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Digital marketing is currently the most dynamically developing marketing segment. It is aimed at both reaching and building relationships with clients. That’s why it is extremely important to optimize your activities on the internet. Optimization allows more frequent and significant changes to the campaign. This is where AI and Machine Learning in digital marketing steps into the game. Additionally, it allows more effective use of collected customers data such as:
Systems based on continuous analysis of up-to-date data will improve the results of your marketing performance in the internet.
Marketing campaigns are more than just delivering messages. Time and the manner of their delivery are also important. Without a data-driven approach, campaign-related opportunities can easily be overlooked. Problems may arise when launching a new campaign. Machine learning in marketing is an ally of everyone who wants to maximize results when putting the same amount of work into tasks and marketing projects.
The aim of Machine learning is to take advantage of the achievements in the field of artificial intelligence (AI). With the help of AI in digital marketing, we are able to create an automatic system that improves performance. Thanks to systems that use machine learning, you can:
Machine learning could also help to improve content marketing, advertising, and sales processes. This type of software connects to other internal systems such as CRM or marketing automation. Thanks to such solutions, advertising campaigns are conducted more precisely. Additionally, collected data allows you to better target your potential clients.
Optimizing campaigns by using machine learning improves cooperation with potential clients and generates revenue. It can also generate a high return on marketing investment (ROI).
Retention is the main problem in all industries. Retaining a customer is five times cheaper than acquiring a new one. By analyzing customer behavior, algorithms can detect the riskiest customers. AI algorithms for digital marketing can automatically predict which customers are most likely to stop using your product or services. That information would help you react accordingly and retain customers who are planning to leave.
Customer Lifetime Value (LTV) measures all the potential profits a particular customer can bring to your business. Machine learning algorithms for marketing will help you to understand the patterns and categorize your customers according to their LTV predictions.
In this way, you will know which categories are likely to spend the most money.
AI algorithms can predict customer preferences and propose personalized offers based on the behavioral data of every customer. With the acquired data on the behavior of customers with similar preferences, the algorithm can predict what kind of products or services may draw the attention of the particular buyer in the future. With AI in digital marketing will definitely support and personalize your cross-sell and up-sell activities.
This can be divided into 2 rates. First is the probability of purchase (mainly for e-commerce, retail and similar industries). The second one is the probability that leads will convert into an opportunity/customer.
AI algorithms in combination with big data from marketing campaigns can be used for finding your customer segments. Auto-segmentation algorithms will automatically learn on various behavioral data points and give you insights. Using such segments you can understand better what types of people are close to each other. AI in digital marketing will help you to understand customer groups within your business.
Later, you can use this information to improve customer satisfaction and user experience.
Price optimization enables you to adjust the price of products by a particular customer’s ability and willingness to pay. It will give you an opportunity to maximize conversion and revenue. Because people are more likely to buy goods that fit within their budget, AI algorithms will also analyze prices, previous sales, and revenue transactions to set prices, which would maximize your profits and purchase probability.
Another application of AI in digital marketing is Personalization. Personalization is the creation of messages that correspond to the specific needs of a particular customer. Machine Learning based on demographic data, interests, and behavioral data can create a personalized message. This message for a particular user will be delivered with the right topic at the right time.
If the user receives a marketing message with content that is thematically related to the problem he is looking for, he is much more likely to make a purchase decision.
One more example of AI in digital marketing is content personalisation. Appropriately personalized content on the website increases content popularity and raises customer involvement. Machine learning can automatically find patterns and match them with the personal preferences of a particular customer based on past activity. That will help you to improve customer experience and customer satisfaction.
AI in digital marketing is also used in website development. One of the real-life examples is the AI-powered web design platform, The Grid. Based on user data and how it interacts with your content, the platform can build a website for you.
Moreover, this platform has an AI developer, who will customize the colors and content blocks for your upcoming web pages. Other AI-powered website design platforms include FireDrop and Wix Artificial Design Intelligence.
In practice, the above-mentioned solutions are integrated into companies internal business applications, CRM systems, or e-commerce platforms or websites. According to MarketingProfs, companies which are implementing AI in digital marketing are seeing 59% better closing rates, 58% more revenue growth, 54% more traffic and engagement, and 52% more conversions.
Artificial Intelligence in digital marketing transforms customer-centric services for digital marketers by improving efficiency and optimizing user experience.
AI technology has many uses in digital marketing. Here are some of them:
Today, AI is an effective and valuable tool for digital marketers in companies. With the great potential of AI in digital marketing, companies can maximize revenues, improve customer satisfaction and better target their potential clients.
Artificial intelligence (AI) is vital to the success of any marketing campaign. Companies that make full use of AI have a competitive advantage over their competitors and use such AI tools as:
The most popular AI marketing tools in 2024 appear to be:
If you have more questions concerning Machine Learning integration and use of it in your particular digital project, feel free to ping us a message. Our artificial intelligence experts will be happy to tell you more.
Check our case studies to see how marketing & loyalty companies from other industries use machine learning and deep learning.
This article is an updated version of the article from Oct 10, 2021.
References
[1] Linatech.com. 4 Digital Marketing Predictions for 2022. URL: https://www.lianatech.com/resources/blog/14-digital-marketing-predictions-for-2022-infographic.html#jobs. Accessed Oct 11, 2021.
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