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One of the great things about digital marketing is how much precise data it generates. Instead of estimating how many cars drove by your billboard or the number of viewers of a TV ad, you can see who clicked on which ad, what they did next, what their other interests are, and how they interacted with your company in the past—and that’s only the start.
Consumer data is marketing gold, but it’s too much for a human brain to handle—and nonhuman brains can be part of the solution. Here’s how marketers use artificial intelligence to manage the speed and scale of marketing in the digital age.
AI in digital marketing involves using artificial intelligence technologies and algorithms to analyze data, automate tasks, and personalize customer experiences. This integration enhances targeting, optimizes campaigns, and improves decision-making, enabling businesses to deliver more relevant content and maximize their marketing efforts.
Marketing teams use AI technology to automate processes, analyze data, and interact with audiences. Here are five examples of what that looks like in practice.
Generative AI tools can create, edit, and transform digital marketing content. Marketing teams use them to automate content creation for various types of media including:
AI also helps digital marketers tailor marketing strategies, targeting individual customers and customer groups with messages likely to encourage conversion. Here’s how it works:
Marketing teams use AI tools to provide efficient, high-quality customer service throughout the buyer journey. Here’s how it helps.
Marketers also leverage AI to improve existing marketing campaigns, drawing on customer segmentation, data analytics, and real-time analysis to optimize strategy across channels. Here are four optimization tactics:
Marketers can use AI to automate marketing tasks, including repetitive tasks (like data entry), and routine tasks (like generating monthly performance reports). Here’s how marketing teams use it:
An AI marketing strategy can help save time, improve performance, and enable data-driven decision-making. Consider the following benefits:
AI systems are fast: A marketer can locate an industry report, extract key insights, brainstorm related blog topics, generate a blog, and optimize it for search in less than an hour. In one survey, almost three out of four marketers said that AI systems will save the equivalent of one month of working time annually.
AI-powered marketing tools amplify your team’s data-driven capabilities. They can process enormous amounts of data and use multivariate analysis and statistical modeling to spot otherwise undetectable trends, providing valuable insights into consumer behavior and marketing performance.
Personalization is a heavy lift, but AI software makes it possible. AI’s ability to gather, process, and manage data, generate content, and respond in real-time to changing inputs can help marketing teams use personalization across the entire customer journey.
Marketing is a creative endeavor, but digital marketers spend a lot of time on routine tasks. Using AI for rote work can free up humans to innovate, explore and maybe even come up with something new.
Relying on AI to guide your marketing efforts has a few potential drawbacks that require careful consideration:
AI outputs reflect the biases in training data, which can lead to inaccurate, slanted, or even offensive results.
AI can reproduce errors, generate misleading responses, or even hallucinate. It also lacks an aesthetic sensibility, so without skilled creative oversight, AI-generated content can feel repetitive, inauthentic, and generic.
Generative AI is a new technology, and it’s not entirely clear who owns the rights to AI-generated content (or if you could be held liable if your AI output violates intellectual property law).
Your company is made up of people, and your customers are people too. Replacing human-to-human interactions with human-to-AI ones eliminates an opportunity to build an authentic connection between consumers and your brand.
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Here are five leading AI-driven digital marketing practices:
AI technology is reshaping the marketing industry, but it’s unlikely to take over or replace humans in the digital marketing world. AI can provide critical insights and combine ideas in new and productive ways, but it can’t innovate beyond existing frameworks or in the absence of adequate or reliable data.
Here are three types of AI digital marketing tools to consider adding to your tech stack:
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