Two people working together on a strategy on a laptop
Technology is digital marketers’ gateway to lead generation and relationship building. It is therefore not surprising that the rise of AI is reshaping their approaches. But because AI itself is evolving, some skepticism and hesitation is natural.
Will the capabilities of this emerging technology transform online marketing beyond recognition? Or can businesses leverage it to turn it into a positive and fruitful source of disruption? Here’s how AI can impact the world of digital marketing and influence marketers’ strategies.
Laser-focused content creation
Without online content, digital marketers cannot reach their target audiences. But content creation teams spend valuable time creating, which doesn’t always make a splash. You can carefully craft a content strategy with every detail, including the desired results for each item. Yet, it takes talent to produce these pieces at a high level of quality and at a breathtaking pace.
Constantly brainstorming and executing content ideas perfectly is unrealistic, even for teams at the top of their game. Inevitably, the human brain comes to a standstill. Call it writer’s block, a rut, or a creative slump. This happens to content creators all the time. And the pressure to produce something can mean pieces that do not match the ambitions of a strategy.
As the debate rages on whether AI will replace human content creators, it can be a good ally. AI can generate outlines based on inputs, such as audience characteristics, keywords, and search intent. The technology is able to create structures for entire articles or blog posts, helping writers focus on the points they need to draw attention to specific audience segments.
AI tools developed by content marketing companies such as MarketMuse elevate these capabilities. With the help of ChatGPT, the tool creates outlines infused with topic modeling data which can then be turned into blog posts ready for a human touch. Content teams can refine these elements, ensuring that they align with strategic intent.
AI saves time by streamlining the creative process. It also helps raise the bar for quality, so published articles produce better results and content strategies come to fruition.
Targeted predictions
Marketing strategies develop from data on human behavior. However, digital marketers may find that what they thought they knew about an audience isn’t entirely accurate. Or the information they have is too generalized. It does not provide enough detailed information to develop a goal crushing campaign.
Digital marketers also view market data through a subjective lens. They may miss models due to biases and assumptions. Even the culture of the companies that marketers work for can influence the interpretation of data such as customer surveys. Executives looking for a quick fix may unknowingly promote a “be everything to everyone” approach. Consequently, digital marketing messages become too generic.
But AI can sort through large volumes of market data without ego. The tools pick up patterns from multiple sources, including chatbot conversations and social platforms.
While AI can tell digital marketers aggregate audience insights, it also shows what’s happening on an individual level. A customer’s past Starbucks coffee purchases can predict whether they will interact with promotional messages in an app. AI helps customize strategies so they feel more conversational.
Augmented reality experiences
Augmented reality expands the definition of content marketing. Customers are looking for more than words and videos to engage them. A NielsenIQ survey of shoppers shows that 56% say augmented reality increases their confidence in a product’s quality. And around 61% of consumers prefer to shop with brands that offer AR experiences.
When digital marketers use augmented reality, it can influence customer behavior, engagement, and sales. Technology encourages shoppers to linger longer. They are more likely to try more products in online environments. AR experiences can also boost sales. That said, research shows that the technology is more effective with new buyers.
Digital marketers targeting new audiences may want to incorporate augmented reality into their strategies. Retailers such as Crate & Barrel already offer this option to shoppers who may have concerns about purchasing items like furniture online. Exploring AR environments helps overcome sales objections by showing what shopping in people’s homes will look like.
These experiences can also extend to behind-the-scenes content about a brand and its locations. People who are unfamiliar with a company and its products can interact in a low-risk environment. They can learn more about a brand’s values, gain knowledge about its offerings, and “visit” places they otherwise might not have been able to visit. Interactive content with built-in augmented reality builds confidence and interest without appearing intrusive.
The impact of AI on digital marketing
AI promises to change the way the world works, including how digital marketers reach their audience. While relying on technology to drive engagement and sales is part of a digital marketer’s playbook, AI extends it. With the capabilities of technology, your strategies can become more streamlined, personalized, and engagement-driven.
