The advancement of artificial intelligence (AI) provided an opportunity to improve the world of digital marketing too. With its ability to collect, analyze, and apply information, strategies in digital marketing have better ways to reach and attain every customer’s needs, insights, and preferences.
As the world starts to fully embrace and accept the presence of AI, especially in various digital products, more and more companies are on its transitions to catch up to these innovative changes for their respective businesses. From here, it’s safe to say that AI is creating a better shape for the future of digital marketing.
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What is Artificial Intelligence?
Artificial intelligence, also known as AI, are machines and devices that can perform cognitive-related tasks and functions according to the data it has. Its concept is like how human minds are doing particular actions based on what information they perceive. In AI’s case, its functions are quite technical and specialized. Some of them are robotics, image and speech recognition, and problem-solving.
The so-called algorithms make the AI components technical yet more mature, making the systems faster and more efficient. As it expands, it strives to provide more options in various fields like in digital marketing.
Before, marketers were having a hard time accepting artificial intelligence concepts in their strategies. Nowadays, various companies like Amazon and even small-time sellers and retailers are enjoying the perks of AI and the conveniences it brought to them.
How Artificial Intelligence Transforms Digital Marketing?
Artificial intelligence (AI) can collect data that can be used to create better marketing strategies. With the growing demands and interests of the public, the presence of AI helps to revolutionize the digital marketing world in the following ways:
AI can gather, recognize, and analyze client information.
Before the rise of A, there was already customer-service management (CRM). It is a strategy that provides different approaches that enable us to get information from customers and filter what is valid or something that can be used to gain better tactics and methods for more clients.
When CRM is combined with the latest technologies like AI, customer information can be maximized. Customer information can be gained from other platforms like social media networks. Moreover, getting insights from clients can be faster and more accurate. The identified customer needs can be used in planning and even conceptualizing more approaches for the business.
AI can be integrated with other technologies for maximum usage.
Fortunately, AI doesn’t have to rely on itself alone. One good thing about this innovation is that it can be augmented with other rising technologies for better use. In fact, it can bring a better experience not only for the businesses but to its consumers as well.
One of these is the Augmented Reality (AR). With the use of some elements like graphics, business personnel can get a better view of a particular product or service. This can also maximize the collaborative efforts of the staff to solve a particular issue or improve the business regardless of their respective locations.
Furthermore, other technologies like Virtual Reality (VR) can also benefit businesses because it can give them more exposure to their potential clients about what the brand or venture is all about. Because of these new experiences, the customer will likely want to know about the brand, thus, creating a connection. With this, the combination of AI with these innovations can open doors for every business to gain loyalty from their respective buyers.
Artificial Intelligence in Business
AI Chatbot Application
The traditional concept of manual customer service has changed a lot with the rise of AI customer service via chatbots. Another form of AI, chatbots are software that can simulate virtual conversations with a person using a human natural language. The conversation is mostly done via different messaging applications, websites, and even mobile applications.
Chatbots are function in two ways:
- Analysis of user’s request- First, the chatbot identifies the need of the user, and will obtain relevant entities that can help or solve that need.
- Response to the user’s request- Once the need is identified, the chatbox can now generate and respond to the user based on that need. Its form of response can be a generic text, a text from a knowledge-based coming from different answers, or information stored from a particular system.
In businesses, the chatbox is very essential because:
- First, from the usual one-to-one response to a particular client with a particular need, chatbots can accommodate one-to-many inquiries or concerns. This provides businesses faster and more reliable ways of supporting their customers one at a time.
- Second, chatbots are available at any time of the day. AI has always been providing round-the-clock assistance to every customer in real-time. With this, chatbots are guaranteed to be efficient in responding.
- Finally, users can choose their preferred language, which allows the product or service to provide more personal and localized customer assistance.
Digital Advertising
The printed materials we often see around has been changed and can be perceived virtually, because of digital advertising. It involves processes that make promotional materials like posters to be published digitally like in social media networks and search engine results pages (SERP). Since most of the consumers are spending more time online these days, businesses can take their promotional materials right from their audiences because of digital advertisements.
In fact, this innovation is said to be successful in AI adoption because nowadays, it can be accessible among other digital platforms that aim to provide the best experience for the consumers. It provides different user information like gender, age, and status to show the relevant advertisements for them. This helps the performance of the digital advertisement.
What makes digital advertising successful is because of the following aspects:
- It is affordable- compared to traditional forms of advertisements, digital ads are cheaper both in costing and timing. With this, it never compromises the ability to capture potential customers.
- It is specific- Digital ads help businesses reach what it only needs to reach based on the data collected by the company on various platforms.
- It is easy to use- Unlike the usual expectations, anyone doesn’t have to be a technical expert both to create and access digital ads. With various applications and software available nowadays, digital advertisements are easy to create and used as well.
Email marketing
Email marketing is an innovative way of reaching people via electronic mail (email), sending them electronic messages depending on the business’s purpose. It can be:
- To drive more sales
- To increase loyalty levels from customers
- To send or inform essential communications
Before, email marketing intends to reach a larger number of people to attain a particular objective. Nowadays, email marketing involves careful planning, seeking consent from the end-users, and achieving a more personalized way of reaching people.
Email marketing has been considered a pillar of digital marketing strategies.
With the help of AI, business brands can create personalized email marketing campaigns based on the clients’ identified triggered actions. This means that email marketers can be confident in sending more personalized emails, starting from an interesting subject line and messaging, and product or service recommendations.
Furthermore, various AI tools can help email marketing staff to optimize their email campaigns to maximize potential outcomes. Instead of using tools like A/B test per campaign or design, various applications can help analyze campaigns faster.
With this, email marketers can be assured that the right customers are targeted using the proper context. This is because the message is relevant to the client’s behavior and action, and the products presented can help these individuals achieve a goal or solve a concern.
Frequently Asked Questions:
Can artificial intelligence be dangerous?
Like other innovations, artificial intelligence is ONLY a tool. No matter how much better it can bring to the digital marketing world, it doesn’t guarantee the perfect recipe for success. It can be dangerous depending on how its users will use or abuse it. Another way that AI can be dangerous in businesses is when it is used to harm other people and companies, like using it as a weapon against them.
Up to what extent does digital marketing need AI tools?
AI tools exist mainly for the intention of making things and processes faster and more convenient. The basic concept of AI is to provide opportunities for growth and development, and not to let the AI alone perform specific tasks. Still, the people behind the business and its strategies have to make collaborative efforts in ensuring the success of the venture.
How can artificial intelligence shape the future of businesses?
With the vast changes happening in our society, businesses that fail to know and learn about AI will be left behind. Especially with the pandemic the world is experiencing, it is high time for digital marketers to take time to know and explore various AI tools that can benefit their businesses.
In the future, there will always be a possibility that chatbots can dominate customer assistance aspects. There will be no more cash transactions. Customer needs will be identified easily. And these things will be possible with the presence of different artificial intelligence that sets to dominate the business world one of these days.
