Divanshi Gupta, Director, The Marcom Avenue

Divanshi Gupta is a young, far-sighted and zealous entrepreneur, who has taken up the leadership position of the Director at The Marcom Avenue. She has been working for the Marketing and Communications Fraternity for 8+ years, and her experience in curating marketing strategies has helped brands bring meaningful experiences to life.

With the ever-changing technological space, the digital space is advancing as well to create disruptions while making the lives of humans comfortable. Today, artificial intelligence and machine learning are not just part of computer lingo, but buzzwords that are reshaping and redefining the way we do things under the sky. With the ability to collect data, analyse it, and learn from it, Artificial Intelligence and Machine Learning are transforming digital strategies by providing valuable customer insights to the companies.

According to the Salesforce’s State of Marketing Study, currently over 22% of marketers are using AI-based applications, with an additional 57% planning to use it in the next two years. Over the last couple of years, Artificial Intelligence and Machine Learning have gained popularity in the digital space. Top-tier brands like Amazon, Spotify, Instagram, among others are creatively leveraging the technology to offer superior customer experience via digital marketing.

Application of AI and ML in Digital Marketing

Email Marketing: Amongst all the auto-generated emails, consumers are looking for personalized emails that offer them something quirky and relevant. AI has enabled brands to send customized emails by analysing consumer needs, preferences and behaviour; and further, it has helped create customized mail taglines and content that have improved conversion rate.

Voice Search Optimization: Every individual is unique and so is the way they search for things. Apart from that, 1 in every 4 Google searches are done via voice command. Thus, strategic integration of AI and ML with Google search, E-commerce platform, and more, have optimized search queries as per the customer’s needs and have helped enrich customer experience.

Content Curation: Of all the marketing tactics, content marketing has taken a higher position. It has enabled brands to connect with their targeted audiences by offering customized, well-researched, distinctive and engaging content that is relevant to their interests.

AI-powered Chatbots: To drive traffic or to answer their query then and there, AI-powered chatbots are being used as they can interact humanely without getting short-tempered. These can also respond to multiple customer queries at the same time, and automate response by understanding human behaviour.

In fact, the AI-powered chatbots most importantly can pursue visitors to buy products or services.

How will AI & ML-based Digital Marketing provide Competitive Edge?

Enhanced Customer Experience: Artificial Intelligence can analyse heaps of data collected by brands to predict the customer journey, and eventually their buying behaviour, or the likes and dislikes. The integration of these technologies helps in creating a seamless experience without having to manually lookup for every individual interacting with the brand, and provide your audience with what they are actually looking for.

Tailored Content: The application of AI and ML will help end the guesswork. Interpretation of data will enable the brand to create more effective content that connects the heart of the brand with the heart of the audience by using the right words, language, and tonality, that will have the maximum impact as it solves the purpose.

Improved Return-on-Investment: As all the processes and actions are analysed based on data of potential audience, Artificial Intelligence and Machine Learning empower decision making and help create better and engaging content. The right marketing strategy enables the brand to target the right audience with the deals they can’t refuse, thus improved ROI.

Saves Time and Effort: AI and ML can analyse patterns and learn to solve the problem efficiently. Thus, incorporating these data-driven technologies can take care of repetitive tasks, and leave enough time for brands to focus on taking digital marketing to newer heights, improving productivity and saving time and money.

Path Forward
AI and ML are reshaping customer experiences, and so it can be expected that by the end of 2021, over 40% of the digital transformation services will be backed by artificial intelligence, and by the end of 2025, the AI and ML industry will skyrocket to $190 billion worldwide. And, as the potential consumer base will increase, the integration of AI and ML will become even more imperative due to its ability to make data-based decisions quickly and accurately.

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