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December 24, 2018
10 Ways AI is Actively Changing Digital Marketing
understandingecommerce.com/10-ways-ai-is-actively-changing-digital-marketing
Artificial intelligence is no longer a novelty; it is a concrete force in careers and lives. It is
actively changing marketing in a variety of ways. As we move into the future, marketers
need to pay attention to how AI changes their field. Here are ten ways AI is making waves
in digital marketing.
Finding Customers
Artificial intelligence can help marketers easily identify potential customers. It can sort
through data to find ideal leads and can predict how likely each lead is to bring a sale.
Tools like Node allow marketers to harness AI for just this purpose. This saves marketers
countless hours on fruitless cold calls and emails. Instead, AI allows marketers to engage
with leads that have already been screened and found to be promising.
Semantic Search
Semantic search is one area in which AI is particularly influential. Semantic search refers to
search engines trying to understand the real meaning of a user’s search. The search engine
does this by predicting the searcher’s purpose, the context of their search, and the links
between their words. Using semantic search, search engines try to understand language
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the way humans do.
This influences digital marketing because it changes SEO strategies. Searching becomes
more personalized and complex, with a greater focus on long tail keywords that address
the heart of a user’s query. This makes answering users’ questions in a direct and
meaningful way even more important.
Voice Search
Similarly, AI is revolutionizing voice search. Google’s RankBrain is paving the way towards
semantic search in voice searches. It analyzes voice searches to determine whether the
user is stressed, upset, frustrated, curious, etc. Then, it tailors the search results
accordingly. Marketers can use this change to ensure that they make their content relevant
to voice search.
Product Recommendations
Artificial intelligence is adept at discovering what a customer will like based on historical
data. This has led many marketers to employ AI in designing product recommendations.
For example, Netflix uses AI to curate its show recommendations for returning users.
Dynamic Pricing
Companies are leveraging artificial intelligence to power dynamic pricing. With a growing
quantity and quality of customer data, AI can segment customers to understand who will
be willing to pay what. AI can pair that data with competitors’ product prices to display your
products at the most profitable price for that time and customer.
Content Creation
Artificial intelligence is now capable of generating quality content. Programs such as
Wordsmith can help gather data and generate content that explains it. Artificial intelligence
can then decide which content to display to visitors, shifting it to match their personalized
profile.
Creative Design
Artificial intelligence isn’t limited to data. It can also tasks that have traditionally been seen
as creative or human-centric. For example, LogoJoy uses AI and machine learning to create
logos for businesses. It is able to generate a wide variety of aesthetically pleasing,
professional logos very quickly. This can be a much more affordable resource for
marketers than hiring a professional designer or artist.
Online and Offline Marketing
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Increasingly, online and offline commerce are merging together. For example, new apps
such as ScreenShop use AI to blend the two. These apps allow users to take a screenshot
of someone’s post or a photo of someone in the street. The app then analyses their outfit
and tells the app user where to buy similar items of clothing.
Customer Service
Chatbots are becoming more and more common. These chatbots help answer simple
customer questions and help customers complete their orders. Artificial intelligence and
machine learning power chatbots to become more effective and nuanced. Today, they work
to address customer concerns. In this way, they practice reputation management, a field
that marketers are often very involved in.
Team Optimization
Artificial intelligence can track employee performance, providing data-driven team
assessments. This helps managers understand where employees are succeeding and
where they need help. Additionally, AI helps non-technical team members harness data. It
makes data more manageable, reducing the time spent training team members.
By utilizing AI effectively, marketers can keep pace with their competitors. They can better
identify and serve customers while optimizing their own performance. As we move into the
future, we step hand-in-hand with artificial intelligence.
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