Digital Marketing - Study Notes:
How does AI impact digital marketing?
AI technologies can transform and optimize various aspects of digital marketing, from planning a campaign to analyzing its performance. For example, digital marketers can achieve higher engagement and conversion rates through AI-driven personalized marketing. AI tools can analyze customer data to deliver highly personalized marketing messages and experiences which will resonate with customers.
How marketers can use AI tools
Digital marketers have started using AI tools for a wide variety of tasks.
Uncover insights
AI technologies can sift through massive sets of data to generate often-hidden insights. These insights can then drive informed decision-making.
AI can be particularly useful in the field of predictive analytics. It can analyze huge data sets and then predict future trends, customer behavior, and market demand with greater accuracy. It can also change its analysis in real time, as more data becomes available.
Car manufacturer Volkswagen uses AI to forecast buying decisions and relies entirely on data when making advertising decisions. Volkswagen reduced the hidden costs that their media agency previously charged them, and this resulted in better forecasting of buying decisions. In addition, Volkswagen dealership sales increased by 20%.
Research content
AI tools are developing increasingly sophisticated language capabilities. Natural language processing (or NLP) and large language models (LLMs) have become a game-changer. They enable AI tools to better understand and analyze text inputs and data outputs. Chatting with an AI tool can almost feel like a natural conversation now.
Because of its ability to analyze words, sentences, and language, AI has become adept at content keyword research. It can also analyze consumer sentiment and identify needs that aren’t being met. And it can even suggest content topics that resonate with the target audience. Digital marketers can also use AI tools to analyze existing content and suggest improvements.
Personalize customer experiences
Using AI tools, digital marketers can deliver highly personalized customer experiences. This can range from content recommendations to personalized email campaigns. This level of customization can serve as a strategic asset, because people feel they are being delivered the content, products, and services that resonate with them. They feel valued and listened to, which increases customer loyalty and lifetime value.
AI tools can also help marketers to deliver relevant content at each stage of the Buyer’s Journey, and ensure smoother transitions between each stage. This all helps to increase customer satisfaction and retention.
Businesses can also use AI insights to offer discounts, promotions, and personalized pricing strategies tailored to individual customers. They can even use AI-driven dynamic pricing to adjust product prices in real-time based on factors such as demand, competitor pricing, and customer behavior.
Netflix uses AI to give personalized recommendations. It does this by using AI to collect and analyze large amounts of data about the content its subscribers watch, and how they interact with the service. This enables Netflix to become better at figuring out what else they will like. It uses these insights to target the audience with the most relevant shows, movies, and artwork recommendations.
Plan for different scenarios
AI tools can also assist with the simulation and scenario planning aspects of digital strategy. Digital marketers can use AI to simulate different market conditions, customer behaviors, or competitive responses. They can then plan their strategies accordingly.
Coca Cola used an AI platform which used advanced machine learning techniques to simulate various market scenarios. It took into account factors such as seasonality, consumer trends, economic indicators, and competitor actions. And it used existing data including historical sales figures, demographic information, social media engagement metrics, and competitor data.
The simulation allowed Coca-Cola to forecast the potential impact of different marketing strategies in different market conditions. These scenarios included changes in advertising spend, product pricing strategies, product launches, and promotional campaigns. The AI platform provided insights into how each scenario would likely affect key performance metrics such as sales volume, market share, and brand perception.
AI efficiencies in digital marketing
AI tools enable digital marketers to save time, reduce manual effort, and focus on strategic initiatives that drive revenue growth. They can use AI-powered marketing automation platforms to automate repetitive tasks, streamline workflows, and deliver personalized experiences at scale. These efficiencies then enable digital marketers to focus their attention on the more strategic aspects of their jobs.
Maeve Kneafsey
Maeve Kneafsey is an international practitioner and speaker in marketing, digital transformation, ecommerce, and analytics. Starting with founding Ireland's first content strategy/digital marketing agency, she has over 20 years’ experience launching and building international digital-led businesses, from early concept to funding to growth.
Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
