Right at work on a Monday morning, we got into a heated argument and the point of discussion was “AI (Artificial Intelligence) will eventually make the humans become irrelevant in the society”. During the arguments, I picked up 5points which I related to digital marketing. That’s how the blog post “5 Ways AI will Change Digital Marketing” came about. Before pointing out the 5 ways let’s see what AI really is.

What is AI (Artificial Intelligence)?

It’s a machine that is programmed to think and reason and imitates the way humans react and act. The unique thing about AI is its ability to rationalize and take actions that have the best chance of achieving a defined task.

It is becoming more central to our day to day in the world of information technology. AI is transforming many technology-oriented industries. Examples of AI-driven projects are:

• Self-driving cars from Telsa
• Google AI
• Apple intelligent assistant Siri

AI has made huge strides in its other forms or type like:

• Machine Learning
• Internet of Things
• Big Data

And AI is also influencing the digital marketing space, machine learning, big data and internet of things will aid the adoption of AI into digital marketing space. With the points I got from the argument I was able to understand the ways AI will change digital marketing. The following are the areas where AI will impact Digital Marketing.

“check out our post on what is digital marketing? to have an insight into the world of Digital Marketing”

1. SEO (Search Engine Optimization)

Over the years Google based it’s ranking on a rule-based logic algorithm, which was a very complex algorithm, but it’s the primary assignment of an SEO expert, to find and exploit the algorithm, which they did and some of the ways you could beat the algorithm are;

• Keywords hacks
• Backlink hacks
• Title and Meta tags optimization etc.

An AI-based algorithm will render the current trends in SEO obsolete, and Google already integrated an AI-based machine learning algorithm called RankBrain which will be used to generate search results. RankBrain constantly improves and updates the algorithm based on user behaviour, which means the SEO elements that has always allowed ranking on search engines will have less of an impact on SEO.

Some of the important factors to consider now, to rank on search engines, which is influenced by the user behaviour pattern are;

• Bounce rate
• Time on page
• Scroll depth
• Pogo sticking

SEO will be the aspect of digital marketing that will greatly be impacted and influenced by AI (Artificial Intelligence). When AI finally takes over digital marketing, then content relevance and quality will be the backbone of a great and successful SEO strategy.

2. Email Marketing

Email marketing is well suited for AI. With AI, email marketing will be more personalized to the point at which users will be individually targeted based on their behaviour and both in terms of the action that triggers an email and in the content of the email.

“For example, if a user always clicks on a certain type of content, but ignores everything else, your email marketing communications could update to contain the best you have to offer on that subject – as well as attractive offers in line with the user’s identified goals.”

AI can also help marketers optimize their campaigns for maximum potential revenue, it can also optimize every piece of the email campaign process, all through the optimal time, to send out to each lead in a database.

AI can potentially optimize three areas of any email marketing campaign, which are;

• Email Content
• Send times and Frequency
• Promotions

Email marketing is one of the best form of digital marketing and with AI, it’s making marketing even more efficient and better, for both the marketer and the consumer.

3. Content Marketing

The beauty of a AI is that it can help create appropriate and relevant marketing content based on several inputs. You would have probably read content generated or written by an algorithm without you knowing, machines have been automatically generating content for years, some top news organisations and companies such as (Washington Post, Associated Press, Yahoo, Fox etc.) are already using AI based algorithm solutions.

AI isn’t quite ready to write a content with personality, emotions and a strong hook for the reader but in the nearest future we would see more personalized content generated by AI.

There are many solutions that are making it easier to create impressive and outstanding contents on the go using AI, instead of having to spend on content writers and agency, companies can now use AI powered creative tools to make their content marketing faster than ever.

4. User Experience

AI will aid digital marketing by using the treasure trove of customer information and context available to them through every digital interaction like;

• Website
• Email
• Social Medias etc.

Those data are mined for insights about customer needs and preferences, with AI it would deliver more personal and exceptional customer experiences i.e. we can use AI data to provide your audience with what they really need.

A very good example of AI is chatbots, which are an increasingly common part of the user experience. Wikipedia defined chatbots as;

“a computer program or an artificial intelligence which conducts a conversational via auditory or textual methods”

Chatbots are programmed in such a way that they can respond to customers based on the data they receive. Some examples of chatbots applications are;

• Google Duplex
• A Chatbot that monitors employee or customer’s satisfaction
• A Chatbot that helps customers make ecommerce purchases
• A Chatbot that answers customer’s services questions and provides help with different tasks

With the aid of AI in digital marketing, it is going to be easier to predict buyer behaviour and to create a better user experience.

5. Marketing Decisions

Marketers are used to doing a lot of market research and studies before embarking on a campaign. With AI, marketers don’t need to worry about tough marketing decisions, since AI can uncover the most impactful insight by understanding user behaviour, needs and future actions.

With AI it is also easy to predicts the future trends of the market, with data collected from the customers. AI can be used to sift through data from a business intelligence perspective, then use those insights to get to know customers better. This method enables marketers to avoid being intrusive and deliver the best experiences to customers.

AI helps you end the guess work; you can create a more effective marketing strategy for your business with AI’s data driven analysis.

Conclusion

Artificial Intelligence is with no doubt the next big thing not just in digital marketing but in the IT world and it’s sparking a revolution in the digital marketing space. AI will save marketers both time and money, thereby given the user the best experience they could get.

AI will not pose any threat to existing jobs; it will only make marketers task easier and provide competitive edge to your digital marketing efforts like; improve user experience, more effective marketing, increase productivity, and it helps in understanding your audience better.

AI is here to augment our inefficiency and not to replace us. Unlike what people think about AI. Embracing AI in digital marketing should be of paramount to marketers because it will help in boosting their services to the customers.

We would like to hear your opinion on how you feel (AI) Artificial Intelligence is changing Digital Marketing and we would like to know if this post has helped you in any way.

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