Deployment of artificial intelligence – It is a well-known fact that the adoption and continuous usage of digital technology as a tool for promoting awareness and increasing customer engagement forever changed the scope of marketing in the 21st century. We can now make targeted Ads, monitor the progress of a particular campaign, make sense of big data, reach a larger audience and more importantly, significantly improve sales. By following the right guidelines (usually laid down by a professional digital marketer) and using the right digital tools, any business owner can achieve this.
Digital technology which started as an auxiliary tool has in recent years evolved to be more than a tool for marketers. Like every other industry of the society, the marketing sector is currently being infiltrated by an advanced technological tool (Artificial Intelligence) built to automate tasks which were hitherto performed by humans.
Before now, digital marketers had to collect data and make sense of them, uncover insights from the data generated and design a marketing campaign suitable for that particular audience. By deploying AI tools to marketing, we can automate lots of tasks and focus our attention on other equally important segments like strategy, contents and creative work.
When putting to good use, AI tools like Machine Learning (ML) can provide business owners with the opportunity to automatically profile and store visitor’s web behaviour. This can be executed by gathering data about their interaction on the webpage, chatbot, FAQ pages and their search queries. A customized profile can, in turn, be used to provide personalized contents/incentives/messages for each individual.
Below are some of the major avenues for deploying AI in Digital Marketing:
- Digital Ads optimizer: While having digital Ads is one of the best ways to reach a larger audience, introducing the algorithms of Machine Learning to your Ad campaign will help in quickly analysing your Ads performance. By so doing, you can accurately evaluate the effectiveness of your Ad and fix the loopholes. Taking into consideration the behavioural data of consumers and other attributes like Age, gender, location and a couple of other relevant data, AI tools can quickly create a smarter personalized Ad that speaks to the need of each individual.
- Improved automation: The plethora of tools presently available to digital marketers makes it possible to automate marketing tasks. With AI, automation can get even better. Intelligent tools that are capable of automating Ad creation are already in circulation. Copies that are as good as a human-written copy can also be produced by AI-powered technologies. What more? These tasks can be executed in a fraction of the time it will cost a human.
3.The individualisation of Incentives: while promotional offers, bonuses, discounts and other incentives are used by business owners to lure and promote loyalty among customers, it is sometimes costly for business owners. Also, we might be offering incentives that a particular customer doesn’t consider relevant. Using AI, each customer’s engagement behaviour can be analysed to determine the most effective incentive for them.
In addition to the aforementioned, the adoption of AI-powered tools by digital marketers has also proven to be a cost-effective approach to marketing. Thanks to AI, the cost (time and money) of personalizing contents for the different genre of customers patronising a business is no longer astronomical. Except you have a business with a wide profit margin, how else can any growing business keep up with the never-ending cost of hiring a graphics artist and content creator every time there is a need for personalized content?
While there is no doubt about AI’s current influence in the marketing industry and how it is changing how brands speak to customers, in the nearest future, this effect will become even bigger and more prominent.
Seeing the opportunities contained in deploying Artificial Intelligence to digital marketing, it is only rational for business owners to yearn for its fusion into their current marketing strategy. Digital marketers that are yet to learn about its usage will either learn or risk being becoming irrelevant in the marketing industry.
Please keep in mind that the above does not connote that AI will automatically solve marketing challenges and improve sales. The core of AI is data. In other words, the generated output depends largely on the available quality of data.
As a rapidly evolving tech innovation, AI will continue to penetrate the core of marketing to provide improved options for digital marketers and business owners. For business owners/digital marketers that are yet to fuse AI-powered tools into their marketing strategies, there is no better time than now.