Can AI-Fueled Digital Marketing Change Landscape and Fuel Growth?

Chaitanya Patel

December 19, 2019

Digital Marketing is not as easy as it reads. It is facing numerous challenges. With everyday growing websites, and everyone competing to rank on the first pages of SERPs, the competition has become tougher than ever. However, the rising of challenges has also given the birth of rising of new technologies. Nowadays, terms like Blockchain, Artificial Intelligence, Internet-of-Things, Machine Learning, Data Science, etc. have found their strong places in human minds across various industries at a global level. These latest technologies are quite advanced. Combining them with routine activities can make the lives of businesses long, and the lives of businessmen peaceful; if done right!

The roadmap of Digital Marketing ensures to stay ahead of the crowd, get searched and get clicked. Here, let us see, how the utilization of Artificial Intelligence is modifying the landscape of Digital Marketing for better.

AI-Fueled Digital Marketing

From startups to large firms are opting for AI-powered Digital Marketing tools to enhance campaign planning and decision making. In Digital Marketing, it is important to make data-driven decisions. Such decisions help marketers to walk in the right decision. If we specifically talk about the role of Artificial Intelligence in Digital Marketing, yes – it helps to a large extent in making data-driven decisions. How and when? Here you go!

Content Marketing

They say don’t write for the search engines, instead, write for your users. And that’s how the definition of Content Marketing was born. Content Marketing is all about creating a story to engage with your target audience and bring them to your offerings. It mainly focuses on solving the pain points of the customers rather than generating keyword-stuffed content. With Artificial Intelligence, your Content Marketing can be strengthened. You can figure out your target audience easily and generate quality leads for your business. Because it consistently helps you to generate targeted content that aims to solve a problem for the audience.

It mainly assists you in TWO broad ways:

Generating reports and news based on existing content. News and reporting sites like BBC, The New York Times, Reuters, etc. use templates with related keywords wherein AI-based tools like Quill, Wordsmith, Heliograph fill the gaps and make it sound like human-generated content.
Curating content to better connect with website visitors. You must have visited numerous eCommerce sites and ended up purchasing things more than required. Why is it so? Because, most of the sites like Amazon, Flipkart, Walmart, etc. displays a section ‘Products You May Like’, or ‘Frequently Bought Together’. Such things allure users and intrigue them to shop more! Well, this too can be well managed by Artificial Intelligence.

Algorithms of Artificial Intelligence make it easier to collect data on a target audience and help accordingly to create, generate and curate content.

Voice Searches

Didn’t you know about Alexa, Google Home, Amazon Echo, Microsoft Cortana, Apple Siri? What all they do? And how do they change the landscape of Digital Marketing?

Well, most of the searches are nowadays happening in Voice format rather than text format. It is easy for people to speak rather than typing their query. Also, Google’s Machine Learning algorithm, RankBrain, has been created to get much more relevant search results. And, it has given rise in the volume of long-tail keywords, conversational keywords, and ‘how-to’ type of content. So, brands can become more efficient by improving their organic results if they emphasize on benefits of Voice searches. According to one research, approx 40% of the results appear on Voice Search are from featured snippet i.e. position zero. It will push digital marketers to embrace schema markup and structured data within their websites.

Conversational Chatbots

Through Voice searches on search engines, users are trying to get responses for their queries. However, it is just the front face of AI in Voice searches. Another end of AI connects with intelligent technology called Conversational Assistants i.e. chatbots, messaging apps, speech-based assistants. It allows Voice Assistants to provide semi-human feel.

Natural Language Processing (NLP) is an AI-based technology. With it, you can better understand the language and accent your customers speak and respond the way they are looking for a piece of information. Bots use NLP and Machine Learning to correct auto-generated responses. Banks, restaurants and other businesses can serve clients 24/7 and retain their data. Chatbots are friendly and never lose their patience, unlike customer service executives.

AI-based conversational bots can help brands to create an emotional bond with their customers through more meaningful conversations. It definitely improves the digital presence of your business and enhances your business reputation. To make the most use of conversational chatbots, brands need to optimize website content and make it relevant for Voice searches. It will give rise to the usage of long-form content, long-tailed keywords and compete to rank for zero position.

Lead Scoring

Predictive Analysis is yet another advantage of Artificial Intelligence. As a digital marketer, you need to do lead scoring based on a lot many buts and ifs. At each stage, logic is necessary. The entire data that is in front of your eyes need to be considered to qualify leads and categorize them as cold, warm, and hot.

Machine Learning can generate models that you can train to rank your prospects. It saves a lot of time for your Sales team in qualifying leads. They can spend their time in more productive task of converting leads. The accurate usage of Machine Learning in lead scoring not only saves time and resources but also boosts Sales revenue.

Email Marketing

Now with Artificial Intelligence in place, you no need to manually analyze best times or custom audience segments while scheduling your emails. Machine Learning and Artificial Intelligence can segment and analyze thousands of data in a fraction of minutes. All your headache AI-based technology can take away. Even you can have more personalized emails based on your users’ behavior, tastes and most visited pages. Also, it can help you craft amazing subject lines that users click.

Over to You – Embrace AI and Boost Your Digital Marketing

With this, signing off for now. Apart from the above-listed applications, Artificial Intelligence also finds its role in Paid Marketing including Facebook Ads, Google Ads, and LinkedIn Ads. It can also augment user experience when they browse through your website. In all, one thing is sure that no need to think twice if you are planning to go ahead with AI-fueled Digital Marketing. It has immense potential to change the landscape and fuel the growth of your business. Also, one threat that disturbs all digital marketers is will it replace their jobs? The super-simple answer is NO.

Digital marketers will still be in demand but with the more upgraded version of theirs. Rather than eliminating jobs, we can say that Artificial Intelligence will streamline their roles and strategically optimize overall Digital Marketing costs. Any other thoughts? Do drop in your doubts and concerns in the comments box. We’d love to hear and learn from you.