19th March 2020 Digital Marketing Agency

How to use AI in digital marketing

Artificial intelligence has taken our digital-rich world by storm. Bridging the gap between humans and computers, AI is now fully integrated into our existing technology and birthing new products every day. AI is undoubtedly the future of technology and it already exists within digital marketing, but how can we use it to evolve and improve our marketing efforts?

Transforming the way businesses communicate

If you’ve ever used a digital assistant or a chatbot, then you’ve already come face-to-face with artificial intelligence. Designed to automate customer service, these AI tools provide a customised, personal experience whilst removing the human-powered element – transforming the way businesses communicate with their audiences.

By offering a new level of customer service, that is more responsive and accessible, AI is contributing towards an improved customer experience – a strategy at the top of every business’ digital to-do list.


How can you utilise AI in digital marketing?

Before you start planning, you first need to identify which areas of your digital marketing offer room for improvement and establish what you aim to achieve from your campaigns. Once you’ve got a clear understanding, you can start to implement ai into your strategy.

Improved audience behaviour predictions

Many ad serving platforms such as Google Ads have already built AI technology into their products, offering marketers invaluable insights into the behaviours of their specified audience. For example, once the objective of the campaign has been identified, followed by the target audience – the platforms then automatically suggest recommendations on how to improve the campaign, often using the trends of previous campaigns and any other historical data.

Superior user experience

Providing users with the best experience possible across every touchpoint is absolutely critical. This includes ensuring that all marketing material is relevant and targeted to the audience. AI makes this process easy, by allowing marketers to collect and use data around location, search histories and past buying trends – enabling them to shape a clear picture of the audience and the content they want to see.

Not only does it facilitate high-level audience understanding, but AI can also offer game-changing experiences when paired with augmented/virtual reality technology that allows users to interact with ads and blur the lines of reality. For example, online retailers that allow users to ‘place’ items into their home with the touch of a button or haircare brands that let users see what their hair could look like in a new colour in an instant.

24/7 customer support

We mentioned above that the way businesses communicate with their audiences is evolving, but that’s not just thanks to AI. With smartphones being our most use device, and social media dominating most of our online time, the way customers reach out to brands has changed too. Users are active online 24/7 and they expect businesses to be accessible. AI solutions such as chatbots make this possible. Bots that are equipped to answer basic questions such as order status or FAQs mean customers can engage when suits them best.

AI already plays a significant role in digital marketing, and we can only expect it to increase as technologies improve. We look forward to the future to see what is coming next! If you know of any more ways to use AI in digital marketing, let us know in the comments!