How to use AI in digital marketing

AI in Digital Marketing – The Ultimate Guide in 2024

Forget guesswork! AI unveils customer secrets & automates repetitive tasks. This blog unveils essential AI tools & tactics for smarter marketing. Learn how to personalize content, target ads like a pro, & gain data-driven insights. Unleash AI's power & boost ROI - read on!
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Artificial Intelligence is no longer a technology of the future but one that is profoundly impacting businesses today. AI in digital marketing enables unprecedented personalisation at scale, automation of routine tasks and data-driven optimisation of campaigns.

However, with every new capability comes new challenges for marketing professionals to learn new skills and adapt strategies.

In this blog, we will explore some of the key emerging trends in the application of AI in digital marketing in 2024 based on the latest research and industry reports.

What is AI, and How is it Changing the World?

AI refers to artificial intelligence, which is a computer system that can perform tasks normally requiring human intelligence. It has a significant impact in the 21st century. Its impacts branch into technology, medicine, business, and especially digital marketing. AI in digital marketing is used to automate marketing processes and decisions and get consumer insights.

AI in digital marketing includes processing massive amounts of data in various kinds of digital interactions via algorithms and machine learning techniques. The benefit of AI is that it can quickly provide you with insights into consumer behaviour by gathering enormous volumes of data.

Top 10 AI-Based Digital Marketing Tools

These are the top 10 tools that use AI in digital marketing.

1. Improve your Content Writing Skills – Jasper.ai

AI tool to improve content writing skills - Jasper.ai

Jasper AI is an AI assistant tool that is gaining popularity among marketers for its ability to generate human-like marketing content. As content needs continue to grow exponentially, Jasper AI helps address this demand by automating various writing tasks.

Its usage of deep learning techniques allows it to understand nuances of language to write compelling copies, descriptions and more. One of the key features of Jasper AI is its capacity to write with the unique voice and messaging of the business or brand.

Marketers no longer have to spend time creating content from scratch as Jasper AI can take product features as input and skillfully craft them into benefits to attract and engage customers. It can also accurately translate text between languages, expanding its use cases globally.

With plans starting at just $59/month and additional features for teams, Jasper AI presents itself as a cost-effective solution for content generation and marketing workflows.

Professionals are leveraging it for a variety of purposes, including first drafts, landing page copies, social updates and so on. As AI capabilities progress, Jasper AI will play a bigger role in digital marketing strategies.

Also Read: Jasper Review

2. Become a Better Creator or Programmer with Merlin.ai

Ai tool to become a better creator - Merlin.ai

Merlin AI is an AI assistant tool developed by Anthropic to be helpful, harmless, and honest. It aims to augment human capabilities using a technique called Constitutional AI to ensure safety. 

Some key features of Merlin include 

  • Natural language conversations
  • Summarisation of long documents like articles PDFs
  • Assistance with browsing and coding workflows
  • It can parse websites & save time during research-intensive work.

Merlin has applications across various domains and uses cases. Content creators can use it to summarise videos, get quick previews, or write email newsletters. Marketers may leverage it for competitor analysis by summarising annual reports. 

Programmers can get assistance during coding with features like code snippet search. Researchers can get summaries of papers or save time reading lengthy documents with its help. Thus, Merlin delivers AI assistance for improved productivity through its features.

3. Optimise Your Social Media with Buffer

AI tool to optimize and scheduel social media posts - Buffer

Buffer is a leading social media management platform that helps marketers and businesses schedule posts on networks like X, Facebook and LinkedIn in an efficient manner.

With over 7 million users globally, it has transformed digital marketing workflows. 

A key factor behind Buffer’s success has been its adoption of artificial intelligence features. Its AI Assistant is a powerful capability that leverages natural language processing to provide actionable solutions to marketers.

Some key AI features of Buffer include:

  • Automatically generating fresh content ideas based on keywords provided to engage audiences better.
  • Repurposing existing text, images or video posts into new variations that can be scheduled, thus saving time.
  • Providing instant responses to customer queries on social media to handle engagement at scale.

These AI-driven functionalities have helped optimise content creation and distribution across networks. Marketers can now focus on higher-level strategy while letting Buffer’s AI capabilities do the heavy lifting. This makes it extremely useful for digital teams of all sizes.   

