The concept of Artificial Intelligence is not entirely new; it has already been utilised in the past few years by Siri’s voice recognition system, Facebook’s face recognition feature, Netflix’s video recommendation lists and many other such processes. Though the term machine learning (ML) is sometimes used interchangeably with Artificial Intelligence (AI), the two are dissimilar to each other as the former is a subpart of the latter. Artificial Intelligence is defined as the branch of computer science which is involved in making intelligent machines that act like humans.
It is achieved by supplying the machines with observational data and information to help them learn things autonomously. AI involves interpreting data through generalisations and using this information to accomplish accurate results through a deeper analysis. It has revolutionised the digital medium by making processes economical, efficient, and dependable. It is also being increasingly used by business owners to make informed decisions based on the data collected from the customers. Digital marketing is not far behind as AI has made a significant impact on its strategy. Here is what our SEO experts at Netvision think about the future of Artificial Intelligence in digital marketing.
Artificial Intelligence uses predictive analysis to enhance the decision-making process. Computers create algorithms based on their learning from past data trends and patterns. It can help to upgrade the performance of a business by assisting in processes like target audience segmentation, categorising useful content, communicating with the customers and much more. In this era, data plays the most significant role in digital marketing and its analysis can bring out insights that offer a competitive edge to businesses.
Thus AI will soon become an indispensable tool as it will change the dynamics of digital marketing. Google has been extensively using it to provide its users with superior experiences. In 2017, Google leveraged Artificial Intelligence to boost the relevance of Google Maps among users. It was achieved by using machines to extract data from geo-located images of street names and house numbers to provide more accurate search results. It allowed them to reduce the manual labour of going through billions of images to get the results. Let us discuss how AI will further alter the practices of digital marketing.
The need for high-quality, intriguing and relevant content has become the lifeblood of digital marketing. From blogs, articles and infographics to videos and podcasts – original and informative content is being churned out by the dozen. The knowledge to understand the taste of your audience comes from tracking the utilisation of the content by the readers. The AI tools aid in analysing the data trends to create content which leads to an actionable response from the audience. It proves beneficial in email marketing as well as content marketing.
Pay Per Click Campaigns
The digital marketing managers can heave a sigh of relief because the days of data evaluation to analyse the effectiveness of a PPC campaign are over. With the introduction of AI in PPC through techniques like Smart Display Campaign and Google Smart Bidding, the process has become more transparent than ever. Now you can access data that allows you to find the metrics which help in business growth, identify the challenges, and realise the top performing factors to make informed decisions.
Search Engine Optimisation
Ever since Google announced the introduction of RankBrain and positioned it as a ranking factor, the SEO manager’s community found itself puzzled. Though optimising for RankBrain is still a mystery for many, it has substantiated the fact that Google is emphasising on the quality of content rather than promoting the stuffing of keywords. The key is to write conversationally, create original and knowledgeable content, and focus on concepts rather than specific keywords to become ready for the AI enabled future of SERP.
Enhance Local Search
Appearing on top in the local search results is the utmost priority of marketers to outshine competitors operating in the same region. To make this work, you need to concentrate on entering complete and correct business information on the Google My Business page. Besides Google, you must also get your business listed on Yellow Pages and other such platforms.
The Future Of Artificial Intelligence
The use of Artificial Intelligence is growing at an unprecedented rate. From Amazon’s Echo devices to Apple phones identifying the fingerprints and faces of their users – AI has become a quintessential part of our lives than just being a fad. Consumers are using this technology without being aware of its origin. Google’s organic search results have become more accurate with the help of AI.
It is now able to determine the intent of the user by analysing the past behaviour. It is encompassing all spheres of communication like mobile phones, digital assistants and more. Therefore the need to adapt to this changing environment has become more pronounced to avoid lagging behind in the competitive digital world. Let us talk about the steps that can get the marketers to walk hand in hand with AI.
Develop A Responsive Website
The advent of AI has brought about the need for creation of responsive websites as the users are accessing the sites through various platforms. The web design should operate on all devices, load faster, and support various multimedia to gain higher rankings. These ensure better user experience and retention. Thus testing the website regularly for optimisation is a vital task for the marketers.
Optimise Content For Voice Search
As the market becomes flooded with voice-assisted devices like Siri, Google Assistant and Alexa, it is becoming imperative for marketers to ensure that their content gets pulled up through these searches and gets the desired viewership. It means that the focus should be on the keywords that will be used in voice search and creating conversational content which adheres to the context of the search.
Artificial Intelligence can make the life of the SEO managers quite easy by providing solutions to a variety of challenges related to data assessment which determine customer behaviour. It can also provide insights into customer segmentation to enable the business owner to enhance communication with its audience through every touch point. In a nutshell, the future of AI is bright, and the technology is here to stay.