How Artificial Intelligence Can Be Used in Digital Marketing
Some businesses are already using artificial intelligence (AI) to streamline their overall digital marketing strategy. From generating leads to writing and proofreading copies, AI has helped these businesses in improving their marketability. AI features can include analyzing demographics to reach more prospects online. Some companies also use AI to write and proofread content. Fundamentally, AI can be programmed to perform tasks that, in the past, could only be accomplished by humans.
With its smart computer system, AI can operate similar to a live human being. Unlike older technology, AI is capable of complex tasks. This eliminates the need for constant human supervision and intervention. Soon, this technology can revolutionize marketing strategies to help businesses keep up in today’s changing online world.
Potential Uses of Artificial Intelligence in Digital Marketing
There are several areas in digital marketing that artificial intelligence can be very useful. But before using AI, some things are needed to be considered. Can AI help in reaching prospective clients efficiently? Will it improve content marketing? Does it have the potential to improve search engine optimization?
Before digging into such details, let us first have an overview of and understand what artificial intelligence is.
What Is Artificial Intelligence?
By definition, artificial intelligence (AI) refers to the simulation of human intelligence in machines. Prof. Marvin Minsky, one of the relevant contributors of AI technology, describes AI as a tool that is programmed to think, reason, and act like humans.
Artificial intelligence exhibits traits associated with a human mind, such as learning and problem-solving. Its ideal characteristic is its ability to rationalize and take actions that have higher chances of achieving a specific goal.
Experts based artificial intelligence on the principle in which a device can easily mimic human intelligence to execute certain tasks seamlessly. From the simplest to more complex ones, AI’s functions include learning, reasoning, and perception to influence decision-making. For this, AI may use simple or complex algorithms to execute tasks of different levels.
Now that we have learned about AI, let us discuss its potential use in some areas in digital marketing!
Some Key Areas of Digital Marketing Where AI Can Be Useful
Key Aspects of Digital Marketing: Lead Generation
For any business, reaching its target market quickly and easily is an advantage. Thus, generating proper leads in a timely and not so costly fashion is a must. To achieve this, using an intelligent tool that can analyze demographics to filter prospects accordingly helps streamline leads generation. Knowing what artificial intelligence is and what it can do can be of great help.
Because of its ever-improving intelligent features, AI has helped various businesses in generating leads conveniently. That’s because some of them have opted to use social media in B2B and B2C marketing. This platform uses AI algorithms that analyze the user’s social media postings and predict what might interest them. For instance, a social media post sends ranking signals to the linked pages. And eventually, these signals reach various business pages, leading to their increased ranking factor.
With higher business page visibility, this can help companies to generate more appropriate leads.
Artificial Intelligence has already reshaped how various businesses integrate, analyze, and use the information to improve their marketability. Some companies even use AI to improve their marketing strategies by anticipating future customer purchases and presenting offers accordingly.
With AI’s continued improvements, soon, it might yield features that can help businesses reach their prospects using intelligent machines. Consequently, they might be able to reach the right market and offer the right deals easier.
Furthermore, AI uses different types of algorithms that can influence prospective clients’ decision — to accept the deal.
Key Aspects of Digital Marketing: Search Engine Optimization (SEO)
AI SEO is already developing, and soon, it will reshape how digital marketing companies develop SEO strategies. In the following years, experts predict that AI might replace humans in SEO, online marketing, and social media marketing.
AI is relatively on its infant stage in digital marketing. Nonetheless, companies are already using AI to gather data on ad targeting and determine content relevance, among others.
How does it work?
The data gives you insights that enable you to optimize your website. It can also help you build links with high-authority domains and determine the best keywords to use for each webpage. All you need to do is to arrange your content accordingly.
AI also used algorithms, so its functions primarily involve identifying patterns in user systems. This data allows in generating insights and predictions that are often more accurate than human analysis.
Additionally, AI has now developed into ‘deep learning’, which means that it can use data to determine a list of possibilities and perform tasks. With this, AI can reduce the need for humans to code software potentially. This can also save time and money.
