AI has developed from a grotesque notion to a trendsetter for digital marketers nowadays. It’s become the furtive engine driving personalized ads, predictive analytics, customer experiences, and much more. Artificial intelligence (AI) has rapidly changed the digital marketing setting as a tool for writing blog posts, managing customer inquiries, anticipating demand, and more. As per the global market size of artificial intelligence in marketing in 2022, its value reached USD 14.79 billion and is anticipated to exceed around USD 145.42 billion by the year 2032, assured to grow at a CAGR of 25.68%.
If you are looking for ways to take your digital marketing strategy to the next level, AI could be the perfect solution to help you personalize your marketing efforts, optimize your content, and enhance your ROI. Let’s explore the ways AI can be used in digital marketing by starting from the basics.
What is AI in digital marketing?
AI in digital marketing refers to the use of artificial intelligence for planning, executing, or optimizing a company’s marketing efforts with the objective of enhancing the company’s marketing performance, productivity, and cost savings.
AI utilizes machine learning and large-language models (LLM) to evaluate big data and change it into practical insights, automated actions, and content. It engages with customers who perform a definite behavior on your website, like clicking a button or liking a social media post. It helps with analyzing customer behavior, forecasting results, automating marketing tasks, and creating and personalizing marketing content.
New AI tools are approaching the market daily, which pledge to help marketers perform their jobs quicker, more efficiently, and more effortlessly. It’s challenging to explore the number of tools on hand, and not all of them are ideal since these tools are still evolving.
Why use AI in marketing?
From marketing automation to social media marketing and beyond, AI has made its place in almost every corner of the digital marketing world.Though AI technologies have been utilized in marketing strategies for more than a decade, the new generation of natural language processing tools like ChatGPT has brought AI technology into the spotlight. An AI marketing tool will usually use machine learning to comprehend and execute repetitive tasks like content generation for blogs or social media posts by examining huge amounts of data. Task automation like this can assist by increasing your ROI, helping you work more professionally and productively, and enabling you to reach more potential customers. Whereas using AI in your marketing strategy can help improve overall customer engagement, AI marketing tools, on the other hand, help connect with your target audience by producing relevant content for each individual that not only boosts your conversion rate but also improves your customer satisfaction level.
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Ways to Use AI in Digital Marketing
- Data Analytics
If you are struggling to make sense of large data sets, then you are not alone. Most digital marketing tools provide you with analytics, but marketers often have to transfer and arrange together data from diverse platforms like puzzle fragments to get a wider picture.
AI can gather and scrutinize huge amounts of data from numerous marketing platforms and review the findings, which aids in saving time while planning and developing marketing resources for your campaigns.
- Content Creation
Digital marketers can communicate with AI to write marketing content, including captions, social media posts, email copy, and even blog copy. Apart from writing, marketers can utilize AI for multimedia like images, audio, and even video. It’s important to note that most AI-generated content isn’t prepared for publishing promptly. Most marketers today utilize generative AI as an initial point, whether that’s ideation, an outline, or a few paragraphs to ignite their creativity.
As per internet resources, 6% of marketers utilizing AI say that they distribute AI-generated content with no differences. Therefore, you should always fact-check, edit, and regulate AI’s writing to make it sound more human and on-brand.
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Reducing Admin Work
Like any specialized role, digital marketers spend a substantial amount of time sitting in meetings and doing administrative tasks. A significant benefit of using AI, up until now, in marketing is that it saves them time.
In reality, business professionals save an average of two hours and 24 minutes per day by using AI and automation tools as they manage manual tasks such as scheduling meetings, summarizing articles, executing research, and taking notes.
As per internet resources, 63% of marketers are utilizing AI tools to take notes and recap meetings. These functions enable marketers to spend time on more important and creative parts of their jobs.
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Content Customization
Out of marketers using AI, 71% say it helps them customize the experience customers get with their company, which means AI can shift the whole customer experience depending on how they behave online or on the basis of filling out your company’s form. Take the example of dynamic content that changes depending on the user, their name, occupation, online behavior, etc.
AI examines a user online and provides them with a more subjective experience with marketing resources, including web pages, social media posts, and emails. 6Sense is an example of a sales and marketing platform that uses AI to filter through intent data. It enables you to understand who in your audience is seeking to make a purchase so that you can personalize the marketing experience.
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Media Buying
Another way to use AI in marketing is via media buying. That time has passed since junior media buyers preferred websites or billboards to publicize on. As an alternative, ad tech platforms utilize AI to select the most efficient ad and media placements to reach a target audience and increase ROI.
If you use Google Ads, you’ve already encountered the AI feature that helps with the auction process. Other unrelated AI tools, like Pattern89, a social media ad marketing platform, provide references on your ad spending while enabling you to target the right audience to improve performance.
For instance, Campaign Assistant is a free AI-powered app that can aid in generating ad copy for Google, Facebook, and LinkedIn with ease and with just simple prompts.
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Chatbots
One of the most common uses of AI in marketing that we’ve seen for years is chatbots that are created with natural language processing (NLP) and can answer common questions, encourage leads, schedule demo calls, and more.
A chatbot can customize the customer journey during the stage when they’re expending marketing content along with answering customer questions.
For example, let’s look at Drift, a company that has prepared its chatbot to answer questions, even outside of a pre-programmed path, so that if a person has a question that isn’t loaded into the system, the user will still get a response.
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Automated Email Marketing Campaigns
Automated email marketing has been around for a while. Though AI tools can aid in producing more engaging email content and learning about your email list’s performance, they aim to allow your marketers to spend less time investigating and brainstorming so they can concentrate on sending effective campaigns. As AI develops and progresses, automated email marketing software becomes even more imperative to be incorporated into your marketing stack.
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Predicting Customer behavior
Another significant use of AI in digital marketing is to predict customer behavior and sales. AI can predict the result of marketing campaigns through historical data, i.e., consumer engagement metrics, consumptions, time-on-page, email opens, and more.
AI helps marketers comprehend their campaign’s forecasted outcome, marketing assets, and forecast results. These insights help marketers progress better, along with creating dynamic campaigns that create more sales and increase ROI.
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Improving the Customer Experience
Digital marketing is all about the customer experience, and AI can help marketers provide the best experience for their visitors to convert them into leads. AI can assist by increasing customer withholding and loyalty, satisfying customers with customized content, and expanding assets.
After looking into these ways and knowing the involvement and improvements AI has made in the digital marketing area, there is no doubt that companies must migrate to AI, even if they have not yet. If you are looking to attain marketing ingenuity and drive unparalleled growth for your business, then Osits is the solution. Our marketing services are customer-centric and attract, engage, and keep customers genuinely and profoundly by leveraging AI technology. Though our comprehensive collection of marketing services using AI’s complete potential fuels your marketing success and brings personalization to meet the exclusive requirements of each client with a focus on delivering noticeable advantages and assessable outcomes, contact us now!
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Amna Shahid • May 8, 2024
