Doing more with less is the height of efficiency. Digital marketing is becoming more competitive every day, and as a result, digital marketers need to continually stay ahead of the curve, becoming more efficient in every respect. Artificial intelligence is making businesses more efficient, and the largest emerging trend among digital marketers is the increased investment and implementation of AI-powered marketing technology. In their 2018 AI Roundup, eMarketer reports that 30% of marketers are prioritizing AI, compared to only 13% of marketers last year.
Despite the massive investment and high hopes surrounding AI, according to the same eMarketer article, 34% of marketing executives said they felt the most unprepared to deal with AI compared to other emerging technologies. With this statistic in mind, understanding how AI-driven marketing tools can help you will give you a competitive edge and remain efficient in this burgeoning field.
Personalized Web Content
Coffee in hand, you login to your favorite news website to see the front page filled with stories that pique your interest. Later that day, you visit your favorite online retailer’s website, only to find on the front page that your favorite coffee is on sale. Customers crave these tailor-made experiences, and companies are getting better at delivering them. This is thanks to the proliferation of user data available to marketers, who then feed this data into AI-driven marketing tools that determine what a user likes, and finally curates a deal they may be interested in, crafts a webpage they’ll want to read, or orders a search results page filled with items they’ll like.
These personalization techniques enable marketers to offer consumers bespoke experiences that entice visitors to convert. These tactics have not only made it easier and more natural for consumers to convert, but according to the Boston Consulting Group, have increased revenues by 6-10% for online retailers.
Email campaigns can be used strategically to remind visitors about abandoned shopping carts, to advertise new products, and to remarket to existing customers. However, in an age when email inboxes are being clogged by broad stroke email campaigns, consumers are less likely to open these kinds of emails.
AI-powered email marketing, however, allows marketers to personalize their emails in a way they were previously unable to, which can entice users to open these emails and convert. With this technology, marketers are able to identify new segments and sort users into them, send users deals and offers customized to their tastes, and analyze the performance of campaigns in order to optimize future campaigns. Some tools even write emails that perform better than marketers, which can save marketers time that they can devote to scaling other operations.
With 68% of American adults on Facebook, the social media website is powerful platform for digital marketers. Facebook knows this and has invested heavily in its advertising technology, delivering one of the most sophisticated platforms for targeting individuals who are likely to be interested in what you are offering. With the amount of information users give away simply by signing into Facebook, there is a massive amount of data available for marketers to get granular with their targeting.
Advertising on Facebook at scale can be costly, but AI-driven solutions like Zalster optimize bids, budgets, and targeting to help you advertise efficiently. Moreover, these solutions can also run small tests with different ads to find out the impact of each ad, allowing you to determine which ad produces the lowest cost per acquisition. Other solutions like ReFUEL4 help curtail the issue of ad fatigue, which is when ads stagnate because most of the users who will convert have already converted. These tools allow marketers to automatically pull ads that are beginning to dip and immediately replace them with fresh ads.
As a digital marketer, ensuring that the journey from visitor to consumer is as easy as possible for your users is paramount. To do this, your website must be designed in a way that entices conversions. It is hard to predict which elements of a web page contribute to a satisfactory user experience, so marketers use website testing tools to determine which design reigns supreme. The traditional approach is to run an A/B test, which compares two different designs to find out which design elicits the most conversions. Unfortunately, A/B testing does not scale well, and if you want to test more than a few website designs, this method ultimately falls short.
AI-powered website testing tools have emerged in response to this shortcoming. Sentient Ascend uses a unique approach to website testing, applying evolutionary algorithms to determine the “fitness” of each website design, ultimately finding a winning design in far less time than other multivariate testing methods. Moreover, Ascend tests variations of multiple websites in context of each other at the same, meaning that Ascend shines in full funnel optimization, improving your entire customer journey and ultimately lifting conversions.
Savvy marketers are in a unique position to take advantage of these emerging tools while they are still on the cutting edge. With tools that can optimize your Facebook ads, write your email campaigns, offer personalized website experiences, and optimize your website and customer journey, AI-powered solutions are the future of digital marketing.
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