When you think of artificial intelligence, what comes to your mind?
Do you imagine a future where robots do our jobs and handle our everyday tasks? Or, do you think of self-driving cars, smart assistant speakers, search engine algorithms, and all the ways AI is already present in our lives today?
There are a lot of misconceptions surrounding artificial intelligence and what it will do for us in the future. American consumers are especially conflicted when it comes to artificial intelligence, and your ideas of AI may coincide with one of two common mindsets:
50% of consumers are either optimistic and confident in their understanding of AI, while the other 50% feel misinformed and fearful of it.
Despite these conflicting opinions, there is a lot of potential and promise in artificial intelligence ﹣ and it is already making its mark and changing the world of digital marketing as we know it.
How is artificial intelligence used in digital marketing today, and how can it help with your marketing efforts? Read on to find out.
AI Helps Us Understand Our Audiences
With artificial intelligence, knowing what consumers want and need has become easier than ever, and algorithms are at the forefront of it all.
With algorithms, we no longer need to manually analyze data to understand our audiences. Algorithms streamline and enhance data processing, telling us everything we need to know to target our audience effectively. Algorithms can reveal a lot about our audience, including:
- Locations of web visitors
- Devices used
- Web browsers used
- Search history & past behavior (what someone has purchased/watched/etc.)
- How long visitors have stayed on a website
- The flow of web traffic (& where visitors have clicked away or stayed interested)
With this information, marketers can more accurately predict the motivations of their visitors. We gain a better idea of where we can influence our audience online. We also learn how to personalize websites that will appeal to them and keep them coming back for more.
AI Creates Better Advertisements
By understanding our audiences better, we can create stronger and more effective advertisements. Artificial intelligence can show us which topics, products, and services our target audiences are interested in. AI can also show us which platforms are best for maximum conversion.
Advertisements don’t perform the same across all platforms. With so much data out there and different platforms to market yourself, making sure your content is seen by the right audience is key. Because AI takes the guesswork out and allows us to predict consumer behaviors more accurately, we can create strategic ads, hit the requirements of our audience, and ensure our advertising efforts don’t go to waste.
Take Google Ads, for example. In 2018, Google officially integrated machine learning tools as part of Google Search, YouTube, and Google Maps. They started offering responsive search ads, which identifies the best-performing ads for certain searches based on the success of previous campaigns, ad headlines, and landing page information. The process of creating ads on Google has become more automated, and marketers that use Google’s machine learning can see up to 15% more clicks on their ads today.
But that’s just one example of artificial intelligence working for advertising. Artificial intelligence can show us which social media platforms are popular among our audience. In some industries, these platforms may even serve as the initial point of contact between companies and their customers. By knowing where our audiences spend time online, we can advertise on these platforms and drive viewers to our websites.
AI Enhances User Experience & Content Creation
Artificial intelligence is not only for the benefit of marketers, businesses, and websites. We as consumers reap the benefits of artificial intelligence everyday. From online banking and online shopping to Netflix and Facebook, artificial intelligence is constantly at work in our lives in all types of ways.
Have you ever returned to a website to be greeted with a “Welcome Back!” message? How did the website know that you had visited it before?
Anytime you browse a website, HTTP cookies (which are short snippets of text that web servers send to your web browser) collect data about you, your location, and where you’ve clicked around on the site. While cookies can make some people skeptical and weary of artificial intelligence, their end goal is to help websites create a more personalized user experience.
That seems to be the goal with most artificial intelligence as it is used across the board today. Whether you’re on YouTube, Spotify, Facebook, or another social platform, algorithms are constantly at work to personalize your experience with recommendations, custom messages, and more.
The same goes with content. While there is talk of artificial intelligence one day taking over content creation, we have not reached that point yet. In the meantime, we can use algorithms and analytics tools to collect information about content that interests our audiences. Once we know what types of topics our audience is searching for, we can create high-quality web and blog content that converts into sales, shares, and customer interactions.
How Will You Utilize Artificial Intelligence in 2020?
Artificial intelligence is alive, well, and changing the world of digital marketing. How will you use artificial intelligence to your website’s benefit in 2020?
If you’d like to learn more about how artificial intelligence can help you build a better and stronger marketing campaign, contact us today!