Seemingly, AI and ChatGPT are the new buzzwords for 2023 but in actual fact AI and machine learning (ML) has been a critical part of Digital Marketing for years. But certainly, the prevalence and accessibility of such tech is at an all-time high.
Before we dive into its impact, it’s crucial to understand what AI in digital marketing encompasses. AI refers to the simulation of human intelligence processes by machines, particularly computer systems. In digital marketing, AI applications include machine learning, natural language processing (NLP), predictive analytics, and more.
Google has been using machine-learning through their highly sophisticated algorithms to understand user intent and optimise digital campaigns for decades and similarly YouTube and Spotify use ML to make recommendations and curate personalised playlists. AI has been a part of our lives for longer than we think.
But that being said, now AI’s impact on Digital Marketing is growing at a faster rate and evolving the way we market, much the same as direct mail was disrupted by email and the phone book was replaced by online search. Artificial intelligence is the next technological innovation that will fundamentally shift marketing approaches. Let’s take a look at some of these expected shifts:
Social Media
AI is changing the way we engage and connect online. TikTok’s famous (or infamous) algorithms are the envy of many social media platforms with its unparalleled ability to serve audiences copious amounts of very relevant and engaging content on their For You Page (FYP).
But AI is also changing the way we market on social media with text and visual content generation tools making content creation a more seamless and less time-consuming process. Content moderation and community management can also be streamlined with AI tools and Chatbots able to manage the more common queries and content checks.
And of course, ad management will become more sophisticated and highly optimised. AI-powered tools can analyse thousands of data points to segment audiences effectively, generate relevant ad content, conduct ad testing, and enhance speed and performance, all in real-time.
And let’s not forget about AI-generated social media influencers like Lil Miquela (https://www.instagram.com/lilmiquela/) who are disrupting the influencer space like never before.
SEO
Gone are the days of keyword stuffing. Search engines will be able to better assess search queries, understand user intent and provide search results that are more accurate, personalised and efficient. Having relevant keywords is no longer enough but rather websites needs long form content to address real customer needs. Search engines will also make use of Natural Language Processing (NLP) so conversational keyword optimisation is key
Predictive SEO is all about harnessing the power of AI to predict what lies ahead in terms of trends, how users will behave, and what changes might be coming to search engine algorithms. This forward-thinking approach to SEO empowers businesses to spot emerging topics and proactively craft content that resonates with their audience. Moreover, it equips them with the ability to recognize possible algorithm adjustments and tweak their strategies accordingly.
Additionally with the rise of voice-activated devices and visual search technologies, optimizing for these new search paradigms will become crucial.
Hyper-Personalisation and Customer Experience
Personalisation in today’s digital landscape is paramount. It’s the key to connecting with customers on a deeper level, delivering tailored experiences, and ultimately driving engagement and loyalty. AI is set to revolutionise personalisation by offering a level of customisation and relevance that was previously unattainable. With AI, businesses can analyse vast amounts of data in real-time, gaining insights into individual preferences, behaviours, and needs. This information empowers them to create highly personalized content, product recommendations, and marketing campaigns.
Chatbots powered by AI are becoming increasingly prevalent in customer service. They provide instant responses to inquiries, 24/7 availability, and can handle routine tasks, freeing up human agents for more complex issues. This not only improves customer satisfaction but also reduces operational costs.
But what about us?
There is no discounting the human element. AI may have the capability to generate content, but it lacks the creativity, intuition and emotional understanding that humans bring to digital campaigns. Human beings also have judgement and experience that are crucial to digital advertising success. Not to mention AI algorithms can inadvertently perpetuate biases present in the data they are trained on which can lead to discriminatory outcomes and be problematic for businesses.
In this ever-changing landscape, the key to success lies in finding the balance between AI’s capabilities and the human element. We can use AI to streamline our Digital Marketing freeing up our time for more strategic and creative endeavours. As we move forward, the collaboration between AI and human expertise will continue to drive innovation and excellence in Digital Marketing, ensuring that we create more meaningful and ethical experiences for our audiences.
