Now, the tech industry going towards all things Artificial Intelligence (AI), Natural Language Processing (NLP), machine learning, and chatbots. This makes it important to know what this technology is, where it’s going, and what impact it will have on digital marketing as a whole.
The journey of machine Learning and AI
Machine learning is, actually not really new to the tech world. It was a concept back in the 1950’s. It has now developed into a technology that builds algorithmic systems based on previous data trends, models, and patterns that it has learned from. Using this, machine learning simulates the human decision-making process by using predictive analysis.
Companies are now starting to put a greater focus on data gathering and storing. This is making machine learning more relevant. In the digital world, new machine learning tools now being launched, which are making it more accessible. Hence, larger organizations have started applying machine learning to their sales and marketing automation efforts.
We need to note machine learning is not the same as AI. While they are currently being used interchangeably, they have some clear differences.
Difference Between Machine Learning and AI
AI is the concept of machines undertaking tasks in a way that us humans would consider intelligent. Or AI is when a machine can undertake a task as well, if not better than a human would.
Machine learning is a subset of AI, whereby we provide a machine with data and it then learns on its own. Instead of being programmed to do something, machines are given the information they need to do it themselves. So, machine learning is one of the applications that is driving AI development. Here, it is crucial that we get the machine learning right so that we can grow in AI too.
What does this mean for digital marketing?
Machine learning, AI and Digital Marketing
Machine learning and AI are being used to solve a huge set of diverse problems with the help of data, channels, content, and context. Businesses and marketing executives would benefit from this information and phenomenon as a whole. With this information that we gather growing, digital marketing as we know it is definitely going to change.
Search Engine Optimization
Google’s recently launched a new machine learning tool, RankBrain that contributes to search engine results. This made many people wonder what impact machine learning would have in Search Engine Optimization (SEO).
In the new world, keywords could become less important. Search engines may receive more revenue for ads when they provide users with higher quality content. So, the algorithm we use needs to be more focused on providing each user with content that will serve a specific purpose, rather than be packed with the right keyword density. Everyone would need to start thinking about the quality of your content as a ranking factor on search engines.
Pay Per Click (PPC) Campaigns
Google now uses new “smart” features such as Google Smart Bidding, Smart Display Campaigns, and In-Market Audience to help businesses maximize conversions. With this, it is clear that the future of PPC lies in machine learning.
To become more strategic and take your PPC campaigns to the next level, we need to:
• Understand the metrics that are most valuable to your business
• See the obstacles that could get in the way of meeting your goals
• Understand the performance drivers to make more strategic decisions.
Content is kind is often a phrase many people use in the digital world. It is indeed very important to have good content.
Although still extremely important, the internet now has too much content. As mentioned above, to succeed, you need to be creating content that is valuable to your readers. To do this, you need to understand consumer trends.
Machine learning tools allow us to reduce the amount of time we spend tracking our data, as well as enable us to better decipher our data. With this, we can create actionable tasks that will lead us to success. It’s important to remember that this is also applicable to our email marketing campaigns as well.
This is one of the primary factors in promoting business and brand building.
After Google released the Penguin algorithm, many had thought that link building was dead because Penguin penalized any business it caught buying links. However, now link building has evolved. We now need to look for brand recognition content, social signals that mention our brand, and content research for guest posts instead of simply buying our links.
The digital world is changing and evolving.
In the digital world, this is an important element so we have included this in our digital marketing course. The world is now digital and we need to gear up for it. We need to learn the nuances so that we are not left behind in this fast evolving world.
AI and machine learning is surely going to make its presence felt everywhere. We are certain this is only going to increase.
For, in the digital world, marketing must be done digitally to be noticed by everyone. So this is worth learning to succeed as otherwise, we may be left behind. Don’t delay your path to success.
Join us to learn how to make good use of AI, machine learning and digital marketing so that you are digitally successful.
All of us must know this is no longer an option so we must take the necessary steps. The more one delays, the more the difficulty would be later. The fortunate part of this is one can begin anytime to begin learning, For, in the digital world, learning is truly democratic and global in nature. So, one indeed has the power to begin anytime.
We need to recognise this and world on adapting ourselves to be digitally able and skilled.