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AI And Digital Marketing: A Symbiotic Relationship
Years ago, marketers were cautious about including AI in their marketing campaigns. That perspective rapidly shifted when a large number of big companies embraced it. Nike, Amazon, and Alibaba have all effectively integrated AI into their marketing campaigns, resulting in an outstanding outcome.
Alibaba has integrated a Clothes AI store, which aims to improve the user experience when shopping for fashion. As a result, they were able to increase consumer engagement and revenue. Amazon was one of the first businesses to establish a system of personalised recommendations.
This enables them to provide a more tailored experience to their clients based on their browsing habits, previous purchases, and so on. Additionally, they utilise AI to provide higher pricing. These techniques have assisted them in establishing a competitive edge and increasing product sales.
These case studies demonstrate the benefits and convenience of incorporating AI into digital marketing. However, some marketers remain cautious about implementing AI-powered marketing.
The list of AI tools keeps 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 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 the various AI and digital marketing applications revolutionising 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 a useful way of reducing the number of customers in 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 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.
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 95% better subject lines than humans. This increases the chances of conversions.
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 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.
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 from 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.
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.
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.
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 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.
Top AI-Powered Digital Marketing Tools for Better ROI
Clearly, incorporating AI-powered digital marketing tools in your marketing strategy will help you keep
things more organised and make the right decisions as you strive to get to the top of the food chain.
MailChimp helps you to bring your brand online with its free domains, landing pages, and website builder. The application has creative tools for simplifying the process of designing. It also makes it easier for digital marketers to send on-brand emails, digital ads, social media postings, and postcards to drive traffic, boost sales and increase brand awareness.
With the application, you can learn more about your audience as they subscribe to your brand to make marketing much better and targeted to the right audience. With the tool, you can use the data that your campaigns generate, presented in easy-to-understand reports, to help you improve as you go.
The tool’s features get smarter and more powerful the more you use them together.
- Ready-to-Use Campaign Templates and Email Designer
- Compatible with most software programs available, thus, making integration seamless
- Personalized Product Recommendations
- Insightful Reporting and Analytics
- It has a simple and customizable interface
- It is free to use
- It has high-cost subscription plans when you need to increase your email and subscriber numbers.
Articoolo is among the top content writing tools available. Digital marketers are always looking for the next big thing, and Articoolo can help their business grow due to its ability to generate relevant and engaging content for any brand’s audience.
Articoolo review is also beneficial in creating blog posts, social media posts, videos, email campaigns right from the beginning. The tool does not need any input from the user. You will only choose your niche and the length of your article, and the application will do the rest for you.
Articoolo uses artificial intelligence to analyse all trending topics to understand the popular keywords you should include in your content. The software also has templates for different types of content, such as listicles and video scripts. Therefore, this program will save you a lot of time creating engaging content while also producing quality content.
Digital marketers can use Articoolo on any device to create an article, rewrite an article, generate a title, create an article summary and find an image. Moreover, you can use it to find quotes, bloggers, writers, and SEO backlinks. Therefore, one of the critical features of this platform is giving digital marketers the confidence that their content will be engaging and SEO-friendly for search engines with realistic conversion rates.
- Delivers instant results
- Prices are affordable
- AI technology develops the more you use the application
- Helps to connect existing content into an optimized written content
- It will help you get started if you are experiencing writer’s block
- The application is available in other languages
- Provides unique textual content
- The final copy requires editing as this tool is still young
- The content may not always be 100% unique
PathFactory is a content creation software for digital marketers. The software links buyers with content they can binge on to speed their purchasing decisions after clicking. With this platform, you can also get the best-individualized content recommendation on a brand’s website.
The recommendations for the platform are powered by content metadata and information on content consumption. PathFactory uses data and insights to optimize content delivery across all channels and connects buyers with the most relevant information.
You can see how much time all the leads and accounts in your Marketo databases uses your assets and web pages and view how exactly sales-ready the leads and accounts are.
PathFactory platform helps to create account-based content. Marketers can easily curate and personalize their content journeys for particular accounts to view content consumption data on every account level. Moreover, the software removes the need for landing pages and produces the best quality leads by ensuring it serves the proper Marketo forms to the right people and at the right time.
- The user interface is easy to use, especially for a non-web developer
- The application is very responsive to product feedback
- Allows content hosting
- The analytics for the platform allows users to see engagement in a granular way than other platforms
- Has micro-personalized content recommendations
- Perfect for inbound and outbound marketing
- Constantly adds innovative features to the platform
- Excellent for email marketing
- Asset engagement improvement
- The software requires constant bug fixes
- The numerous customizations can be pretty overwhelming
- The software may seem visually outdated to some users
Looker platform is reinventing business intelligence for modern companies. The application works as the web does. It is browser-based and has a unique modeling language to allow employees to leverage the work of their best data analysts.
