Nils J. Nilsson, in defining artificial intelligence, states that artificial intelligence is the “activity devoted to making machines intelligent.” As a founding father in the field of artificial intelligence, Nilsson sought out to create artificial intelligence to enable entity functionality with the foresight of its environment.
The ultimate goal of AI is to automate certain workflows and reduce manual effort. This, in turn, will lead to more efficient businesses and optimized teams. From sales and customer service to digital marketing, AI is diminishing gaps in effort and quantifiable results.The machines haven’t quite taken over yet as AI technology is still in its infancy stage. But this doesn’t mean it hasn’t slowly seeped into our lives.
Silicon Valley, along with various industries are abuzz with AI. AI has been adopted in various applications, from virtual assistants like Alexa, Siri, and Cortana to predictive capabilities in Tesla and Google’s search algorithms.
In the field of digital marketing, AI is affecting how we operate with the strategies and tools before us. Better advertisement, target segmentation, and search engine optimization (SEO) are just a few ways AI is impacting the digital marketing domain.
AI is a burgeoning space that continues to grow in digital marketing. It creates for better digital engagement and consumer interaction. The goal of AI as it interacts with digital marketing strategies is to create a platform for better creative innovation, allowing digital marketing to engage in relevant connections with informed consumers.
The Adoption of Artificial Intelligence:
The adoption of AI Across digital marketing eliminates the dependency on so-called intuition tactics. It creates processes to amalgamate data in formats that marketers can understand and act on. AI solves efficiency issues, creates predictable analysis, and improves intelligence gathering.
This results in better user engagement, nurtures client leads and retention, and promotes interactive communities. A crucial component of brand and social marketing. Predominantly in social media spaces. Google utilizes one of most sophisticated artificial intelligence systems to understand its users to track, analyze, and interpret behavior unlike before. Wix utilizes AI design templates to create self-designing websites. And AI is being implemented to utilize the power of big data and efficient analytics.
All of these examples showcase AI’s inevitable intrusion in how marketers function and interact with their strategies and processes. But, this is not a worst-case scenario. Far from it actually. Utilizing AI in such manner elevates digital marketing’s functionality to create changes in marketing trends and establish guidelines for more organic customer interaction. This creates achievable and scalable results, crucial to future marketing efforts.
AI in Content:
In marketing, content has always dominated. Whether it’s through traditional mediums or online publications, content is king. Content is the backbone of any marketing campaign. It is an important opportunity to drive interaction between brand and customers or readers.
AI has already been implemented as a strategic content tool. While artificial intelligence won’t eliminate the need for content writers, it is useful for data-focused content. AI is a useful component in quantitative content like quarterly earnings and financial reports.
Natural Language Processing (NLP) is a content generation tool that allows a computer to learn and process human language to infer meaning. Using structured data, AI can then process formulated responses complete with logical prose. If you’ve ever used Swiftkey Keyboard on your Android phone, you’ve already interacted with NLP.
Digital marketing benefits from AI’s NLP. AI-powered content curation enables brands to segment their content according to the end user. This creates a personalized approach to content curation, creating for better-engaged customers.
This is particularly useful for email marketing strategies when personalized messages are required to send targeted messages to particular audiences at a specific time.
Machine Learning and Digital Marketing:
While machine learning is not a new application, it has in fact been around since the 1950s, the emerging interest in AI has once again brought to the limelight. In the most simplistic terms, machine learning is an algorithmic technology that simulates human decision processes using predictive analysis.
While machine learning uses previous data trends and patterns to solve diverse problems throughout various industries, few have felt is impact as much as digital marketing. From spam filtering to social media algorithms, machine learning has significantly transformed how marketers accommodate and capitalize certain marketing processes.
Google’s RankBrain is one of the predominant users in this space. As one of the most important ranking signals in Google’s search algorithm, RankBrain tracks, analyzes and interprets user behavior to predict search results. This provides more personalized search results according to individual behavioral patterns.
This creates more valuable dialogue between brands and their target customer base. Being able to personalize content through lexical and predictive analysis allows marketers to improve engagement at a personal level.
Taking out the Guesswork:
For a predominant period of marketing, campaigns relied on intuitive blanket coverage to acquire and garner customer attention. AI eliminates the need for guesswork in marketing campaigns. Particularly in the field of advertisement.
