How is Artificial Intelligence [AI] transforming Digital Marketing?
By : Sachin Sardana | 09 May | 45 comments | Read Time: 3 minutes
Have you ever wondered the moment you view a video, the website throws similar videos of the same genre that you may like? And then, they also make sense to you, magically. You never knew those existed, until they popped up.
You must have experienced that your shopping apps virtually take no time in suggesting ‘recommendations’ of products that you may be interested in. And then, surprisingly, you find it meaningful too.
This predictive analysis is only the tip of the iceberg of a complex multi-layered system – THE ARTIFICAL INTELLIGENCE.
Suggesting relevant alternatives is just an inherent and the tiniest function of Artificial Intelligence [AI], which is slowly augmenting, touching, and hugely changing all the aspects of human life: from sarcastic and wiseSiri to Tesla’s self-driving cars – it’s diffusing to everything.
The web is flooded with articles which advocate about AI sharpening the marketing and foresee it to replace human brains in strategising marketing concepts and campaigns and maybe, also create its Ads, any day soon.
The multitude of data produced by today’s digital users surpasses the abilities of data analysts to churn it into sensible pointers, which simplify the process to take futuristic business decisions confidently. But then, when AI is injected to this pool of data, the clutter clears and decision making becomes simpler, faster, and accurate.
AI is being significantly used in Digital Marketing to address the data overload and better serve today’s consumer by deriving precise inferences from the browsing, buying, and behavioural patterns.
The four major areas of AI which will impact and change the face of Digital Marketing look like below:
Artificial Intelligence and SEO |Complex Data Crunching | Faster Predictive Marketing |Enriching Consumer Experiences
Artificial Intelligence and SEO:
SEO has been substantially hit at point-blank range by AI – all for good though, and a dent in the Black Hat SEO techniques.
RankBrain, a machine learning algorithm, which today is Google’s third-most ranking indicator is driving the ranking phenomenon inside. No one, except RankBrain knows, which content should up-rank or get lost. It continuously tests and refines the settings based on user behaviour. This user behavioural driven switching will challenge the traditional SEO practices like keywords lists and backlinks. Elements like ATP [Average Time on Page], Pogo Sticking, Bounce Rate, and Scroll Depth will be focussed, captured, and processed. All this is – HD automation fuelled by AI.
IBM claims to create 2.5 exabytes– that’s 2.5 billion gigabytes of data daily, of which only 33% is actually valuable for marketers. AI helps to leverage, sieve, and classify it all for the modern day brands.
For example, Amazon has 20 years of shopping data through billion of visits. AI empowers Amazon to sharpen, smoothen, and customise the customer experience. Can you imagine this? It’s humongous – individualising customer’s experience for billions of shoppers – suggesting appropriate product recommendations, thoughtful search language [text and voice] through machine learning, Amazon has AI deeply embedded, which does everything to make the browsing experience a delight for the shoppers.
Chatbots are the most vivid example when it comes to AI amplifying the consumer experiences. A chatbot is a sort of AI which can match and replace human conversation through either voice commands or text chats or both.
A chatbot is a smarter, sleeker and the machine version of a sales representative, which can work 24*7, give consistent results, eliminate the disadvantages of a weak sales rep and enlighten the consumer of everything he needs and wants to know.
Facebook has more than 34000 chatbots on Facebook messenger. Businesses have sensed and are leveraging its insane intellect not only to connect better and serve its consumers but also create new revenue streams.
The key to predicting consumer’s likes, dislikes, content needs, and future actions is hidden in the browsing behaviour and stats, which AI can unveil sensibly, process fast, and then present in the simplest, relatable, and decisive forms.
Netflix used Predictive Marketing to its core when in 2013 it created the Emmy Award Winner ‘House of Cards’, an American web television series. Injecting AI into the pool of data of its 25 million subscribers, Netflix discovered:
- Movies directed by David Fincher, director of ‘The Social Network’ were watched from start to finish.
- Kevin Spacey has the huge fan following in the US.
- The British version of ‘House of Cards’ was a super-hit in the past.
These three elements eventually formed the root elements while deciding on the US version of ‘House of Cards’, which left the audience spellbound and is still the talk of the town.
Courtesy: Predictive Marketing via AI
AI is bound to penetrate deeper, spread wider, impact more, and will keep the digital marketers on their toes to sharpen, equip, and synchronise themselves with AI’s rapidly growing acumen and usage.
The team at eyeQadvertising is proactively observing this gradual upwards shift of Artificial Intelligence and is quick in adapting itself to the new genre algorithms to remain relevant and trusted.
Spend a while on eyeQ digital’s Blog to edify yourself about the trends in Digital Marketing.
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