4. Generate High Graphic Images with Dall-E

AI tool to generate high graphic images - DALL - E

Dall-E by OpenAI has revolutionised the field of artificial intelligence with its groundbreaking ability to generate realistic images and text from a simple description

Using powerful neural networks, Dall-E is capable of understanding language and generating media that reflect the intent behind the prompt with uncanny accuracy. 

Since its release last year, Dall-E has captured people’s imagination with its creative potential and set new benchmarks for AI assistants.

Some key features of Dall-E include 

  • Its ability to generate images from text descriptions
  • Edit or modify existing images 
  • Generate stylised art in the manner of famous artists. 

Dall-E is being used by professionals across many industries. Designers are leveraging it to prototype ideas faster, marketers are using it for social media visuals, filmmakers are using it for pre-visualisation, and researchers are exploring its applications in education, healthcare, and more.

With continued improvements in quality and scale, Dall-E promises to be a transformative tool and help unlock new forms of creativity with the help of artificial intelligence.   

5. Create Impressive Copies with Rytr.me

AI tool to create better copies - Rytr.me

Rytr.me is an AI writing assistant tool that helps businesses create better quality content efficiently. With its automated writing capabilities powered by deep neural networks, Ryter.me solves a major challenge of the vast and growing content demand in the digital world. 

Ryter.me understands natural language inputs describing a topic and generates new content around it in the brand’s voice and style. This makes it highly significant for content marketing teams dealing with the pressure of publishing large volumes of fresh content consistently.

Some key features of Ryter.me include 

  • Ability to generate different types of content like website copy, blog articles, product descriptions etc. 
  • Based on minimal input. It also analyses and optimises the output for readability, tone and other quality parameters

Businesses are leveraging Ryter.me in many ways – to create new content around trending topics, generate personalised content at scale, localise existing content for new regions or languages and automate content refresh for their websites and blogs.

6. Enhance Your Research with High Accuracy & Speed – Max.ai

AI tool for data analysis - Max.ai

Max.ai is a research-focused model that has self-supervised learning. It allows AI models to learn from their interactions with the environment and users. This helps address issues like wire heading or goal corruption.

Some key features of Max.ai’s research include model self-supervision, interactive learning, constitutional training and model reconstruction. These aim to ensure models are robust to distributional shifts and do not make undesirable generalisations.

Max.ai’s techniques can help build AI assistants, recommendation systems and automation tools that are helpful for users. Areas like education, healthcare and eldercare can benefit from their applications.

7. Increase Your Organic Traffic with Surfer AI

AI tool to increase organic traffic - Surfer AI

Surfer AI is a cutting-edge SEO tool that leverages the power of artificial intelligence to optimise the content creation and digital marketing process. It uses advanced NLP models to understand keyword relevance, topic research and content gaps.

Some key features of Surfer AI include

  • AI-powered content editor
  • Automatic keyword research
  • Plagiarism checks
  • Readability analysis
  • Backlink auditing capabilities

Marketers can use these features to research topics, write optimised articles within minutes, and scale their content production.

By leveraging the capabilities of artificial intelligence, Surfer AI is transforming how marketers research, create and optimise content for search – helping them gain an edge over competitors.   

8. Advance your Emails with Zeta Mail

AI tool for email marketing - Zeta

Zeta Mail is one of the emerging AI-powered email marketing platforms that is transforming businesses through personalised and predictive experiences.

Leveraging powerful machine learning models, Zeta Mail analyses user data to understand behaviours and interests at an individual level. Through automated segmentation and profiling, it enables hyper-personalised email journeys tailored for each recipient. 

Areas, where businesses are leveraging its capabilities include dynamic content selection, drip campaign automation, abandoned cart recovery, re-engagement of lapsed users and triggering automated workflows. 

9. Develop Your Marketing & Sales by Chatspot

AI tool for marketing and sales - Chatspot

Chatspot allows marketers to build conversational interfaces for customer support, sales and marketing use cases. Its bots can understand natural language, provide personalised assistance based on user profiles and integrate with various platforms.

