Artificial intelligence is no longer a novelty; it is a concrete force in careers and lives. It is actively changing marketing in a variety of ways. As we move into the future, marketers need to pay attention to how AI changes their field. Here are ten ways AI is making waves in digital marketing.
Artificial intelligence can help marketers easily identify potential customers. It can sort through data to find ideal leads and can predict how likely each lead is to bring a sale. Tools like Node allow marketers to harness AI for just this purpose. This saves marketers countless hours on fruitless cold calls and emails. Instead, AI allows marketers to engage with leads that have already been screened and found to be promising.
Semantic search is one area in which AI is particularly influential. Semantic search refers to search engines trying to understand the real meaning of a user’s search. The search engine does this by predicting the searcher’s purpose, the context of their search, and the links between their words. Using semantic search, search engines try to understand language the way humans do.
This influences digital marketing because it changes SEO strategies. Searching becomes more personalized and complex, with a greater focus on long tail keywords that address the heart of a user’s query. This makes answering users’ questions in a direct and meaningful way even more important.
Similarly, AI is revolutionizing voice search. Google’s RankBrain is paving the way towards semantic search in voice searches. It analyzes voice searches to determine whether the user is stressed, upset, frustrated, curious, etc. Then, it tailors the search results accordingly. Marketers can use this change to ensure that they make their content relevant to voice search.
Artificial intelligence is adept at discovering what a customer will like based on historical data. This has led many marketers to employ AI in designing product recommendations. For example, Netflix uses AI to curate its show recommendations for returning users.
Companies are leveraging artificial intelligence to power dynamic pricing. With a growing quantity and quality of customer data, AI can segment customers to understand who will be willing to pay what. AI can pair that data with competitors’ product prices to display your products at the most profitable price for that time and customer.
Artificial intelligence is now capable of generating quality content. Programs such as Wordsmith can help gather data and generate content that explains it. Artificial intelligence can then decide which content to display to visitors, shifting it to match their personalized profile.
Artificial intelligence isn’t limited to data. It can also tasks that have traditionally been seen as creative or human-centric. For example, LogoJoy uses AI and machine learning to create logos for businesses. It is able to generate a wide variety of aesthetically pleasing, professional logos very quickly. This can be a much more affordable resource for marketers than hiring a professional designer or artist.
Online and Offline Marketing
Increasingly, online and offline commerce are merging together. For example, new apps such as ScreenShop use AI to blend the two. These apps allow users to take a screenshot of someone’s post or a photo of someone in the street. The app then analyses their outfit and tells the app user where to buy similar items of clothing.
Chatbots are becoming more and more common. These chatbots help answer simple customer questions and help customers complete their orders. Artificial intelligence and machine learning power chatbots to become more effective and nuanced. Today, they work to address customer concerns. In this way, they practice reputation management, a field that marketers are often very involved in.
Artificial intelligence can track employee performance, providing data-driven team assessments. This helps managers understand where employees are succeeding and where they need help. Additionally, AI helps non-technical team members harness data. It makes data more manageable, reducing the time spent training team members.
By utilizing AI effectively, marketers can keep pace with their competitors. They can better identify and serve customers while optimizing their own performance. As we move into the future, we step hand-in-hand with artificial intelligence.
10 Ways AI is Actively Changing Digital Marketing