Artificial intelligence is used as a broad definition to describe the combination of techniques that enable a machine to perform cognitive functions that require human intelligence. The most well-known methods of artificial intelligence, which include the ability to learn, discuss and interact with the environment of machines, are "machine learning" and "deep learning". Digital marketing uses these techniques for purposes such as targeting, personalization, social listening and improving content design, thanks to new generation tools.
The use of machine learning and deep learning makes it possible to improve marketing performance. On the other hand, according to a 2019 study by Accenture, 84% of marketing executives believe AI is necessary to achieve their goals.
Thanks to digital marketing solutions that facilitate access to artificial intelligence technology, such as RAWY, within the structure of Digital Exchange, the marketing world can also benefit from the advantages of artificial intelligence technology.
Drawing attention to the fact that the digital marketing capabilities of artificial intelligence increase online conversions and return on investment, Digital Exchange CEO said, "Companies that utilize artificial intelligence in their digital marketing efforts have the potential to increase their revenues by up to 30 percent in the next four years." used his statements and I agree with this view.
What Digital Marketing Tasks Can Artificial Intelligence Perform?
Artificial intelligence, which is used to automate many marketing tasks and improve processes today, saves time for marketing professionals in tasks that are difficult or even impossible to do manually within a reasonable time frame.
Marketing teams can start to get results by configuring algorithms once in artificial intelligence solutions. Once the AI solution is integrated into the processes, marketers only need to analyze the results. The time that artificial intelligence solutions bring can be devoted to more strategically important tasks.
Advantages of Artificial Intelligence in Digital Marketing
Digital marketing studies that can be carried out with artificial intelligence show a wide variety from data collection to analysis, from target audience analysis to audience segmentation, from product recommendations to chat bots. These studies provide the following advantages:
Artificial intelligence can evaluate large amounts of data in real time and process it according to predefined rules. It can determine information such as the likelihood of conversion or an interest in a product or marketing message.
It can segment your visitors in real time based on their current behavior and then create segments with very detailed criteria such as unstable visitors or those interested in a particular product or message. In addition, segments in artificial intelligence do not remain constant. It is updated automatically depending on the purchase intention or the buyership of the visitors.
With its customization capabilities, it allows you to customize every element of your website in real time according to the visitor segments you define. With artificial intelligence, you can trigger actions in real time according to the segmentation performed by algorithms. This allows you to prioritize your actions and most importantly optimize your marketing budget as targeting is much more precise.
In order to be able to monitor your brand image online, it is essential to constantly analyze the website and social media. The volume of this data and the range of formats in which it is available (such as text, images or videos) is also constantly growing. It's getting harder and harder to handle all of these manually. Artificial intelligence can automate this task and, above all, obtain much more precise information much faster. It is an ideal tool to help identify a new influencer for your brand or spot a potential crisis before it develops.
When you have visitors to your website, they want it to be easy to get in touch when they have any questions. Relying only on human staff, it can be difficult to handle multiple requests at once, especially since they can arrive at any time of the day or night.
Chatbots, working with an artificial intelligence algorithm, can instantly respond at any time of the day. Depending on the understanding of the query, they can provide relevant answers in real time, thus increasing customer satisfaction.
Digital Campaigns More Effective with Artificial Intelligence
Emphasizing that the correct collection and use of data is the cornerstone of today's marketing activities, Digital Exchange CEO said, "Artificial intelligence-supported digital marketing tools enable companies to reach their growth targets by undertaking tasks that would take too long to be accomplished by many people." he expresses his opinion.
Modern digital marketing practices offered by artificial intelligence provide many advantages to institutions and marketing professionals. Artificial intelligence can process more tasks more precisely and in a very short span of time, even in real time. It allows marketers to significantly increase their return on investment by promoting their marketing campaigns.
Artificial intelligence can be used in various ways to support the implementation of the goals set by marketing professionals, such as increasing customer engagement in digital marketing strategies, increasing conversion and increasing customer loyalty.
Because of deep learning and the ever-increasing developments that are going on in AI, it won't be long till we have fully digital online marketers. The fact that AI is now so good at harnessing the data pertaining to human behavior, human telemarketers and social media promoters should consider looking for other jobs because it will be very possible for software bots to replace them in the not too distant future.