AI is far past the point of being a new or emerging technology, especially in the world of digital marketing. A global survey in 2022 found that roughly 90% of marketers across 35 different countries use AI in some way in their digital marketing strategies.
With so many free and low-cost tools available, replacing or supplementing human marketing workflows with AI is the #1 way to become (a) more productive and (b) better at understanding your audience and how to reach them.
Trends: AI in Digital MarketingThis article explores three exciting trends and best practices for implementing AI within your organization.
1. Generative AIThanks to ChatGPT, generative AI might be the hottest topic in marketing right now. Generative AI involves using AI to create content from existing data and inputs. Examples of GenAI marketing tools include:
As many as three-quarters of today’s marketers use generative AI in some way, whether that’s to supplement their content creation workflow or as a lead generation tool.
2. PersonalizationAI increases personalization in marketing by pulling content and data in real time to craft individualized, data-driven experiences for each target customer. Across the omnichannel, businesses can use AI to trigger personalized emails, social media messages, website popups, and even entire offers based on what a customer is browsing or has already bought.
With AI, marketers can also analyze vast amounts of data about a customer’s behavior. They can use this info to develop better products, improve their targeting and messaging for future campaigns, and meet ever-changing customer demands.
3. Voice Search OptimizationVoice search has risen in popularity as a way for consumers to quickly find information and make purchases through their mobile devices. Optimizing content for voice search is 100% crucial for businesses that want to stay relevant and accessible.
AI plays a critical role in optimizing content for voice search. Businesses can use it to analyze speech patterns using natural language processing (NLP) to understand how people speak and the specific phrases they use when making voice queries. With this data, you can create content with a more conversational tone and structure, while incorporating the words that make it easy for voice assistants to understand.
Best Practices for Using AI in Digital MarketingHow you apply AI to your workflow determines whether you produce great marketing content that converts customers or mediocre content that turns them away.
AI in digital marketing is no longer something to speculate on for the distant future. It’s essential for any business that wants to compete on quality, targeting, and efficiency in 2024. By staying informed on the latest trends and best practices, you can effectively incorporate AI into your marketing workflow and see tangible results.
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