The rise of AI and what it means for your strategy
Technology is the gateway to lead generation and relationship building for digital marketers. So it’s no surprise that the rise of AI is changing its approaches. But as the AI itself evolves, some skepticism and hesitation are natural.
Will the capabilities of this new technology change? online marketing beyond recognition? Or can companies use it to make it a positive and fertile source of disruption? Here’s how AI will impact the world of digital marketing and influence marketers’ strategies.
Laser-focused content creation
Without online content, digital marketers cannot reach their target audiences. But content creative teams invest valuable time in creation that doesn’t always make a splash. You can carefully design a content strategy with every single detail, including the desired outcomes for each part. However, you have to have the talent to produce these pieces at a high level of quality and at a breathtaking pace.
Constant brainstorming and the perfect implementation of content ideas is unrealistic even for top teams. The human brain inevitably comes to a standstill. Call it a writer’s block, a rut, or a creative lull. This happens to content creators all the time. And the pressure to produce something can mean parts that do not match the ambitions of a strategy.
As the debate rages on as to whether AI will replace human content creators, it can be a good ally. AI can create contours based on inputs such as audience characteristics, keywords, and search intent. The technology is able to create structures for entire blog posts or articles, helping writers focus on the points they need to target specific audience segments.
AI tools developed by content marketing companies like MarketMuse augment these capabilities. With the help of ChatGPTthe tool creates sketches enriched with topic modeling data, which can then be turned into blog posts ready for the human touch. Content teams can refine these pieces and ensure they match strategic intent.
AI saves time by streamlining the creative process. It also helps raise the bar for quality, so published posts deliver better results and content strategies bear fruit.
Marketing strategies evolve from data about human behavior. However, digital marketers may find that what they thought they knew about an audience isn’t quite right. Or the information they have is too general. It doesn’t provide enough detailed insights to develop a targeted campaign.
Digital marketers also look at market data through a subjective lens. They may miss patterns because of prejudice and assumptions. Even the culture of the companies that marketers work for can affect the interpretation of data like customer surveys. Executives looking for a quick fix may unwittingly promote the “do anything for everyone” approach. As a result, digital marketing messages are becoming too generic.
But the AI can solve the problem large volumes of market data without ego. The tools collect patterns from multiple sources, including chatbot conversations and social platforms.
While AI can inform digital marketers about aggregated audience insights, it also shows what’s happening at the individual level. A customer’s previous Starbucks coffee purchases can be used to predict whether they will interact with promotional messages in an app. AI helps personalize strategies to make them more conversational.
Augmented Reality Experiences
Augmented Reality expands the definition of content marketing. Customers are looking for more than just words and videos to engage them. A NielsenIQ survey of shoppers shows 56% say that augmented reality increases their confidence in the quality of a product. And around 61% of consumers prefer to shop from brands that offer AR experiences.
When digital marketers use expanded reality, it can impact customer behavior, engagement and sales. The technology encourages shoppers to stay longer. They are more likely to try more products in online environments. AR experiences can also increase sales. However, research shows that the technology is more effective with new buyers.
Digital marketers targeting new audiences may want to incorporate augmented reality into their strategies. Retailers like Crate & Barrel are already offering this option for shoppers who may have concerns about buying items like furniture online. Exploring AR environments helps overcome objections to sale by showing what purchases look and feel like in people’s homes.
These experiences can also extend to behind-the-scenes content about a brand and its locations. People unfamiliar with a company and its products can interact in a low-risk environment. They can learn more about a brand’s values, learn about what it has to offer and “visit” places they wouldn’t otherwise be able to visit. Interactive content with integrated augmented reality creates trust and interest without being intrusive.
The impact of AI on digital marketing
AI promises to change the way the world works, including how digital marketers reach their audiences. While using technology to increase interest and sales is part of a digital marketer’s playbook, AI is expanding this area. With the power of technology, your strategies can become leaner, more personalized, and more engagement-focused.