How Artificial Intelligence Is Impacting The Digital Marketing Landscape

AI or Artificial Intelligence is now an essential part of the digital marketing landscape. From chatbots to predictive marketing, AI tools are already helping marketing departments deliver improved customer service and gather individualised data about their customer.

As customers increasingly want a personalised experience, AI is helping to deliver better customer service and an increase in leads and sales.

Artificial Intelligence is “the simulation of human intelligence processes by machines, especially computer systems.” In digital marketing, computers commonly use AI to make predictions about what a consumer may want or need. If you’ve ever used a chatbot, that’s one example of a computer using AI to predict customer needs.

Most artificial intelligence is only programmed to do one specific task, like answer questions or give you recommendations based on your preferences. Apps like Netflix are programmed to suggest movies and tv shows based on AI that analyses your past viewing habits. In the future, programs that use AI will gather, analyse and extract insights in more complicated ways.

For now, here are just some of the ways artificial intelligence is currently impacting the digital marketing landscape.

Improving the customer experience should be top of mind for any business. AI can gather accurate data, which businesses can use to create more personalised experiences for each customer.

Giving potential customers more accurate information is an easy way to ensure they have a good experience. People are more likely to become loyal customers after they have had a positive experience.

Using artificial intelligence to show or deliver specific information to the customer immediately creates a more personalised experience. Research from Salesforce has found that 58% of customers surveyed were willing to provide personal data to marketers in exchange for a personalised experience.

Artificial Intelligence can go one step further than personalising customer experiences. It can now predict customer behaviour. Customer Relationship Management (CRM) software powered by AI can directly collect data from third party sources to create a complete picture of each customer.

This practice allows businesses to create marketing strategies built off accurate, real-time data that increases sales and leads.

With more data, marketers can take a targeted approach based on the customer’s past behaviour. The data a CRM collects can help marketers get a better idea of:

• How much the customer is likely to spend
• The customers past buying habits
• What products the customer prefers
• What other sites or competitors the customer likes
• What the customer values e.g quality, materials, price.

Mobile phones and in-home virtual assistants already use voice search. Think Siri or Amazon’s Alexa. These virtual assistants use voice search to carry out vocal commands.

In 2020, one-third of all Google searches carried out each day were voice searches. This number will grow to 50% within the year.

Early artificial intelligence voice search technology required keywords for it to work. For example, asking ‘where can I eat pizza right now?’ may not have been specific enough to find a result for an Italian restaurant in the past. However, AI can now infer that most people would like to see restaurants in their search results.

As AI continues to improve, voice search will understand more conversational words and respond faster to user queries.

In the past, chatbots weren’t always the most accurate tools for customer service. However, improvements in speed and accuracy are helping improve the customer experience. Chatbots are a powerful tool that allows 24/7 customer service without needing to pay an employee to be on standby.

Many businesses are also adopting live chat services that allow customers to message a customer service representative. A growing number of customers prefer using live chat to emailing or phone calls, and 60% of people surveyed had used a chatbot in the past year.

Artificial Intelligence isn’t just useful for data and analytics; in the future, AI will create content. Content creation — especially SEO — already uses patterns and keywords to get other machines like algorithms to promote it. As AI becomes more intelligent and learns the structure and patterns human writers follow, it will write the content itself.

At Ambitious Digital, we use artificial intelligence to optimise our client’s marketing dollars and drive more business leads. By leveraging artificial intelligence, we can automatically allocate budgets to the keywords that are performing the best.

What are the benefits of using AI in paid advertising?

• Budgets are optimised automatically to high performing keywords up to twice daily. This drives more leads and is more cost-effective than manual optimisation.
• Ads get high-quality scores which can mean lower cost per click and better ad visibility.
• Works across all search engines – not just Google. AI network covers 98% of places people search.
• Quality campaigns that Google recognises as being highly relevant to searches we bid on and result in paying less for leads.

AI is having a remarkable impact on digital marketing. AI is essential for any business looking to increase their leads and sales and improve the customer experience. However, adding the right tools and software to your marketing department isn’t always easy. A digital agency that uses AI is the easiest and most cost-effective way to use this technology.

To learn more about the proprietary technology we use to get our clients outstanding contact us to set up a free 30-minute consultation.