07 October 2017
Artificial Intelligence is basically training machines to be more intelligent than humans at managing monotonous work and reduce human involvement. Below are some ways artificial intelligence is improving digital marketing:
1) Google Search
The way Google shows search results to its users have been improved tremendously due to Artificial Intelligence. Two of the Google’s most powerful algorithms - Voice Search (Hummingbird) and Rank Brain have changed the way digital marketer’s optimize and target their potential audience.
Rankbrain is capable at handling never-seen-before search queries by guessing synonym words or phrases; the Voice Search Algorithm is capable of handling conversational queries and comprehending the user’s intent behind the search query.
Facebook uses deep neural networks powered by artificial intelligence to make data driven decisions about the type of ads to display its users based on the information it gathers from the user’s profile and their online activity. This helps brands to show relevant ads ads to its users which improve the chances of conversions. A social media marketing company better manages the work of connecting brands with their target audience. Facebook also uses artificial intelligence to recognize people in the images using its tool called Deep Face and Deep Text to extract meaning from the text we post on its platform by learning to analyze them contextually.
Instagram recently announced automatic and manual comment filter system powered by artificial intelligence to moderate negative comments. Brands can make use of this feature to filter out negative comments and protect their online reputation. Instagram comment filter is based on Deep Text – an artificial intelligence work developed at Facebook.
4) Google Adwords
Artifical Intelligence has a big hand in PPC account management. Ex: You can create automated rules to change ad group level max. CPC, pause ad groups, enable ad groups or trigger an email when cost per conversion increases by a specified amount. You can also create an automated rule for certain keywords that have a low quality score than a specified number. Instead of downloading a massive .csv file and make your PPC team do the data crunching, you can use the Google Prediction API powered by artificial intelligence to predict the average CPC in the future on a given day. This way artificial intelligence is assissting AdWords account managers by saving their time and not requiring their intervention to make the adjustments.
5) Email Marketing
Email has been one of the oldest yet one of the most effective forms of digital marketing. Artificial Intelligence has helped in automating email marketing processes like optimizing the timing, subject line & copy optimization, multivariate & A/B testing and predictive personalization. Ex: Optimail - An email campaign optimization tool uses artificial intelligence to create email marketing campaigns that learn your goals, adapt to the user's response and improves the email marketing campaign based on the user’s feedback.
Sharptech Media is a digital marketing company in Mumbai providing complete internet marketing services like SEO, Social Media, PPC, SEM, ORM, CRM, App Promotion & Branding to connect brands with their target audience.