A prime example of AI-powered SEO is Google’s RankBrain, a core algorithm that uses machine learning.
Key Aspects of Digital Marketing: Content Creation
Can you imagine a machine that writes by itself and creates content from scratch? Yes, it is hard to believe! But with AI’s continued improvements, this can be made possible.
Based on the status quo, AI is still unable to write original content, like political opinion, for a column or blog post. Nonetheless, AI can be useful to attract website visitors through written articles based on the information you will provide.
Let us give you an example! Did you know that intelligent tools like Wordsmith and Articoolo are already used by some news agencies to write articles? Well, they made it possible by using templates and fill-in-the-blanks to enter data and keywords to generate content. The astounding part is that it is said to give the impression that a human wrote it!
In what ways can artificial intelligence improve or be useful for content creation?
Writing Content for Emails
You can also use AI to improve marketing emails. In fact, companies can use AI to create subject lines and calls-to-action that generate the most customer clicks. This entails that there will be more traffics for your business page or website.
Brainstorming Blog Ideas
AI tools can suggest the best topics to blog about. The implication for this is that it can speed up the process of brainstorming blog post ideas. More importantly, it helps you identify successful topics that can potentially attract more readers or generate more customer clicks.
Many AI-powered grammar checking tools help improve digital marketing copies. These tools flag typos and grammatical errors automatically. Then, it suggests ways to correct your errors. With this, editing becomes an easier task!
Improve Content Quality
There are AI-powered tools that use linguistics analysis engines to read and analyze content. Then, they will guide you on how to make your content better.
Write Data-Driven Narratives
AI can also be used to write blog posts on some occasions. There is an AI technology called natural language generation (NLG) that automatically writes stories using data. All it takes is a human to configure templates. Then, the tool records and uses the data to write an article
Despite having no assurance of finishing the whole post using only the tool, it can significantly shorten the writing process.
Key Aspects of Digital Marketing: Social Media Optimization
Optimizing social networks is the process of getting awareness about a product, brand, or event through various social weblinks. The primary goal of social media optimization is to drive traffic to your website, which is similar to search engine optimization (SEO).
When you rely on social media to build brand awareness, you might want to consider using artificial intelligence.
Potential Uses of AI in Social Media
✔ Create and Manage Social Media Posts
✔ Using AI and intelligent automation, you can produce sharable content for social media and manage the distribution of the content.
✔ How does AI help in creating and managing social media posts?
✔ AI social media tools use traditional social media data to determine what to post next. Then, it can help you produce social media posts at scale.
✔ It can automatically develop the right messages for each platform, such as Facebook, Instagram, etc.
✔ It can analyze your audience and help you manage your posts across various platforms.
✔ Limitations of Artificial Intelligence
Based on the insights we have mentioned above, artificial intelligence has a lot to offer for many businesses. However, it’s vital to take note that it still has limitations. It begins with the implementation. One of its main barriers is data availability. Often, data can be inconsistent or of poor quality. Also, we have skills shortage with AI adoption. With no available technical staff members who are skilled and trained to implement AI solutions, this might not be doable.
To add a few, we also have increased costs, potential lack of transparency, and technological complexity, among others. However, despite all the limitations, many businesses using AI still managed to get through.
✔ The Implication
There will come a time when machines will take over human jobs in digital marketing. That is because some businesses have already opted to use AI in achieving their digital marketing goals. Considering that these intelligent tools are continuously improving, they can potentially surpass humans in certain aspects of digital marketing. However, the key promise of AI is that it will handle most—if not all—mundane tasks. This can mean allowing the employees to get creative and perform more complex duties that machines cannot do.
✔ What Are Your Thoughts?
Knowing its potential uses and limitations, do you think it’s time to use AI in achieving your digital marketing goals? What are the other ways that AI can shape the future of the marketing world? Let us know!
February 8, 2021
December 14, 2020