Up until the implementation of programmatic advertising, ad campaigns were a one-sided conversation. Very little could be glean from buying personas in terms of predictive buying patterns. This resulted in disruptive marketing techniques meant to distract and conquer. This disruptive advertising strategy failed to contextualize individuated consumers.
AI overcomes these issues with intelligent learning. Particularly online. Individuated customer searches can use propensity models to effectively target ads to relevant consumers. This is evident with brands like Netflix and Amazon who create recommendations on an individual basis. AI algorithmic learning is an undeniable tool in driving engagement and ad interaction.
The Role of Chatbots:
If you’ve ever interacted with a brand such as the NBA or airline KLM through Facebook Messenger you’ve discovered the power of chatbots.
In recent years, there has been an unprecedented rise in text-based messaging platforms. Tools such as WhatsApp, Slack, and Facebook Messenger are now integral to our daily lives. Its how we engage and interact with brands. This means the inclusion of chatbots appeared to be inevitable.
AI-powered chatbots have previously been rolled out to support specific tasks. Predominantly, this appeared as customer care support systems. Siri, Apple’s virtual assistant was one of the early proponents of AI-based chatbots. Chatbots have come a long way since Siri first appeared on the iPhone 4S. Now, chatbots are integrated into our digitized society. They’re able to automate content for platforms with large audiences, progressively mobile-friendly, and provide automated real-time updates.
Further, chatbots utilize AI, machine learning, and NLP, which means they’re ready to serve 24/7, creating optimal customer satisfaction. E-commerce is forecasted to experience continued upward trajectory and will eventually replace brick-and-mortar stores. Brands who can offer instant answers to customers queries at any time of the day guarantees potential increase in customer engagement and sales.
At its core, digital marketing is about inclusion. AI furthers that inclusion by creating two-way conversations in real time. Not only will it personalize content to engage with the right consumer, in the right channel, at the most opportune time, but it will also provide instant feedback.
Consumers will be able to engage with online brands in real-time, ask questions, and take advantage of AI-based, individualized special offers. The predictive analysis done by machine learning and AI can drive better customer engagement. Research shows that brands who engage its audience on an emotional wavelength can inspire trust, rapport, and brand loyalty. Studies have shown that 58% of customers will switch brands if customer engagement is not tailored specifically to their needs.
With globalization creating a competitive economic market, the need for personalized, relevant, and timely communication is of utmost importance for digital marketing. AI’s capabilities are key to unlocking personalized customer experiences.
American Eagle Outfitters brand Aerie personalized their user experience by rolling out a fun interactive quiz, “This or That.” Customers get to choose their preferred clothing in a format that’s engaging. Other brands like Victoria’s Secret and UNIQLO have also rolled out interactive retail campaigns to gather consumer information to personalize the online retail experience.
AI does more than personalize content for engagement. It also creates platforms for sustained conversation. In the entertainment industry, Lionsgate and Disney both utilize chatbots to create fan engagement and increase social sharing. Disney’s Zootopia bot found user engagement increased to ten or more minutes. Lionsgate used an AI-based chatbot in advance to the release of their film Power Rangers to drive exclusive content, increase theatre sales and fan engagement.
Digital marketing is an ever-evolving landscape. AI maintains that trend by creating innovative solutions to create effective results. AI will continue to play a predominant role in multiple industries, including digital marketing. The full impact of AI technologies won’t be felt immediately, but the fundamental shifts are already present.
AI provides multifaceted benefits to marketers in terms of personalization and creative marketing campaigns. The addition of predictive analysis powered by big data and the adaptability of machine learning increases predictive understanding of a brand’s consumer base.
This results in deeper customer engagement, personalized conversations, facilitate commerce and increases customer acquisition. As brands continue to experiment with AI, expect more interactive, real-time responsive dialogues.
Tony Youssef is the co-founder and CEO of Pulsar Group. Pulsar Activation is a full-fledged hassle-free brand activation agency that has been based in the UAE for 10 years, with branches in Beirut and Cairo. Pulsar Production is the “State of the Art” manufacturing facility in the MENA region. Prior to Pulsar, Tony was Managing Director of Mobile – freshness MENA Marketing Solution Company.