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
Marketing
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.
Link Building
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.
Summation
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.
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