Looker operates 100% in-database and capitalizes on the newest and a fast analytic database to obtain real results in real-time. The application lends itself to advanced analytics, enabling businesses to get a clear understanding of the data. Concisely, the insights help businesses make decisions that enable them to scale up faster.
Before purchasing Looker, it is essential to know whether your focus is retaining clients, creating new digital marketing strategies, or streamlining workflow. Depending on your business needs, Looker will significantly raise your insights into data.
Since the platform is a data-discovery software, it relies on LookML, a custom modeling language for Looker.
If you plan on using Looker, ensure that your business has IT support or a dedicated team of data analysts who will help you manage your platform. Otherwise, the tool may not give you the results that you require.
- It has an excellent and simple interface
- It can help you collaborate with other teammates
- Its delivery system is relatively easy to use
- Allows users to create their own measurements and dimensions
- It helps users find relevant data on their business need
- Pricing is determined by your business’ needs
- The software can be expensive depending on your business’s level
- It is a bit slow at times
- It has a limited advanced charting functionality
Buzzsumo acknowledges video as the best performing content on social media platforms. Video posting drives 59% more engagement compared to all other types of posts. Therefore, digital marketers need to invest in video tools to help them create, publish and share video on social media platforms without any issue.
Lumen5 is one of the most reputable video posting tools for creating professional videos for your channels in just a few minutes. Using the tool does not need any technical training or video editing skills. You will not even need a camera.
To start using this tool, you will need to choose a theme and edit it with the drag-and-drop builder. Once you finish, you can publish your video for your audience to view. The application has photos, music, visuals, and a themes database, which digital marketers can draw from to take their video marketing game to a whole new level.
Lumen5 is a free application that you can use for as long as you want. However, other plans will require you to pay some premium amount every month. The pro plan goes for $49 every month, while the Business plan goes for $149 every month.
The good thing about this software is that it allows collaboration to invite your team members if you are using the team plan.
- The site is user friendly and allows marketers to brand and create videos easily
- Allows for easy transformation of articles and blog posts into video content
- Allows users to access millions of photos available at their fingerprints
- Easy to learn
- The audio options are not great
- Rendering may take time
Deciding which social analytic tool is best for your brand can be challenging. With a lot of riding on what clients are saying about your brand, you require high-quality data to make decisions. NetBase is an excellent tool for data quality and reporting abilities as it allows users to combine non-social client data such as surveys, ratings, focus groups, and reviews.
The application offers visual dashboards that can be easily customized. The platform is accessible to anyone who may need it and not just to teams of data analysts. Digital marketers who want to use the tool can go through the tutorials to help them learn how to maximize the platform to reach their business goals with a quick and easy onboarding process.
NetBase has multiple language abilities to help digital marketers connect with their audience and understand them. The platform is also very effective in identifying sentence sentiment at the entity level.
- Easy to use with a great user interface
- Provides numerous ways of analyzing data
- The visual dashboards make insights easier to understand
- It helps decipher emojis, slang, and alternative spelling quite well
- Sentiment analysis may slip up at times
Atomic Reach platform uses algorithmic data and AI to help digital marketers identify and act upon trending content. The tool gives publishers an Atomic score for measuring the quality of every article online. The atomic score is determined by the audience’s relevance, emotion, and social engagement.
Although Atomic Reach can help with search engine optimization, its insights are more ROI-driven and help identify what’s driving conversion. This tool provides seamless optimizations for your blog titles and even tone. The optimization can help you to improve your content and make it more audience-friendly.
Digital marketers use Atomic Reach to create effective content creation recipes that they can follow for more content marketing growth. The platform helps them understand whether their content is effective and engaging to their target audience. If the contents are not engaging enough, the tool will help them create more compelling content to drive conversions.
You can use Atomic Reach in several ways, including:
- Increasing your blog performance
- Optimizing your email copy
- Improving your social media post etc.
Atomic Reach AI tool has a lot of individual elements to help marketers improve their content. Instead of using the features all at once, they can start with selected tools and gradually incorporate them.
The tool can quantify high-quality content and shed light on the number of words you should use in an article. Moreover, it also guides marketers on the length of the paragraphs along with many other variables.
It also assesses the power of your titles and looks at audience matches. A digital marketer should be able to write to the level of sophistication for their audience. Therefore, this tool helps marketers write great content with emotion and sophistication.
