21st Jan, 2022
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- Old digital marketing strategies have received an upgrade with cutting-edge AI technologies making them more data-oriented and accurate
- Machine learning has helped marketers automate key marketing processes like content creation, email marketing, managing online lead generation, and more
- These technologies have made it possible to process key customer data across different touchpoints and use it to create targeted campaigns for different customer segments
One of the most dominant business trends of 2020 and 2021 was the prompt adoption of digital tools and technology to navigate an unprecedented market crisis. Every large and small enterprise turned to digital platforms to optimize their digital demand generation operations and keep the sales funnel active. Battling the impacts of intermittent lockdowns and a slump in physical customer interaction, organizations adopted digital marketing as the best bet to engage with customers. This also led to drastic advancements in digital marketing fundamentals, and the pre-covid era practices were replaced with new ones.
As companies advance into 2022, one of the clear trends that emerge is the rise of artificial intelligence within the digital marketing landscape. Companies are slowly embracing AI to optimize and improve their online marketing strategies and maximize their ROI. According to a recent survey, around 61% of marketers say that AI is central to their overall digital marketing strategy. AI is now seen both as a viable solution for common marketing challenges and a powerful tool in its own right. New-age companies like Spotify, Netflix, and Apple are already leveraging AI to build personalized marketing campaigns for different customer segments. It is high time for laggard enterprises to incorporate AI into their digital marketing strategies to boost their productivity and surpass their competitors:
AI-led content marketingÂ
The exponential rise of social media and the growing appetite of online users to consume content has made content marketing one of the most dominant aspects of digital marketing. However, creating content is not an easy task, and the ideation itself takes as much mental energy as the content creation. Content marketers need to closely monitor trending stories, analyse metrics like CTR, etc., to ensure that content reaches relevant audiences at the right time. Leveraging AI tools here help marketers identify what kind of content will gain traction and get a head start on the trending topics ahead of the competitors.
Taking this a step further, AI-powered content creation systems will help streamline the entire process of content generation. It will identify relevant topics that are likely to be well-received by audiences and generate content copies around them. A huge advancement in this space will be personalization, where customers will receive content that is specifically tweaked for them. This would relieve a lot of work off the marketers’ shoulders, allowing them to develop quality content rather than research trending topics and evaluate site metrics.
Perhaps the biggest advantage of AI in the field of digital marketing is that it has provided businesses with the ability to learn about their customers more closely. Marketers can use AI and ML tools to determine the interests and preferences of customers and better position their products and services with relevant messaging. Vanguard organizations like Amazon have harnessed AI’s potential to build recommendation engines to further their digital demand generation goals. Also, tech giants like Google and Facebook have built targeted advertising platforms that feed on customer data to display relevant ads in their search results.
AI-based influencer marketing
Influencers are another huge trend in social media marketing and have become a major force in building brand credibility across b2c and b2b segments. However, AI has optimized and automated multiple aspects of influencer marketing, making it more result-oriented. AI algorithms deployed on different social media platforms make sure the influencers that are most likely to appeal to a particular customer appear in their search results and social feeds.
The next level of influencer marketing will witness the use of AI and ML-led tools for identifying influencers and micro-influencers, tracking engagement rate, and performance marketing. It will allow marketers to do a cost-benefit analysis for ROI-driven influencer partnerships.
Machine learning and smart bidding
Needless to say that machine learning models have endless potential for the digital marketing landscape. At present, smart bidding is increasingly becoming a popular machine learning technology. It is a subset of automated bid strategies for digital lead generation across different channels. It takes into account both historical and contextual user data to predict the probability of a conversion. It then increases or decreases the bids based on the most probable outcome. In short, ML-powered smart bidding analyses user behaviour and uses its learnings to automate tasks like ad placement and delivery.
Smart bidding goes beyond automation and provides granular insights into customer behaviour. This information can be used by marketers to strategize new campaigns or modify the existing ones. It helps pinpoint nuances like ad copies, images, page loading time, etc., that may impact conversions.
Predictive analytics for email marketingÂ
Another advancement that is largely attributed to machine learning is the ability of automated data systems that can collect and process heaps of unorganized data at a rapid-fire pace. Information like keyword searches, browsing history, user behaviour on different channels, etc., can help analyse recurring trends and predict customer behaviour. AI has also enabled marketers to automate their repetitive b2b email marketing campaigns like sending out thank you or welcome mail. It allows marketers to schedule emails based on the audience’s interactions with their business.
For instance, users who spend 5 minutes or more on a particular page will be more likely to open the subsequent promotional email for the same product. This allows marketers to build more informed retargeting campaigns. The use of predictive analytics is prevalent across both b2c and b2b email marketing campaigns. Marketers can also automate follow-up emails based on certain behaviours like staying on a certain page, clicking a particular link, and more.
AI has transformed marketing, making it more precise and effective in its objectives. Digital marketers today enjoy detailed insights into complex areas like customer behaviour and are able to automate mechanical processes. Modern enterprises have already started leveraging advanced AI to build personalized campaigns and recommendation engines based on historical customer data. Smarter, more targeted campaigns help save these corporations save costs, establish brand leadership and maximize the bottom line for long-term sustainable growth.
Contact us to get in-depth understanding of our AI-powered digital marketing solutions or to get advice on the best-fit digital demand generation services to meet your business requirements.