By leveraging the power of AI, businesses can navigate the complex digital landscape with agility, securing their position at the forefront of customer-centric marketing, writes Nazneen Joshi
From self-driving cars to voice assistants, AI has revolutionised almost every aspect of our lives, including digital marketing. Marketers across the globe have been leveraging AI to enhance marketing operations, automate content generation, and deliver personalised experiences to target audiences. Through hyper-personalisation and adaptive strategies, tech-enabled marketing tools are reshaping the marketing landscape, delivering results that were previously unimaginable.
Giving marketers the power of hyper-personalisation
Gone are the days of generic mass marketing that serves all customers the same. With the rapid increase in online content, it has become much more important for businesses to stand out from the crowd and capture the attention of their target audience. Here, AI has been assisting marketers to identify patterns among consumers on the basis of demographics, purchasing habits, interests, etc. It gives insights into the audience segments and develops marketing strategies that resonate with the target audience.
Gradually, AI-driven hyper-personalisation is becoming the new mantra, tailoring marketing efforts to individual preferences and behaviours. Let’s look at an example of using tech-enabled tools for personalisation that improves user experiences. For instance, OTT platforms like Netflix, use AI-driven machine learning to give personal recommendations as per user viewing habits, genres, and even viewing times. While improving customer satisfaction, it also enhances user engagement.
Adaptive campaign strategies
Using AI to analyse vast amounts of data helps make quick decisions. This new-age technology’s adaptive capabilities extend to the advertising domain as well. Google Ads employs AI algorithms to optimise ad delivery in real time. These algorithms analyse user interactions and adjust bidding and targeting strategies accordingly. As a result, advertisers can reach their desired audiences effectively, thereby improving campaign ROI.
From helping edit images, curate videos, draft content, and copy to managing social media platforms, AI-driven tools are doing a great deal in reducing the time required for rolling out digital campaigns. It also aids marketers, videographers, and writers to experiment with different strategies and ideas.
Also, AI assists markets in streamlining social media marketing efforts by providing automated scheduling, optimizing posting time, and suggesting relevant hashtags providing automated scheduling, optimising posting time, and suggesting relevant hashtags. This does a great deal in generating the intended buzz through a campaign across digital channels.
Better strategies for a larger impact
One of the most impressive facets of AI in digital marketing is its capacity for continuous learning. AI algorithms improve their performance over time by analyzing user responses and outcomes. This iterative learning process refines marketing strategies, resulting in higher engagement rates and better customer experiences.
Let's consider email marketing here. AI can analyse open rates, click-through rates, and conversion rates to determine which subject lines, content, and sending times are most effective for different segments of an audience. By analysing and adapting, AI-driven tools ensure that each email sent is more likely to resonate with the recipient.
The revolution brought about by AI in digital marketing is undeniable. It is continually reshaping digital marketing. By leveraging the power of AI, businesses can navigate the complex digital landscape with agility, securing their position at the forefront of customer-centric marketing. Chatbots for real-time customer interaction and AI-generated content are some areas where this revolutionary technology is making its mark. Just like electricity transformed various industries in the past, AI is bringing in the much-needed electrification to digital marketing, illuminating new possibilities and transforming how brands connect with their audiences.
(Nazneen Joshi is the Senior Vice President & Head of the West region at RepIndia)
Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.
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