At first, you may find it difficult to see the connection between artificial intelligence and marketing strategy. However, when you examine the topic closer, you realize that there is no market or industry on this planet that has not in some way been impacted by artificial intelligence. Digital marketing is just one of many industries that AI is currently revolutionizing.

What Can AI Do for Digital Marketers?

Using big data analytics in marketing is not new. It is a strategy that marketers have used for years to improve the way they interact with their audience. Big data coupled with machine learning is the backbone of AI. It is only logical to conclude that AI can help enterprises improve their marketing campaigns and reach wider audiences.

Big data has phenomenal amounts of structured and unstructured information. Traditional data processing software can’t control or analyze all of this data.

Machine learning is part of building programs that can fetch and utilize data of its own accord. These machines are trained to learn and improve themselves continually.

Big data and machine learning work together. Automation makes it possible to extract, segment, and aggregate massive amounts of data, allowing insights about customers to become more accessible and apparent. The data is gathered and sorted and then handed over to the machine learning side of the equation.

With machine learning, organizations can identify patterns, trends, and insights. They can look at that data, extrapolate solutions, and predict outcomes. All of this is at the heart of what marketers need to tailor their marketing to meet the needs of their customers.

Search relevance is an example of how artificial intelligence and machine learning are improving quality for customers. A person may be searching for a product. They put a query into the search bar that explains a product or service the best way they can. The high-quality search uses AI to identify a searcher’s intent and prioritize what it offers based on what the searcher wants to see. In this way, AI is making the searching experience better for the customer.

Using AI to Get the Marketing Advantage

Predictive analysis allows a marketer to look at page views, bounce rates, click-through rates, and time spent on the page to make informed decisions about the specific ways and areas their marketing strategy needs to be improved. It can also identify ways that the current strategy is working.

Predictive analysis can extract data and create informed predictions about how customers will engage with a website or an application in the future. This can be used to drive more people to a site, keep them on the site longer, and increase the chance they will convert and buy a product.

Machine learning algorithms improve audience targeting and segmentation. These algorithms can be used to identify important and reoccurring patterns. These include things like demographic information as it connects to specific content or individual users.

For example, a machine learning algorithm may identify that people between the ages of 18 and 25 are interested in social media posts. In contrast, those between the ages of 40 and 60 are drawn to blog posts. With this information, marketers can change their strategy to target certain demographics with different types of content or create unique outreach programs to meet the needs of different demographics.

The Power of Chatbots

One of the most powerful ways AI can help in marketing is by powering chatbots. AI-powered chatbots can assist customers at any hour. Successful marketing depends on customers having multiple channels to contact your organization. This includes during work hours and off-hours.

Clients from Australia who need to reach out to a company in the United States should not have to wait until the company opens to communicate with them or their chatbots. AI-powered chatbots allow companies to answer queries in real-time. As chatbots gather information from users, they can improve their interaction with customers and give customers what they need when they need it.

Conclusion

AI is helping marketers bridge the gap between the product and service they offer and their audience. It can take massive amounts of information and compile it into something insightful and useful. This improves customer experience, which improves revenue for a business.