AI has the potential to change nearly every industry, and digital marketing is no different. Tom Welbourne, Founder and Director of The Good Marketer, examines the evolution of AI and what marketers can do about it.
Huge growth is predicted in the global AI market over the next few years, with its value reaching $190.61 billion by 2025.
With that in mind, let’s take a look at the impact of AI on the digital marketing industry.
What impact does AI have on digital marketing?
With so much data involved in the digital marketing industry, the impact that AI will have is huge. Common marketing tasks that involve data such as customer segmentation, campaign automation, and A/B testing will all feel its impact. AI will be able to perform these tasks more efficiently than humans.
AI is also driving changes in areas of marketing such as SEO, email marketing, lead generation, content marketing, and predictive marketing. These changes will be disruptive, but as long as digital marketers stay aware and have an open mind, there’s no reason to fear them.
SEO and content creation
AI has become a central part of search engine algorithms, including those of Google. BERT and Rankbrain. There are now also AI-powered SEO tools in the market that can help marketers, especially with on-page SEO and content creation.
Tools like MarketMuse help marketers analyze top-performing content, perform keyword research, create content summaries, and engage in other time-consuming activities. AI-powered content writing tools like Jarvis.AI help you create original content and social media content using AI.
While these tools are useful, it is important to note that they only work well with human intervention. For example, a common problem with AI content writing tools is that they can struggle to incorporate a brand’s tone of voice. This content may then require editing by a content writer to incorporate the tone of the brand.
Advertising by e-mail
Another area of digital marketing where AI is having an impact is email marketing, specifically with email creation and email send times.
Traditionally, it would take a lot of experimentation for a marketer to test different subject lines to see which works best. AI can help marketers find subject lines that will drive high open and click-through rates by using algorithms to analyze the results of previous marketing campaigns. This will help marketers improve their subject lines over time.
AI-powered writing software can also help marketers with the entire email creation process, from writing the body of the email to suggesting images and specials.
Although primarily used for customer service, AI chatbots are a useful tool in a digital marketer’s toolkit. Today, on many websites, visitors are greeted by a chatbot when they land on a page. Sometimes these are operated by a human, but often these chatbots will be AI-powered or AI-assisted.
This process can be useful for capturing the contact information of visitors who land on a page and resolving their queries. Digital marketers can benefit because AI chatbots can help a business get a steady stream of new leads without a human presence.
AI in CRMs
Similar to how AI chatbots simultaneously help marketers and customer support teams, so does AI functionality in a CRM platform. Each CRM will have its own unique features, but many can be configured to help identify factors that might indicate a customer is close to turning.
For example, if a CRM has an integration with a SaaS product and analytics indicate that a user of that SaaS platform hasn’t logged in for a certain period of time, a marketer can set up a sequence of emails. -mails that fires when a user has not logged in. in or been inactive for a specified period of time.
Now that we have looked at some of the different areas of digital marketing, we can ask ourselves the following question: what is the impact of AI on the current and future role of the digital marketer?
Although the future is somewhat uncertain, what we can see is that AI is not going to replace digital marketers anytime soon. Instead, it helps marketers automate and streamline tedious tasks, and helps them segment and personalize their communications with prospects and customers.
Some predict that instead of replacing marketers, the rise of AI will end up creating more jobs than it replaces. Many AI marketing tools require human intervention to function properly, so this prediction has some weight behind it.
If digital marketers can keep up with the changes that AI will bring to marketing, they will be well equipped to deal with any significant changes in the industry.