- Helpful in getting analytics and data about content before and after publishing
- It helps users improve their reach on their online materials
- Has excellent features including performance, recommendations, and writing interface
- Small bugs
- It does not have a headline analyzer
- The user interface is a bit confusing
Emarsys is a customer engagement software that uses artificial intelligence and predictive analyses to enable digital marketers to plan their data for future campaigns and predict revenue. The tool also helps marketers understand the channels their customers prefer in delivering tailored messages and maximizing engagement.
Emarsys forecasts when clients are about to churn, have become inactive, or want to make a purchase, enabling marketers to create hyper-personalized campaigns. The tool segments customers according to their past engagement and lets marketers know the right time to run campaigns, delivering one-on-one personalization.
Moreover, Ermacys also helps match the best content for every customer and recommends products for them.
- The tool can help reach maximum market chains
- Helps in keeping client data confidential
- Targets the required and interested audience for the business
- Encourages one on one engagement which helps to develop more trust with the business and its customers
- Relatively slow customer support team
- The platform is affected by poor internet connection when in use
- Has a lengthy contract and a high price tag
Future AI Challenges For Digital Marketers To Get You Ready For 2022
The substantial effect of AI in digital marketing in 2021 demonstrates its importance in today’s marketing industry. As we approach the start of the new year, we must brace ourselves for the AI problems that the digital world will face in 2022. Therefore, before the competition heats up, arm yourself with knowledge about the top five AI issues of the future to adequately prepare.
Constantly Evolving AI Trends
The majority of business magnates agreed that optimising AI to promote their brands was a prudent marketing plan. They are driving possible attempts to integrate such systems and accomplish their ultimate objectives. However, their path to AI-assisted success is frequently slowed by the constantly evolving AI environment.
The CMOS finds it extremely difficult to refresh existing software and make it adaptive to emerging trends. For instance, if a failure occurs during this upgrade time, the business may risk losing key codes and data. Restoring this precious data is a time-consuming and costly process.
Inadequate Access To High-Quality Data
To succeed in the digital age, you must understand the critical role of usable data in optimising marketing strategies and increasing overall sales. However, data scarcity has become a significant impediment to AI reaching its maximum productivity levels. Numerous AI strategy has become impractical as a result of segregated, inconsistent, and low-quality data.
Humans in the modern world now have access to more data than ever before. However, datasets suitable for AI applications are scarce. Entrepreneurs continue to think that there is hope at the end of the tunnel. Businesses are leveraging their prospective resources to form the competent approach and train AI in the face of data scarcity.
AI Requires A Significant Investment
Cost is another critical factor to consider when integrating AI into your company plan. The world’s largest corporations, like Amazon, Instagram, Apple, and Windows, have already engaged in AI to help them flourish in the future. Organisations are spending extensively in this industry to incorporate an AI platform that automates existing operations and improves the (UX) user experience.
Additionally, because AI demands more processing power than traditional algorithms, significant investment will be required to automate your business activities using AI technology.
Concerns of an Ethical Nature
For some, AI might be unsettling, while others view it as a remarkable phenomenon. Whether we like it or not, AI has pervaded our reality. Digital marketers feel that AI is beneficial to corporate growth and are working to maximise its use. However, as AI has advanced at a breakneck pace, many ethical issues have arisen. Among them are:
Employment is terminated
The benefits of AI continue to grow, ensuring that innovation establishes a strong foothold. AI-based technologies have established themselves as a significant threat to skilled labour. Machines, on the other hand, do not require regular breaks or refreshments as people do. Organisations and society should determine how to employ AI best and make necessary modifications. Businesses should adopt AI to remain competitive, while employees’ skill sets must be upgraded to keep employment.
AI’s potential dangers
We are swamped preparing for a future in which vast amounts of intelligent technology surround the human species. However, we are blind to the dangers that AI in its current state poses. Humans in the modern-day respect robots powered by AI for their productivity and survivability. However, if AI-driven gadgets are not aligned with our goals, the bigger issue can happen.
Regrettably, AI may be manipulated to do dangerous tasks and express grave reservations in the wrong hands. Its manifestation may be seen in the instance of autonomous weapons that are purpose-built to kill. Once deployed, these weapons are notoriously tricky to decommission. Typically, this means that AIs should be developed so that their outputs pose no harm.
The vast majority of AI applications rely on massive amounts of data in order to learn and make intelligent judgments. The AI core is based on sensitive and personal data. Due to this systematic learning, these frameworks may become susceptible to data breaches and identity theft. The European Union implemented the General Data Protection Regulation (GDPR), ensuring that individuals’ personal information is completely protected.
Clients are growing more conscious of privacy problems. As the world moves toward AI integration, websites alter their security strategies to keep clients informed of the latest developments.
