Artificial Intelligence (AI) is becoming part of everyday life. AI is growing fast and it's transforming both businesses and customer experiences.It has become an integral part of every digital experience – internet queries, online shopping, recommendations. AI-based technology is a helpful resou...
Critique and analyse how Artificial Intelligence is transforming the future of Digital
Marketing for the 21st century business organizations.
Artificial Intelligence (AI) is becoming part of everyday life. AI is growing fast and it's
transforming both businesses and customer experiences.It has become an integral part of
every digital experience – internet queries, online shopping, recommendations. AI-based
technology is a helpful resource for digital marketers too, as it helps them get to know their
customers better, create the right message and get it through using the right channel. AI
allows gathering and analyzing customer behavior on a deeper level, optimizing entire
processes and solving e-commerce issues like the lack of physical touch with the product
and distribution. Using AI in businesses improves planning, decision-making and minimizes
risk. Automatization and innovative AI tools are transforming sectors like customer service,
retail and banking by providing faster and cheaper solutions for various operations. Below
are explored the applications of AI in advertising, marketing analytics, customer service,
omnichannel marketing.
● AI & Digital advertising
E-commerce has experienced a sufficient growth in recent years and a lot of businesses are
allocating a bigger portion of their advertising budget online. Due to the huge amount of
advertising though, it is hard for businesses to reach the right customer and on the other
side, it is hard for the customer to find the right option among the thousands of options
online. AI has changed the world of digital advertising, by providing accurate and
personalized data on every customer and allowing the companies to better use the
information gathered and to improve ROI. A tracking link is a special kind of link that tracks
who clicked, when and from where. Tracking links are essential for measuring the
performance of marketing activity. Big online retailers like Amazon store individual-specific
information (product browsing history, time spent on a page, wish lists, post purchases, etc).
They use this information to deliver personalized product recommendations based on
individual interests, needs and wants.Using AI algorithms, businesses can instantly optimize
their ad content by using valuable AI generated insights on conversions and interactions.
Online platforms like Google Ads automate the creation and management of ads, allowing
them to create targeted and personalized ads and then measure their performance.
Search engine optimization (SEO) is the art and science of getting pages to rank higher in
search engines such as Google. Search is the first step of a customer’s purchase journey, so
ranking higher in search engines can lead to an increase in traffic to a website. Google uses
a machine learning algorithm to improve search results and also has implemented
“predictive advertising” by offering purchase recommendations ( for example, when
searching “lipstick”, on the top of the results page there would be a box with personalized
recommendations to buy).
Shoppable online content is another fast-growing trend. This is tech-enabled content
(videos, reviews, photos, articles) from which customers can buy the items featured instantly,
without being redirected to another website. This enables advertisers to keep the customer
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