Redefine Digital Marketing for Companies

By James Tredwell on July 24, 2020

Artificial intelligence (AI) is starting to find applications in most industries. It’s revolutionizing the way we get work done. With the ability to collect, analyze, and apply the insights gathered from data, it can help marketers improve their strategies with ease.

This is why it’s extremely important for digital marketing companies as it can provide valuable insights into their customers and campaigns. As a result, you’ll be better equipped to reach your audience and convert them.

The best part about AI is that it can be used in various facets of digital marketing and its use isn’t restricted to just one or two tools.

But that begs the question, “How does AI redefine digital marketing?”

Let’s take a look at how and where you can use it.

How Is AI Redefining Digital Marketing?

Let’s take a closer look at eleven of the biggest ways AI is helping redefine digital marketing.

1. Through Chatbots

Chatbots are changing the way companies are delivering customer service. They can communicate with customers and resolve their issues through pre-defined flows.

However, AI chatbots take this one step forward. Armed with natural language processing (NLP) and machine learning (ML), these chatbots are able to figure out how to communicate with consumers without any human interference.

Additionally, they’re much more effective than customer service agents as they’re available 24×7.

What’s more, you ask?

They can communicate with hundreds of customers simultaneously unlike agents who can’t handle more than a handful of customers.

This means that you can cut your customer service costs and also de-stress your agents. The chatbots can direct any special or difficult questions to human agents and handle the regular ones themselves.

But chatbots find applications in marketing too.

You can also use the chatbots to collect customer information to add to your CRM or email list. When your audience or customers begin their chat, the chatbot can conversationally acquire this information.

Additionally, you can leverage chatbots to send out marketing messages to your customers. The chatbots can send out promotional messages about your latest products and services to them. This can help you generate more sales too.

2. Influencer Marketing

Artificial intelligence can also help you improve your influencer marketing campaigns. AI-powered influencer marketing tools can help you identify the right influencers for your campaigns.

By analyzing the profiles of influencers, these tools are able to ascertain if they have fake followers or not. And that’s not all. These tools can even help you figure out their brand affinity.

They can even analyze the content created by the influencers to help you figure out if it’s similar to that of your brand.

You can then reach out to these influencers and partner with them for your campaigns.

What’s more?

AI-powered platforms for influencer marketing can also help you figure out which levels and types of incentives work best for the influencers. You can use this information to your advantage to convince the influencers to work with you.

Lastly, once you’ve partnered with the influencer, you can even use AI to figure out if their posts follow FTC guidelines. This can help you ensure that you don’t land in legal trouble.

3. Email Marketing

By harnessing the power of AI, you can personalize your email marketing campaigns and drive better results.

But how can you do so?

You can send out emails based on certain actions taken by your users. This way, you’ll be able to deliver relevant emails at the right times to your users. These emails will also have the right subject lines and product recommendations that can help you push them to take the action you want them to.

Sephora, for instance, uses predictive analytics to figure out how long their products might last. Accordingly, they send out emails to their customers just before the products are about to get used. These emails ask customers to restock the products.

The emails also contain a call to action (CTA) that drives the customers to the product page from where they can purchase the product.

Image via LiveChat

4. Copywriting

AI can also help you improve your content so that it can have a greater impact on your target audience.

As AI can collect and assess data about what your audience likes or dislikes, you can figure out how to catch their attention. This can help you get more click-throughs, better conversions, and ultimately, more revenue.

Using AI-powered tools like Phrasee, you can skip the A/B testing cycles that can take a long time to bear any fruit and instead, leverage AI to get the results you want.

What’s more, you ask?

These tools can also ensure that the language remains consistent with your brand voice to make it appear natural too.

5. Social Media Marketing

Social media is one of the best places to reach your target audience. With over 3.8 billion users across social media platforms, you can be sure to find your target audience on it.

However, to reach your audience and engage it, you need to craft content that’ll appeal to them.

While your copywriting skills may come in handy, social media platforms are visual platforms. Hence, you need to create visual content that will attract your audience.

This is where AI can help you out too.

AI-powered social media tools can help you figure out which visuals can resonate best with your audience. Based on these insights, they can even suggest visuals that you can use for your social media posts.

Alternatively, they can help you figure out which colors, themes, and messages can work well for you. You can then accordingly create posts with these features and reap the benefits of better growth.

What’s more?

Some tools for social media can take this one step forward and give you even more granular insights. These include things like cropping and color correction to the shot construction.

