Technology is the gateway to prospecting and building relationships for digital marketers. So it’s no surprise that the rise of AI is reshaping their approach. But AI itself is evolving, so some skepticism and hesitation is understandable.
Will the capabilities of this emerging technology transform online marketing beyond recognition, or can businesses leverage it to become a positive and rewarding source of disruption? Learn how it impacts the world of digital marketing and influences marketer strategy.
laser-focused content creation
Without online content, digital marketers cannot reach their target audience. But what content creative teams spend their precious time producing doesn’t always make headlines. You can carefully plan your content strategy with every detail, including the desired outcome for each piece. However, it requires talent to produce these works at a high level of quality and breathtaking pace.
Constant brainstorming and flawless execution of content ideas is unrealistic even for top teams. The human brain inevitably stops. Call it writer’s block, rut, or creative slump. It happens to content creators all the time.and the pressure to produce something It can mean areas that do not align with strategy goals.
There is a lot of debate about whether AI will replace human content creators, and AI could be a good ally. AI can generate outlines based on inputs such as audience characteristics, keywords, and search intent. This technology can build the structure of an entire blog post or article, allowing writers to focus on the points needed to engage specific audience segments.
AI tools developed by content marketing companies such as MarketMuse enhance these capabilities. With the help of ChatGPT, the tool can create outlines infused with topic modeling data and turn them into human-ready blog posts. Your content team can fine-tune these pieces to ensure they match your strategic intent.
AI streamlines the creative process and saves time. It also helps raise the bar for quality, so your published work produces better results and your content strategy pays off.
Marketing strategies are developed based on data on human behavior. However, digital marketers may find that what they thought they knew about their audience wasn’t quite right. Or the information they have is too generalized. This doesn’t give you enough detailed insight to develop campaigns that meet your goals.
Digital marketers also look at market data through a subjective lens. Prejudices and assumptions can lead us to miss patterns. Even the culture of the company a marketer works for can affect the interpretation of data such as customer surveys. Executives looking for quick solutions can unknowingly promote a “everything for everyone” approach. As a result, digital marketing messages become too general.
But AI can sort through massive amounts of market data without ego. The tool detects patterns across multiple sources, including chatbot conversations and social platforms.
AI can give digital marketers insight into their audience as a whole, but it can also show them what’s happening on an individual level. A customer’s past Starbucks history of her coffee purchases can predict whether or not they will be interested in her message for in-app promotions. AI personalizes your strategy to help you feel more conversational.
Augmented reality experience
Augmented reality is expanding the definition of content marketing. Customers want more than words and videos to engage. According to a NielsenIQ survey of shoppers, 56% say augmented reality increases their confidence in product quality. And about 61% of consumers prefer to shop with brands that offer AR experiences.
The use of augmented reality by digital marketers can influence customer behavior, engagement, and sales. This technology allows shoppers to stay longer. You are more likely to try out more products in an online environment. AR experiences can also lead to increased sales. That said, research shows that this technology works better with new buyers.
Digital marketers targeting new audiences may consider incorporating augmented reality into their strategy. Retailers such as Crate & Barrel are already offering this feature to shoppers who are concerned about buying items such as furniture online. Exploring AR environments can help overcome objections to sales by showing people how their purchases will look and feel in their homes.
These experiences can also extend to behind-the-scenes content about your brand and its location. Even people unfamiliar with the company or its products can interact in a low-risk environment. Learn about a brand’s values, gain knowledge about its products, and ‘visit’ places you otherwise wouldn’t be able to go. Interactive content that incorporates augmented reality builds trust and interest without coming across as intrusive.
Impact of AI on Digital Marketing
AI promises to change the way the world works, including how digital marketers reach their audiences. Relying on technology to drive interest and sales is part of a digital marketer’s strategy, and AI magnifies it. Harness the power of technology to make your strategy more streamlined, personalized, and engagement-focused.
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