In the modern business landscape, integrating AI into your digital marketing strategy is not just an option; it's now a need. The technology empowers businesses to deliver personalised, relevant content while maximising the efficiency of their marketing efforts.
By leveraging AI's data-driven insights, companies can forge deeper connections with their customers and stay competitive in an ever-evolving digital world. Embracing AI is more than just a strategic choice; it's a transformative step towards sustained success in the digital era.
That is why in this article we’ll cover some ways you can enhance your digital marketing strategy with AI, as well as the best practices when using this technology.
Research buyer personas
Understanding who your buyer persona is allows you to reach the right people for your business. Additionally, it helps you create personalised content that resonates with them. It also enables you to identify the best channels to target your desired audience.
With the help of AI-based tools you can do all of this. For example, Dynatrace saves you plenty of time on research by monitoring online behaviour in real-time, providing valuable insights on your audience’s needs and interests. Machine learning algorithms have the ability to process a range of information like demographics and psychographics to predict customer behaviour. They can therefore help you tailor campaigns that are more relevant to your target audience.
One way to leverage these algorithms is by filtering campaigns based on specific user attributes. For example, imagine you have an e-commerce store available in the UK and different parts of Latin America. You could set up a campaign specifically for your audience in Mexico. Furthermore, with AI softwares you can obtain detailed reports on your campaign’s performance, learning what the best channels and types of content best work for your specific goals.
Review and compare with data and analytics
Learning to read and interpret data is important to measure the performance of your campaign. Depending on the size of your audience you may sometimes end up having loads of data to analyse. Luckily, AI has the power to give you everything you need and fast. Take Verfacto as an example. This AI tool can empower your work by making your data analysis more efficient. By identifying trends and patterns, it helps you distil insights regarding the way your customers interact with your website.
Going back to our e-commerce store, let’s say you’ve identified three main audience segments. You could use the information provided by Verfacto to create targeted campaigns specific to each segment and to provide personalised experiences based on their interests.
Moreover, AI can also notify you whenever there are major changes in user behaviour, including a decrease or increase in signups, activation rates or feature usage. This information allows you to take immediate action in the most effective way possible.
Optimise your SEO
SEO plays a big role in digital marketing strategies and AI can help ensure your SEO strategy is on the right path. Some of the search engine optimisation tasks that AI can help you with include analysing your website content, creating meta tags, and optimising your keywords. As if this wasn’t enough, you can also use AI to get long-tail keyword recommendations that can generate better results, or to analyse your website’s overall technical performance.
With neural networks and natural language processing, AI tools are able to predict which keywords and phrases are likely to generate more traffic and high visibility levels. With tools like ChatGPT, you have the ease of writing content that has high chances of doing well on Google’s rankings. The problem is, however, that you can’t over rely on these tools to create all of your content, as it can be too basic or broad. That’s why you need to always make sure your content adds value to your target audience.
Maximise your social media potential
Independently of what you’re trying to achieve with your social media platforms, AI can help you work towards your goals and in a much faster and efficient way.
Chatbots and conversational assistants can help you interact with your audience, gather data regarding their preferences and support them with any enquiry they may have. With automated post-schedulers like SocialPilot, you don’t have to be checking your phone 24/7. You can plan and upload your content beforehand and these tools will take care of the rest.
As we mentioned before, AI can help you keep tabs on your campaigns’ performance. So, this helps you evaluate which ones are performing well and which ones need some adjustments. Simultaneously, AI can help you carry out social listening tasks to see what your audience is saying about your brand, products or services. By analysing large volumes of data, you can obtain information about your customers’ feedback. This can give you insight on the types of content and channels to focus on future campaigns and ultimately, improve the overall customer experience.
Streamline digital advertising
The creation of digital ads can be time-consuming and sometimes, even expensive to run. However, that’s been changing with the rise of AI.
AI tools like AdCreative.ai give you the ability to test your ad idea before posting it in a matter of minutes. Thanks to its data processing capabilities and algorithm, the platform is able to scan through millions of different ad examples and make recommendations. When evaluating your ad’s potential, it gives you feedback for example, on your CTA placement, text length or copy. Once it has provided you with the best ad optimisation advice, it helps you determine your ad spend too.
So, as you can see, AI speeds up the process behind the creation and execution of ads.
Leverage automated tools
The rapid changes in AI and machine learning have resulted in the use of marketing automation tools on a regular basis. Automated tools open an infinite number of possibilities. Not only do they help with planning and scheduling campaigns, but they can also track their performance, analyse and report their results.
Additionally, marketing automation tools can support you in tagging, segmenting and nurturing your prospects with customer relationship management capabilities. They can even provide you with suggestions for better operational decision-making.
Overall, automation helps marketers streamline several of their work processes and allows them to focus on other more strategic or creative tasks. For example, they have now more time for planning, design, goal development, strategy refining, and many more.
Examine your competition
AI can also be a powerful tool for analysing and understanding your competition. With an AI-driven analysis you can scan through an unimaginable amount of websites to identify patterns, weaknesses, strengths and opportunities. Big data analytics can then give you insights on your competitors' pricing strategies, product portfolio, and marketing campaigns.
Moreover, with natural language processing (NLP), you can gather information from your competitors’ websites and social media platforms to better understand their objectives or initiatives and gain competitive leverage.
Now that we’ve covered some ways you can leverage AI for your digital marketing strategy, it’s time to review some of the best practices so you can ensure a safe and effective use of AI.
Set your goals
Before integrating AI into your digital marketing strategy, it’s important you define your goals clearly. These should align with your business objectives so that you can ensure that AI is being used effectively and in a way that can help achieve your overall marketing goals.
Use high-quality data
AI algorithms are able to provide you with accurate predictions and personalised recommendations. To obtain the best results, make sure you’re feeding them with data of the highest quality. This data should be relevant to your target audience.
Test, measure, and amend
When it comes to AI, there’s no better way to learn than through trial and error. By continuously experimenting and monitoring your AI-powered campaigns, you’ll be able to evaluate the effectiveness of your strategy. Besides, if you notice that there’s room for improvement, you can always adjust it and test it again. For this, you can use A/B testing or other techniques to easily identify what’s really working and what needs to be adjusted.
Use AI as a complementary tool
While it’s true that AI can help do work more efficiently, it’s also important to remember that it’s not supposed to be used as a replacement for human talent rather than a supplement to your current skills. By doing this, you’ll be leveraging your team’s expertise while enhancing your opportunity areas.
Be transparent and ethical
Last but not least, AI must be used in a conscious and ethical manner. Your customers must be informed of how their information is used for the purpose of developing personalised recommendations, and be provided with details on how it is being used.
Businesses can use AI to create more personalised, efficient and moral marketing campaigns as a result of these best practices. We must also consider the potential risks and challenges associated with AI's use in digital marketing, yet it is worth looking after these technologies ensuring that they are used responsibly and ethically.
Hopefully, you’ve found this article useful and you now have a better understanding on how to execute a successful digital marketing strategy with the help of AI. Make sure to keep an eye out on our AI Hub for more information!