Over the last decade, with the advancement in technology, the internet has reached a wider audience. Today, two-way communication can easily be established between two people via the internet even if they are situated across different continents. People can connect with anyone in any part of the world irrespective of the time zones.
Today, networking among the masses can easily be conducted cost-effectively. Whether you are placing an order from a store located in another country or working for an overseas client on their onshore project, the network among people can easily be created where the internet plays a significant role.
Hence, with the help of these technologies, we can create a strong relationship among people irrespective of their gender, race, religion, or ethnicity.
The relation between humans and technology is widely known and highly appreciated by tech-scientists and computer enthusiasts. But in the past few years, this relationship has gotten much stronger which has enabled mankind to create huge strides in every working field known to humans.
Today, we are standing on the edge of creating robots who would do our daily chores; starting from waking up to taking us back to our homes from our offices.
One such technology which has impacted is Artificial Technology or we call AI. Though AI has an enormous wide variety of fields, we will only talk about its current presence in our field of Digital Marketing. This technology has completely changed our perspective with regards to the marketing field and is believed to transform this field in the coming years.
What is Artificial Intelligence (AI)?
You might be wondering that I have introduced this fancy technological term to our readers but for a person who is completely unaware of this term what does this mean? Well, for starters, everyone might be aware of Apple’s famous voice assistant Siri.
“Hey Siri “, this is what we usually call when we want answers for our queries and Siri searches information on the internet and then provides us. So, in a very plain language, AI also follows the same principle to make our lives simpler. This is one of the activities done by AI for us. Other activities of AI are:
- Speech recognition
- Image recognition
- Natural language processing
- Problem – solving
- And many more….
With its usage being adapted to different areas, it is becoming day by day more mature and complex with providing results at a much faster rate than ever before. Therefore, it can rightly be said that in the future, this technology will be much more human than a machine.
Relation between digital marketing and AI
In the earlier days of this technology, many digital marketing individuals, as well as companies, were reluctant to make use of this technology as they believed that it might not be able to provide them with the desired results.
But, after gaining exposure to AI with regards to its usage in the area of marketing, they started to adopt it in their workforce and so far, it has yielded unimaginable results which were unexpected to these people and the companies.
Today, many companies are making use of this technology, for example, Amazon uses AI to predict customer shopping patterns, provide them with a variety of options for any product in their inventory, and also provide them with the exact delivery dates for their products.
This technology is now being employed by a lot of companies to gather large amounts of customer data and to predict the market trends to attract the target audience. Hence, AI has become a backbone of digital marketing to create and maintain trust in their new as well as existing customers.
How is AI influencing digital marketing?
The AI can collect and analyze the data of the customers and then react accordingly to that data. Then, it uses this data and predicts the desired outcomes for the prospective customers. Some of the ways it is accomplishing this:
Recognize and analyze
One of the most underestimated industries where AI is taking its place is customer service. For that reason, customer-to-company relations become vital. Hence, to achieve this, we have Customer Relation Management (CRM) that is based on the customer-centric approach to any business model. AI, when introduced in the CRM changes the outlook for the companies by providing them with adequate customer data from multiple platforms.
When combined with Big Data technology, AI can deliver accurate insights for target customers so that businesses can determine the exact marketing strategy for their prospective customers.
With all this data, marketers can analyze potential customer’s needs and with the use of AI, can boost their sales. Hence, AI can transform large amounts of customer’s data to the advantage of the businesses to maximize their profit scalability.
Combination of AR/VR with AI
Augmented Reality (AR)/Virtual Reality (VR) is ground-breaking advancement to this world where you can replicate your experience into reality. When it is mixed with AI, it can convert a plain insight into a magical world. For example, big retails giants are offering their customers a real shopping experience from the comfort of their homes.
People have to wear their AR/VR devices and then, they can roam around in the shopping complex and can see the exact items as they would appear in front of them when they visit the store.
They can add or remove items from their cart and can also make payments and then their items would be delivered to their addresses. Hence, AI has transformed the retail industry to enrich people with real shopping experiences from their homes.
Applications of AI
Being advanced, AI has a lot of real-world applications as it can provide results in real-time; so, many companies prefer to take this route to maximize their revenue models. Some of its applications are:
One of the most advanced customer support software that can answer your most general queries irrespective of your location. They have a lot of pros as compared to old processes.
Firstly, they can provide one to many support at the same time as compared to the traditional one-to-one support method.
Secondly, since they don’t need rest, they can answer customer queries round the clock in real-time and can also provide support outside normal office hours thereby enhancing business productivity and customer service experience.
Thirdly, people can switch to their regional language to receive more localized support on these chatbots. Today, many companies are employing chatbots as their preferred mode of interaction with customers.
AI-based digital advertisements
Today, digital advertising is one of the most successful marketing strategies in the market. It has been actively involved on platforms like Facebook, Instagram, Google, and many more. With the use of AI, marketers can recognize and analyze user information like age, gender, demographics, and other relevant aspects and can create the most relevant advertisements, thereby, improving the performance of the digital ads.
Artificial Intelligence supports brands to personalize email marketing to accurate customers. Businesses can target the customers by sending them automated marketing emails and can predict the product performance and thereby, the revenue models for their business.
It can also help to deliver marketing campaigns based on the user’s behaviors. This enables them to deliver relevant emails to customer’s inboxes, with accurate subject lines and product recommendations.
Improved User Experience
With the help of intelligent algorithms in AI, we can personalize the customer’s experience on any website. Since, AI stores and analyzes loads of data including age, gender, demographics, location interaction with the website, it can display offers and accurate content which are more useful for each type of user.
A 2017 Evergage survey taken in real-time illustrated that 33 percent of marketers used AI for personalized web experiences. When asked about the advantages of personalization from marketers, they said it increased conversion rates and improved customer’s experience. Therefore, AI can help any business to make the life of its trusted consumers effective by enhancing their website personalization.
Create and Generate Content
Being intelligent, AI can provide the users with built-in templates for any business to attract visitors to their websites. It can also help you to save time and lots of resources. Intelligent automation tools like Canva, Heropost, etc., are currently being used by the content creators for the consumers so that accurate markets can be targeted.
Additionally, AI can also assist you to curate your content. Content curation by AI makes it possible to connect with the prospective buyers on your website and then show them more relevant content. Hence, with the help of AI, marketers can produce and curate content for their trusted consumers.
In conclusion, today, AI has become an indispensable part of every business model irrespective of the industry. It has deeply affected the human and machine relationship. With its help, the digital marketing industry has been provided with a lot of benefits.
AI is the new face of productivity, efficiency, and profitability. It has largely influenced the choices of consumers by providing them with relevant recommendations along with customer service. Hence, if we start using AI effectively, we would be able to grow our brand and meet customer expectations.
About the author
Tushar Upadhyay is an intern at the International Institute of Digital Marketing (IIDM). He has wide experience in the service industry and aims to reach the target audience using his experience and training at the IIDM. Since digital marketing is a widely growing field, IIDM also offers globally recognized online digital marketing certifications for learners who are willing to dive into the ocean of digital marketing.