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Artificial Intelligence In Digital Marketing

You might not have noticed it, but over the past few years, artificial intelligence solutions have infiltrated many parts of our daily lives. The predictive text keyboard on your smartphone is powered by AI. Google is increasingly using AI to drive search engine results and remove human bias in ranking. And there are a lot of marketing domains that are jumping on the AI bandwagon.

Here are just a few of the ways that AI will make marketing easier to perform and more effective.

Designing Websites


Many marketers struggle to create effective websites, even with drag-and-drop tools. Testing website designs is tedious and hard to measure. Artificial intelligence is ready to take over this tasks. Yes, there are websites that can design themselves!

The two companies to watch for right now are Wix and Grid. You might know Wix from its drag-and-drop builder, but their new ADI system will take your raw content and transform it into a functional, beautiful, and unique website. Grid does a similar process using an AI bot called Molly that crawls websites to find the best designs.

Marketing To One


Delivering marketing messages, recommendations, or search results tailored to the individual person has been a holy grail of online marketing since the early 2000s. Big Data was one piece of the puzzle, but Big Data was so big that it was very hard for marketers to make sense of all that data to make actionable decisions and leverage it to its fullest potential. Artificial intelligence is stepping in to tackle the problem.

Semantic Analysis And NLP


Part of understanding what makes an audience tick is to be able to read how they are responding to you on the web. But finding all of the messages and parsing them into intelligence is hard work. Semantic analysis engines are designed to break down sentences into logical components and extract meaningful information from them. This technology is used for things as mundane as a spellchecker to creating human-readable summaries of stories across the web.

Semantic analysis is part of a larger field called natural language processing, or NLP. NLP is the driving technology behind all of the chatbots you might have seen on business websites. Any technology that takes human writing or speech and turns it into data that machines can use to extract information falls into the NLP bucket. When you respond to a chatbot to schedule an appointment in your own words and it performs the task correctly, that’s NLP in action.

Marketers use these technologies to study social media patterns, communicate with customers, build better customer personas, generate and predict content pieces, and much more. CONCURED, for instance, is a product that analyzes the reactions to pieces of content on your website and your competitors and recommend topics for future pieces.

SEO And A/B Testing


Can AI help with the old standbys of internet marketing? Yes! Through the process of machine learning, AIs can simulate the reactions to different changes in a website’s SEO or structure to test a marketing strategy faster than ever before. It won’t be too long before even small businesses can receive a list of AI-powered recommendations to improve on-site conversions and deliver the best keywords for SEO profiles. We wouldn’t be surprised if similar products are being developed to create high-performing PPC ads.

Recommendation Engines


Some of the most powerful AIs today are recommendation engines. Google’s RankBrain is essentially a recommendation engine for web pages based on a query. Amazon’s and Netflix’s  recommendation systems are also powered by AI. They act like personal shoppers who go out and find the things they believe you like the most based on your behavior online and those of people like you.

But you don’t need the power of billions of searchers to take advantage of it. Programs like Klevu can learn from searchers on your website over time to create better purchase recommendations. If you have an active online marketplace on your website and wanted to give out recommendations, you may want to investigate Klevu and similar products.

The Future Of Marketing


You might be looking at all of these tools and wonder if they’ll replace marketing professional completely after a few more years of development. While some businesses might go that far, the great thing about current AI is that it’s actually rather dumb. Marketers still need to give the programs the right information so the system can make the right decisions. Recommendations from AI solutions also have to be vetted by marketers to see if they make sense.

AI is not yet to the point where it would make good business sense to turn over all of the marketing operations to a program. Furthermore, AI content creation is still in its infancy. People will still be needed to write content pieces and develop marketing collateral for the audience. However, marketers that refuse to use and learn from current AI solutions may soon find themselves left in the dust by companies that can.