THE FUTURE OF DIGITAL MARKETING: 3 MAJOR TRENDS DRIVEN BY ARTIFICIAL INTELLIGENCE
If you thought digital marketing was a revolution, then get ready to see how artificial intelligence is about to transform the entire marketing industry beyond recognition.
Professionals believe that AI will change the face of marketing forever. Experts even coined the term “AI marketing” to refer to digital marketing that uses artificial intelligence tools to optimize processes. As this integration progresses, digital marketing, as we know it, will cease to exist.
In its place will appear artificial intelligence marketing. A more advanced and flexible approach that combines human intuition with machine speed and efficiency will create a more streamlined industry.
In this article, we will look at three main trends that should lead to the expected revolution.
ARTIFICIAL INTELLIGENCE TECHNOLOGIES MOST RELEVANT IN MARKETING
Here are the areas to focus on when optimizing your marketing processes using artificial intelligence:
- Machine learning. Machine learning algorithms analyze large amounts of customer data to identify patterns and make predictions. This area is used for predictive analytics to create more personalized recommendations and optimize marketing in general.
- Natural Language Processing (NLP). NLP tools enable machines to understand human language and speech. This direction has had a strong influence on the creation of textual content, chatbots, and sentiment analysis of the text (sentiment analysis).
- Chatbots and virtual assistants. These technologies are used in marketing to improve customer service and the user experience.
- Predictive analytics. Using predictive analytics, AI examines and analyzes massive amounts of data at supersonic speeds to generate data-driven insights and predictions that companies can use to make decisions.
- Personalization mechanisms. Brands can deliver hyper-relevant content through AI-powered personalization engines that generate optimal user experiences based on each user’s preferences, interests, and behavior.
Brands like Netflix and Spotify are renowned for creating hyper-personalized experiences for consumers. Levi’s uses AI-powered predictive analytics to create prices and more. Sephora uses AI-powered virtual assistants to conduct online consultations.
Every day, artificial intelligence is being introduced deeper into the marketing environment. Sooner or later, even small companies will start using it to establish competitive marketing processes.
3 MAIN TRENDS IN AI MARKETING
The effectiveness of artificial intelligence in marketing is becoming increasingly clear as it demonstrates impressive results in three key areas.
Intelligent Content Generation
AI-powered content creation is now not only faster, but also smarter. Brands are using generative AI tools to create all kinds of unique content, including text, images, videos, sounds, and more.
Tools like ChatGPT allow marketers to fully integrate AI into their daily workloads. Copywriters use them to create blog titles, email subject lines, optimize metadata, and even write long-form articles.
Graphic designers are increasingly relying on tools to create logos as well as edit and generate images using artificial intelligence to better strengthen their brand and streamline the overall design process.
Video creation tools also allow companies to produce all kinds of promotional video content for their businesses. Examples of such tools are Peech and Runway, where generative AI generates entire videos both based on simple queries and by recycling longer video content.
AI-powered audio tools are also beneficial. They automatically read video scripts and turn plain text into audio content for corporate needs. These tools provide a huge number of audio avatars to choose from. You can choose the tone, emphasis, and speaking style that best suit your marketing needs.
Atomic content personalization
AI-powered personalization in marketing is the use of data to understand consumer behaviors, patterns, interests, and preferences to create experiences that are unique and relevant to them.
Netflix’s recommendation system is a great example of how this works. Its algorithm determines what the user likes and suggests similar series that he is likely to watch. Artificial intelligence goes further and creates a hyper-relevant list of recommendations, in which everything from the hero’s image to the cover is modified according to the user’s preferences and piques his interest.
Netflix’s recommendation algorithm is so successful that almost 80% of what people watch comes from it.
Artificial intelligence makes the personalization job easier by using modular web pages. A modular web page is a page where each section has multiple versions. A set of X different headings, X different intros, and X number of bullet points. What you see on the page depends on what you like: your digital behavior, interests, and preferences.
A person looking only for basic information on a topic might come to a page and see Heading A, Banner B, Introduction C, and List F. Another user with different goals and behavior might come to the same page and see Heading B, Banner A, Introduction A, and Version C.
By generating such hyper-relevant, dynamic content, artificial intelligence ensures that the service or product offered will be associated with a truly unique experience that will benefit both the user and the brand.
Marketing optimization
You would be right if you said that both of the above-mentioned trends fall under the category of marketing optimization. So why talk about it as a separate factor that is important?
Content generation and personalization do play a role in marketing optimization, but they are far from the only factors.
If you look at marketing optimization from a broad angle, you will find that AI plays a more complex role here.
- It can be used to measure the success (or failure) of any marketing campaign.
- Artificial intelligence can conduct A/B testing of marketing campaigns.
- AI can tell you exactly what factors contributed to the success or failure of a campaign.
You can use this information to make more informed decisions in the future. For example, if you run a salon business, you can use data obtained through artificial intelligence to target specific customer behavior patterns when conducting marketing activities. Let’s say offering discounted hair styling during periods of high humidity or restocking certain manicures during the holidays.
Both large enterprises and small service companies can use artificial intelligence to manage social networks, online advertising, mailing lists, and a number of other tasks.
MAKING THE MOST OF ARTIFICIAL INTELLIGENCE IN MARKETING
The use of artificial intelligence in marketing depends on specific campaign goals, global business objectives, financial constraints, and available resources.
To get the most out of AI, be careful when integrating it into your processes.
There is no need to plunge headlong into the latest trends from scratch. To get started, take advantage of the free trials offered by almost all AI tools and see which ones work best for you. With more and more AI-powered services appearing on the market every day, the selection process has become easier. Now you can select the most current technologies and work only with them.
