The world is constantly heading towards the revolution in the technology. The introduction of artificial intelligence and machine learning
in various sectors has reshaped the way things were done. Artificial intelligence as a service has made a long-lasting effect on various sectors like stock markets, banking and finance, healthcare and many more.
Machine learning in Digital marketing strategies:
Artificial intelligence has changed the way of how marketing is done. With the popularity of various digital platforms, businesses tried to market their products on these digital platforms. This gave rise to the concept of digital marketing. With the implementation of artificial intelligence and machine learning in digital marketing, the impact of digital marketing has multiplied.
First, let us discuss what is digital marketing and why is it so important.
Digital marketing is a buzzword and is getting a lot of hype lately. Digital marketing has become a known name in the field of marketing. The concept of promotion of any business or brand on any of the digital platform whether online or offline is known as the digital marketing. Digital media has provided a platform where businesses can reach their clients and market their products.
Digital Marketing can be broadly classified into following types:
- Search Engine Optimisation(SEO)
- SEM(Search Engine Marketing)
- Pay Per Click advertising(PPC)
- Content Marketing
- Affiliate Marketing
- Email Marketing
- Social Media Marketing (SEM)
Why is Digital marketing important?
Digital marketing has become a necessity for brand promotion rather than an option. Big players have come to know about the importance and potential of the digital marketing. Artificial intelligence applications in digital marketing are further improving digital marketing for its betterment.
Small businesses find it difficult to market their products using traditional methods of marketing. These methods of marketing involve huge costs that are out of the budget of the small businesses. Digital marketing is a more cost-effective and reliable method that has maximum outreach.
Digital marketing can also make you stand out from the crowd. It can get you ahead of the competitors that have not started using digital marketing. Moreover, by using good digital marketing strategies, you can beat the competitors whose digital marketing strategies are weak.
Moving further, let us discuss how we can apply machine learning in digital marketing strategies.
Personalizing the content
In digital marketing, personalization is the key to get the attention of the customer. The customer feels more connected and special if he is provided the personalized content. Machine learning as service is helping digital marketers to achieve this goal. Users are shown content according to their preferences and choices. For example, machine learning has the access to your previous searches, your interests, location etc. On the basis of information, it can customize the content of the website according to your taste.
In this way, the same website can show different themes and content to different users. Imagine the kind of user experience you can provide to your customers. Customer will be more satisfied and would like to again visit your business website. These improve the traffic as well as sales of the business.
Machine learning applications have helped digital marketers in better targeting of the customers. Now, digital marketers are able to better segment their customers. They can also get an insight that which user has clicked on the advertisement and which user has never clicked on the advertisement. They can eliminate the customers who have never clicked the advertisement from target customer list. This saves precious dollars for the businesses.
Recommendation systems provide suggestions to the user. Machine learning companies are building software using AI machine learning that recommends the products to the customer on the basis of their choices, likings, profession, gender etc. This improves the user experience as the user gets what he wants at one single place.
Improved Customers Support Services
Machine learning algorithms have also improved the customer support service. You may have heard about Chatbots at some point in time. Chatbots are built using AI machine learning algorithms that can simulate the human conversation. They can answer the questions asked by the clients. Chatbots are available 24/7 at the service of clients. They also keep the clients engaged and informed about the new offers and discounts provided by you. Also, they do not get annoyed and they make a strong bond with the client.
Improved Pay Per Click Campaigns
To analyze the effectiveness of Pay Per Click campaign, marketers had to go through a lot of research. Thanks to machine learning algorithms which have eased the task of measuring the effectiveness of PPC campaigns. It provides the information you need to drive your business better. It also helps you in making better and improved strategies. Digital marketers now don’t have to struggle to meet the PPC goals.
Digital marketing has a lot of challenges as well as opportunities. The concept of digital marketing is nowhere going to fade out. Rather it will show an exponential growth according to latest researches. Machine learning applications are helping the digital marketing to broaden the scope and capabilities of digital marketing. Digital marketers would be able to spread brand awareness in more efficient and better way. So, digital marketers have to be ready to learn new trends in machine learning to fully unlock the potential of digital marketing.