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Artificial intelligence already powers many aspects of modern life. From virtual assistants to self-driving cars, AI makes technology feel almost human. Now, AI is also transforming digital marketing in revolutionary ways.
With machine learning algorithms, marketers can uncover game-changing insights about customers. AI enables hyper-personalization at scale along with predictive recommendations. It also automates manual workflows to maximize productivity.
The benefits of AI are undeniable. According to PwC, the impact of AI on the economy could reach $15.7 trillion globally by 2030. But many brands still underutilize AI due to uncertainty around applications.
Let’s demystify how to practically leverage AI across your digital marketing stack. Here are the game changing ways to deploy AI for advertising, content, social media, email, customer experience, and beyond.
Personalized Ad Targeting
Showing the right ads to the right customers is the holy grail of digital advertising. AI makes this possible through revolutionary targeting capabilities.
Here’s how it works:
- AI analyzes vast volumes of customer data – demographics, behaviors, location, interests, and more.
- Complex machine learning algorithms identity micro-segments of high-value customers most likely to engage.
- AI enables brands to tailor messaging and offers to hyper-specific audiences.
Rather than ineffective mass blasting, you can surgically target customers with relevant messaging exactly when they’re primed to buy.
Leveraging AI targeting unlocks game changing ROI from digital ad spend.
Individualized Ad Creative
But smarter targeting is only half the battle. AI also personalizes the creative in each ad for maximum relevance.
Dynamic creative powered by AI works like this:
- Hundreds of different ad versions are generated using different copy, images, videos, etc.
- AI predicts which creative elements will perform best for each micro-segment.
- Personalized ads are dynamically assembled and served to specific customers.
It’s exponentially more effective than a rigid “one size fits all” approach. AI generates endless variations tailored to unique users.
Predictive Ad Optimization
The feedback loop is where AI really pulls away from human limitations.
AI marketing platforms track how different customers engage with various ad elements in real time. Machine learning quickly identifies the highest performing combinations.
It then dynamically optimizes each ad – who sees it, when, and with what creative – to maximize results. This predictive optimization is constantly learning and improving.
AI tracks thousands of data points no human could process. It analyses response patterns and tests new optimizations relentlessly.
The outcome is every ad engagement becomes smarter. AI squeezes every drop of performance from your ad spend.
Automated Ad Operations
Executing sophisticated ad campaigns is complex. But many rote tasks waste time without requiring human strategic input.
This makes ad ops ripe for AI automation, including:
- Day-to-day campaign management – pausing, starting, editing, monitoring.
- Dynamic budget allocation across campaigns based on performance.
- Bursting campaigns to take advantage of rising engagement.
- Responding to platform alerts and notifications.
- Trafficking new creatives into campaigns.
Automating tedious ad ops workflows allows you to focus on high-value strategy. AI handles the grunt work behind the scenes.
Sentiment and Intent Analysis
Monitoring brand mentions across the social web used to be manual. But AI interpretation of text data opens powerful new listening capabilities.
Natural language processing reveals:
- The sentiment of mentions – positive, neutral or negative.
- The intent behind mentions – feedback, questions, requests for support, etc.
- The context and meaning of mentions based on semantic analysis.
These insights enable social teams to instantly identify trends, head off PR issues, and deliver better customer experiences.
Automated Social Posting
Do you spend hours crafting and scheduling social media posts? AI can shoulder much of this workload too.
AI social automation can:
- Curate relevant industry news and content to share.
- Transform topics into snappy copy using natural language generation.
- Ensure brand consistency with your voice and tone.
- Shorten and optimize posts for each platform’s requirements.
- Add relevant hashtags, handles, links, images and video.
- Post at optimal times based on past performance.
This frees up time for higher impact social strategy. Let AI handle the heavy lifting of content curation and posting across channels.
Predictive Lead Scoring
Not all website visitors are equal. Predictive lead scoring uses AI to determine who’s most likely to convert based on thousands of data points.
AI analyzes past customer behaviors and attributes to identify patterns. Combining this with real-time visitor engagement data allows accurately calculating conversion probability scores.
You can then personalize site experiences and offers around lead score. Focus sales efforts on hottest prospects first. AI points the way to your biggest untapped opportunities.
Individualized Content Recommendations
Recommendation engines powered by AI solve the paradox of choice. With endless content options, how do you determine what’s most relevant to each visitor?
AI content recommendation works similarly to Netflix and Amazon:
- AI ingests all site content and catalogs attributes like topics, keywords, formats, authors.
- It then analyzes visitor behavior – content consumed, engagement, responses.
- Combining the two allows AI to predict and recommend the most relevant content to each individual.
The benefit? Visitors enjoy a personalized content journey. You keep them engaged longer while surfacing related content they love.
Creating high-quality, original content requires significant time and effort. AI can shoulder much of this workload through automated content generation.
Natural language generation allows AI to transform data into written narratives. While not fully human quality yet, AI content can summarize relevant news, produce product descriptions, generate localized pages, and more.
AI also creates 100% original content based on your guidelines for tone, topics, length and keywords.
This scalable content production saves time and money. Using AI for supplemental content frees up human creators for big ideas and strategy.
Predictive Email Targeting
Traditionally email marketing has been broad blasts to entire subscriber lists. But AI enables 1:1 personalization even at huge scales.
By applying machine learning to past email performance data, AI can predict:
- Who is most likely to open specific email types or offers.
- The best day/time to reach each subscriber.
- Subject lines and content each recipient will respond to.
- Optimal send frequency for maximum engagement.
Every subscriber essentially gets their own ultra-tailored messaging stream. AI optimization drives results rivaling 1:1 human touch.
No more frustrating “let me get back to you.” AI chatbots enable natural, immediate conversations that enrich customer experience.
- Natural language processing handles complex customer questions and requests.
- Contextual awareness allows seamless multi-turn dialogs.
- Integrations provide access to live data to resolve issues instantly.
- Sentiment analysis gauges satisfaction and escalates tricky conversations to humans.
Chatbots act as your always-on digital team. They deliver 24/7 instant support via chat in a uniquely human way.
Hyper-Personalized Product Recommendations
Product suggestions based on purchase history alone have limited effectiveness. AI takes personalization much deeper.
Next-gen product recommenders analyze:
- Customer demographics, psychographics, interests.
- Context like time of day, device, location.
- Recent on-site behaviors and other signals.
Factor in tens of thousands of customer attributes, and product mapping becomes incredibly nuanced.
The result is spot-on recommendations customers genuinely love. Increase order values as each personalized product upsell hits the mark.
The Future of Marketing is AI
This only scratches the surface of AI’s expansive potential. Virtually every marketing function stands to be revolutionized.
With an integrated AI stack, disjointed workflows become a seamless automated ecosystem. Campaigns run themselves, optimizing based on unique response data in real-time.
As AI capabilities advance, marketing emerges as a science rather than a creative endeavor. But humans still determine strategic objectives. We point advanced AI systems at business goals, then let them independently figure out the optimal path to achieve them.
The future has arrived. Is your marketing strategy ready to realize AI’s full possibilities? While challenging at first, brands that lean into AI will have an insurmountable competitive advantage. Adopt these tactics now, and let AI rapidly transform marketing ROI.