ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING

ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING AND THE FUTURE TRENDS

Artificial Intelligence

The last few decades have witnessed a significant alteration in the way goods and services are being marketed. Digital transformation has opened up new possibilities for marketers to stay competitive in the world of business as these technologies aid marketers in having a better understanding of consumers’ need, thus enabling them to customize their marketing strategies and actions to fit the interest of their customers (Ianenko et al, 2018). The digital revolution of marketing has opened horizons for exploration by entrepreneurs, business owners and marketers and this has likewise birthed a new field of marketing and stimulated the formulation of strategies to cope with the realities of the modern business environment. One important tool in digital marketing is the use of artificial intelligence (AI).

The emergence of artificial intelligence in the field of marketing has transformed the dynamics of the business world. AI has altered the marketing landscape and help business owners in updating the out-dated approaches to marketing. Today, AI has become a central aspect of digital marketing and is now been used in almost all marketing-related activities like pricing, promotion, distribution, and product planning and development especially because of its ability to collect and analyze large data.

In the contemporary business world, AI technologies possess the capability to assist marketing managers in performing innumerable tasks such as market research, social media monitoring, SEO, digital marketing (buying), web development, A/B testing, external email marketing, lead generation and the customization of customer experiences to mention but a few (Sterne, 2017). Some ways in which AI is transforming digital marketing can be seen in the areas of better user experience, online advertising, personalized user experience, content generation, e-commerce, voice search optimization, predictive analysis, web design, e-mail marketing campaigns to mention but a few.

Artificial Intelligence offers enormous benefits for digital marketers especially in the areas of increasing efficiency, improving sales and marketing strategies, enhancing customer service and satisfaction, gaining a better understanding of customer information and improving data analysis. Artificial Intelligence also aid digital marketing in predictive customer behavior and real-time customer support.

References

Ianenko, M., Ianenko, M., Huhlaev, D., & Martynenko, O. (2019). Digital transformation of trade: problems and prospects of marketing. IOP Conference Series: Materials Science and Engineering, 497(1), p.012118. IOP Publishing.

Sterne, J. 2017. Artificial intelligence for marketing: practical applications. New Jersey: John Wiley & Sons, Inc.