The impact of AI on digital marketing

It seems that artificial intelligence is penetrating pretty much every industry throughout, and the rapidly-evolving world of digital marketing is certainly no exception. Here are the four main areas in which AI is changing digital marketing as we know it:

Email optimisation

What used to be very much a ‘suck it and see’ methodology is now becoming automated, and saving marketing agencies an awful lot of time. Algorithms can now analyse the subject headings, length of content, tone of voice and calls to action that actually work for each segment of a company’s audience. With auto-scheduling already commonplace, will the entirety of email marketing become completely automated in the very near future?

Sentiment analysis

This type of AI gathers “big data” from various sources, such as social media platforms, websites, reviews or message boards. It then analyses what is said about your company, looking for positive and negative languages. In its initial form, this technology was riddled with flaws, misunderstanding the context of sentiment, colloquial terms and sarcasm, but it’s picking these things up and improving its accuracy very quickly indeed.

Instant customer service

The inevitable uprise of LiveChat and social platform direct messaging has meant there is a greater call for instant customer service facilities. A customer service email with a standard 5-7 day response rate is likely to lose companies any potential buyers. Customers want help straight away. AI is becoming so clever that you may well be speaking to a chatbot and get the answer you need without ever realising.

User experience

In times gone by, there were certain products that you simply needed a physical store for. However, in late 2018 came the ‘try it on’ feature (predominantly in the glasses/sunglasses world), allowing customers to be one step closer to touching and feeling the actual product. Coming very soon: 3D models allowing you to ‘try on’ clothes before you buy.

AI continues to grow at a startling rate, making previously lengthy processes much more simple. Incorporating it into your digital marketing strategy is the smartest way to ensure your company not only survives but thrives.