Staying Ahead of the Curve with Digital Marketing and AI
Ever since the world was introduced to the wonders of generative AI tools like ChatGPT, Google Bard, ChatSonic, Microsoft Bing, etc., there has been a rising dilemma among experts in every field, especially marketing. The conversation has divided the people, questioning its usability, authenticity, and productivity. While some strongly stand on its side, others consider competing with AI as an uphill battle.
However, diving deep into its vulnerabilities and key features is when we are acquainted with the AI landscape and how it can help a company stand its ground in the ever-evolving future of digital marketing. It shows us how AI can be more than our competition, it can be our support system in paving the way for success and growth.
The following blog holds the answer for the same as it takes you through the plethora of benefits derived from AI and how digital marketers can make the best of the AI-led situation work in their favour.
5 Ways Digital Marketers Make Good Use Of AI
As per the research conducted by Influencer Marketing Hub 2023, 61.4% of marketers have employed AI to enhance their marketing activities. Such a staggering number is the result of the rising prominence of AI in various fields of digital marketing, such as:
While the authentic and accurate touch of culture only lies with the virtuoso, i.e. digital marketer, AI can undoubtedly smoothen the process of content creation by creating content in a fraction of the time.
Moreover, social media posts can be generated for different platforms in accordance with the database consisting of trending keywords, in addition to creating scripts for promotional videos.
Marketers can enter the specific requirements and keywords to help the AI create original, authentic, and SEO-friendly content for higher engagement.
The Harvard Business Review states that companies that use AI experience a 50% increase in leads while reducing costs by 40-60%.
The most favourable use of AI tools for lead generation is the inculcation of chatbots in websites. Such virtual assistants can guide the website’s visitors through the various products and services, in addition to initiating customer conversations regarding their queries and questions.
Apart from that, marketers can wield the potential utility of AI through:
- AI algorithms for lead identification
- Sales forecasting and pipeline management
- Predictive analytics for lead conversion
- Personalised marketing
…. and many more.
As far as we are talking about lead generation, email marketing cannot be left far behind. It is, in fact, the channel that assists with lead generation. This is why the prominence of AI in email marketing is on a rising front.
A report by Barilliance denotes how 64% of email recipients determine their decision to open an email on the basis of the subject line. Marketers can make this work in the favour of the business by drafting compelling lines with the help of AI.
For example, large incorporations like eBay and Groupon have incorporated AI-driven solutions to enhance their email subject line strategies.
Along the same lines, marketers can anchor the power of AI to restructure email campaigns, customise email targeting, and clean up their email lists, besides personalising email copies.
Digital marketers have to deal with heaps of data that they collect with the help of other applications and websites. This is of the essence to track brand interaction along with the entire customer journey.
But the process of data collection and management is not a cakewalk. It requires the ingrained and elaborate process of data processing, validating, and storing. Moreover, the chances of human errors in data
management, leading to a grave dent in the business functionalities, are quite high.
For that reason, AI can be used to automate the management of queries to provide a reliable system that reduces manual governance and database monitoring. It can streamline the process of recording the data and smoothen the organisation for marketers who might not exactly be spreadsheet-savvy.
AI holds the power to reinvent the wheel of market research by analysing a colossal amount of consumer data with the purpose of extracting meaningful and consequential patterns.
For instance, the combination of AI techniques such as facial recognition and machine vision can help market researchers gain deeper insights into customer preferences, buying journeys, emotional responses, etc.
Such a streamlined process can aid marketers in personalising their strategies and optimising overall spending. Furthermore, AI can also help in transforming future market research campaigns for enhanced results.
Limitations of AI in Digital Marketing
The advent of AI tools has led to the notion of digital marketers fearing their job eventually becoming obsolete. However, a genuine replacement for a digital marketer’s creativity, instinct, and decisiveness is yet to be found.
While AI can undoubtedly fulfil several requirements of digital marketing, it has certain limitations, such as:
- AI cannot perform physical tasks like handling team meetings, in-person market research, etc., without the help of a qualified digital marketer.
- AI might not always provide accurate and updated data without a diligent digital marketer keeping a keen eye.
- The decision-making ability of a digital marketer is impossible to replace.