Let’s face it: The Robots are coming, and whether we like it or not this revolution brings with it a Pandora’s box filled with possibilities for Digital Marketers. Research suggests that roughly 97 million jobs worldwide will be completely transformed by Artificial Intelligence and machine learning by 2025.
The next couple of years holds the potential for massive change in what the role of a Digital marketer will be, and how Ai and machine learning are utilized to drastically improve what is possible.
What are Artificial Intelligence and Machine learning?
This question is so nuanced that depending on who you ask, you are likely to get 10 completely different answers. Generally speaking, Artificial intelligence is basically technologies and algorithms designed to make machines smarter, with Machine learning being the primary subset. Most of the Ai advances we hear about in Marketing are really just machine learning. Think: improved Google updates on your web browser, or more features on your Spotify App. The most accurate definition of machine learning in this context would be: Using historical data to make predictions of future outcomes.
What is important for us to realise about Ai, however, is that we find ourselves in a situation currently where the machines are getting exponentially smarter, and the predictions much better without any direct human intervention.
Some examples of this would be Google Maps for instance.
Google maps started out as mostly a navigation tool to get you from point A to point B. A glorified Map Book if you will. Over the years, however, Google Maps has evolved into a tool that uses data it collects from its users to accurately predict behaviour. It not only takes notice of your routine, but it also makes accurate suggestions of what you are likely to find interesting. It looks at what you are likely to want to buy, and even suggests attractions and events you might be interested in.
In a nutshell, it analyses data and presents the user with useful information, but the human is still the decision-maker at the end of the day.
This in essence illustrates what the future of Digital marketing will most likely look like. Allowing machines to predict what might happen, or providing useful tools and information, but relying heavily on human judgment at the end of the day to take action on these predictions.
What is the current state of Artificial Intelligence in marketing today?
According to founder and CEO of PR 20/20 Paul Roetzer: Artificial Intelligence and Machine learning are still very much in the early stages of development when it comes to its application to digital marketing. There is some automation being utilized on a larger scale with social media posts or Ai copywriters but the surface of the immense potential that exists has not nearly been scratched.
The challenge for digital marketers is that larger companies like Netflix or Amazon are making customers accustomed to a certain level of experience that only Ai and machine learning can provide. In effect, Digital marketers will have to adapt and meet these expectations in order to effectively compete.
From Google’s RankBrain to Voice search marketing to integration of digital marketing with smart home appliances, the future of Ai in Digital marketing is just beginning to blossom.
What are some of the benefits of including Ai in your Digital Marketing Strategy?
Better User Experience
With lightning speed data analysis capabilities a digital marketer is almost instantly able to know what the needs and frustrations are of their potential customers and adjust to it to capitalize.
With all the information about how your content is performing at your fingertips, you are able to create only the best performing content reaching out to the right audiences, presenting them with exactly what they are looking for.
Better understand your Target Market
With Ai and rapid machine learning becoming ever more integrated into the daily lives of consumers, all that data it collects could help a marketer better understand buying behaviours of their specific Target audience.
By using machine learning and Ai algorithms you can cut out a bunch of repetitive tasks from your daily routine. By focusing on the more creative, and decision-making tasks you could save both time and money.
Provide potent marketing strategies
By largely taking the guesswork out of campaign strategy, you can dramatically increase the effectiveness of your marketing initiatives.
You will always be up to date with the latest trends in the industry, and able to make necessary changes quicker.
The rapid rise of Ai and Machine learning capabilities is ushering in an extremely exciting time in Digital Marketing.
Ai has the very real potential to be the catalyst of another great industrial revolution. Not only will the productivity potential of Digital Marketers skyrocket, but the level and sophistication of the service they can provide will also.
In order to reap the benefits of Ai and Machine learning, you will need a dedicated Digital Marketing team on your side. NAV43 is an SEO Digital Marketing agency that is constantly looking for new and innovative Ai, and machine learning technologies to use as part of their marketing strategy.