Businesses and marketers always need to be on the ball when it comes to any updates or changes within digital marketing. New tech trends arise all the time, yet there’s an obvious one that’s the talk of the town right now: AI. Artificial intelligence has branched out from a simple emerging technology into something with multiple functions. It’s capable of assisting with numerous daily tasks – and that means it’s also having a huge impact on digital marketing. AI technologies are changing the way businesses approach their digital marketing strategies, so let’s dive into some of the most recognizable alterations this technology brings to the scene.
AI Search Revolutionizes SEO Strategies
Artificial intelligence is playing a more prominent role in SEO strategies for businesses. This comes about due to the rise in AI Search systems – like ChatGPT or Google’s new AI Mode. These systems exist for users to type queries or ask questions and receive answers instead of searching through a more traditional search engine like Google or Bing.
As a consequence, this has revolutionized digital marketing strategies from an SEO standpoint. Matthew Bertram – SEO Consultant & Fractional CMO for B2B Brands mentions that AI-powered search visibility systems are the future. In essence, digital marketers will need to focus on improving their visibility in AI-powered search engines instead of just looking to get the number one ranking on Google.
You need to change your SEO strategy to make your website/content more appealing to the AI systems in the hope that they’ll reference you when providing users with answers. If your business/website is referenced in an AI search, then it often means people will click on the link just to double-check the authenticity. That’s how you gain traffic in the era of AI searches.
Automated AI Chatbots Streamline Customer Support
Chatbots powered by artificial intelligence aren’t new, but they are improving to the point that businesses can rely on them for customer support. It’s commonplace in the modern business realm – 37% of companies use chatbots for customer support interactions nowadays. Improvements in AI technology mean chatbots can hold proper conversations with humans and provide even better answers/solutions.
What’s this got to do with digital marketing?
The customer experience remains a core part of marketing your business to prospective leads. If people see good reviews for your business – especially revolving around the customer support aspect – they’re more inclined to give you a shot. Utilizing chatbots means you can market your company as having 24/7 customer support, which is always a key USP.
In digital marketing, building a trustworthy brand presence is always a top priority, and chatbots enable you to do exactly that. It’s a niche application of AI in the marketing world yet you can’t deny that it brings remarkable results.
AI Automates Several Marketing Tasks For Businesses
Chatbots are popular because they automate customer support, though AI can automate many other digital marketing tasks for businesses. Implementations include:
- Automatically sending out email responses
- Automating the content creation process
- Updating and automatically changing website prices depending on the market
- Using AI algorithms to send automated ads to users
If you wanted to, you could continue this list for a very long time – in fact, it’s worthy of an article all on its own! AI automation leads to more impactful digital marketing that helps companies perform full-scale strategies with less stress than before. You can almost be more “absent” throughout marketing campaigns by relying on AI to handle all the mundane or tricky tasks for you.
In turn, automation frees up time for digital marketers to focus on other things, like creating content that converts. More time and effort should be put into content marketing because it’s so impactful, and AI ensures you can do this without missing all the other tasks.
AI Boosts Data Analytics For Better Marketing Insights
You could argue that the biggest way AI is changing digital marketing stems from its ability to offer much deeper insights. Every digital marketer relies on data analytics to help manage marketing strategies. This lets you look at marketing performance, identify any trends, and audit your campaigns to make them more effective.
Conducting full-scale data analytics on your own is near impossible. No human can pore through that much data and come to conclusions. Luckily, artificial intelligence can do this. Many data analytics platforms implement AI for better analysis and improved insights. The result? Digital marketers gain a deeper understanding of their campaigns and can make better improvements.
AI helps you analyze so much more data than ever before, but it can also collect that data and come up with suggestions for you. In the long run, this leads to immense cost savings because you’re using data analytics to understand what works and what doesn’t, meaning you avoid wasting money on things that never yield results.
Personalization Improves With AI Technologies
Personalization is a big thing in the digital marketing space; users prefer to be hit with personalized marketing content or information. That’s why personalized ads are so much more effective – but AI technologies also allow for an even better degree of personalization during the buyer’s journey.
AI can look at a user’s behavior on your website (or elsewhere online) to provide things like product recommendations or suggestions that’ll appeal to the users based on their behavior. Big companies use this all the time – you even see it on streaming platforms like Netflix or Amazon Prime where they look at your viewing history and present recommendations.
There’s a reason that 75% of businesses cite personalization as invaluable to their success in digital marketing. It lets you retarget missed leads or encourage things like additional purchases. Without AI, it would be almost impossible to provide this level of personalization.
When you take a step back and look at the bigger picture, AI is clearly essential for the modern digital marketing campaign. It changes everything from your marketing capabilities to the actual strategies you adopt. If we look back on things in a few years’ time, it’ll almost certainly be evident that the businesses that embraced AI in digital marketing are the ones enjoying the most success.
Read also: ChatGPT in Digital Marketing—What Alternatives to AI Assistants Exist Today for Business Promotion?
