The Future of Digital Marketing: AI and Automation (6 Tips)

ChatGPT, a generative A.I. tool, has accomplished something unprecedented.

In just two months, it has amassed 100 million active users, making it the fastest-growing consumer platform in history. To put this into perspective, it took Facebook almost five years, Instagram two years, and TikTok nine months to reach this milestone.

Why it matters

We live in a world of accelerated magic enabled by technology. As Arthur C. Clarke wrote in 1973, “Any sufficiently advanced technology is indistinguishable from magic”, and this has proved to be promiscuously true. Any change that taps human consciousness at that scale needs to be listened to and embraced.

Barely 15 years go I noticed another emerging trend that piqued my curiosity. In 2008 I observed people’s online activity with social media and I sensed a game changing technology. The humans were captivated and obsessed. 

Today the noise, the hype and almost manic online conversation is about the rise of the new and disruptive A.I. ChatGPT. And the data backs up the hype. But we need to impose a sanity check.  

This is not a passing fad, but a rapidly evolving technology that has been touted as revolutionary for decades. It has now fulfilled its promise by providing capabilities that will both enhance and challenge our understanding of what it means to be human.

This technology will change how we work, how we create and how we live plus much more.  

Initiation and A.I. acceleration

The scientific community has been working on A.I for decades. It’s made many promises but it has been an application hidden from view without a friendly face. 

We will look back on November 2022 as the moment when A.I. was granted a user-friendly interface (the initiation), making it accessible for the humble masses to play and have fun.

Now we are seeing the acceleration. From zero to 100 million users in 8 weeks. And just this week it is being integrated into Bing’s search platform. Google is now playing catch-up and is about to release its version of ChatGPT  called “Bard” with the suggested meaning of “storytelling”. 

Back in the 90s, the internet didn’t explode until the rise of the consumer friendly browser of Netscape. Before that it was the tech plaything of the elite geeks. ChatGPT has given us a human face to the robot.

We are now in a technology arms race and the battle for awareness and market share.

How will A.I transform digital marketing?

Artificial intelligence (AI) has been transforming industries across the board, and digital marketing is no exception. AI can help marketers automate tedious tasks, personalize campaigns, and make data-driven decisions. 

So how can AI be used in digital marketing and what are the potential benefits for marketers?

Customer segmentation

One of the primary benefits of AI in digital marketing is its ability to help with customer segmentation. Segmenting customers into groups based on common characteristics such as behavior, demographics, and purchase history can help marketers personalize their campaigns and improve conversion rates. AI can automate this process by analyzing large amounts of data, identifying patterns, and grouping customers based on those patterns. This can help marketers to better understand their target audience and create more effective campaigns that resonate with their customers.

Personalization

Personalization is a key aspect of digital marketing and AI can help marketers to achieve this in a more sophisticated way. AI algorithms can analyze customer data and predict which products or services they are most likely to be interested in. This information can then be used to personalize website content, email campaigns, and social media posts to create a more targeted and relevant experience for the customer.

Predictive analytics

Predictive analytics is another area where AI can help digital marketers. Predictive analytics uses data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes based on historical data. This can be used to predict customer behavior, including what products they are likely to purchase and when. Predictive analytics can help marketers to optimize their campaigns and increase conversion rates.

Chatbots

Chatbots are another popular application of AI in digital marketing. Chatbots are computer programs that are designed to simulate conversation with human users. They can be integrated into websites and messaging platforms to provide quick and efficient customer service. AI-powered chatbots can be trained to understand customer queries and respond with relevant information, freeing up customer service teams to focus on more complex issues. Chatbots can also be used to collect customer information and data, which can be used to personalize campaigns and improve customer experience.

Content generation

AI can also be used to automate the creation of content for digital marketing campaigns. AI algorithms can analyze customer data and generate personalized content based on the customer’s interests and preferences. This can include product recommendations, tailored email campaigns, and social media posts. AI-generated content can save time and resources for digital marketers, allowing them to focus on other aspects of their campaigns.

Ad optimization

Ad optimization is another area where AI can help digital marketers. AI algorithms can analyze data on customer behavior, such as click-through rates and conversion rates, to optimize ad targeting and improve campaign performance. This can help marketers to reduce waste and maximize the return on their advertising investment. AI can also be used to automate the bidding process in real-time advertising platforms, such as Google Ads, allowing marketers to make the most of their budget and reach their target audience more effectively.

The future has arrived today

AI has the potential to revolutionize digital marketing by automating tedious tasks, personalizing campaigns, and making data-driven decisions. From customer segmentation to content generation and ad optimization, there are many ways in which AI can help digital marketers to improve their campaigns and reach their goals. 

However, it is important for marketers to understand the limitations of AI and to use it in conjunction with other tools and techniques to achieve the best results.

While AI is a powerful tool, it is not a silver bullet. Digital marketers need to have a clear understanding of their target audience, their goals, and the data they need to make informed decisions. 

We will need to make sure that we are using its capabilities but directed by humans wrapped in our insights and creativity.