Some key features of Chatspot include 

  • Automated response generation
  • Content Retrieval from knowledge bases
  • Customisable templates and workflows

Marketers can leverage these features to deliver hyper-personalised experiences to users.

Chatspot bots are also helpful for lead generation, product recommendations, answering common queries and simple data entry. For instance, its bots can be used as virtual assistants on websites to help visitors find relevant information or products.

10. Enhance Your User Experience with Evolv.ai 

AI tool to increase user experiance - Evolve.ai

Evolv.ai is an AI-powered platform that helps companies optimise their digital experiences and drive better business outcomes. 

Some key features include:

  • It uses machine learning to continuously test different variations of pages, ads and more to see what performs best for each individual user. This allows for personalised experiences at scale.
  • The platform recommends new testing ideas based on its analysis of past performance data. This helps companies experiment more efficiently. 
  • Companies can use Evolv.ai to automate the process of designing, launching and analysing tests. This allows non-technical teams to leverage the power of experimentation.
  •  It helps companies increase important metrics like revenue, conversions, engagement, and more based on case studies of brands using the platform.

Evolv.ai is a very useful tool for data-driven digital optimisation. Leveraging machine learning streamlines the experimentation process and helps surface the experiences that resonate most with customers. 

How to Use AI in Various Fields of Digital Marketing

Here are 7 uses of AI in the various fields of digital marketing.

1. SEO

Artificial Intelligence like Google Search Generative Experience (SGE) is having a massive impact on how SEO is done today. Tools leveraging AI and machine learning are enhancing every step of the optimisation process. 

Here are some key ways to leverage AI for SEO:

  • Leverage AI-powered keyword research and suggestions to discover high-volume, low-competition keywords related to your niche. 
  • Use AI content generation and optimisation platforms to automatically generate and optimise unique content at scale. 
  • Track on-site user behaviour and conversions to understand what’s working. 
  • With AI, you can monitor search intent, trends and ranking algorithms. 

2. Content Optimisation

AI and machine learning technologies have made significant strides in automating content optimisation processes. Tools now leverage Natural Language Processing and deep learning algorithms to analyse content performance across multiple parameters. 

Brands can leverage several AI functionalities to optimise content for their business goals. AI content platforms analyse existing high-performing content to identify topics, keywords, content formats and styles that resonate best with the target audience. 

Other AI functionalities include automated content generation from draft outlines, checking for readability, keyword density and other SEO best practices

3. Data Analytics

As there are so many channels via which data can be accessed, marketers often feel overloaded. Processing massive volumes of data with artificial intelligence can simplify this drenching process. 

This can help marketers anticipate patterns and behaviours based on historical data and get insights from data. 

Some key ways for organisations to use AI in data analytics include:

  • Using predictive models to forecast trends, predict customer behaviour and streamline decision-making. This helps optimise processes and operations.
  • AI saves a lot of time by handling mundane data workflows
  • Enabling personalised and hyper-targeted experiences by segmenting customers into actionable groups based on their attributes and preferences learned from analytics. 

Adopting a proactive AI-led approach to data analytics helps organisations derive real-time insights, make informed decisions and gain a competitive advantage.   

4. Customer Segmentation

AI can help businesses by analysing patterns in customers’ demographic details, purchase behaviours, and online activities to group them automatically into meaningful segments.

  • AI runs predictive algorithms on the data to understand customer attributes, interests and future purchase likelihoods more precisely than manual efforts. 
  • This helps marketers create highly targeted segments like ‘high-value loyal customers‘, ‘new customers – 3 months’, etc. 
  • Businesses can then develop personalised messaging, offers and content for each segment.

Automated segmentation also scales easily with growing customer bases and evolving behaviours. AI models continue learning from new data to keep segments up-to-date. This allows for dynamically personalising experiences across all touchpoints in real-time. 

5. Chatbots and Virtual Assistants

There are several effective ways to leverage artificial intelligence capabilities when building chatbots and virtual assistants:

  • Natural Language Processing (NLP) is a core AI technology that enables bots to understand user queries, interpret intent and have natural conversations just like humans. 
  • Advanced NLP models powered by techniques such as machine translation and deep learning can help bots understand language nuances and context. 
  • Computer vision in the form of image recognition and facial expression analysis can be used to enhance visual-first assistants and make them more engaging, especially in applications involving product discovery, shopping or customer support.
  • Machine learning algorithms help bots become smarter over time. Training ML models on large conversation datasets allows bots to self-improve and expand their knowledge through unsupervised learning.

