Digital Marketing, Thought Leaders

How to Leverage Artificial Intelligence in Your Digital Marketing Campaign

September 18, 2020

by Dhruv Mehta

Digital Marketing Professional, Acquire

With the continuous advancement of technology, there is a vital need to upgrade digital marketing campaigns for higher reach and to boost ROI. Learn how to leverage 6 AI applications into your campaign so you can start earning skyrocketing sales.

AI’s vital role in the field of customer experience enhancement is undeniable. Recent developments in the application of AI have entered the digital marketing field, especially in leveraging campaigns. 

These campaigns are not just focused on providing an awe-inspiring experience but also play a major role in accomplishing ultimate sales-related goals.

The below-mentioned data depicts the importance of AI in business operations:

McKinsey has predicted that AI will have up to $2.6 trillion worth of business impact in sales and marketing alone.

Apart from sales, AI usage in business processes can boost productivity by up to 40%, states Accenture.

In addition to data, there are real-life occasions where AI usage in business processes has produced unimaginable results.

One relatable example is of Harley Davidson NYC. It used the services of Albert, an AI-based digital marketing agency, to support its company in increasing website views up to 566% with a 40% contribution in sales. 

There are numerous ways to integrate AI applications with digital marketing campaigns. Considering many diverse channels and platforms, here are 6 unique ways of integration that will enhance your campaign performance and skyrocket your sales.

6 Ways to Leverage AI in Your Digital Marketing Campaign:

  1. Use of an AI-powered chatbot 
  2. AI in content creation and curation campaigns
  3. Voice search from AI
  4. AI’s role in search engine advertising
  5. AI-enabled ad copywriting
  6. AI predictive analytics

1. Use of an AI-Powered Chatbot

A chatbot is the most extensively used application in digital marketing campaigns. You can see a welcome message from chatbot on almost all SaaS-based websites. 

As of now, B2B and B2C companies have started deploying chatbots for generating leads and providing 24/7 support. If you want to win in this cut-throat competition of chatbot integration, invest more in enhancing machine-learning capabilities. 

The more a bot learns about your business and users’ most common queries, the more accurate the answers will be. Remember, accuracy is the key to improving customer engagement.

An apt illustration of using the AI capability of a chatbot in your digital marketing campaign comes from Starbucks. Their Facebook-based messenger bot provides accurate answers to the most complex questions regarding coffee orders.

Starbucks Barista Beta Chatbox 
Source

It’s pretty simple — the bot has processed the user’s order. However, this is simplicity in its finest form. The bot has saved both the customer’s time from waiting in line and an actual barista’s time to take the order.

The question is, how exactly is a bot leveraged in a digital marketing campaign?

Through textual analysis, you can find the most common and complex questions from a chatbot conversation history and turn it into the headline for the most relevant Google search ad. 

The analysis also provides relevant user queries that you can transform to focus on specific keywords for the ad.

Here is an example analysis of a spacesuit designed by SpaceX:

SpaceX textual analysis 
Source

From this short text, the analysis was able to curate 5 keywords that will attract a target audience.

2. AI in Content Creation and Curation Campaigns

Imagine you’re in a situation where you have a deadline on writing a blog post as part of a content creation strategy but you are lacking on that part. 

There might be several reasons for facing difficulty in getting unique ideas or time management issues because of the heavy workload of other marketing tasks. 

In such situations, having a handy AI tool to get content without your exhausting efforts on the writing part will do wonders.

Tools like Wordsmith, Articoolo, and Quill provide end-to-end content creation services. 

Forbes, New York Times, BBC, and Reuters are already using the above-mentioned tools in their digital marketing campaigns for generating news that is easy to comprehend and fun to read.

Content marketing is a part of digital marketing and here is one astonishing technology that has recently crossed another milestone. 

The Open AI startup backed by Elon Musk launched a new model called GPT-2 which can predict the next word in a blog composition.

However, due to certain predictable malicious attacks and bad practices, the launch is being held back as of now. However, looking into the future of content marketing, this GPT-2 solution will be pathbreaking.

This is a sample of how the model works compared to human-written content:

Machine Written Content

Source

Can you believe this machine-written version is just the first try?

Content curation also involves a lot of effort in finding relevant data around your topic and then sharing it on various platforms from websites to social media networks. 

In broader terms, this tool can modify your blog post with fresh data as well as post or suggest similar content to your target audience.

The best examples of brands that shine in content curation are Netflix and Amazon. They both provide similar content to the audience that can be based on past activities or suggestions based on persona. 

