Exploring the Future: How AI is Transforming Digital Marketing

Nobody knew about artificial intelligence a few years ago and all of a sudden it’s embedded everywhere we can think of. Industries such as healthcare, insurance, education, human resources, manufacturing, pharmaceuticals, and aviation have all embraced AI, and the field of digital marketing is no exception.

To develop superior products or services, to reach out to target customers easily, or to quickly make complex marketing decisions, AI tools and techniques are being used tremendously in the digital marketing industry.

Here’s how Artificial Intelligence is being used to transform digital marketing functions:

• Use of AI in Search Engine Optimisation (SEO)

AI plays a crucial role in improving Search Engine Optimization (SEO) by assisting digital marketers in various aspects such as keyword research, content optimization, link building, and website analysis. 

By analysing large volumes of data, AI-powered SEO tools identify relevant keywords to enhance a website’s ranking on search engine results pages (SERPs).

• Use of AI in Email Marketing

AI in email marketing does wonders. It helps marketers segment customers based on their interests, engagement levels, purchase history, and more. AI-driven applications facilitate the creation of targeted email lists, allowing marketers to send personalised emails to customers regarding new product launches, special offers, discounts, and other relevant company and product information. 

Additionally, AI helps in identifying and filtering out spam emails, preventing them from reaching inboxes and instead diverting them to separate spam folders.

• Use of AI in Social Media Marketing (SMM)

Gone are the days when generating content and graphics for social media posts used to take hours. With the use of AI, it is just a click away. Many AI-enabled applications are helping marketers generate written or visual content, such as posts, hashtags, and graphics for social media platforms. 

These apps go beyond content creation and enable marketers to track and monitor the performance of their social media marketing strategies. Its ability to personalise content for each individual customer based on their interests, location, needs, and other factors is helping marketers save a lot of time and money. 

• Use of AI in Content Marketing 

AI is doing wonders in the life of content marketers as well by helping them identify types of content that resonate with both their current and potential customers. 

By using AI-driven applications, marketers can write content and edit it as well. ChatGPT and BARD, have become the talk of the town for their ability to generate answers in a conversational way to almost any question one asks.

In the coming years, AI will transform the entire content generation process. From crafting compelling ad copies to designing attractive images for advertisements, AI will play a vital role in automating various aspects of content creation.

Furthermore, AI can be used for optimising existing content. Numerous AI tools and techniques available in the market can analyse content performance, providing valuable insights into what is working well and which areas require improvement. 

• Use of AI in Video Marketing 

Just like content marketing, marketers are acing the marketing game by using AI to create more engaging and effective video content for businesses. Many AI-powered video creation platforms available in the market can convert written content such as blog posts into high-quality videos, enabling businesses to engage their audience with visually compelling and dynamic video content.

The integration of AI in video marketing has unleashed a new era of creativity, efficiency, and effectiveness, empowering businesses to captivate their audience and achieve remarkable marketing results.

Examples of AI in Marketing 

• Starbucks 

Starbucks, a multinational chain of coffeehouses, is using predictive analytics to serve personalised recommendations to its customers. It is using its loyalty card and mobile app to collect and analyse customer data. The app records detailed purchase information, capturing not only the product information but also the location and time of each transaction.

When a user approaches a nearby Starbucks store, personalised recommendations are provided to enhance their experience. Moreover, special offers are strategically offered to customers, aiming to increase their average order value and create a more engaging relationship with the brand.

• BuzzFeed

BuzzFeed, a very popular news and entertainment company is personalising its quiz content using artificial intelligence. According to Jonah Peretti, the CEO of the company, this AI-driven approach will help with “enhancing the quiz experience, informing our brainstorming, and personalising our content for our audience.”

• Whole Foods

In another surprise, grocery giant Whole Foods has opened 24 Just Walk Out stores across the United States. These outlets are equipped with sensors and cameras, enabling shoppers to simply pick up the items they want and exit the store without the need to stop at the register. Instead, AI technology monitors and processes the orders, automatically charging customers for their purchases.

What’s the aim here: The true marketing potential lies in the extensive data collection. All purchases by the customers are tracked, allowing the firm to leverage AI to analyse shopping activities, identify patterns, and predict future behaviours.

What is the Future of AI in Marketing?

The AI market in India is projected to reach USD 7.8 billion by 2025, with a CAGR of 20.2%. Artificial intelligence in marketing is surely going to do more wonders in the coming years. Despite concerns about AI making certain roles obsolete, the reality is quite the opposite. AI is expected to create more job opportunities than it destroys, opening up new avenues for marketers.
The future of AI in digital marketing seems promising, with ongoing advancements and innovations on the horizon. As businesses continue to embrace AI-powered marketing tools, they will gain a competitive edge by effectively engaging their customers, customising their marketing strategies, and maximizing their return on investment (ROI).