How to Use Artificial Intelligence in Digital Marketing

by Therese Palmere, Guest Contributor

Artificial intelligence is slowly becoming an integral part of every industry. From healthcare to finance, and from publishing to eCommerce, the applications of AI are endless. In fact, by the end of next year, 40% of digital transformation initiatives and 100% of IoT initiatives will be supported by AI capabilities. With automation and machine learning at the heart of this technology, it’s no surprise that a majority of businesses are looking at AI for cost-effective business solutions, with 84% of enterprises believing that investing in AI will lead to greater competitive advantages.
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Digital marketers can also leverage the power of artificial intelligence to help streamline processes and boost team efficiency. In this post, we’ll explore how you can use AI in digital marketing to do just that.

AI Tools of the Trade
There are dozens of AI-powered tools marketers can use in their everyday digital strategies. For example, tools for SEO, content management, data, and of course, tools for cross-collaboration. Below, we’re going to review some of the best AI marketing tools that you can use today:

Google Cloud AI
Probably one of the most easily identifiable AI-powered tools on the internet is Google Cloud AI. This Google service offers machine learning capabilities to business owners and marketers, allowing them to use image search, voice search and smart reply. For instance, marketers can use Google Cloud AI to enhance their brands on AI-powered search platforms (image and voice) at scale. Google Ads has also recently begun AI enhancement, which will put “[m]achine learning into the hands of every advertiser.”

These new AI inclusions will help brands maximize the relevance and performance of their advertisements across all Google products, including YouTube. For those who are still unsure of where to start with Google’s new artificially intelligent digital marketing tools, there are a handful of pre-trained models your team can use.

Wordsmith
Wordsmith is a content generation platform that turns data into easy to understand written content. With clients like Yahoo Sports, Associated Press and Bodybuilding, Wordsmith helps generate automated customized messages and localized web pages, and even helps boost SEO efforts. If you’re looking to turn your data into a narrative that your audience can interact and engage with, this is one application of artificial intelligence in marketing you can’t overlook.

Market Brew
Market Brew is one of the best AI marketing tools for digital marketing teams looking to level up their SEO game. Huge publication companies like The Huffington Post, Tech Crunch, Search Engine Land and Entrepreneur use this platform to increase the number of visitors to their sites and increase conversions. The platform tracks search engine behavior so your team will always know where you company stands on SERPs, and more importantly, why it’s ranked that way.

Artificial intelligence in digital advertising is becoming more prevalent by the day. The tools above are just three of our favorites that are widely used and recognized, and show the impact of artificial intelligence in digital marketing.

Voice Capabilities and AI ​
The rise of smart speakers and smart assistants like Amazon Alexa and Google Home has put voice technology on the map. By 2020, ComScore predicts that 50% of all searches will be done through voice search, and that voice recognition will be a $601 million dollar industry by next year. Digital advertisers are now starting to see how artificial intelligence affects digital marketing when it comes to voice, and are beginning to integrate voice into their regular digital advertising efforts.

For example, brands are creating content that is more voice-friendly by using colloquial language in their content, shifting their keyword strategy, and optimizing for local search. Voice capabilities are one of the more prominent uses of artificial intelligence for brands and users alike, so taking note of popular voice trends now is what will help your business stand apart from the competition in the future.
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How to Use Chatbots in Your Digital Marketing Strategy
Chatbots are another popular use of artificial intelligence in digital marketing because they help brands improve their customer service interactions. Because chatbots are, well, bots, they’re a great addition to any digital strategy because their inclusion means businesses will have 24/7 customer service.

Chatbots are also making their way up the ranks of AI in online marketing capabilities because they help brands with lead generation. For instance, if a user is on your website and is looking for a particular item or web page, the bot can help them locate exactly what they’re looking for. Similarly, chatbots help streamline communication between brands and users because they can provide a consumer with the exact information they need. In this way, you can integrate chatbots into your website as a feature, or even into your social media channels. You can even customize responses and the appearance of your chatbot to make it more akin to your brand.

Tip Wrap-Up
Artificial intelligence has become a huge topic for brands because of this technology empowers business leaders to accomplish more with their time and resources. The more sophisticated AI gets, the more brands you can expect to leverage these automated processes across the internet.

Now that you’ve seen some examples of AI in digital marketing, and now that you’ve learned some tools that will help you leverage this technology for your brand, here are the top tips from this post one more time:

• AI-powered tools can help you integrated visual and voice search to your digital strategy
• Artificial intelligence can also turn data into narratives and customized content for your audience to consume
• Voice capabilities in AI are becoming a popular choice for users, and brands therefore need to be updated on how they can optimize their content and website for voice
• Customer service interactions can be made 24/7 with the help of a chatbot to streamline communication with your users
• AI is a cost-effective business solution overall!

We can expect to see major progress in AI and related fields in the coming year. To learn more about what AI technologies will dominate 2019.
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Author bio:
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Therese Palmere is a content writer and content marketing plan consultant for Aumcore, a digital marketing agency that specializes in SEO and all things digital. She dabbles in social media marketing and writes about everything, from web development to emerging marketing trends.

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