Following the launch of ChatGPT in 2022, chatbots and other Artificial Intelligence (AI) tools have become trending topics across the globe. Now AI is quickly becoming a game changer in the world of digital marketing, writes Gregg Turner, performance marketing director at Leeds-based digital marketing agency Engage.
From chatbots to predictive analytics, businesses are utilising AI to connect with customers in new and exciting ways.
Despite AI becoming increasingly integrated into our daily lives, many people express nervousness and concern about its potential drawbacks. For example, taking over jobs which have historically been done by people due to better efficiencies.
However, it’s important to think about how we can reap the benefits of AI, and how it can support the marketing industry to generate even better results.
Why AI?
If you’re a digital marketer, don’t be afraid to embrace AI. It can be a secret weapon to creating more effective and efficient campaigns that are even better at targeting the right people and meeting objectives, such as driving sales or brand awareness.
For example, AI can identify influencers in a niche or industry and help marketers and their clients to connect with them. This can lead to more authentic and effective influencer marketing campaigns which reach the most relevant audiences to that business.
Integrating AI into marketing strategies
AI is currently being integrated into marketing activity and strategies in a range of creative ways which are returning clear benefits.
Predictive analytics use data, statistical algorithms and machine learning techniques to identify the likelihood of future outcomes based on historical data. This can be used to personalise marketing campaigns and create more targeted ads.
Chatbots can be integrated into websites and social media platforms to provide instant customer service and help businesses connect with customers in real-time. The quicker that customer support can be provided, the more likely you are to generate dwell time on the website and brand loyalty.
AI can generate written and visual content, such as product descriptions and social media posts. This can save businesses a lot of time and resources while also providing them with high quality content. By automating repetitive tasks, such as generating product descriptions, marketers have more time to focus on important tasks that AI can’t support, such as strategy and creative thinking.
With the help of AI, digital marketers can analyse data, create targeted campaigns, and even generate content with a few simple clicks. In addition, AI can also help with identifying potential customer segments, and patterns, and even predict future trends. This can enable businesses to stay ahead of their competition and reach the right audience at the right time.
Further thoughts
While AI is a powerful tool in digital marketing, it’s important to remember that it’s not a replacement for human creativity and strategy. The best results come from a combination of AI and human expertise.
Overall, AI is a valuable tool for digital marketers. It can support businesses to connect with customers in new and exciting ways, automate repetitive tasks, and create more targeted and personalised campaigns. By embracing AI, digital marketers can gain a competitive edge and take their marketing efforts to the next level.
