AI in marketing: navigating the future of digital marketing

Embark on a thrilling journey through the landscape of AI in marketing. Discover how generative AI can augment your work and strategies, transforming the way you engage with customers.

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This is for all those digital marketing trailblazers navigating the thrilling universe of AI in marketing. I'm going to guide you on a spectacular journey that will take us deep into the realm of artificial intelligence (AI). We're going to unravel the ways AI is transforming our industry, strategies, and outcomes, and I promise you, it's going to be an exciting ride.

First, let's talk about the elephant in the room – AI and your job. It's no secret that AI has been causing quite a stir, especially when it comes to job security. But let's pause and take a moment to view AI not as a threat but as a friendly sidekick, a digital marketing AI collaborator shouldering the dull and repetitive tasks. Think of it as an eager intern, ready to work around the clock, leaving you more time to brainstorm those brilliant, creative ideas that only a human marketer mind could conceive.

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Predictive analytics

Our first pit stop on this journey is the magical land of predictive analytics – and the mystical region of predictive forecasting. Picture a crystal ball that not only shows you the future but also offers valuable insights into customer behavior, preferences, and needs. AI in marketing can give marketers the power to predict future outcomes, based on the ingesting and analysis of huge amounts of data. Giants like Amazon and Netflix are harnessing the power of AI marketing platforms to churn out hyper-personalized product recommendations. It's like having a salesperson who knows what your customers want even before they do. Now, that's what I call knowing your audience!

Check out this comprehensive Salesforce blog post on predictive marketing and why you should look into it.

AI chatbots

Moving on, we come to the bustling city of ai chatbots. Whether we call them AI marketing bots, customer service bots, customer support bots, at the end of the day, these friendly AI marketing tools are like virtual assistants that never sleep. Built using natural language processing (NLP) and running on large language models (LLMs), they're always ready to answer customer queries, thereby enhancing customer service like never before. Even better, you can use web scraping tools to feed them data straight from your own help desk and website, so that they truly are custom chatbots.

Find out how Fin, Intercom's breakthrough AI bot, is transforming customer service.

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Sentiment analysis

Next, we have the insightful world of sentiment analysis. With AI digital marketing, you can gauge the public sentiment towards your brand by analyzing thousands of customer reviews and social media comments. It's like having your very own PR team that works tirelessly, day and night, to keep a finger on the pulse of your brand reputation.

Here's a handy list of the best AI sentiment analysis tools in 2023.

Programmatic advertising

Our journey wouldn't be complete without a visit to the vibrant arena of programmatic advertising, which enables us marketers to target specific audiences and fine-tune our campaigns in real time. But the real stars of the show are AI and machine learning. They are the engines driving programmatic advertising, enabling us to analyze massive amounts of data to deliver personalized and relevant ads.

This post gives you a great overview of the future of AI and machine learning in programmatic ads.

Content creation

As we navigate further, we come across the inherently creative world of content creation. With AI marketing, you can use tools like ChatGPT, Bard, or these days even just good old Bing, to generate stories and reports. These AI content marketing tools are like having a team of robot content writers at your disposal, ready to whip up engaging content at a moment's notice. Sure, you have to be careful not to overdo it, or you'll end up with a monotonous, robotic mess, but generative AI is wonderful for brainstorming or even just getting over writer's block. And of course, there are also tools that can assist with visual content creation as well. Conjuring up a visually appealing and optimized image takes less time with AI.

Read Zapier's 8 ways real businesses are using AI for content creation.

Video marketing

Video marketing has become an essential tool of the digital marketer in recent years, and now AI and machine learning are revolutionizing video creation. YouTube and TikTok can bring in thousands of viewers in minutes, with many younger viewers only using video to learn about new products. AI tools can now reliably automate tasks like scripting, editing, and transcription, or writing webinar summaries. But, like with all activities that your AI sidekicks can take on, it doesn't leave you sitting around twiddling your thumbs. You can focus on being more creative than ever. Internet video marketing is still young, so we can be sure that it will develop in new and exciting ways with AI to speed things up.

This post from HubSpot questions whether AI is the future of video creation.

SEO and SEM

Finally, we reach the exciting landscape of search engine optimization (SEO) and search engine marketing (SEM). AI marketing tools are revolutionizing these strategies by identifying the most effective keywords, refining bidding strategies, and improving website ranking. Imagine having a top-notch SEO expert on your team who works 24/7. With AI, that's not just a dream; it's a reality. AI can be used to augment your keyword research on Ahrefs and Semrush, where AI helps find the golden nuggets that human marketers might overlook. New tools like ChatGPT's Code Interpreter even hold the promise of being able to comb through vast CSVs of traffic data and find patterns or opportunities in seconds.

AI For SEO: Can You Work Faster & Smarter? Find out the answers from SearchEngineJournal.

As we wrap up our journey, let's take a moment to reflect on the dynamic and vibrant landscape that is AI in marketing.  The future of digital marketing isn't some distant dream; it's here, right now. By augmenting ourselves with AI assistants, we can elevate our marketing strategies to unimaginable heights, charting new territories of customer engagement and satisfaction.

This really has just been a whistle-stop tour of AI in marketing, so pick a topic that you're interested in and see what you can do with it. Maybe you'll go straight to ChatGPT and start writing content, or maybe you'll start web scraping TikTok to start gathering sentiment analysis for your brand before feeding it into an AI to spot patterns. There's no wrong answer or starting point, so what are you waiting for, let's get going. I think it's going to be a long, exciting road ahead.

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This guest post was written by Emily Collins, a digital marketer who is excited about where AI and marketing are heading!

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