The Role of AI in Digital Marketing
Artificial Intelligence is about creating intelligent machines to perform cognitive tasks. The ability of these machines to think like humans would keep improving when they have sufficient data to identify patterns and trends. Digital Marketing (DM) is an expertise that extensively revolves around data and analytics. The ability to figure out the right insights from data is crucial to the success of any online initiative. With a massive increase in the amount of data and its sources, it’s logical to believe that AI has a vital role to play in digital marketing.
The advent of social media has led to the age of social networking, and the race to engage and entice the online audience has become fierce. Brands have to interpret a new kind of data to improve their social presence on popular social channels. A newer form of metrics and analytics has been developed to measure the depth of social analytics which also take the mobile data into account.
As business keep adding the newer consumer touch-points, the sheer amount of data being collected across them is set to turn unmanageably huge in the near future. Hence, Artificial Intelligence (AI) has become necessary for Digital Marketing than ever before. Discussed below are some of the ways in which AI technology and tools can turn humongous chunks of insurmountable data into actionable insights that drive real-time decisions.
Real-time tracking
Though every company has to face a minimum amount of customer churn rate, the expenses of acquiring new customers are always much higher as compared to the cost of retaining the existing ones. By deploying the deep learning techniques, firms can systematically track and analyze the digital behavior and communication of their target groups.
Subsequently, the predictive modeling techniques of AI tools can help to compare the attributes and actions of past customers to the existing customer base and spot the attrition risks that can eventually help them in improving the overall consumer experience and minimize the churn rate.
Improved accuracy
The Machine-to-Machine interaction is one of the latest trends that are catching up fast across the industries. The transformation is sure to have its impact even on the realm of marketing. The Artificial Intelligence is already being employed to basic Digital Marketing tasks such as planning and conceiving of campaigns, which is based on the insights extracted from the extensive data collected from previous campaigns.
Even the accuracy levels of measuring the performance of the campaigns have increased swiftly with the aid of AI tools, effectively minimizing the guesswork that was traditionally associated with marketing campaigns. As machine learning takes precedence over conventional analysis, the ever-improving AI algorithms are helping in making data-driven predictions that are much more precise than ever.
Advanced Automation
Channelizing the power of AI to offer quick and efficient customer service is one of the primary requirements in digitalization. The leading-edge technology that deploys text, chat, or messaging apps is one of the many exemplars that can help the organization in meeting the challenges of delivering futuristic and professional service to their customers while keeping a tap on the infrastructural expenditure.
For instance, the AI Text analysis tool is not just capable of tracking analyzing and responding to content generated but can perform those actions in real time. The improved version of this tool goes a step further. It not just understands the user-generated message content but also determines the emotions and the sentiment to infer the meaning much more accurately.
Enhanced security
The biometric authentication technique that uses the AI technology is one of the safest mechanisms to have evolved for capturing and sharing information. It has also increased the efficiency of the sharing process along the way as huge of amount of data can now be exchanged much more securely, which seemed impossible in the past. The contemporary data gathering and propagation have also maximized the ease of analyzing the massive amount of data, which has also led to improved insights and quicker decision making.
As data is at the heart of personalized experiences that consumers desire, having a mechanism such as biometric authentication driven has now enabled the organizations to safeguard the consumer data much more secure and protected by AI technology should go a long way in keeping the authenticity of digital marketing data intact and pertinent.
Consequently, the ability to figure out the actionable insights that drive real-time decisions is crucial to the success of Digital Marketing, and Artificial Intelligence with its ability to automate this task has a crucial role to play.
