Ever wondered how those ads seem to know exactly what you’re into? That’s AI in action! AI in digital marketing personalizes stuff just for you, like those movie suggestions on Netflix. It’s like having a super-smart assistant customising everything to your tastes. Pretty cool, right? Keep reading to learn more about this game changing technology.
What is AI in Digital Marketing
AI in digital marketing uses smart computer programs to gather information, understand language, learn from data, and analyse it. This helps businesses learn about their customers and do marketing tasks automatically.
The cool thing about AI is that it lets you learn about what your customers do really quickly by looking at lots of information. Then, you can use this knowledge to give customers what they want based on what they do and like. Plus, AI gets better over time as it learns from feedback and new information.
AI is super useful for marketers because it lets them do their job better. This means customers get stuff that’s more relevant to them, like ads or messages that match what they’re interested in.
But remember, AI isn’t here to take over from humans! It’s a tool that helps humans do their jobs better. You still need people to use it well and make decisions.
Scope of AI in Digital Marketing
AI is like a superhero for digital marketing, helping out in lots of different ways. Here are a few examples:
1. Data Analytics
Having trouble understanding all that data? While digital marketing tools offer analytics, it can be tough to piece together data from different platforms.
AI steps in to collect and analyse large volumes of data from various marketing platforms, offering summarized insights. This saves time and streamlines the process of strategizing and creating marketing assets for your campaigns.
2. Content Creation
Digital marketers can teach AI to create marketing content, such as captions, social media posts, email messages, and even blog articles. AI isn’t limited to just writing; it can also assist with multimedia like images, audio clips, and videos.
However, it’s essential to understand that most AI-generated content isn’t ready for immediate publication. Instead, marketers typically use generative AI as a starting point, whether for brainstorming ideas, outlining content, or drafting initial paragraphs to spark creativity.
Only a small percentage of marketers using AI publish content generated by AI without any modifications. It’s crucial to fact-check, edit, and refine AI-generated content to ensure it aligns with your brand’s tone and style, making it sound more human and authentic.
3. Reducing Administrative Work
Just like any job, digital marketers often find themselves stuck in meetings and buried under admin tasks. According to research, the top benefit of AI in marketing is that it saves time.
In fact, using AI and automation tools can save business pros an average of two hours and 24 minutes every day.
AI tools can handle boring manual tasks like setting up meetings, summarizing articles, and jotting down notes.
For instance, a large number of marketers use AI tools to take meeting notes and summarize discussions. These tasks might not be the most exciting, but they give marketers more time to focus on the fun, creative parts of their jobs.
3. Content Personalization
When it comes to using AI, marketers say it helps them give customers a more personalized experience. This means AI can adjust how customers interact with your company based on things like what they do online or if they’ve filled out forms.
For instance, dynamic content can change depending on the user — like showing their name or suggesting things based on what they’ve looked at before.
AI looks at what users do online and customises marketing stuff, such as web pages, social media posts, and emails, to fit them better.
There are tools that use AI to go through the data on what people want to buy. This helps you understand who in your audience is ready to make a purchase, so you can personalize their marketing experience.
5. Personalized experiences
AI can make each customer feel special by giving them personalized recommendations or offers. For example, Sephora’s AI chatbot helps customers find the perfect makeup products.
6. Chatbots
Chatbots, powered by natural language processing (NLP), have been a staple in marketing for a while. They can do all sorts of things like answering common questions, guiding leads, and even setting up demo calls.
During the stage when customers are checking out marketing content, chatbots can give them a personalized experience. Plus, they’re great at answering any questions customers might have.
A chatbot can be super smart—it’s can be trained to answer questions, even ones that haven’t been pre-programmed. So, even if a person asks something unexpected, they’ll still get a helpful answer.
Examples of AI led Marketing
1. Netflix employs AI to customise recommendations based on viewers’ past activity, optimizing artwork selection to highlight actors or genres of interest. This personalized approach aims to enhance user engagement and satisfaction, ultimately improving conversion rates and the overall viewing experience.
2. Spotify utilizes AI to analyze user preferences, including music tastes, podcast choices, and location data, to curate customized playlists and recommendations. This personalized content extends to automated email marketing campaigns, aiming to deliver targeted messages that resonate with individual users, thereby increasing conversion rates and fostering brand loyalty.
Steps to use AI in Digital Marketing
1. Establish Clear Objectives
Before diving into AI implementation, outline your goals. Whether it’s enhancing campaign effectiveness, optimizing resource allocation, or streamlining operations, defining quantifiable Key Performance Indicators (KPIs) is essential for measuring success.
2. Evaluate Your Infrastructure
Conduct an infrastructure audit with a dedicated team to assess current tools and identify AI integration opportunities. Document potential areas for implementation, expected outcomes, and resource requirements. Evaluate data quality, accessibility, and potential challenges to ensure suitability for AI applications.
3. Assess Staff Capabilities
Evaluate the skillset of your team to determine readiness for AI implementation. Consider investing in training, hiring consultants, or creating new roles dedicated to driving AI initiatives. Position AI adoption as an opportunity for skill enhancement and professional development rather than a threat to job security.
4. Choose the Right AI Tools
Select AI marketing tools aligned with your goals and identified implementation areas. Explore both out-of-the-box solutions like Jasper, ChatGPT, or Google Bard, and custom solutions leveraging APIs such as Llama.
5. Pilot AI Implementation
Initiate pilot programs in prioritized areas of implementation to test AI effectiveness. Establish clear timelines and KPIs for monitoring performance. For instance, trial AI-generated and AI-assisted social media ads, monitoring and comparing results with human-generated content. Analyze performance to inform future strategies.
6. Foster a Culture of Innovation
Engage your team in the AI adoption process, asking for feedback and involving them in decision-making. Emphasize that AI aims to enhance team capabilities rather than replace them. Encourage a culture of continuous learning and innovation to drive successful AI integration.
