It is widely expected that AI will greatly impact the business world in the coming years. McKinsey’s research indicates that sales and digital marketing are the areas where it will have the most significant economic impact. This means that marketers who do not adopt AI are missing out on what is likely the most transformative technology of the past and upcoming years.
Adoption of AI Continues to Grow According to a 2021 study by McKinsey, the use of Artificial Intelligence is on the rise. 56% of all participants, compared to 50% in the previous year, reported using AI in some aspect of their business and marketing activities. The fastest growth in AI adoption was seen in businesses based in developing nations such as China, the Middle East, and North Africa, with 57% of respondents using AI, up from 45% in 2020. Indian businesses had the highest adoption rates globally, followed closely by those in the Asia-Pacific region.
These 5 Digital Marketing Fields Need AI Content Creation AI and machine learning are helping companies by providing them with the information they need to create great content. Major magazines already use this technique to combine existing data with buzzwords and keywords to produce original content that drives website traffic. This method has been used by news organizations for a long time, including the BBC, and is so effective and cost-efficient that you may have already read an AI-powered article from a major news outlet without realizing it. There are already dozens, if not hundreds, of AI-powered content-generating tools available online.
Performance Marketing Performance marketing is the most common digital marketing field to use AI. For example, the ad systems of Google Ads and Facebook use AI and machine learning to identify users who are most likely to convert. To do this, they analyze user data such as interests, geolocation, demographics, and other factors to determine the best audience for the business.
The automated auction-based approach of Google AdWords allows marketers to spend the least amount per conversion. The same approach is used in programmatic media buying auctions, where machine learning is used by programmatic networks to make live bids on relevant advertising space to reach the desired consumer audience. Data on preferences, geography, past purchases, buyer intentions, and other factors are used to inform the bid. This allows digital marketing departments to use AI to target the right channels at the right time and at a reasonable cost. The use of programmatic buying is an example of how machine learning can enhance advertising flexibility to respond to changing consumer needs in real-time.
Email Marketing Brands are using AI to personalize email marketing efforts based on customer behavior and habits. This allows you to communicate more effectively and potentially convert them into customers. Machine learning algorithms can analyze millions of data points for each customer and provide real-time insights on how to approach them. You can know the best time to send a message, how to optimize your subject lines, and what preheaders are most likely to grab the user’s attention and increase open rates.
AI-Driven Website Design Artificial intelligence and deep learning have advanced to the point where they are now being used to help businesses create better websites by using actual consumer insights. There are many tools and software that “suggest” where to place elements such as photos, text, or CTAs on a web page by analyzing consumer behavior from various sources. If you have an ML system but are unsure where to place specific design elements to provide the best flow and UX for your clients, these tools can assess user engagement with your platforms and eliminate the guesswork.
Predicting Customer Behaviour Many companies are making use of AI systems to predict future user actions and gain a deeper understanding of previous customer behaviour. By forecasting the behaviour of others based on prior actions or indications of interest, companies can anticipate their future actions, desires, and interests. This allows marketers to swiftly eliminate those who are less likely to convert, freeing them up to concentrate their budget and efforts on the leads with a higher chance of success.
Final Words The marketing industry is entering an exciting phase, with AI and machine learning algorithms increasingly making an impact in various marketing fields. In the near future, it may become imperative for marketers to have a strong understanding of AI in order to remain relevant and continue to improve their skills.