9 Applications of AI in Digital Marketing that Will Revolutionise Your Business

Artificial intelligence in digital marketing

Artificial intelligence is the latest technology disrupting all industries, including digital marketing. Artificial Intelligence and digital marketing apps are helping marketers get better marketing campaigns results.

Five years ago, marketers were reluctant to integrate artificial intelligence in digital marketing strategies. Yet, reduced ambiguity has resulted in a change of heart. Moreover, the results recorded by the pioneering digital marketers in Singapore help in convincing more brands to use them.

The list of AI tools keep on growing, and much sensitization has been done to bring in more marketers and industries on board. Today, AI capabilities have surpassed humans in a variety of aspects. 61% of digital marketers are confident that machine learning and artificial intelligence will be the best data initiatives in 2019.

A similar survey by Salesforce shows that 51% of marketers are leveraging on the power of Artificial Intelligence. 27% are planning on integrating the technology in their systems in 2019. To date, this is the highest expected year-after-year growth of all emerging technologies.

This has surpassed market automatization and the Internet of Things (IoT). Moreover, the amount of data available on potential customers is growing. This has increased the number of Artificial Intelligence-related computer sciences, such as natural language processing (NLP), deep learning, and machine learning. They will come in handy when making data-based marketing decisions.

In this article, we have researched on the various AI and digital marketing applications revolutionising the digital marketing in Singapore.

Creating and Generating Content

For the longest time, marketers have relied on the manual creation and generation of content. AI will soon change the way content is created.

However, it can still be useful way of reducing the customer acin attracting traffic to your website. The most practical application for Artificial Intelligence today is in writing news and reports based on the most relevant data available. Forbes and Associated Press are using Artificial Intelligence tools such as Quill, Wordsmith, and Articoolo to create news articles used on their websites.

These tools use templates and fill-in-the-blanks to input keywords and data to create unique and engaging content. CBS, BBC, Reuters, and the New York Times are also using Artificial Intelligence for content creation and generation. Moreover, the Washington Post is using, Heliograf to create hundreds of articles.

Curating Content

Curating content involves the process of discovering, gathering, and presentation of digital content for a specific subject. It can be a long and tedious process, but Artificial Intelligence is coming in to help. This way, digital marketers in Singapore can show customers better and more relevant content.

Artificial Intelligence technology makes recommendations for customized content that users find interesting and useful. For example, Amazon’s ‘people who buy product x, also buy product Y’ section uses AI. Netflix also gives accurate TV series and movie recommendations.

The goal is to give users relevant and valuable content based on the posts that they have already consumed on your website.

Artificial intelligence in digital marketing

Email Marketing

This is the best application of artificial intelligence in digital marketing. Most brands are using Artificial Intelligence to personalise email marketing campaigns based on user behaviour and preferences. Machine learning applications can compile millions of data sources on a single customer to determine:

  • The best day of the week to contact them
  • The recommended frequency
  • Most relevant content
  • Email titles and subjects that will generate more clicks

All this is possible using A/B testing, but it takes too much time and has a high error margin. Consider Phrasee, Boomtrain, and Persado Artificial Intelligence tools for your email marketing campaigns. For example, Phrasee can generate email subject lines that have a 95% better subject lines than humans. This increases the chances of conversions.

Digital Advertising

This is the area of digital marketing in Singapore that has enjoyed success from Artificial Intelligence technology. Google Ads and Facebook already use Artificial Intelligence and machine learning for targeting and retargeting purposes. They analyse user information such as customer interests and demographics, among other indicators, learn the best audience for their brand.

Google Ads has an automatic auction-based system that allows advertisers to pay the least money for customer acquisition. One of the best applications for artificial intelligence in digital marketing is Adext.

Adext is an audience management as a service (AMaaS) application that uses machine learning to automate the optimisation and handling of Google and Facebook Ads. It can test up to 480 unique audiences per day to determine the ones most likely to convert with the least amount of effort.

Adext users can adjust intelligence algorithms budgets per hour to get a sustained conversion rate. On average Adext increases ad performance by up to 83% in 10 days. The setup process is easy and straightforward, and you can connect it to Facebook and Google ads in 5 minutes.

