Nothing changes at quite the same pace as digital marketing. As new technology comes in, we phase out old technology, and the constant drive for optimization continues. It’s a tricky industry to keep up with as trends change at the drop of a hat. With all the uncertainty that 2020 brought us, digital marketing managed to hold its ground, with more and more brands shifting focus to their online strategy. In a space that’s cluttered with competitors, how do you stand out as a brand? Here’s how AI can help you do just that.
[Read more: The New Social Media Rules For Small Business Marketing in 2021]
What is Artificial Intelligence?
You’ve likely heard the term Artificial Intelligence or AI before. While it may conjure up images of robots and Sci-Fi movies, today’s discoveries are far more profound.
By definition, AI is a branch of computer science used to build smart machines capable of performing tasks that typically require human intelligence. The goal is to replicate our intelligence in machines, mimicking the capabilities of the human mind. Whether it’s learning a language, recognizing an object, making decisions, or solving problems, we can use AI to help us work faster and more efficiently.
The Impact of COVID-19 On Advertising
The novel coronavirus turned the world upside down, dramatically affecting most industries, including marketing and advertising. The global pandemic introduced a different consumer. With more people being indoors, retracting from social activities, traditional offline businesses have had to adapt. Marketers worldwide paused their digital efforts in March and April 2020, waiting for the global events to unfold. We’re over a year on, still battling the virus, and businesses have had to change.
Not all is lost, though. The digital opportunity is enormous, with online innovations bringing huge success. The move to more flexible channels is paramount for any marketing strategy, and that’s where AI comes in.
How Does AI Fit Into Digital Marketing?
AI was already transforming the face of digital marketing pre-pandemic. Using AI technology is all about optimizing, improving customer experiences, and driving more conversions. During COVID-19, AI technology continues to provide invaluable data and insights. It plays a fundamental role in predicting what will and won’t work.
For many businesses, the last year has meant a complete overhaul of marketing strategies. Using AI to personalize your customer experience or produce the exact content they’re looking for are just some of the ways you can take your digital marketing to the next level. Let’s unpack five ways AI can impact your business.
1. Improved Personalization and Recommendations
The way consumers engage and react to marketing messages has changed. Traditional methods aren’t nearly as effective as they once were. Today’s consumer expects and demands to be understood. Tailored messaging from brands is no longer a possibility but a must-have.
AI enables marketers to personalize their communications down to an individual level, beyond a target audience. It allows businesses to customize the content they serve, crafting their brand interaction perfectly.
Take a look at Amazon. They’ve got a record of every purchase you’ve ever made, any movie you’ve watched, apps you’ve downloaded, products you’ve reviewed, and the addresses where you’ve lived and worked. They can use this information to deliver product recommendations that suit you down to a tee. By analyzing customer data and introducing machine-learning algorithms, you can curate the ultimate customer journey.
2. Dynamic Pricing
Discounts and promotions are some of the best ways to accelerate sales, but not all customers need it to convert. Use AI to set the price of products dynamically depending on demand, availability, and customer profiles. Offer more significant discounts to your bargain hunters or treat your loyalists to build retention. Whatever you decide, using aAI to understand your customer behavior is crucial.
Integrate AI into your SEO strategy to pick up browsing behavior. Whether it’s misspellings or searcher “intent,” utilizing the data provided by AI-powered devices is a great way to boost your ranking. Today’s consumer uses voice search, introducing a new complexity for search queries. AI can help to interpret this, offering optimizations for your online content. Ultimately, your goal is to drive traffic to your site, and AI can ensure you’re reaching the right people.
4. Customer Service
With more consumers operating online, customer service integration has become an absolute necessity. Facebook Messenger, Whatsapp, and other messaging apps have become a convenient way for customers to engage with brands, ensuring someone is always on hand to help.
Use AI to reduce your customer service agents’ workload while providing a better response rate for your customers. Chatbots can be programmed to offer set replies to frequently asked questions, directing customers to a service agent should their issue need human attention.
5. PPC Ad Optimization
Gone are the days of A/B testing your messaging on Google display ads. AI algorithms can continually optimize your ads based on conversions and interactions. By understanding the events in the buying funnel, AI can successfully attribute buying behavior. Given that the post-pandemic buyer is an entirely new phenomenon, understanding their thinking is crucial for your brand.
Get Started With AI Solutions
Are you wondering if machines will replace us? Not anytime soon. AI adoption creates millions of job opportunities. The shift is in how we work, allowing AI solutions to drive our decision-making. In the wake of the COVID-19 pandemic, AI is all the more relevant, allowing businesses to take their digital marketing to the next level.
Author Bio: Dallin Porter is a Communications Manager at Galactic Fed. A self-motivated and strategic professional with 7+ years, experience, and success working within the communications, marketing, and content management industries.
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