How Artificial Intelligence is Enhancing Digital Marketing

Artificial Intelligence is primarily teaching machines to be more intelligent than humans at managing repetitive work and lessen human intervention. Below are some insanely powerful ways artificial intelligence is enhancing digital marketing:

1) Google Search

The way Google displays search engine results to its users has been improved immensely, thanks to Artificial Intelligence. Google’s Voice Search (Hummingbird) Algorithm and Rank Brain Algorithm have changed the way online marketers optimized and snipe their target audience.

While Rankbrain is proficient at managing never-seen-before search queries by guessing words or phrases with similar meanings, the Voice Search Algorithm is smart enough to handle normal day-to-day conversational queries and understand the user’s intent for the searched query.

2) Facebook

Facebook uses deep neural networks powered by artificial intelligence to make data-driven decisions about the type of posts and ads to show its users based on the information it scrapes from the user’s profile and their online behavior. This helps brands to show business-relevant posts and ads to its users which increases the chances of converting a customer. A social media agency better handles the job of connecting brands with their target audience. Facebook also uses artificial intelligence to recognize people in the photos using its tool called Deep Face and to extract meaning from the text we post on its platform by learning to analyze them contextually using Deep Text.

3) Instagram

Instagram recently announced automatic and manual comment filter system using 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 effort created at Facebook.

4) Google Adwords

Artifical Intelligence has played an extensive role 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 the 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 helping 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 online 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.

 

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Andre Bourque (SocialMarketingFella) is Editor Emeritus of Technorati.

He covers emerging trends and news in social, mobile, cloud, and related technologies.

Based in San Francisco, he can be contacted via his social channels and at: andrefbourque@gmail.com

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