Searches

Online searches have changed, and this means that digital marketers need to review how they create and optimise web content. RankBrain, Google’s algorithm, and voice search are two of the most significant advancements in Artificial Intelligence. They have revolutionised online search and SEO.

Microsoft’s Cortana, Amazon’s Echo, Apple’s Siri, and Google Home are leading the way for voice searches. Moreover, 70% of the searches received by Google Assistant are in natural conversational language.

RankBrain was created to get more relevant search results by interpreting the user’s voice searches. It incorporates the power of Artificial Intelligence to provide the user with the most accurate results as interpreted form the user’s context and language.

With voice search gaining popularity, marketers need to replace long-tail keywords with conversational keywords. The result will be increased organic traffic from voice searches.

Web design

Artificial Intelligence applications such as Grid are edging out the need for web programmers and designers. It designs a website based on user-provided information, including CTAs, texts, images, among other factors. These and more Artificial Intelligence-powered web design tools will build a professional-looking website in a shorter time and at a lower price.

User Experience

Excellent and positive user experience keeps audiences browsing. The more they spend time on the site, the higher the chances of conversion. By using intelligent algorithms, it is now possible to personalise the experience on the website. Artificial Intelligence will analyse thousands of data pieces for a single user and display relevant and appropriate content and offers.

A 2017 Evergage survey showed that 33% of the marketers surveyed used Artificial Intelligence to provide personalised web experiences, while 61% of the respondents agreed that Artificial Intelligence improves the user experience and led to more conversions.

Chatbots

This is another of the best application of artificial intelligence in digital marketing. Many brands today are reaching out to potential customers via massager apps such as Slack, Facebook Messenger, WhatsApp, and more.

They provide better engagement since the target audience is already using them to communicate with colleagues, friends, and family. These chatbots are making it easier for brands to respond to the customer’s frequently asked questions.

The best attribute of Artificial Intelligence-powered chatbots is the ability to answer open questions as a human would. The bits use adaptive machine learning to find the correct response in the shortest time possible. Other benefits for using chatbots include:

  • Ability to retain data
  • 24/7 customer service
  • Friendly and composed

Fortunately, you do not need a huge budget to develop an Artificial Intelligence-powered chatbot. With Facebook bot tools such as wit.ai bit, you can train bots to handle conversations and to learn from customer interactions continually.

Predictive Analysis

Predictive Analysis is the use of statistical algorithms, data, and machine learning techniques to identify the probability of conclusions in the future based on historical data. You can apply predictive models in marketing to predict the likelihood of a specific client becoming a client.

They also provide data to describe other aspects such as the best-quoted price to make a conversion, and the clients that are best suited to make multiple purchases. With that said, the predictive models are only as good as the data you provide.

The most important thing to remember is to avoid mistakes in your data or high levels of randomness. With the productive models, you will move from being a reactive marketer into proactive planners. The data will serve as a forward-thinking element and a guide to making correct and appropriate decisions.

Conclusion

Incorporating artificial intelligence in digital marketing gives you an edge when drafting marketing strategies. Artificial intelligence is the new player of digital marketing in Singapore. It leads to increased productivity, profitability, and efficiency.

Brands will be able to make better decisions resulting in higher ROI. To be clear, Artificial Intelligence is not out to replace marketers and advertisers, but it helps them increase productivity and efficiency, leading to better profit margins for the brand. However, the professionals must adapt to the technology by staying on the trends shaping the digital marketing industry in Singapore and the world.

With that said, it is not easy learning and integrating AI and digital marketing and the related computer sciences. Contact us for professional digital marketing services in Singapore. Our support team is ready to issue a free and non-obligatory quote.

 

Author Bio

Tom Koh is the CEO of MediaOne, a leading Asia digital agency. He comes packed with 2 decades of international digital marketing experience. In his spare time of maybe 20 minutes a day, he loves coaching, blogging about all things digital and trying to figure out how to make his dog do the roll.
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August 03, 2019

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