AI in digital marketing empowers companies by automating many marketing tasks and improving processes. It helps marketers save time on tasks that would be difficult or even impossible to do manually within a reasonable time frame. 

According to research in 2022, the global artificial intelligence market is estimated to generate $433 billion in sales. The global AI marketing future is expected to snowball in the coming years, with revenues exceeding half a trillion dollars by 2023.

What Is AI in Digital Marketing? 

Artificial intelligence allows marketers to create a combination of intelligence elements with human hands. Using AI in digital marketing facilitates and improves the processes, in parallel to the main motive of ai driven technological advances.

Offering more than automation or other simple digital tools, artificial intelligence imitates the human mind to make decisions and function. As a result, it helps marketing teams create effective marketing plans and workflows. 

AI in digital marketing needs data to carry out its responsibilities for the companies within the framework of models created by algorithms. The raw material of artificial intelligence algorithms and models is data. That’s why data collection OR data protection is a hot topic in today’s business world.  

The amount of data produced in the digital marketing world is enormous. It’s a meta to sell and buy, own, and protect. The solution to the challenge of the management and analysis of this big data lies in AI technologies so that companies can benefit from it to improve their marketing performance.

Samples of AI use cases

More and more organizations have integrated artificial intelligence to connect with their target audience. Just as major world brands such as 

• Netflix uses AI technology to make new recommendations based on their users’ previous activity,
• Coca-Cola uses artificial intelligence to generate logos, texts, and narratives in ads automatically. 
• Search engines like Google, where we consult almost everything now, use artificial intelligence to determine the most relevant result for a search. 

How Is AI Used in Digital Marketing?

Developing artificial intelligence help businesses and brands in digital marketing create various alternatives in the ways and methods of communicating with their target audience. In digital marketing, it is possible to conduct target audience-oriented marketing by collecting important data about customers, consumers, potential customers, and target audience with artificial intelligence technologies.

Artificial intelligence can evaluate and process big data in real-time with a predetermined design. In this way, marketers will be able to create competitive marketing strategies by seeing the whole picture. Artificial intelligence technologies and branches like Natural Language Processing (NLP) and Machine Learning (ML) play an active role in digital marketing on personalized content suggestions, email marketing, improved customer service, real-time customer support, and social media marketing.

Artificial intelligence provides companies with solutions to be more effective in their advertisements, which constitute a critical promotional expense. In addition, AI digital advertising with the right content enables them to reach their target audiences at the right time and environment.

AI in digital marketing relies entirely on well-matched data, analytics, and research. Combining AI with digital marketing is currently one of the most successful ways to work wonders in terms of lead capture for marketing strategies.

Here are some key aspects where artificial intelligence is used in the digital marketing landscape:

Customer Relationship Management

Customer relationship management, also known as CRM, is a business strategy that adapts to a customer-centric approach by filtering valid information and maximizing the collection of user information. It is an excellent AI-driven strategy for gaining accurate insights.

Combined with CRM and AI, companies can now understand consumer behavioral information such as 

• what product to buy, 
• how much you ideally spend on products, 
• which site you frequently browse, and more. 

This practice allows companies to create an effective marketing strategy to increase leads and conversions. Marketers analyze consumers’ needs through this data and adopt artificial intelligence to increase sales. In this way, AI and CRM are helping to change the world of digital marketing.

Chatbot Applications

With the developments in semantic definition, such as artificial intelligence’s language processes and matching the questions asked with relevant topics, chatbot applications have started to provide many advantages to improving customer experience and customer services. For example, while customer representatives deal with a single person, chatbots can deal with many customers at the same time.

Another advantage is that it can provide 24/7 service. As a result, you can establish uninterrupted communication with your customers. It helps you stay one step ahead of your competitors who do not provide such a service. In addition, if your company carries out operations abroad, your communication with your customers continues without interruption thanks to different language options and regardless of the timezones. 

Digital Advertising Campaigns

Undoubtedly, one of the areas where Artificial intelligence studies are most successfully integrated is digital advertisements. For the best possible experience, big brands such as Facebook and Google use artificial intelligence in their advertising platforms. 

It analyzes user information (such as age, gender, areas of interest, location) and shows its ads to people or audiences that the business is relevant. This results in a higher return on investment (ROI) from advertising.

The benefits of AI for digital advertising, when applied correctly, are innumerable. The support of Artificial intelligence while running advertising campaigns boosts getting efficient results from your efforts and provides high conversion rates in your campaigns.

Content Marketing

Artificial intelligence is increasing its impact on content marketing as well. Especially audience targeting is getting more straightforward with AI in digital marketing. This success is thanks to the inferences that AI makes based on the behavior and habits of the user. By using such insights, marketers reach users more efficiently, get more potential customers, and realize digital transformations.

AI strengthens content marketing by making it possible to connect with visitors on websites with more relevant content. Also, AI-based content generation accelerates the process, and content marketers can create more digital content. Therefore AI in digital marketing boosts the productivity and impact of content marketing. 

SEO

Marketers have become more dependent on the use of AI to adapt to search engines’ algorithms. SEO covers a myriad of requirements technically and semantically. The use of artificial intelligence in SEO improves the ranking of your web page and allows for more adaptive strategies and better content development for your business.

According to the research by HubSpot, more than half of marketers said keyword rankings and organic traffic are the primary ways marketers gauge the performance of their SEO strategies. Search engines use artificial intelligence to drive the SEO of a web page or a website to rank them and provide them with organic traffic. 

Google leads the industry when it comes to organic search. Accordingly, it becomes very important how Google will use artificial intelligence. Giving importance to user experience and aiming to keep its users on its platform as much as possible, Google targets significant improvements in search results with the artificial intelligence it has launched.

User Experience (UX)

Modern marketing needs to pay great attention to the user experience, which is greatly handled by AI-based technologies and tools. However, a well-established UX still requires human intervention for the best results. Although artificial intelligence is currently solving particular optimization problems for various content, such as Netflix and Coca-Cola, it doesn’t seem to be ready to take over the role of humans.

AI for UX design will keep mingling the human brain and creativity with the practical solutions of the virtual world. This rising field can support generating new ideas by facilitating the technical process. With the help of AI, marketing teams can spare more time for human-based skills as they will accelerate the application process. 

Moreover, UX algorithms, which follow us for all our actions, continue to learn with user movements at every moment. They keep track of what content and how and when intensely we use them. They know us so personally that they can guess what our preferences might be. When customer data in such services are combined with artificial intelligence, they turn into a separate product for each user. As a result, they provide each member with a unique experience.

What is the Future of Artificial Intelligence in Marketing?

Artificial intelligence is already having a significant impact on the current market. However, people usually agree that this is just the beginning. Considering the days when artificial intelligence would think, analyze and adapt like a human, we can agree that there is still a lot to explore.

AI digital marketing will coexist with artificial marketing in terms of further narrowing users’ intent and understanding. Neuromarketing, which is about examining the brain’s response to external factors and then creating more user-centered data, is one of the most appropriate examples of this subject.

Beyond identifying target audiences and analyzing their behavior, artificial intelligence is the secret hero of the digital world’s marketing strategies to reach them with real-time personalized content.

A version of this article was first published on the DAN