What is Artificial Intelligence in Digital Marketing?

As technology advances, it has a knock-on effect on how digital marketing and SEO is carried out. One such example of technology having an impact on digital marketing is artificial intelligence or AI. It has taken industries by storm and is quickly becoming a more centralised practice in our lives, so now is the time to find out what artificial intelligence can do for digital marketing.

What is artificial intelligence?

Artificial intelligence (also referred to as machine intelligence) refers to computer systems that have been taught how to carry out a particular skill or task in order to aid us. No longer is artificial intelligence viewed as futuristic robots taking over our world. Instead, AI comes in the form of chatbots, virtual assistants, voice control and predictive analytics campaigns. While many people view AI with disdain and believe that this machine intelligence is here to take over human jobs, AI is actually about assisting us to perform better. It can take over some of the more tedious jobs, yes, but it can also make the process of carrying out tasks that much easier.

How will AI change digital marketing?

AI will change the world of digital marketing forever because no longer will we rely on guesswork. Instead, we can use the data provided by AI to improve our campaigns and, in turn, boost the chances of your company growing. So, when you are considering what a difference AI in Marketing can make, be sure to read on, as it can do so much more.

What can it assist with?

AI can assist many areas of digital marketing, including the following:

Content marketing

Providing content for your readership that is of high-quality is one thing, but with AI, you can take content creation one step further. The content that you create should be relevant to those reading it in order to provide customers with what they need the first time. However, this will require you to know more than just what you are writing; you also need to consider distribution, as well as behaviour and engagement trends. This is where AI can help.

You will be able to gather data and reports on where your customers are going to read content, and at what time of day they are heading there too. Knowing when and where your customers are engaging with your content will make a massive difference in how many people actually read the content. Post at the wrong time, and you could see little reward for it. With AI, you will be able to prevent this from happening.

AI is already starting to make a difference to the content marketing strategies that digital market experts are implementing, as the help it provides for market research and analysis is highly rewarding. By better understanding the audience you are writing for, the better your content will be. It will be vivid, informative and helpful to the reader, and therefore, will show you as someone who puts their consumers first.

Based on the data gathered by AI, it will also be able to recommend similar content to your readership in the future, which could lead them to your blog content.

Consumer behaviour

AI has improved one area immensely within digital marketing, and that is predicting consumer behaviour. As touched upon briefly, you will be able to understand when it is best to post content for your customers, but AI can actually personalise a customer experience by looking into their past behaviour. AI will collect data about your user, which will allow you to tailor the experience and help you target your leads with much more ease. No longer will you waste time on the wrong customer with the help of AI in marketing.

Voice search

We are using AI technology without even realising it most of the time. When we speak into our phones or to our home hubs, we are utilising the AI systems that are designed to help answer our questions. However, this alters the way digital marketing works. When somebody types a few keywords into Google, they will not necessarily form it into a sentence. They will keep it short and sweet because they know Google will bring up what they want. With voice search AI systems, however, people will use long-tail keywords and phrases. This means that, when creating content, more focus will need to be placed on optimising it for featured snippets, and this will increase the need for local SEO services. More and more people are turning to their virtual assistants to find out what there is to do in their local area.

Chatbots

The user experience is an integral part of turning a lead into a regular customer. You want to ensure that they have a reason to keep coming back to your services, and one way this can occur is by providing interaction through AI, even when you aren’t around. Chatbots can provide you with the ability to answer any customer questions, can help solve any simple issues the customers may be having and can make the customer feel like they are talking to a human, not a robot.  As technology evolves, so should the chatbots. The ability to be available 24 hours a day is something that businesses should be jumping on.

AI has changed and will continue to change digital marketing, but for the better. It will provide your customers with better content that is tailored to them, 24-hour customer service and a more personalised experience. If you want to find out more, feel free to get in touch with our dedicated team of professionals at Click Intelligence today.