Ep 23: The Future of AI in Digital Marketing: Impacts, Predictions, and Opportunities

Sarah

We will be starting a new series where we discuss the impact of AI on the digital marketing landscape and how to transform the way businesses reach and interact with customers. We’ll also make predictions about the future of AI in digital marketing, including emerging trends and new opportunities for businesses to leverage AI to drive growth and engagement.

In this episode we’ll be focusing on Impacts, Predictions, and Opportunities. So I know the buzzword right now is AI, and I know some of us may still not know exactly what AI is and how it’s changing in digital marketing. To start, let’s define what AI is and how it’s changing the digital marketing landscape.

AI or Artificial Intelligence refers to the ability of computers to perform tasks that would normally require human intelligence, such as understanding natural language, recognizing images and videos, and making predictions based on data. In terms of digital marketing, AI is playing a crucial role by enabling businesses to personalize and automate their marketing efforts. For instance, AI-powered chatbots can interact with customers in real-time, provide personalized recommendations, and even complete transactions.

AI is also being used for customer segmentation, and targeting, allowing businesses to deliver more relevant messages to the right people at the right time.

“AI is changing digital marketing by providing marketers with the tools they need to automate routine tasks, improve personalization, and better understand their customers.”
– Dan Tomaszewski, Vice President of Marketing at conversational AI platform, FreshWorks 

AI is also helping businesses make data-driven decisions by analyzing large amounts of customer data to identify patterns and insights. For example, AI can be used to analyze customer behavior on a website to identify which pages are the most popular, how long visitors stay on each page, and what triggers them to leave. This information can then be used to improve the customer experience and increase conversions.

With that being said, there are some challenges that businesses need to be aware of when using AI and digital marketing, including data privacy and security, lack of transparency, and integration with existing systems.

While AI offers many opportunities for businesses to enhance their digital marketing efforts, it is not without its challenges, one of the biggest challenges businesses face when using AI in digital marketing is data privacy and security. With the increasing amount of personal data being collected, stored, and analyzed, businesses need to ensure that they’re following all relevant regulations and guidelines such as GDPR and HIPAA to protect their customer’s data.

Another challenge is the lack of transparency in AI algorithms and decision-making processes. AI systems can make decisions based on patterns and biases that are not immediately visible, leading to unintended consequences and discriminatory outcomes. This lack of transparency can result in mistrust amongst customers, making it imperative for businesses to ensure that their AI systems are transparent, fair, and accountable.

Finally, integrating AI with existing systems can be a challenge for many businesses. AI systems can require a significant investment of time, money, and resources to implement and integrate, and they may not work seamlessly with existing systems and processes. Businesses need to carefully consider their needs and resources before investing in AI and make sure that they have a clear plan in place for integration and implementation.

To summarize, businesses need to be mindful of these challenges and ensure that they have the right systems, processes, and expertise in place to effectively use AI and digital marketing with the right approach. AI can be a powerful and successful tool for driving growth and engagement, but businesses need to be prepared to overcome the challenges that come with it.

So now that we’ve talked about the challenges, what are the benefits that businesses can reap from using AI and digital marketing? The most significant benefits are increased efficiency, improved targeting, and personalization.

AI can automate many tasks, freeing up time for more strategic and creative tasks. It also helps businesses understand their customers better and target them more effectively, resulting in higher conversion rates, and ROI. Furthermore, AI enables businesses to deliver personalized experiences to their customers leading to higher engagement and loyalty.

As David Edelman, a prominent digital marketer expert once said, “AI can provide a more personalized, empathetic, and valuable experience for customers, making them feel seen and understood.”

To give you an example, let’s take a look at the beauty and cosmetics industry, AI power Chatbots are being used by companies like Sephora to answer customer questions, suggest products, and even allow customers to book appointments. Sephora’s Chatbot known as Sephora Virtual Artist uses computer vision to allow customers to try on makeup, virtually improving the customer experience and leading to increased sales.

Another example comes from H&M, which uses AI to personalize a shopping experience for each customer by recommending products based on their purchase history and search history. This leads to higher engagement and customer loyalty as customers feel understood and valued, and almost like personal shoppers.

So what’s next for AI in digital marketing?

Here are some predictions that Citrus Studios and I have for the future of AI in this industry. Firstly, I believe the adoption of AI for personalization will only continue to increase. If you haven’t listened to one of our previous episodes on Personalization, I suggest you check that out. Personalized experiences are becoming more and more important for customers, and AI will play a key role in delivering term.  

“People don’t know what they want until you show it to them.”
– Steve Jobs

AI can help businesses show the right products, services, and experiences to the right people at the right time, resulting in increased engagement and conversions. For example, AI Power Chatbots can provide personalized recommendations based on customers’ previous interactions, purchases, and behavior as we talked about. AI can also help businesses personalize their emails, social media posts, and advertising campaigns to increase relevance and impact.

“Personalization is no longer a nice to have, but a must-have in today’s digital landscape. AI-powered personalization is the key to delivering the right message at the right time to the right person, and it’s going to play an even bigger role in the future.”
– Jason Healy, Director of Digital Marketing at Hootsuite 

Secondly, we predict that we’ll see the emergence of AI-powered influencer marketing. Influencer marketing is already a popular and effective marketing strategy, but AI will take it to the next level by automating the process of identifying, reaching, and tracking influencer performance, this will save businesses time and resources and allow them to reach a wider audience with more accuracy. For example, AI algorithms can analyze large amounts of data to identify the most effective influencers for a particular brand, campaign, or audience. AI can also track influencer performance in real time. Helping businesses optimize their influencer marketing campaigns and make data-driven decisions.

“AI-powered influencer marketing is the future. It’ll allow businesses to reach a larger, more relevant audience and drive better results from their influencer campaigns.”
– Michael Brenner, CEO of Marketing Insider Group 

And our last prediction, which we’ll be talking about, is the integration of AI into all aspects of marketing. Finally, I believe that we’ll see the integration of AI into all aspects of marketing, from strategy to execution even. AI will become an integral part of the marketing stack, providing valuable insights and enabling automation across all channels and touchpoints.

In the words of Gartner’s Senior Research Director, Martin Kim, “AI will become the foundational technology for marketing and advertising operations and strategies similar to how the internet is today.”

For example, AI can help businesses optimize their media buying and targeting, analyze large amounts of customer data to inform marketing strategies, and automate routine tasks, freeing up time for creative and strategic thinking.

“AI will be a critical component of the modern marketing technology stack, providing valuable insights and enabling automation across all marketing channels and touchpoints. It will become a foundational technology for marketing and advertising operations and strategies just like the internet is today.”
– Scott Brinker, Chief of MarTech, the Officer at ION Interactive

These are just a few examples of how AI is transforming the digital marketing landscape, and I believe we’ll continue to see exciting developments and innovations in this field in the coming years, and we are so excited. And that concludes today’s episode. I hope you learned something new about the impact of AI on digital marketing and have a better understanding of the future of AI.