How is Artificial Intelligence changing the future of Digital Marketing?
Artificial Intelligence appears like an alien aspect to most common people but they fail to realise that it has become a major part of our daily lives like simply asking SIRI to play music or to show directions. AI has been enhanced from time to time and now we are getting to a point where it is showing a concrete effect on various parts of the economy. It has completely changed the way we do business and it has now become an essential part of multiple industries. Due to this we are now witnessing major changes in marketing as well.
The main idea of AI in marketing has been to automate boring manual processes. However, with time, it is getting advanced and is now accessible as it opens doors to a world of opportunities. By proper utilization of AI, we can collect and organise data, analyze it and offer refined marketing solutions and predictions for the future. One of the main issues faced in marketing automation is the management of data and analysis of data taking a huge chunk of time. As the markets are constantly updating, by the time a data set has been analysed and a plan being formulated, it already goes outdated. Let us find out how you can use AI for your marketing automation in 2021.
Developing a personalised AI for your business is definitely expensive and feasible only for a select few companies in the market. But, as technology is evolving, there are various companies out there, working on multiple AI solutions. There is an evolving market of tools built to allow companies to handle complex tasks and issues.
Technology stalwarts like Facebook, Google, Amazon and Microsoft have already built easy to use AI solutions that need no coding skills and can be applied to various applications. Along with that, various other tech companies are working to offer affordable marketing tools for small businesses.
Use of AI solutions in your marketing process can certainly enhance the productivity of your employees. For that, you can start with automating certain tasks to free up time and take the burden of your teams. The AI tools have the ability to enhance the quality and value of your products. By significantly reducing the stress of people getting overwhelmed, they can try to get rid of the weak links in your marketing process. Hence, this will reduce the silly mistakes made by humans if they are simply tired or not attentive. Moreover, they can offer insight into customer behaviour, calculate life-time value and take other factors into consideration to minimize distractions and improve the output.
Integrated Marketing Approach
Smart computers cannot replace a human’s instinct of doing business. However, they can definitely make work a lot more efficient and easier for us. AI can display the greater picture of economic events, customer pain points, habits and business goals. These variables can be combined strategically to build a successful business marketing process.
AI tools can offer and process large amounts of data from various multiple channels across departments and deliver astonishing results. This enables you to take one step back and analyze the business, enhance team collaboration and develop a distinct brand image. An integrated approach mixed across departments and teams can provide you the power to reduce discrepancies developed due to miscommunication between teams.
If there is something missing in digital marketing in the last few years, it has tried to increase the personal touch. Businesses target thousands of prospects for various campaigns. Addressing the people with a personalised message and acute timing is definitely not possible without the use of AI and automation.
It is important to understand your customers these days and offer them a personalised solution rather than simply offering them a simplified solution. For instance, if a user is purchasing items related to pregnancy, in a few months, they will be shown ads about baby toys and clothes. Accurate suggestions and ads always lead to more sales and a deeper bond between customers and businesses.
As demands increase for large amounts of data, there will be some privacy issues. The GDPR (General Data Protection Regulation) is active in Europe and in the USA there is California Consumer Privacy Act (CCPA) to protect the privacy rights for users. To comply with these privacy concerns, brands have to be careful about collecting user information and are obliged to ask for user content when collecting data or cookies.
The same regulations apply to AI tools and solutions should be definitely followed religiously. AI tools made for social listening and data mining are a useful source of information and insights into the customers but it can also have some privacy concerns at the same time. It is not illegal in any way and doesn’t cross any laws but can still come under a gray area.
These tools record and analyze the user behaviour, speech and habits online on social media. Brands use algorithms to analyze this data to understand users and their feelings towards brands and events. Now, as AI grows powerful and taps into sensitive user information, it begins to cross the line between ethical and legal. Brands should steer clear of these allegations as it can definitely impact their reputation and future sales.
Artificial intelligence can offer a boost of personalisation in digital marketing and enhance the productivity of teams, taking it to the next level. By automating marketing processes by use of Artificial Intelligence, it is possible to analyze complex data and make things more efficient for your teams and the business in general. This will finally allow the marketing team to understand customer behaviour and have an in-depth comprehension of sales and conversion. Are you using Artificial Intelligence solutions in your business’ marketing campaigns? Let us know in the comments below about your experience using AI solutions.
Dhruvil is a Writer & Marketeer for Nimblechapps, joining December 2014, based out of Sydney, Australia. He has worked briefly as a Branding and Digital Marketing Manager before moving to Australia. At Nimblechapps, he worked on Social Media Marketing, Branding, Email Marketing and Blogging. Dhruvil studies Business at University of Western Sydney, and also handles Operations for the company in Australia.