This image depicts a content curation example from Amazon in terms of people searching for “books.”

Amazon Suggested Products 
Source

By presenting the user with a curated list of “Customers who viewed this item also viewed,” they won’t be able to resist browsing through relevant books.

3. Voice Search Data From AI

Analyzing voice search data for daily household tasks is not a new strategy for brands to adopt in a digital marketing campaign. 

Also, voice search largely depends on position zero, also known as a featured snippet, results as there is no possibility that Alexa will give you 10 search results for “Ok Alexa, show me the nearest supermarket location.”

Based upon voice search anatomy, you need to optimize your site with voice search queries and enter the battle to win the “position zero” spot. 

Apart from this, you can do strategic alliances with virtual assistants like Amazon Alexa, Siri, Cortana, or Google Home to become the first and only choice in response to every voice query.

For example, eBay leverages Google Home for providing search results and helping users in navigating the site.

Google Home Search Results 
Source

The Google Home responds with “the best deal” and then sends the personalized results to the user.

Apart from leveraging voice search queries for optimizing mobile websites and strategic alliances, you can also build and refine your local SEO strategy with it.

Users will search for your business when they are nearby your location. With one voice query, Google Assistant will tell them all the information they need by looking at a knowledge graph and other local signals like your Google My Business listing, local reviews, etc. 

This means it's high time to use Google My Business and add all your business-related information like website URL, working hours, address, images, and as many reviews as possible.

 4. AI’s Role in Search Engine Advertising

Search engine advertising has incorporated several AI functionalities to help you optimize digital marketing campaigns. The 3 main features include:

  1. Automated Bidding
  2. Google Keyword Planner
  3. Programmatic Advertising

Automated Bidding

Many popular platforms like Google Ads, Bing, and Facebook provide automated bidding options to reduce the efforts of marketers like us and feature an ad on the lowest possible bid. 

Apart from this, there are certain AI-enabled facilities including:

  • Serving the best running ad from a particular campaign
  • Niche location targeting
  • Estimated data on impressions based on your budget

Using any of these methods will definitely have a positive effect on your campaign.

Google Keyword Planner

This keyword planner tool also works with AI technology to provide the best possible historical keywords data and LSI (similar) keywords information.

Programmatic Advertising

Programmatic advertising platforms like Google Doubleclick leverages AI to work with advertisers and publishers. 

It collects the data from both sources and delivers results based on real-time bidding.

Using one or all of these suggestions will help boost your search engine advertising results.

5. AI-Enabled Ad Copywriting

According to Convince & Convert, 35% of email recipients open an email based on the subject line alone. 

Also, emails with personalized subject lines tend to deliver higher click-through rates compared to those that don’t have one.

By considering the above data, it is evident to focus more on these small but important elements which can drive bigger results. That’s where AI comes into the picture.

With a tool like Phrasee, you can curate personalized email subject lines. The tool also provides an emoji feature that you can add based on the particular situation.

In September 2018, Phrasee launched an AI-enabled tool for writing paid social ads. It can write personalized ad copies for Facebook and Instagram. With this tool, the Wowcher brand reduced Facebook Ads CPL by 31%

They performed A/B testing on whether AI-enabled ad copy is effective or if human-written copy that is then optimized for AI is the option that performs better. 

This image shows that it is quite difficult to identify responsible authority (technology or human) behind the two types of ad copies.

Wowcher AI and Human Posts 
Source

The ad on the left was written by a human and the right one was from the Phrasee tool.

In recent years, Chinese tech giant Alibaba announced its AI-based copywriting tool that just passed the Turing test

6. AI Predictive Analytics

Predictive analytics can be defined as using existing and historic data to make an informed decision on the future. Now, this data can be of product, customer, or market conditions. 

During the process of identifying future trends, there is a need to build statistical models with AI capabilities. Based on the outcomes from the model, it is possible to predict certain future situations.

Now, the digital marketing space is the ultimate user of predictive analytics. In the era of data, it’s not profitable to only rely on Google Analytics. 

For the prediction of campaign results, you can build AI models with machine learning capabilities by considering campaign data and predefined parameters.

FedEx and Sprint used predictive analytics to identify causes of churn and made proactive strategies to boost customer retention.

Getting Started With the Integration

In recent times, AI has become the ultimate companion of almost every industry. Many brands have started leveraging it to boost their revenue. 

You have to make an integrated plan on how to select and leverage relevant AI applications while working on your next campaign.

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