Artificial Intelligence (AI) is tech that we often associate with cutting edge developments, from robotics to self-driving cars. However, the breadth of AI is enormous and there are thousands of AI products and services that go unnoticed, running behind the scenes to improve the way we live and work today. In the digital marketing space, the AI on offer has the potential to revolutionise how we operate.
Defining AI in digital marketing
AI is basically any software that can improve and get better at tasks without the need for human input. This means that it has the potential to provide effective support, not just in a physical environment, but also where there is a need for thinking and decision-making. In a marketing context, if you give an AI the right data that means that you can now get quick answers to key questions, such as who is likely to be interested in your products and the potential results that campaigns can achieve, thanks to automation of the process of learning and making decisions that AI applies.
How will AI revolutionise digital marketing?
Precisely targeted marketing
Poor targeting is one of the fastest ways to waste money in digital marketing. The volume of data available in the digital space means that we can glean a lot of information about the audience that is likely to be the most receptive to marketing to ensure campaigns are effective and money is not being wasted. As AI is fed more data about customers and buying habits this is becoming increasingly more precise.
Improving content marketing
The use of AI can show you the type of content that is likely to be the most successful with your target audience based on what they are already interested in, as well as the best ways to get that content to them. AI algorithms can be used to create content, such as headlines for example, and then tweak these to achieve better metrics. AI is likely to become increasingly useful in terms of identifying the buying stage a customer might be at and delivering content designed to optimise that, whether they are browsing competitors or ready to purchase.
Customer Relationship Management and AI
AI can have a vital role to play in highlighting customer behaviour patterns that indicate that person might be about to go elsewhere. Those customers can then be targeted with incentives and promotions to stay with the business and rebuild loyalty. Chatbots with natural language processing can also help to solve basic customer queries with quick responses to help avoid complaints and dissatisfaction.
Connecting with micro-influencers
The burgeoning trend for working with micro-influencers is one that many brands struggle to navigate. AI can help to identify those people that are likely to appeal to a specific audience, as well as the right rates to pay, using hard data rather than instinct or guesswork.
These are just some of the ways in which AI is already revolutionising the digital marketing space - and this is just the start of what this smart technology has the potential to do. Iconic Digital is a full-service digital marketing agency in London focused on transforming growth forecasts for clients from mediocre to majestic. To find out more about Iconic Digital’s award-winning digital marketing services get in contact today on 020 7100 0726.