6. Searches

AI is also changing the way we search online. Earlier, all searches were text-based. However, with the advent of AI-powered voice assistants like Google Home, Amazon Echo, Siri, and others, this has changed.

About 43% of users between the ages of 16 and 64 have used voice searches today and this figure is growing as the access to high-speed internet spreads.

Image via We Are Social

But that’s not the only application of AI when it comes to searches. Search engines like Google have already started using AI to improve the quality of their search results.

In fact, Google’s RankBrain is used to understand search queries and sort the results. That’s why improving the readability of your content has become a big part of search engine optimization (SEO).

This algorithm understands the user’s conversational search query and accordingly brings up relevant results using the power of AI.

To optimize for voice searches, marketers need to change the way they create content as well. The content needs to be more conversational so that the search engine presents your website as the authoritative source of the information. This is why long-tail keywords have become a more important part of SEO.

7. Marketing Videos

As mentioned above, AI can help you figure out what sort of content works best for you. However, this isn’t restricted to just images or text. AI can also help with your marketing videos.

Considering the fact that videos are one of the most engaging forms of content, it makes sense for brands to optimize them to get the most out of them.

But what if you lack technical skills or the resources to hire a video designer?

In this situation, AI-powered video creation tools can be of great help to you. These tools make it extremely easy to create high impact videos without the need to know design or videography.

All you have to do is select video templates and customize them based on your requirements. These tools also provide loads of royalty-free media resources that you can use to enrich your videos even further.

This way, you’ll be able to create professional-looking videos in minutes without any technical know-how.

And that’s not all.

You can also use AI to figure out what your audience likes, and accordingly, you can suggest other related videos that they may like to see. This can help you increase your view time, and subsequently, their time on site. Which, in turn, can positively impact your SEO.

8. Web Design

Creating a stellar website can take quite some effort and time if you start from scratch. However, with numerous templates available out there, this process has been simplified to a great extent.

But even then, you need to dedicate enough time and resources to customize it.

Thanks to AI, this problem can be solved with ease. AI-powered tools such as Wix can help you design stunning websites based on information you provide.

All you have to do is provide some information about your images, calls-to-action (CTAs), and more. After you provide this information to the tool, it’ll design the website for you quickly without any additional effort from your end.

9. Website User Experience

The use of AI doesn’t stop at just designing a stunning website. It can also help you figure out how to improve the user experience your website delivers.

Through machine learning, you can figure out the likes and dislikes of your visitors and accordingly personalize your website layout for them.

This customization can be done based on their demographics, devices, interaction with your website, and more.

When you provide a personalized experience, it not only helps keep the users satisfied but can also increase the time that they spend on your website.

What’s more?

Personalization is not just a choice anymore. About 85% of marketers say that their customers expect personalized experiences from them.

Image via Evergage

This is perhaps the reason why nearly 58% of marketers said that they personalize their websites to deliver better customer experiences.

If you own an ecommerce business, then this personalization is even more important for you. By suggesting products or services that are the most relevant to your customers, you’ll be better placed to convert them.

Additionally, you can show related products to boost the cart value even further and increase your sales. Brands such as Amazon already use this method to customize their offerings to their users. They even send emails with personalized product recommendations to get their users to purchase products from them.

10. Digital Advertising

When you launch paid advertising campaigns, you’re already leveraging AI to boost your reach, engagement, and sales. Facebook and Google Ads use AI and machine learning to find people who’ll be more likely to engage with your posts and show the ads to them.

They also optimize the performance of your ads based on the responses that a certain audience gives to them.

What’s more?

These platforms have an auction-based advertising system where you pay the least amount for each engagement, lead, or conversion.

11. Content Curation

Lastly, AI can also help you curate high-quality content from the web. Based on the parameters defined by you, it can help you find content that’ll resonate well with your audience.

You can then publish this content on your social media accounts and get the attention of your target audience and engage them.

As this content will be relevant to their interests, there are good chances that they may engage with it.

Final Thoughts

AI is changing the way we market brands online. It simplifies web design and content creation so that you don’t need to spend big bucks on development costs.

Additionally, you can leverage chatbots to serve your customers better and market to them as well. AI also finds applications in influencer marketing, social media marketing, and even email marketing.

Using it, you can personalize your offerings and boost your engagement and conversion rates with ease.

Do you have any questions about the ways in which AI is helping to redefine digital marketing? If so, let us know in the comments.

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