Artificial Intelligence: Will It Fundamentally Change The World Of Digital Marketing?
By Vineet Malhotra
In the last couple of years, Artificial Intelligence has emerged as the most powerful and disruptive technology. It has not only transformed how businesses communicate with their consumers but has also pushed them to rethink their digital marketing strategies. For instance, ever since OpenAI’s ChatGPT entered the market in 2022, the tool has disrupted the course of customer service. The tool’s ability to generate quick human-like responses and the ability to solve problems has further made it a useful addition to many businesses.
However, the advancement in artificial intelligence and its rampant adoption has made digital marketers question whether their strategies and approach to content creation and business approach will become redundant. While many experts argue that artificial intelligence-powered machines will not eliminate human’s role in digital marketing practices, they reiterate the need for quick assimilation to gain an edge over the rising trend.
In other words, digital marketing companies must anticipate how artificial intelligence can impact their work. This will help them to brainstorm strategies accordingly.
On that note, let’s take a look at how AI will transform the fundamentals of digital marketing.
A Brief Introduction to Artificial Intelligence
Artificial intelligence or AI is essentially a branch of computer science. Its primary aim is to create a machine that is capable of performing tasks that require human intelligence – for example, speech recognition, decision-making, and comprehending natural language processing algorithms. Notably, the efficiency of AI largely depends on the data set provided to it and also the prompts used by human users. This makes the task of “prompting” a vital skill for digital marketers. The target audience is deemed essential for the health of any brand campaign, and AI can prove to be a valuable addition in planning them by offering valuable consumer insights.
Ways In Which AI Will Change The World of Digital Marketing
Here are a few ways in which AI is expected to transform the digital marketing industry:
Improved Content Creation
Artificial Intelligence will prove to be of great help in terms of content curation and generation. For instance, AI can help content creators to produce graphic or textual material tailored as per their prompts and requirements. AI is adept at finding consumer themes and hence it helps simply content curation.
Typically, AI evaluates consumer data and trends to access pertinent information and filters the information to provide customers with personalized content suggestions. Moreover, with more upgrades, AI has become adept at transcribing YouTube videos and converting them into articles. Similarly, the system can also be used to convert voices into podcasts and help the creator upload them to relevant platforms.
Voice Search Optimization
Leading virtual voice assistants like Alexa and Siri have already driven digital marketing agencies to give due importance to voice search strategies. Incorporating AI in digital marketing will only accelerate voice search optimization further. This means to ensure relevance and target audiences who rely more on voice search, digital marketers would be required to optimize their websites, advertisements, and content for voice-centric keywords.
Enhanced Audience Reachouts
AI-backed algorithms will continue to aid digital marketing professionals in analyzing the copious amount of data and offer key insights into their target customers, such as their behavior and interests. This helps digital marketers to develop tailored content and advertisements for their clients that helps them land maximum engagement and conversion. Furthermore, AI will emerge as a strong force in forecasting customer preference and future action accurately, allowing marketers to make more suitable ad placements.
Dynamic Ad Creation And Placement
Creating advertisements that rouse the interest of the target audience and drive them to the brand’s website is a must to stay relevant in the digital marketing industry. By utilizing artificial intelligence’s capabilities, marketers can create more dynamic and engaging adverts that can adjust content as per the viewers’ preferences or even current circumstances.
Besides these, digital marketing professionals can purchase ad space or sell ad space in real time through AI-backed systems. Typically, AI-powered programmatic ads automate the purchase and sale of ad space in real time for efficient ad placement and targeting preferences. Collectively, dynamic ad creation and programmatic advertising aids help digital marketers to reach their target audience with engaging content, improving overall ad performance.
Virtual Chatbots
Today almost all brands have integrated an AI-backed virtual assistant or chatbot into their websites. Such a feature is designed to help customers make informed purchases and offer timely solutions to inquiries in real time. Furthermore, such tools are now being rapidly used for conversational marketing and even while sending tailored advertising messages. This highlights chatbots’ role as a key component of every digital marketing, encouraging companies to focus on them in their plan and strategy.
Hence, the role of artificial intelligence in digital marketing will be transforming. However, such changes would allow digital marketing leaders to enhance their process of content creation, and voice search optimization, improve audience reach, and create more dynamic ads. Additionally, it will encourage more marketers to focus on virtual assistants in their digital marketing strategies, to help clients stay ahead of the competition.
AUTHOR:
Vineet Malhotra is the Chief Technology Officer at Hashtag Orange, one of India’s leading digital marketing solution providers. At Hashtag Orange, Vineet plays an important role in the technological direction of the agency. He provides technical support on multiple projects to major companies such as Honeywell buildings, Max Life Insurance, Snickers, Bharti Axa, GMR Aerocity, and others, and the views expressed in thi article are his own
