AI Transforming The Future of Digital Marketing
Blog: NASSCOM Official Blog
Most of you will agree with me on the fact that we are now increasingly using the term “AI” in our conversations, whether to discuss how it is revolutionizing various industries or to ponder on the possibility that it will take away many jobs in near future.
AI is now a part of our lives whether in the form of discussions or being dependent on it even for the smallest of things! (thanks to google maps, now we don’t have to remember the ways).
My point being, AI is making its way in various industries and in ways we would have never imagined. One such domain in which AI and ML are paving their way is Digital Marketing.
Both Digital Marketing and AI are on the list of most in-demand skills of 2020. So when AI is being integrated with digital marketing, it becomes imperative to understand how AI is transforming the future of Digital Marketing.
Smart search
With AI and ML, the online search will get smarter. Google is increasingly using different technologies based on AI and ML to understand the intent behind a user’s search and to provide better search results.
Particularly for longer, more conversational queries, or searches where prepositions like “for” and “to” matter a lot to the meaning, Search will be able to understand the context of the words in the query. We can search in a way that feels natural for us.
For example- if we enter a query- “2019 Brazil traveler to USA need a visa.” The word “to” and its relationship to the other words in the query are particularly important to understanding the meaning. It’s about a Brazilian traveling to the U.S., and not the other way around.
Search is able to grasp this nuance and know that the very common word “to” actually matters a lot here, and Google can provide a much more relevant result for this query.
Customization of search results and the results page based on learnings from past interactions and preferences of a user is another application of machine learning used in search.
Better Personalization
Who wouldn’t like to receive suggestions from our favorite brands-be it for shopping, dining or watching movies, based on our liking and disliking ?
As the customers now have a wide variety of brands to choose from, it makes sense to understand the needs, wants and desires of every customer and offering him/her something based on his personality.
AI and ML can now aid organizations in delivering this customized service to their valuable customers.
One of the most obvious examples is, of course, Netflix, which has over 100 million members in 190 countries. They use machine learning to suggest content that the viewer is most likely to enjoy, based on everything they previously watched, ignored and rated.
Marketers can leverage the strategy adopted by Netflix to optimize and personalize email marketing campaigns or to boost overall engagement metrics.
Creating and generating content
AI can now generate content! Yes that’s right.
There are certain areas in which content created by AI can be useful and help attract visitors to the website. It can help to save lots of time and resources. For example, AI can already write reports and news based on data and information.
Intelligent tools like Wordsmith, Articoolo, and Quill are already being used by the Associated Press and Forbes to create news, which leads to clicks on their websites. Using templates and fill-in-the-blanks to enter data and keywords can create unique content that gives the impression a human wrote it. So, we’ve probably read content that was generated by AI.
Conclusion
Almost every industry is going to be AI-driven in future. Earlier AI was majorly used in manufacturing industries but now the scenario has changed. Every business wants to optimize its operations and to do that AI and ML technologies are being used extensively. No matter in what domain we are currently working or planning to work, we have to keep an eye on the developments that are taking place and become future ready!
About the author:-
Aarushi Ahuja is currently pursuing PGDM from New Delhi Institute Of Management, specializing in Human Resources and Marketing. By continuously taking up challenges, she is determined to become the best version of herself and stand out from the crowd!
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