Digital marketing is evolving, and with it come new changes like artificial intelligence (AI). Machine learning is making it easier for companies to analyze data, reach new customers, and even meet customers’ needs. While there is a lot of buzz about what this rise in AI tech will mean, we can all agree that it is a step in the right direction.
The question on everyone’s minds is just how AI technology will be incorporated into our digital age. You might even have noticed some machine learning already happening across several platforms, and many businesses across industries are taking advantage of these advancements. Here are some examples of the AI tools we can expect to see more of in the next few years.
1. Intelligent Writing Technology
Believe it or not, much of the content you’ve read on popular news sites today has been generated by artificial intelligence. While some of us have mixed feelings about a world where smart tools can write online content almost as well as a human, there’s no denying that it’s an interesting idea. Wordsmith and Quill are two examples of AI that can actually write online content.
How do platforms like Wordsmith create content so convincingly human that it’s used by publications like BBC and the New York Times? It’s done through templates with blacks for data and keywords. Think of it like Mad Libs but with AI and the most well-known news outlets. So the next time you read through an online article, you might want to check the byline.
2. Tailored Online Advertising
We’re all starting to learn just how platforms like Facebook utilize user information to target marketing efforts. Marketing in the digital space requires some level of AI today to make the most of customer trends, interests, and demographics. While Facebook ads might have controversial ways of harvesting information, marketers do have more options than ever before when it comes to reaching their audience.
With things like the Facebook Pixel which can be installed on websites, we know not only how users behave on our web pages, but also what they’re interested in. Believe it or not, it doesn’t stop here. Adext is an AI tool that’s starting to show just how powerful this tailored advertising can be. By using in-depth machine learning, Adext can optimize ads to hundreds of different audiences.
3. Personalized Email Campaigns
AI has been a popular part of email marketing for years now, but it’s really started to be kicked into high gear. While some marketers like to claim email marketing is dead, it’s far from it. Actually, the open rate for emails in North America is over 34%, a fairly high number. That being said, email campaigns are evolving.
Today, machine learning can help target email lists with a lower margin of error. By analyzing users to recommend just how many emails to send, what content they’re interested in, and what subjects result in more clicks, marketers can make the most of every email. Persado and Phrasee are two AI email platforms that help generate smart subjects that result in way more clicks. The days of mass marketing emails might be over, and that’s something we can all get behind.
4. Communication with Customers
Finally, one of the most obvious integrations of AI into the digital marketing space is Chatbots. These are integrated through messaging platforms like Slack, Facebook Messenger, and WhatsApp. They are able to communicate with customers 24 hours a day, 7 days a week, and they’re growing more advanced by the minute.
While in the past customers would have to go through a lengthy process of contacting support through phone or email, today they can just speak to a Chatbot. These bots can help place orders, search for products, and answer questions. Some add-on tools like wit.ai bot actually learn from conversations and user interactions to become better customer service reps.
Final Thoughts
Artificial intelligence is here to stay. No matter your industry, we can all stand to work smarter not harder when it comes to our marketing. Thanks to AI, this is all possible in just a few clicks. In the next few years (and even months!), we’ll start to notice AI in more places than we thought imaginable. All of these integrations make life easier for both customers and marketers.
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Contributed content
Founder Dinis Guarda
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