Digital marketing is an important aspect to consider when growing a company. It doesn't matter how great your product is, you have to be able to market it, build awareness, and sell it. Using artificial intelligence (AI) in digital marketing can help companies keep up with or get ahead of competitors.
Essentially, data-driven digital marketing lets you gather and analyze information to help you make decisions around your product, performance, and consumers. With or without AI involvement, a good digital marketing strategy consists of the following components: market research (who are your customers, competitors?); buyer journey (customers' awareness of your product, their consideration, and ultimately their decision to buy or not buy); choosing appropriate digital marketing channels (e.g., SEO, email, social media, etc.); and, finally, launch/analysis/refining of the strategy.
AI and machine learning (ML) can be incorporated in digital marketing strategies to help quickly gather and process large amounts of data to provide nearly instant insights into the things a company may be interested to learn about markets, its customers, or other aspects relevant to its goals. AI and ML can also be used to automate processes, saving time and energy that would normally go into completing tedious tasks, such as manually conducting market research. Algorithms employed to do the same can produce results faster and perhaps obtain more in-depth results.
More specifically, AI can help a startup get to know its customers (their wants/needs) by analyzing patterns in market research data. It can also be employed to scrape data from social media or other online forums and conduct sentiment analysis or other forms of natural language processing to glean information from posts, reviews, and articles and better understand an audience's demographics or feelings towards certain products or competitors.
AI can also be used to improve customer experience and optimize buyer journeys by providing consumers with more personalized experiences and curated content/email marketing based on what stage of journey they are at, what they like about your product, what needs they are trying to meet, etc. Finally, AI can boost search engine optimization, which is often a critical piece of digital marketing plans. Search engines themselves often use AI and ML algorithms to rank listings, so it would help to use AI to make sure you're using the best keywords and harnessing the right trends to be ranked higher.
No matter where you choose to implement AI in your digital marketing strategy, it's clear that AI can help you base your approach on data rather than assumptions that may or may not be accurate/useful. If implemented properly, there should be no downside and it should give your company the edge it needs to grow.
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