How to Employ AI in Digital Marketing?

While the entire world talks about Artificial Intelligence (AI) and its nuances we thought to ourselves “Why not write a blog about it?”

So here we are with yet another blog on our website. To the budding digital marketers do check other articles published on our website that could be useful for you.

In this article, we will discuss how businesses can use artificial intelligence for effective web marketing.

But before answering ‘How to employ AI in Digital Marketing?’ We will first do an in-depth analysis of what artificial intelligence is, along with how it functions. 

What does AI really mean?

Though, no one really knows what artificial intelligence means. For starters, artificial intelligence is a technique in which computers are used to realistically simulate human intelligence such as learning, reasoning and problem-solving. 

According to Wikipedia-

“Artificial intelligence is intelligence demonstrated by machines, as opposed to the natural intelligence displayed by animals including humans. Artificial Intelligence research has been defined as the field of study of intelligent agents, which refers to any system that perceives its environment and takes actions that maximize its chance of achieving its goals.”

As already mentioned before, no one knows the actual definition of artificial intelligence but as of now, the replication of human intelligence that is functioned by machines, particularly computer systems, is known as artificial intelligence. Artificial intelligence stimulates machine intelligence, particularly computer systems, and processes human intelligence. Expert systems, natural language processing, speech recognition, and machine vision are some examples of specific artificial intelligence applications. 

How does AI Function?

According to a  layman, artificial intelligence or machine learning for him is all about SIRI or Alexa, or self-driving automated vehicles that only respond to voice commands and where human resources do not need to work. 

What a layman forget is, though at first sight Alexa, SIRI or any automated cars might appear to be relatively simple to operate but when we deep dive into it, we see hundreds of machines and programs operating in the background, operating to simplify our lives by automating routine chores and calculations.

As the hype surrounding machine learning has increased businesses have been rushing to demonstrate how their products and services integrate artificial intelligence with the consumers. When people talk about it they particularly look at one component, which is machine learning. Artificial intelligence necessitates a foundation of sophisticated hardware and software for the development and training of data mining algorithms. There are a few programming languages, such as Python, R, and Java, that have been specifically linked to artificial intelligence or machine learning.

Massive amounts of data are combined with clever, iterative processing algorithms to create automated systems that can learn from patterns and features in the data they study.

An artificial intelligence system tests and evaluates its performance after each round of data processing to improve. Because it doesn’t require breaks, it can do hundreds, thousands, or even millions of tasks very quickly, picking up a lot of knowledge quickly and excelling at whatever work it is trained to complete.

The key, though, is to grasp the notion that artificial intelligence isn’t just a particular computer program or application, but rather an entire discipline, or a science.

The objective of artificial intelligence science is to create a computer system that could also simulate human behaviour to tackle complex problems using human-like reasoning. Machine learning systems use a wide range of diverse technologies, as well as a long list of methods and procedures, to achieve this goal.

AI Functions - gryffindor academy

How will AI change the future of Digital Marketing?

When it comes to businesses and digital marketing, the acronym artificial intelligence is constantly popping up. Web marketing powered by artificial intelligence is redefining how businesses develop content for campaigns, generate leads, lower customer acquisition costs, manage customer experiences, recruit potential workers, and convert their social media to a reachable audience. The benefits of employing machine learning in web marketing are discussed below-

1. Improved personalization and recommendations

Consumer behaviour is evolving right now, including how they interact with and react to various marketing strategies. People today demand messages that are tailored specifically to them, according to their location, interests, and needs. Have you ever come across related videos or stuff that you have searched for on Google, Amazon, or Netflix? Do you get recommendations from the web?

These recommendations are not a mere coincidence it is based on what you have viewed or streamed on their services. They gather a lot of information about you.

For instance: The movies or series you have watched on Netflix or searched for, are divided according to genres and sub-genres. When you scroll mindlessly on the site it gives you certain suggestions based on the genres you have searched for by using the information they have gathered about you.

Machine learning algorithms allow marketers to provide a customized customer experience by evaluating data.

2. Chatbot

Have you come across an automated message, ‘How may I help you?’ on the right-hand side or left-hand side of a page or website. If yes! That is an assistant-like feature, called a chatbot.

Every customer is important, and maintaining them with more staff can be very expensive. There enters artificial intelligence which provides instant predefined replies to the customers at any time of the day that in turn favours the company. Because now, only a few customers with something important about the product will be redirected to customer service.

Artificial intelligence can be used to give websites a unique touch and interactivity for each visitor that comes to the site. Internet users are very much aware of artificial intelligence applications like Siri, Alexa and Cortana. Using these applications on your website will make your visitors feel more comfortable, relevant and special from their experience at your site visit.

