Artificial intelligence (AI)
What is AI?
AI marketing uses smart technology to improve and optimise your marketing strategies. It uses various methods such as machine learning, data models, and algorithms to generate customer insights, personalise content, and improve marketing performance.
How can you incorporate AI into digital marketing?
Digital marketers can use AI to collect and analyse large amounts of customer data from different marketing platforms to identify patterns, trends and insights, which can save time when developing marketing strategies.
Understanding your consumers’ behaviour can help improve the overall customer experience. AI can personalise content such as blogs, social media posts, and email marketing based on a customer’s online behaviour and interactions. Personalised content not only helps improve customer loyalty but also enhances customer retention
What are the benefits of using AI in digital marketing?
- Personalisation: AI can analyse customer data and behaviour to create personalised content and experiences, increasing customer engagement and conversion rates.
- Increased efficiency: AI can save time on repetitive admin tasks like scheduling meetings, taking video call notes and summarising articles. Automating these tasks frees up time for strategic planning and improves overall efficiency.
- Accurate insights: AI can generate deep insights into customer behaviour and preferences for more targeted campaigns.
What can the future of AI look like in digital marketing?
We asked Alan Reeves, Director of Search at WLTX SEOConsult, for his thoughts on the future of AI in digital marketing. Alan said:
“I believe that AI and automation will become synonymous as marketers use both to create more efficient and effective ways of getting the right message to their target audience. Tech companies and brands will continue to invest in AI and automation because the potential is theoretically limitless.
A big area will be around the use of data, it could improve everything from how data is collected, to how data sources are merged, analysed and visualised. Another big area will be around the personalisation of content, it could be used to add scale to ideas that are just not cost-effective for humans to do alone.”
How will AI reshape the marketing workforce and what skill sets will be most valuable in the future?
For this, we asked Mark Kuhillow, an AI Development Advisor, who said:
“ ‘Quicker, better, faster’ appears to be the current order of the day for how I’m seeing AI assisting the marketing workforce. I have yet to see material trends (or any, for that matter), which suggest that roles are at risk of either termination or redistribution from AI, but more the impact from having better tools which enable marketers to do their jobs more effectively.
Marketing (and advertising, for that matter) has always been a manual industry with few areas for process automation opportunities. Particularly through a performance marketing lens, I see traction and opportunity in this area to either use AI or create AI tools to automate/improve marketing processes.”
