How AI is changing the role of Digital Marketing


Attributed to Raghav Bagai, Co-founder, Sociowash

Artificial Intelligence (AI) is making our everyday lives more efficient in multiple ways that are used behind the scenes of our daily life. It helps us assist in everything we do from the suggestive text on emails to self-driving cars, from digital assistants to Online shopping.
One of the perfect examples of AI is Alexa and Siri that are becoming more and more humorous, evolving and becoming more humane. The power of AI has a big influence on human activities and has become an inescapable part of our lives just like digital marketing for brands.

As per one of the global surveys by McKinsey Digital, digital marketing tactics powered by AI capabilities have vaulted the world five years forward in consumer and business digital adoption. Everything has shifted to online including banks that have launched digital outreach to customers, grocery stores, education, doctor visits, etc. Amidst the digital transformation, the adoption of AI in digital marketing has built a system that works with intelligence to automate processes that were once dependent on the human workforce.

AI and digital marketing
With the advent of new-age technologies, creative agencies are leveraging the potential of new-age technologies in improving the customer journey. AI has become one of the most sought-after technologies in the present world of marketing. According to a Garnet survey– 37% of organizations are applying AI in order to boost their digital performance. AI plays an integral role in boosting Return on Investment (ROI) for companies launching their digital brand campaigns. This works well with Machine Learning algorithms to collect and analyze data and further gain insights to tap the right target audience in the right way and time.

With these insights, it has become easier for digital marketing companies to address customers’ pain points most effectively. It eliminates the guesswork involved in making strategies for interacting with customers. The most common applications of AI in digital marketing lies in content generation, PPC ads, web design, and now video marketing.

AI for product recommendations
In the era of online shopping, digital marketing companies are utilizing AI’s potential in improving customer experiences at online stores. From product to service recommendations, AI’s power of collecting and analyzing data offers personalized recommendations to customers. For instance – Amazon uses AI to show only relevant products to shoppers, based on previous searches, purchases, and views. This can increase the likelihood that a shopper makes an initial purchase or becomes a repeat customer, with the personalized experience being highly sought after.

New-age marketers leverage AI to predict customer behaviour and analyze their needs to
enhance customer experience. For instance, YouTube offers personalized music recommendations based on the previously viewed videos on the customer’s account. As a result, AI recommendations play a crucial role in influencing customers to purchase by highlighting the products they are browsing.

Integration of AI chatbots
AI chatbots have proved to be a game-changer in the arena of digital marketing. They excel in answering the customer’s most basic and frequently asked questions promptly, without involving a human in the initial communication process. It plays a critical role in improving the customer experience with the brand as it allows the customers to help themselves. Additionally, there is no dependency on employees working for fixed hours and customers’ queries can be solved at any hour of the day.

Presently, chatbots are helping businesses take up basic customer queries. However, this technology cannot resolve a customer complaint requiring human intervention. As a response to this challenge, digital marketing and AI startups are deploying smart chatbots to boost sales and increase customer engagement.

What’s Next?
Since AI is evolving the traditional way of marketing, more and more digital marketing companies are employing professionals for data analytics and programming. Their skills are known soon to be the backbone of new-age digital marketing campaigns to predict customer behaviour for better sales generation.