Artificial intelligence (AI) is revolutionizing industries with its ability to analyze data and learn from it and it will continue to do so even more in the years to come. It is definitely one of the hottest topics at the moment. And for a good reason: AI is the future of digital marketing and advertising technology, NO CAP. You may have insights or extensive knowledge about Digital marketing. Still, you have to understand that the game is changing, and to win big, you need to bet on AI strategies to upend your digital marketing game.

What is Artificial Intelligence?

To put it simply, AI is an application of technology through which machines learn to process information and respond to it in an appropriate way. Pretty much just like humans, but a lot faster and more reliable. The best part? There is no limit: AI algorithms will learn as much as you let them. The more input they get, the better they become.

If you need more context, we’re talking about lines of code that you can apply to your website. Once activated, the code will start collecting various online data, process them under (any) given conditions, analyze the outcome, and send an automated response as a result. This process is called machine learning.

Examples of AI-driven solutions you should include in your Digital Marketing Strategy in 2023.

1.  Predictive Analytics

Artificial intelligence is able to analyze historical data, connect relevant information and draw meaningful conclusions that will help you predict future outcomes. It will not only point out which of your customers are more likely to be loyal but also let you know what kind of attention you should give to whom. These insights will allow you to identify the most promising leads and approach them in the most accurate way. There’s really no better way to increase your ROI.

The predictive super-power of AI has been proven both, effective and versatile in its applicability across all markets. In fact, we all rely on it in our everyday lives. Banks are using AI to decide whether or not to approve your loan request, insurance companies base their rates on AI-driven analysis, and internet providers use AI… I could go on, but you get the idea.

In a similar way, e-commerce and leisure companies can make use of artificial intelligence to build their recommendation engines. Which, by the way, is a very smart way to grow your business. Product suggestions based on historical data and behavioral patterns come as a perfect solution for everyone – it will grow your revenue just as much as your customers’ satisfaction.

2. Data-driven segmenting and customization

It feels like it’s been ages, but it really wasn’t that long ago when companies were still in the dark about their online visitors. Any segmentation attempt was based on a fair share of assumptions and speculations about the significant characteristics of the different target groups. Luckily, all this is a ghost of the past. Today’s data-driven segmentation solutions are able to find meaningful patterns in the overwhelming complexity of big data. Thanks to machine learning algorithms you can extract actionable insights from nearly any data set in a given context.

3.  Natural language processing (NLP)

NLP is a technology through which computers can “understand” and reproduce human language. Although language processing applications are in the early stage of development that isn’t very mature yet, they are definitely one of the most interesting tools that might soon change the online space for good.

NLP applications are mostly used in chatbots and other tools providing virtual customer support. Of course, any interaction with customers is meticulously tracked, analyzed, and optimized to perform better and better. This itself makes the NLP technology a perfect tool for sentiment analysis. It will identify, categorize and evaluate everything the word on the street says. Knowing what your customers say about you, and the opinions they share on social media and other thought-exchange platforms will show you exactly how strong you stand as a brand and point out where you could improve as a business.

4.  Psychographic personas

In addition to demographic and behavioral filtering and categorization, AI can also perform psychographic segmentation and help you better understand what different factors are important for different customers.

Psychographic segmentation is a method used to group prospective, current, or previous customers by their shared personality traits, beliefs, values, attitudes, interests, lifestyles, and other factors.

Knowing your audience’s values and openly sharing those values will grow you a strong base of loyal customers and dedicated ambassadors. In the end, the more psychographic segments you can win, the bigger your market share!

Final thoughts

As you can see, AI is changing and shaping the future of marketing in a very smart and non-abusive way. Integrating AI-powered solutions in your marketing strategy will really transform your business: revolutionize the way you engage with your audience and improve customer experience, gain new customers and retain the ones you already have, and increase the conversion rates on your own website.