The impact of AI on Digital Marketing

The use of artificial intelligence in digital marketing has grown exponentially over the past decade. AI can be used across platforms to increase engagement and conversion. Earlier you could read about the rise and potential of GPT-3. In this blog we examine the impact of AI on digital marketing and how AI influences SEO, SEA, email marketing and content marketing.

What is Artificial Intelligence?

AI is a term that encompasses a wide variety of technologies – combined they can solve almost any problem we put before them. These technologies include:

• Machine Learning: A computer’s ability to learn without being explicitly programmed, through experience and exposure to new data.
• Natural language processing: The use of tools and techniques to process language data, including speech, text, and writing.
• Deep learning: deep learning is a part of machine learning which is based on neural networks. Computers can learn new things because of the large amount of data.
• Computer vision: This is the ability of a computer to understand and interpret an image or video, such as facial recognition or recognizing and interpreting images. From an engineering perspective, it seeks to understand and automate tasks that the human visual system can perform.

SEO

Artificial intelligence, or AI, is an increasingly important part of search engine optimization. Artificial intelligence is used to automate and optimize certain parts of SEO, such as automating product texts and meta tags. But AI also offers opportunities for finding suitable blog topics, keyword research, and content optimization. There are several tools on the market that use AI to help with this.

In addition, AI has an increasing influence on search results. Google uses AI, machine learning, and deep learning to understand a search query and get the best results for it. The latest update on Google MUM shows that this is being expanded.

The increasingly popular voice assistants are also based on artificial intelligence, for example, Siri, Alexa, or Google Home. A future-focused on voice search goes hand in hand with AI.

Advertising

AI and SEA have been intertwined for some time. For example, think of targeting, formatting the advertisement itself, and bids. By means of Artificial Intelligence, connections can be made very quickly between location, device, interests, and who purchases the product or service. In addition, AI is already helping to form the perfect advertisement, but this is still limited to the input that is provided. In the future, there is a good chance that the perfect ad will be built from the ground up, using artificial intelligence. This ensures more personalization, constant optimization, and ultimately a better ROI.

The budget and bid optimizations are already partly performed by AI, for example with Smart Bidding. In the future, pricing can also be included in this, so that, for example, the perfect discount percentage is shown. In addition, Google Shopping has tested for pricing using AI. This makes it easy to find out what the price elasticity of a product is and prices are adjusted to current circumstances, for example on the basis of the weather in combination with the target group.

Email Marketing

Artificial intelligence is also making its way into email marketing. The AI-driven tools are able to come up with subject lines, write parts of emails, optimize broadcast times and send personal emails to every (potential) customer.

Think, for example, of the many e-mails you may receive from your favourite streaming service: based on your viewing behaviour, the AI ​​determines which film or series is suitable for you. When a new suitable series is released that suits you, you will automatically receive an e-mail.

This technology uses huge data sets and customer data to make predictions, recommendations, and choices that are personalized at every stage of the customer journey. This ensures highly personalized emails and higher open rates within email marketing.

Dates

The basis of artificial intelligence is data. Large amounts of data and AI make it possible to better estimate risks, allocate budgets and make predictions. A constant flow of all available data from many different sources improves the algorithms. This continues to the point where AI ​​can make very good choices and predictions that have a positive impact on marketing campaigns.

With the help of AI, tactical data analysis is performed very quickly, providing well-founded conclusions that take into account both the context of the campaign and the customer.

content marketing

The impact of Artificial Intelligence on content marketing is increasing. It has the potential to automate many tasks associated with content marketing, such as creating high-quality content, both for social media and for your website. This allows marketers to spend more time and resources on other parts of the strategy. The big advantage of AI is that it is getting smarter, faster, and better.

More and more tools are coming onto the market that uses AI to produce, optimize or personalize content. These tools are able to improve a mediocre text, translate texts, give content ideas, and much more.

AI and digital marketing

Artificial intelligence is already having a major impact on digital marketing, consciously or unconsciously. This will only increase in the coming years and AI will not only remain accessible to the large tech companies, but smaller companies will also see the value of AI within the online marketing strategy.

Outreachway is very involved in these innovations. In fact, this article was also written using an AI content tool.

Want to know if these tools can improve your strategy? Please feel free to contact us, Outreachway will be happy to assist you.