Digital Marketing in the world of AI

 

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Like everything else under the sun, digital marketing too isn't immune to the all pervasive impact of AI. The influence of AI in this realm is mostly visible in the enhanced use of data-driven insights and the increased automation of functions that make it possible to provide a highly personalised experience to one's target audience.

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AI has begun to impact the digital marketing landscape in myriad ways. In particular, Generative AI helps with certain aspects of the digital marketing process in a major way, incorporating things like high-quality content creation that is primed for optimal customer engagement, as well as putting very effective conversion strategies in place.

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This is done primarily through bespoke  marketing campaigns, smart content generation using cutting-edge insights obtained with the help of predictive analytics. It also helps optimise the impact of advertising.

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It is a no-brainer that large and small corporations around the world use AI and leverage its ability to carry out data based predictive analysis to help them fine tune their marketing set ups as much as they possibly can. No less a person than digital marketing guru Neil Patel believes that the most important role played by AI in digital marketing is that of enabling amazing analytics. Increasingly, AI is being used to create evocative content that resonates with prospects and customers.

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The thing about marketing is the fact that its success depends on reliable, accurate and actionable data. This process is more often than not crimped by the fact that such data is available across diverse individual silos. AI steps up to the plate by helping collect, order, and analyse such data automatically, even as it improves its ability to do so over time. The data thus obtained is then made easily accessible for very effective use in marketing campaigns.

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AI can help improve and enhance the marketing process in multiple ways that  range from better web design and copy design to a very effective call-to-action design. What’s more, it can help subject campaigns to very efficient A/B testing, which improves over time.

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Moreover, AI is particularly effective in market segmentation and hyper-focused lead generation. It can account for potential clients’ and customers’ social media behaviours, creating an accurate prospect profile. Algorithms can help fashion bespoke messages for leads most likely to convert and even put in place a mechanism to track leads snagged by competitors. Increasingly, AI is being used to create evocative content that resonates with prospects and customers.

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Rather than make digital marketers redundant, AI is more likely to make them free from overwork, which is  often the default state of many digital marketers. They would, in fact, be freed to give full rein to their creativity with regard to pushing the frontiers of digital marketing. Clearly, AI is a huge catalyst for digital marketing and is only likely to assume a more and more significant role in the time ahead.

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