Market Adoption Of Fewer Use Cases
AI requires additional commercial applications in order to garner widespread acceptance from the corporate sector. Without seeing concrete instances of AI in action on the market, no organisation would be enticed to invest in AI-based initiatives. Additionally, just a few persons and organisations on the earth grasp the vision of machine-controlled progress.
Simply said, there are not enough individuals skilled enough to run these intelligent robots that think and learn on their own.
The Advantages of AI in Digital Marketing
AI has been reshaping the digital landscape. AI is cleverer at identifying marketing trends because of its practical data processing and capacity to respond to dynamic input (compared to humans).
Marketers and brands have slashed their time and resource expenditures significantly with the help of automated digital marketing services.
The following are the top benefits of AI in digital marketing that will offer you a competitive edge:
Improved audience understanding: AI enables you to analyse massive volumes of data and forecast each customer’s purchasing behaviour/decisions. This allows you to deploy targeted marketing strategies efficiently. Additionally, it contributes to increased consumer satisfaction and engagement. Additionally, marketers may turn a lead into a sale utilising an AI-driven method at the optimal moment to increase conversions.
Increased Productivity: Several monotonous chores may be readily automated with AI. This will result in significant time and resource savings, as well as advanced production.
Effective Marketing: AI eliminates marketing assumptions. Utilise AI-driven data analysis and services to develop a more successful digital marketing plan.
Increased return on investment: AI improves your decision-making and enables you to develop more compelling content. Its advantages in terms of audience comprehension allow you to run more focused digital marketing efforts, resulting in a higher return on investment.
Improved UX: Using AI in marketing enables you to target the appropriate audience with the proper material. This increases consumer happiness since they can locate what they are looking for. According to studies, consumers are more inclined to gravitate toward firms that include AI in their marketing efforts.
Machine learning and ongoing education: The capability of machine learning is one of the benefits of artificial intelligence. How is machine learning defined? It is AI that can learn and develop on its own without being programmed.
Machine learning is concerned with computer programs that retrieve data and use it to self-learn. Utilising AI is an excellent technique to assist in identifying restaurant-related trends. It gathers information from various sources, including your social media profiles, menus, online reviews, and your website. Then, AI uses this data to produce and deliver content that is relevant to your audience.
Refined content delivery on social media: Are you interested in fine-tuning your ad targeting in order to improve social media engagements?
Integrating audience analytics into your AI software will improve results. AI may go further than traditional audience settings as well as identifying and targeting more prospective buyers.
After identifying potential clients, AI displays the most relevant material at the most compelling moments. By providing relevant information to your consumers consistently, you can boost the performance of your social media initiatives.
By utilising AI to observe your customers’ tastes and actions, you may better know how to market to them most effectively.
AI can determine which content to create and when to disseminate: Did you know that 47% of marketers claim their biggest problem is scaling up their content marketing efforts? AI simplifies this process by automating content generation and delivery.
AI is capable of comprehending available modes of communication. That is, it may develop an understanding of your personality by analysing the emotional content of your social media posts. It then adopts your brand’s voice to generate content that engages the audience and sounds authentic.
AI can assist you in identifying your business’s most compelling content, planning future content, repurposing existing content, and optimising content distribution across all of your business channels.
The Drawbacks Of AI Marketing
Customers are not always fond of chatbots or even conversing on the phone with computers
Simple, unsophisticated chatbots can occasionally make it evident that a person does not handle the other end. This may be quite inconvenient for some people, particularly those of older generations. Chatbots should be utilised with caution and, wherever feasible, backed up by a live human. Similarly, if you’ve ever contacted an 800-customer support number and hit 1, 2, or 3 to talk with a robot, you understand how infuriating it can be.
Without people, computers are incapable of performing this function
In science fiction, there are several situations in which technology eliminates all human occupations, and robots take over the planet. The good news is that people will always be required for marketing work. Computers are incapable of changing their minds, making innovative choices, or exercising their imaginations.
If your organisation relies solely on AI for content generation, it will be severely deficient in creativity and cultural reference. While AI may provide specific solutions and efficiency, people remain at the core of the marketing industry.
Algorithms are not always correct
It’s difficult to believe that a computer could be incorrect. And while they may always be “correct” theoretically or formulaically, humans are so much more than formulas and statistics.
Humans are unique creatures with a diverse range of likes and preferences that cannot be reduced to a formula. We are continually evolving, and developing is what makes us human, and there will always be outliers. Elon Musk, an entrepreneur, has even stated that AI should be controlled due to the numerous dangers it brings.
Finally, AI must be strategically integrated across your inbound marketing approach. Recognise how AI methods can assist you in guiding prospects toward resolving their pain areas. Turn to AI not because it’s the newest and most exciting thing, but because it will enable you to serve your customers more effectively and convert leads to customers more quickly.
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.