The Role of AI in Digital Marketing

What is AI?

AI Stands for Artificial Intelligence. It is a branch of computer science concerned with building high tech, smart machines that are capable of performing tasks that typically require human intelligence.

Why is AI Important for Marketers?

AI has become a crucial role for marketers.  AI interprets and solves complex decisions based on data generated today, which usually requires a lot  of effort for humans to perform.

In advertising agencies and digital marketing companies in India, AI helps marketers to target specific audiences, improve and increase the chances of visibility of campaigns amongst audiences, generate leads as well as optimize the campaigns.

How do publishers implement AI?

Artificial Intelligence has done good to the publishing industry. This applies to newspapers, magazines and books as well. 

AI can remarkably save publishers time & effort while creating content, without ruining the quality of the content created because of smart technologies like text analysis, formatting, text auto tagging, text analysis, chatbots, SEO etc 

Here are two examples of how publishers implemented AI:

• The Washington Post 
  
  The created Heliograf – an amazing automated storytelling hi-tech for hyperlocal coverage. This technology can generate articles from quantitative data about high school football games every week in Washington DC. area. These articles will be able to cover any game that they have data for, and sports enthusiasts and fans will be able to read them all. 
  
  All thanks to Heliograf!
  
  
• Bloomberg 
  
  They own a high tech solution called Cyborg. Cyborg helps with creation as well as management of the content. To your surprise, at every quarter, it can generate end numbers of articles about company earnings reports because it is programmed to analyze, recognize and extract all its key numbers immediately.

AI Role in Digital Marketing

AI holds enormous potential in digital marketing, especially digital marketing agencies in India. It allows predictive analytics and forecasting, enhanced customer experiences, and targeted marketing, which result in a higher return on investments.

Real-world problems can be solved by Artificial Intelligence by implementing the right techniques. Here are the three branches of AI.

Machine Learning

It is science to get machines to interpret, process and analyze data. The data and algorithms are used to imitate the way humans learn, gradually improving its accuracy.

Deep Learning

Deep Learning is a subdivision of Machine Learning but a little more advanced. It is  used to solve more advanced problems. It’s a technique that teaches computers to do what comes naturally to humans. For example, learn. The driverless cars ,the voice control in phones, tables TVs are the results of Deep Learning. Because of its immense potential to solve major real-world problems, deep learning is getting lots of attention lately.

Natural Language Processing (NLP)

This branch of AI is concerned with giving computers the ability to understand text and spoken words the way human beings can understand.

For example- Grammarly – Grammar and formatting rules can be applied and NLP will automatically correct language mistakes and give you the better version of the content.

How Will AI Impact Digital Media

The emergence of AI is changing digital marketing by automating tasks that were previously done by humans.

Here’s how it impacts digital media and its growth.

• Enhance productivity

You can implement the AI algorithm to automate numerous, monotonous activities. It will increase your productivity and save your precious time and money.

• Boost efficiency

Offering AI-powered support tools to the staff will allow them to boost the quality and quantity of their work. Artificial Intelligence helps the staff handle repetitive tasks like identifying and separating leads from campaigns, answering the FAQs from customers, data input, and more.

• Increase ROI

As many activities are automated with Artificial intelligence, it will lower the costs and increase profitability. The role of AI in the organization will facilitate a better decision-making process and aid in creating higher-converting content.

Top AI Trends in Digital Marketing

• AI image generation: AI can generate images that marketers can use in campaigns. 
• AI copywriting: AI uses machine learning and natural language processing to generate copy that suits a particular tone, style, and format.
• Chatbots: AI-powered chatbots work to interpret knowledge and understand conversation structure to respond to customer queries
• Data enrichment and cleanup: AI can help marketers clean up their contact lists and enrich data to remove broken records and data mismatches. 
• Social media: AI and machine learning can be used in social media marketing to create high-performance campaigns, provide insights on buyer personas, suggest optimum publishing times, and track the performance of marketing campaigns.

Examples of Artificial Intelligence in Marketing

Here are some examples of Artificial Intelligence that are the talk of the town.

Chatbots

Chatbots are computer programs that use AI to develop for interacting with customers online and also complete orders for them. Chatbots can be integrated into websites and also social media pages. Chatbots enhance engagement, help customers day and night. Their capability to respond to customers’ queries immediately through texts or voice makes them super helpful as an AI.

Virtual assistants

An independent contractor who provides administrative services to clients while operating outside of the client’s office. For example, Siri and Google Assistant.

Most businesses will hire a virtual assistant to save on performing admin functions such as calendar management, travel and event arrangements, email support service etc.

Personalized content

Content personalization is a branding and marketing strategy in which webpages, email and other forms of content are tailored to match the characteristics, preferences or behaviors of individual users.

AI writers and content generators

AI uses machine learning and natural language processing (NLP) to generate copy that fits a particular tone, style, and format.

Conclusion

AI has started assisting publishers to generate content quickly without having to spend more time like before. and without a speck of doubt, we will witness more technological advancements in coming years. Top digital marketing companies in India and advertising agencies in Mumbai are using AI for analyzing data, marketing strategy creation and problem-solving and are considering it as a boon to the human workforce.