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Artificial Intelligence Disrupting Digital Marketing

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Today we are living in a dynamic technological environment where innovations are taking place quite rapidly. One such invention which is bringing a revolution in the industry is Artificial Intelligence (AI). Artificial Intelligence is the intelligence displayed by machines, especially computers. AI enables a machine to think, respond, and solve problems like humans. At present, AI has a vast influence on our lives, be it Google’s Assistant or services offered by cab-aggregators like Uber and Ola. Knowingly or unknowingly, AI has become an integral part of our lives.

It is not surprising to see that AI is now making inroads into the domain of digital marketing. Many industries like healthcare, marketing, banking, and many others are leaning towards AI to enhance their efficiency. Moreover, earlier only big businesses could incorporate AI in their organization, but now with AI becoming more affordable, even small businesses have access to it.

Earlier marketers were skeptical about integrating artificial intelligence into digital marketing. But with success achieved by brands with the incorporation of AI, many companies are relying on AI for bolstering their digital marketing strategy and augmenting their sales. The AI-driven digital marketing tools are evolving rapidly and is even surpassing humans in some aspects. According to a survey by Salesforce, it is indicated that 51% of marketers were using AI in 2018, and 27 percent were planning on embracing this technology in 2019. Artificial intelligence is the next big thing, and it is revolutionizing digital marketing.                                               

Application of Artificial Intelligence in Digital Marketing

Chatbots: Chatbots are one of the examples where AI is making the user experience more enjoyable. They assist businesses to engage with their audiences. These bots respond to the commands of the users, be it when they ask Alexa to play their favorite song or ask Google Assistant to set the alarm. Furthermore, the chatbots can answer most of the frequently asked questions by the customers. It provides the customers to search for a product more conveniently. Many tools are widely used to make searching for a product easier by just pressing a button and using a voice command. Amazon Echo, Google Home, Apple’s Siri, and Microsoft’s Cortana are some of the tools that are widely used today. The bot is also capable of delivering both simple and complicated orders. It leads to the enhancement of customer service experience by providing quick responses and solutions to the customers’ problems. AI chatbots give an impression to the customers that they are conversing with an actual customer service executive. AI delivers this experience in real-time. For example, Facebook Messenger has incorporated a chatbot feature for Facebook to enhance the customer service experience. Chatbots are also having a lot of other advantages like it can serve customers 24/7 without getting tired. One chatbot can simultaneously serve multiple customers, thus saving time.

Personalized recommendation for customers/consumers: E-commerce platforms and many retail brands use AI technology for keeping an eye on the customers’ product preference and buying the pattern. These help them to formulate strategies about a product or a service that the customers/consumers might be interested in. AI-enabled digital marketing and data analysis strategies are more advanced and precise compared to those done by utilizing human intelligence. These accurate suggestions help in attracting customers and garnering more sales. E-commerce company Amazon with the help of its AI-integrated recommendation engines are making personalized suggestions for the users. 

Email Marketing: AI can be used for personalizing email marketing campaigns, depending on user preferences and behaviors. This results in converting prospects into clients. With the help of machine learning many data about the users are analyzed to find out the best time when the user can be contacted, how frequently can they be contacted and also which are the contents that draw their attention? Some of the AI tools that are used for email marketing are Boomtrain, Phrasee, and Persado

Creation of websites: Websites can be created within a short span of time with the help of AI. This can be done without the help of any programmers or designers. Professional websites can be designed by just providing information like text, images, etc. There are applications like Grid that use AI to create websites based on the information provided. Molly is another interactive AI tool that can be used to design websites. Other AI-powered platforms for developing websites are FireDrop and Wix Artificial Design Intelligence (ADI).

Creation of Effective Advertising Campaigns: A robust advertisement campaign is imperative for the success of any brand. This is where AI comes handy. AI collects user’s data and analyses it deciphering their future buying behavior. The brands can then use it to target ads according to the user’s preference. Furthermore, AI can also assist in creating innovative advertising campaigns.

Developing Contents: AI can be used for writing quality content on any topic without investing much resources or time. AI is also capable of writing reports and news based on data and input. There are various tools like Wordsmith, Articoolo, Quill, and many others that are used by news portals and magazines that generate traffic on their websites. AI tool Acrolinx is used by brands like Facebook, Microsoft, IBM, Nestle, and many others for the development of excellent content. AI is also used by news agencies like BBC, CBS, the New York Times, and Reuters for generating news reports. There are many articles in Washington Posts that are developed by artificial intelligence technology, Heliograf.

Therefore, incorporating artificial intelligence can strengthen the digital marketing strategy of a brand. The integration of AI enables an organization to make a better decision, which can improve the productivity, efficiency, and profitability of an organization. Artificial Intelligence is an evolving technology, and embracing it will provide a better experience to the customers, which will act as a catalyst for the growth of the business. However, some people might be concerned that with the infusion of this technology, the jobs of marketers and advertisers will be at risk. Therefore, professionals must adapt to this technological transformation, which will ensure their job security.

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