Artificial intelligence (AI) marketing is a method of leveraging
customer data to anticipate the customer’s next move and improve the customer
journey. AI offers a way to bridge the gap between data science and execution
by sifting through and analyzing huge dumps of data which was once an
insurmountable process. The creation and storage of data is already happening
at a tremendous rate, and it’s growing exponentially every day. By 2020, it is
expected that the world will have created over 40 zettabytes of data (1
zettabyte = 1 trillion terabytes), with 80-90% of it being unstructured. The
evolution of big data and advanced analytic solutions has made it possible for
marketers to build a clear picture of their target audiences than ever before.
What is Artificial Intelligence and its impact in Digital Marketing?
Artificial intelligence can process both structured and unstructured
data with exponentially more speed and accuracy than any human could. It is a
key point of interest for companies struggling to organize their consumer data
simply. Marketers are leveraging the ability of machine learning to make
connections between data points to gain insights into their customer base.
These systems can analyze speech to determine emotion from spoken language, create
visual renderings to show social media trends, and crunch data to make
predictions. For over two thousand years philosophers have been trying to
understand and resolve two big questions of the universe: how does a human mind
work, and can non-humans have minds? However, these questions are still
unanswered. Some philosophers have picked up the computational approach known
as artificial intelligence and hence according to the father of Artificial
Intelligence John McCarthy, it is “The science and engineering of making
intelligent machines, especially intelligent computer programs” that is a
branch of computer science concerned with the study and the design of the
Artificial Intelligence is a way of making a computer, a computer-controlled
robot, or a software think intelligently, in the similar manner the intelligent
humans think.
How AI can reform
digital marketing?
Artificial intelligence is a branch of computer science that deals with
building intelligent machines that can think and responds like humans. The
Turing test, proposed by English Mathematician Alan M. Turing in 1950, was a
test that determined the intelligence of computers and was taken to identify
whether the computer could achieve human-level performance in all cognitive
tasks. Machine learning is a subset of AI that enables machines to
automatically learn and improve from experience. Specialized systems are
created for this purpose and no explicit programming is needed to add new
definitions to the database. Deep learning is a subset of machine learning
comprised of extremely large neural networks and a massive collection of
algorithms that can mimic human intelligence. The return of the direct answer
by Google is powered by machine learning and the return of the “people also
ask” section is powered by deep learning. Google is constantly learning and
mimicking human intelligence without the need for humans to feed all the
answers into its massive database.
What’s there to take away from AI in Digital
Marketing?
In this modern era, many businesses grow rapidly because of the
availability of assistive technologies. The most popular use of technology in
marketing is social media. Social media has been a very important asset in
marketing development and is necessary for business growth. Not only because
today is the digital era, but also because it is easy. With all these new
technologies, there are some new marketing strategies for business people to
promote their products. Some of them are discussed below.
Content Marketing – Content marketing
is now a major focus for many brands because of its important role in social
media, multimedia, and mobile search. Many companies still don’t understand the
importance of trend and how content marketing underlies almost all digital
marketing. It is very important to create brand awareness.
Integrated digital
marketing – Integrated marketing is important to ensure that
all messaging and communications strategies used in marketing are unified
across and centered around the customer. For eg: Google has invented Google +
for many reasons, but one of them is to able to see and catch social signals
and patterns.
Personalized
Marketing – The marketing approach through traditional media
such as television becomes less effective because of media saturation. Now
there is a new marketing strategy called personalized marketing. Using computer
software to read and craft individual messages. The computer will read the customer’s
behavior and provide them with relevant information.
Visual Marketing – Instagram,
Pinterest Slideshare and much more can be used for this strategy. It is
necessary to be able to put the marketing message and signal in an object or
image. This new marketing trend is used to raise the involvement of digital
marketing.
Why AI data is very important in Digital Marketing? Most
businesses are already aware of and using live chatbots or AI systems where we
chat with an instant messaging format. This makes our website unique, valuable,
or engaging and stands apart from others. An effective marketing strategy will
take the right decisions to make a company successful online. To achieve a
successful marketing strategy, it is necessary to follow up on new social
trends and to keep interacting with the customer. Thus the power of artificial
intelligence systems in digital marketing strategies enables a marketer to
market his products or services and succeed in his business
operations.
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