Transforming digital marketing with AI

By Rikki Agarwal

Virtually every aspect of life has been influenced by the artificial intelligence (AI) revolution, which has also given digital marketers almost superhuman powers. Although it hasn’t always been customer-centric, marketing today is becoming more customer-centric, thanks to the rise of digital marketing. People frequently use social media, which helps to accurately estimate their desires, and AI plays a crucial role in this scenario.

Artificial intelligence has had a positive impact on how companies manage consumer communications and marketing operations. With the advent of AI, digital marketing has seen tremendous upheaval. It helps companies develop effective digital strategies, optimize marketing campaigns and increase returns on investment. Moreover, it is having a huge impact on many facets of life thanks to smart devices, chatbots, self-driving cars. In order to provide a personalized customer experience, these are designed to determine consumer preferences and interests. A recent survey of the retail industry revealed an intriguing trend: 80% of business leaders plan to implement AI technology within the next six years.

How does AI help improve the customer experience?

Lately, many brands have embraced AI, with companies like Amazon and Spotify successfully using AI systems. For example, Amazon uses AI to show customers products relevant to their searches, purchases, and views. The increased demand for personalized experiences can increase the likelihood of consumers making their first purchase or returning to the brand. Digital marketing now includes AI, which offers several advantages and alternatives. Let’s take a look at how artificial intelligence can be incorporated into digital marketing.

Targeted marketing

The primary benefit of AI in marketing is that it increases return on investment (ROI), which is often one of a company’s biggest expenses. Brands can now learn a lot about consumer preferences for products and services. The first innovations were made possible by companies like Amazon, which has a recommendation engine, or Google and Facebook, which have targeted advertising platforms. Every platform has been enhanced with AI today, allowing them to have more influence by accessing more information about consumers and their buying habits.

AI in customer relationship management

By improving the user experience, artificial intelligence can profoundly change the face of digital marketing. AI can help marketers better understand their customers’ needs, routines, and movements. Brands can use AI to continuously gain new or better insights that help them improve their consumer reach and marketing tactics. They can use analytics to help them improve their marketing strategies and understand how to effectively reach consumers.​​

Since customer retention is one of the most crucial business goals, customer relationship management is a skill every marketer should master. By identifying behavioral patterns that can influence customers to switch brand loyalty, AI can reduce the risk of customer churn. Personalized promotions or incentives can automatically target these customers to build loyalty. Another marketing tool that is gaining popularity among AI-enhanced marketers is a chatbot powered by natural language processing. Incoming customer inquiries can be divided into groups, and those that need an answer can be personalized to reduce dissatisfaction. AI-based CRM will also allow organizations to more accurately estimate sales across different markets, allowing for more efficient allocation of resources and inventory. It can also be used to detect customer records that may contain errors or duplicate information to maintain data quality in the CRM system.

Artificial Intelligence: The Future of Digital Marketing

Marketing strategies have been improvised over time. The digital world has fundamentally changed the way we deal with customers, allowing for more individualized interactions. Artificial intelligence has been incorporated into digital marketing to help marketers determine what customers want and meet those needs with the right products. Developments in AI offer a promising future for digital marketing.

A new trend in marketing is emerging that unifies everything on one platform, thanks to artificial intelligence in digital marketing. AI has opened up the possibility of hyper-personalization through personalized product recommendations, intelligent content recommendations, and chatbots for customer support. This has radically changed the interactions between brands and customers. Predictions made by AI systems enable marketers to work more productively and efficiently, helping brands increase sales and retain customers.

The author is the co-founder and COO of Blink Digital

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Cathy W. Howerton