An example of this would be if you were a customer service representative working with your clients using an intelligent voice assistant to help at all times during customer support calls. The client visits your website and sees you sitting in front of them through their computer or smartphone screen via video chat software. This would make the client feel like you are sitting with them in real-time and that you can give them the best of attention since they are not getting it from a call centre.

Using these apps, companies can provide better customer service at a lower cost. Facebook, Whatsapp Business, and many other examples are growing in popularity as simple ways to contact customers and businesses.

3. Reduced data errors

As a quote goes “Necessity is the mother of invention” Similarly, in order to ease out the work of humans they themselves made machines.

All the machines in the world were built by humans, and people tend to make mistakes more frequently.

When using data, especially massive data, these mistakes might be detrimental. Large amounts of data can be processed by machine algorithms without ever becoming tired of making any mistakes.

They can examine past performance and provide accurate results.

Nowadays, there is a lot of software available that uses artificial intelligence to merge, compare, and combine multiple data from diverse sites without duplicating the data, which may be used to eliminate obsolete data and duplicated data.

4. Increase in ROI

Wondering what ROI suggests? We got you!

Return on investment (ROI) is merely a comparison between the revenue generated by a digital marketing campaign and the expense of designing and implementing the campaign.

Machines are far too adept at recognizing patterns in data and past encounters. Even before the customer makes a decision, they can predict what they will do.

Based on past behaviour and attributes of a customer, machine learning software predicts future behaviour using data and statistical models. It accomplishes this with surprising precision. You may learn new things about your customers with the aid of this clever software, and it will also automatically send marketing messages at the correct moment for the greatest possibility of a sale. Artificial intelligence will assist you in identifying your most valued lead so that you can concentrate more on them and less on the non-buying customers.

AI Tools to Change the Game in Digital Marketing-

If you’re just starting out to research your possibilities for using artificial intelligence, and don’t want to hire a full team of web developers, you can use certain machine learning-powered tools to complete the task. Businesses that use artificial intelligence get 59 per cent better close rates, 58 per cent more income, 54 per cent more traffic and engagement, and 52 per cent more conversions, according to MarketingProfs. 

Choosing a machine learning solution will enhance your advertising capabilities if you run a small business with few marketing resources. Consider employing a machine learning tool based on SEO to outrank your competition if you own a large firm and are searching for a competitive advantage. The machine learning tools that can be used for digital marketing are discussed below-

1. Siftrock

Siftrock is one of the best tools for a digital marketer or any marketer looking to apply artificial intelligence in their email marketing plan. With the help of Siftrock’s marketing automation component, you can automatically replay and interact with your inbox while sending targeted messages to particular individuals.

2. Google Cloud AI

If you want to build your own chatbot or talent network and are confused about which tool to use.

Google Cloud AI is an apt tool to use. This is a secure and easy-to-use technology for making large-scale artificially intelligent products and services, according to numerous web marketing experts. On this cloud-based platform, you may use a pre-trained model or create your own bespoke one, and you can quickly integrate everything on your website.

3. Phrasee

Phrasee specializes in “brand language optimization.” This artificial intelligence-powered marketing technology increases the brand language utilized by businesses in their copy to achieve their goals. Using a natural language generating system and a machine learning algorithm, it can create a copy for emails, Instagram, Facebook, or even push notifications. The result is the text that is effective and human-sounding while adhering to the brand.

4. Emarsys

Personalization is the future of machine learning in B2C digital marketing. Every aspect of the competitive internet requires marketers to be able to tailor the material people see and interact with. Emarsys is an omnichannel platform powered by machine learning that assists marketers with mass personalization. This is the tool for you if you want to improve your user experience and increase sales using artificial intelligence.

Conclusion

Prior to the introduction of digital marketing, marketing was not as customer-centric as TV advertisements, billboard ads, or man-to-man marketing. However, it is now more centred on potential customers. Social media usage is common among people, making it possible to accurately predict their demands. And in this situation, artificial intelligence might be quite important.

The management of marketing campaigns and the manner that which businesses interact with their clients have already been impacted by artificial intelligence. The world of web marketing has seen a significant transformation with the introduction of machine learning.

It helps companies create efficient digital strategies, optimize marketing efforts, and boost return on investment. With the help of smart devices, chatbots, and self-driving cars, artificial intelligence is influencing many aspects of life. These are designed to determine client preferences and interests so that they can offer a customized customer experience.

A digital marketer with knowledge of machine learning/ artificial intelligence can sky-rocket his/her career as nowadays technology evolves every day and none can predict the future, it can surely change the digital marketing game.

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