Since the evolution of technology back in the nineties, very few could have thought that we would make technological advancement by such leaps and bounds. Now in 2018, we are on the verge of embracing smart tech like Artificial Intelligence and Blockchain. By and large, Artificial Intelligence( AI), is going to impact our regular lifestyle for the most part. More or less all of us have become habituated with buying things online, booking tickets online for our regular travel purposes, and from the past few years, we have even started transacting online due to the automation each adds every industry offering us through their smart mobile apps.
Why is there a need for AI in Digital Marketing?
AI is playing a huge role in bringing all the sectors at our fingertips. Now when Digital Marketing is growing at such a rapid pace and is booming day by day, AI has started transforming it slowly but intelligently.
When we browse a product on the web, especially in e-commerce portals like Amazon or Flipkart, we receive a recommendation based on our online search or buying behavior, that’s how e-commerce is transforming their audience base and thus going very niche in targeting their audience with the help of AI. But this is just the tip of the iceberg of what AI has to offer in the Digital Marketing sector.
The impact of AI integrated marketing is very exciting. A 2016 research by top marketing firm Tratica found that the revenue generated from AI will touch a whopping $39 billion across the world by 2025.
Why are the benefits of AI in Digital Marketing?
Just like in other sectors, there are endless ways AI is impacting the world of Digital Marketing but definitely with some positive changes and challenges. So, today we are going deep into the matter of how AI can transform the digital marketing arena.
1. Smarter Search
In the present scenario, people barely need to go to the library or a brick and mortar store to get information or a product. They can simply browse on their mobile phones from the comfort of their homes. A decade back it was unimaginable but now it’s a clear indication that how AI is going to change the way we browse, order, and buy and even utilize the internet of things.
Google’s frequent update of its algorithm making the search engine more advanced and by combining its search engine with the social media platforms it is making things, even more, easier for the searchers.
Therefore, it’s not rocket science to understand that organizations need to optimize their search engine rankings on a priority basis maintaining consistency. When it comes to the combination of AI and Digital Marketing, marketers are finding it a lot easier to conduct their market research and competitor analysis and even gathering massive online data to target their niche audience and exact location. And with the assistance of AI, they are able to predefine their budget for their various ad campaigns. Nonetheless, it’s undeniable that smart assistants like Alexa and Siri are playing an important role in reshaping the way we use search engines and the internet in general.
2. Natural language processing (NLP)
Natural language processing or NLP is a very powerful feature of AI through which machines can optimize and understand human languages. This feature of AI even allows machines to respond to their human counterparts. If machines can comprehend typical and diverse human linguistic behavior and sentiment, people will be much closer to understand AI.
With NLP, it has become much easier for the businesses to get a rough sketch of what their global audience could look like. The technology behind the Swift Key is one of the notable examples NLP can offer. It can predict the responses of the users by tracking the style of their typing.
In the current marketing scenario, where millions of untapped customers are wandering the target area, it’s difficult for companies to categorize them based on their interests, behavior, and needs and that’s where the need for market/audience segmentation has come up. It will help corporations in increasing their sales and to retain their customers successfully.
The Segmentation of the audience can be created using interest, location, OS, browser, engagement with brands, etc. The implementation of Ai can help businesses focus on their personalization and customization. With the help of AI, Digital Marketers can market their products based on the different segments of their customers like behavior, interests, and preferences.
4. Chatbots and messaging
Whenever you are opening a website, you must have noticed popups from the right or left bottom corner asking if you require any help. These are called Chatbots, powered by intelligent AI. The Chatbots are capable of giving auto-responses in the absence of the website owner/controller and by interacting with different users, their auto-response is improving consistently, ultimately helping the brand in forming a better customer relationship.
A recent study shows that almost 74% of Americans return to the same brand due to a better customer relationship. And the AI-powered intelligent Chatbots are built to solve particular problems which in turn help in figuring out key customer issues.
5. Image recognition is the new option
Image recognition is truly an interesting topic that uses AI. It is a technology where you can unlock a device by recognizing images of faces, places, writings, objects, actions and it could be anything. For instance, take Apple’s latest TrueDepth camera feature on iPhone X. It unlocks the phone by recognizing a user’s face using facial recognition technology.
The future, combining image recognition and AI looks bright and promising. For instance, just take the app smartly that uses image recognition to discover scanned copies of art and facilitate users with further information on them.
Given the current innovation, AI has already come a long way in revolutionizing the digital marketing sector. But, if the innovation continues at the same pace, it can provide unimaginable technologies that can equip marketers with 24/7 automatic content distribution without human interference, use image recognition for searches and ameliorate customer experiences through voice recognition.
What do you think AI can deliver for digital marketing in the nearest future? Let us know in the comment section.