By Ravish Yadav – Founder and Director of Wiredus Media Private Limited
Imagine you’re at a mall, doing your annual Diwali shopping when an ad for an ethnic
clothing brand pops up on your phone with a 25% off offer. Maybe you googled places to go
shopping before leaving your house or just passed by it at the mall, with AI-powered
targeting, you’re already a customer of the brand.
That’s the power of AI in digital marketing. Artificial Intelligence is no longer artificial, it’s
taking over the human mind, influencing decision-making and driving purchases.
When you search for something online, such as ethnic or Indian wear, AI algorithms can
track this data and use it to predict your shopping preferences. Similarly, when you pass by a store in a mall, location-based marketing strategies (popularly getting noticed as Geo-
Fencing) can trigger targeted ads on your phone. This personalised, real-time marketing is transforming the way businesses reach and engage with their customers.
And that’s just one part of it. AI-powered chatbots are providing 24/7 customer service,
handling inquiries and even guiding customers through their buying journey.
Programmatic advertising enables marketers to target their ads to the right audience at the right time, increasing the efficiency and effectiveness of their campaigns. Moreover, AI is enhancing content marketing by providing insights into what type of content resonates with the audience, even assisting in content creation. Predictive analytics, powered by AI, is helping marketers anticipate customer behavior and trends, allowing them to strategize their efforts accordingly. While a lot of digital marketers are skeptical about jumping on the AI bandwagon, one should believe in working in tandem with AI. And here’s why:
BENEFITS OF AI IN DIGITAL MARKETING
1. a Better understanding of the audience: AI can help marketers gain a deeper
understanding of their target audience by analysing large amounts of data, including
customer demographics, purchase history, and online navigation behavior. This information can be used to create more targeted and effective marketing campaigns.
For example, AI can be used to identify customer segments based on their interests, needs, and pain points. This information can then be used to create personalised marketing
messages and offers that are more likely to resonate with each segment.
2. Improved user experience: AI can be used to improve the user experience on websites and apps by providing more relevant and personalised content and recommendations. For example, AI-powered chatbots can answer customer questions and help them find the products or services they are looking for. AI can also be used to personalise product recommendations and search results. This can help customers find what they are looking for more quickly and easily, leading to a positive user experience.
3. Personalised content: AI can help marketers create more personalised content for their target audience. For example, many software channeled by AI can be used to generate
personalised email campaigns, social media posts, and website landing pages. Personalised
content is more likely to engage the customers, leading to higher conversion rates and sales.
4. Optimised campaigns: One of the most important ways that AI is being used to optimize digital marketing campaigns is to target ads more effectively. AI algorithms analyze large amounts of data to identify patterns which are being used to create more targeted ad campaigns. AI is also being used to set optimal bids for paid ads. AI algorithms can analyze data on past performance, as well as current market conditions, to determine the most effective bid for each ad. In addition, AI algorithms can identify relevant keywords and search terms, and then optimize ad campaigns for those keywords and terms. Finally, AI can be used to test and iterate on different campaign elements. AI algorithms can test different ad copy, images, and landing pages to see what performs best.
5. Increased ROI: Finally, AI can help marketers increase their ROI by improving the
effectiveness of their digital marketing campaigns. For example, AI can help reduce
customer acquisition costs by identifying and targeting the most likely customers. AI can
also Increase conversion rates by personalising the customer experience and boost
customer lifetime value by predicting customer churn.
Overall, AI is a powerful tool that can help marketers to achieve their business goals. As AI
continues to develop, we can expect to see even more innovative and effective ways to use
AI to improve the way we market our products and services. While some marketers may be
hesitant to embrace AI, it is important to remember that AI is not a replacement for human
creativity and judgment. Rather, AI is a powerful tool that can be used to enhance the
capabilities of marketers and help them achieve their business goals more effectively.