10 Uses of AI in Digital Marketing

by Freddy Aursø

How many of these applications did you know machine learning was capable of?

1. Campaign budget management

By using campaign performance metrics and historical data, machine learning software can determine the ideal budget for each campaign. It also automatically adjusts bids for Search Ads keywords in Google Ads to determine which position is most beneficial for the best results for the lowest cost that day. Increase or decrease budgets depending on results and reallocate spend from underperforming campaigns (i.e. yielding no return) into a campaign that is providing results.

2. Voice search optimisation

Recent estimates from Google report that 20% of searches through its Android app are being conducted by voice-activated technology. The selling point here is convenience. Companies using search will have to bring this utility into their customer’s daily lives to make an impact. This is a segment of marketing technology that can only grow with more technological advancements in accuracy.

3. Personalising user experiences

Your Netflix and Amazon shopping recommendations are a great example of the personalisation possible through AI-based technology. By showing the most relevant content and product suggestions based on past activity creates a more seamless experience for the customer.

4. Find new employees

Professionals in the talent acquisition field have told us the time spent on screening resumes and identifying high-quality candidates is the hardest part of their roles. Enter machine-based learning technology to assist in this process. By effectively scraping the web for ideal candidates and conducting thorough background checks, all they are left with is making the final decisions and focusing productivity elsewhere. Learn more about how we deployed K8 to do just this.

5. Competitor monitoring

“Keep your friends close, and your enemies even closer”

A quote from Sun Tsu, the ancient Chinese military general, strategist and philosopher, and the author of The Art of War. It holds true as much in business as on the battlefield. Imagine being able to monitor your competitors’ website and social media channels and use this data to adapt your marketing campaigns in real-time? Think of AI as a virtual spy, and the best part is, not a single thing gets past it.

6. Localised targeting

What if you could build more than 500,000 unique ads with a life span of only 24hrs to cover every possible search query in Google? K8 can. Using data inputs such as upcoming events and location, AI can create a hyper-localised landing page or target specific ads to a geographic area that directly address the audience, resulting in a higher rate of conversions.  While these tasks are hardly monumental, they can save a lot of precious time that could be used on more productive outcomes.

7. Trend forecasting

AI can predict industry trends by focusing on increasingly searched keywords and search patterns. This data is provided as business intelligence to help you build, engage and grow your audience.

8. Automated reporting

No more aggregating data from multiple sources. Simply connect your accounts, and the technology will automate your reporting and delivery. We can customise business analytics from K8 for all levels of the organisation.

9. Content generation

According to Adobe, 47% of marketers see the task of generating content on a large scale as a difficult one.  AI-enabled content curation can help with speeding up the production and curation of large amounts of content. Deployed on a campaign, AI can design, populate and test on ads, while also reporting back on what is working and discards those with poor results.

10. Email marketing/remarketing

You may have experienced a situation where you have signed up to an e-commerce website, browsed around and exited. Hours later you receive an email from the website with some recommendations based on your you clicked on, perhaps with a discount code as an incentive to complete the purchase. The power of AI can assist brands to personalise their marketing emails based on the behaviours of their customers. Machine learning uses the recipients’ previous interactions with content to reengage them on a more personal level, assisting marketers in retargeting these audiences. This also results in a higher conversion rate.

Marketers have a lot to thank AI for in helping to simplify their work. Whether implemented as a whole entity or embedded to support a team, the application of such technology continues to prove itself as an invaluable asset. More than ever, these roles can now be devoted to higher-level projects and creating the customer value that cannot be as easily realised from robotics.

To learn more about how you can specifically work with AI in your business, talk to us today!

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