6. Advertising Automation

AI-powered tools are enabling businesses to personalise advertising spending like never before through techniques like predictive modelling and machine learning. 

Platforms offer self-learning algorithms that analyse massive user datasets to segment audiences based on their purchase intent, preferences and past behaviours. This allows automated bidding and budget allocation towards the most receptive customer groups.

AI also drives real-time bidding on ad exchanges, programmatically placing ads across networks within milliseconds based on customer profiles. Tools learn from historical campaign data to optimise bid amounts, ad creative testing and placement.

Businesses are leveraging these automation capabilities to scale their campaigns globally. AI handles localisation, translation, and cultural adjustments, ensuring the right message reaches the right customer at the right time. This hyper-targeted approach maximises engagement and ROI for advertisers.   

7. Email Marketing

Using AI technology in your email marketing should be an essential part of every marketing strategy since it’s still a highly effective way to engage customers and convert prospects. 

Some key ways to leverage AI include

  • Using predictive analytics and machine learning to analyse user data and segment your lists into highly targeted personas. This allows sending hyper-personalised content to each segment.
  • Track results in real time using AI to optimise engagement and conversion rates. AI powers continuous A/B split testing to refine emails based on user interactions and feedback.   

What are the Pros and Cons of AI in Digital Marketing?

Here is a list of the pros and cons of AI in digital marketing.

Pros of AI in Digital MarketingCons of AI in Digital Marketing
Personalised experiences: AI allows companies to understand customers on a deeper level and deliver highly personalised experiences at scale.Reliance on data quality: Garbage in means garbage out – the value of AI is only as good as the quality and relevance of the underlying customer data. Accuracy in results based on the data is still challenging.
Increased efficiency: AI automates repetitive tasks like ad creation, copywriting, social media management and more, freeing up marketers’ time for higher-level work.Loss of control and transparency: The complex algorithms powering AI are essentially black boxes – it’s hard to understand why specific decisions are made.
Data-driven decisions: AI analyses massive amounts of customer data to surface valuable insights that inform better marketing strategies and tactics.Automated optimisation: AI continuously monitors performance and automatically optimises digital properties, content and campaigns in real-time.
Testing at scale: AI powers technologies like A/B testing that let companies experiment with thousands of variations to maximise results.
Predictive capabilities: AI can predict customer needs, behaviours and likely responses to marketing messages to help companies be more proactive.
Automated optimisation: AI continuously monitors performance and automatically optimises digital properties, content and campaigns in real-time.

Examples of AI in Digital Marketing

Here are interesting case studies of businesses e-commerce websites or businesses that use AI in digital marketing.

1. Coca-Cola

Coco - Cola uses AI to gain real time consumer insights.

Coca-Cola uses AI-powered sentiment and topic analysis on social media data to gain real-time consumer insights on brand perceptions. It further leverages AI for dynamic creatives that are hyper-personalized based on individual consumer preferences, purchase history and online behaviour. 

2. Amazon

Amazon uses AI to boost product recommendations, pricing strategies, etc.

Amazon’s AI and machine learning power product recommendations, search rankings, pricing strategies and personalised marketing based on past user behaviour and real-time analytics. This has boosted sales and average order value significantly.

3. Netflix

Netflix uses AI to recommend personalised movie suggestions

Netflix’s recommendation engine analyses the viewing patterns of millions of users to provide personalised content suggestions. It relies on AI and deep learning to improve over time based on real-time engagement metrics like time spent and repeat viewing.

4. Spotify

Spotify uses AI to make the playlist better

Spotify uses deep learning algorithms to analyse user streaming data and provide hyper-personalized music recommendations. It also leverages AI to optimise ad placements, campaigns and promotions in real-time based on consumer preferences. This has helped boost user engagement and acquisition rates.

5. Nike

Nike uses AI to gain real-time insights into consumer shopping behaviour across its website and mobile app

Nike uses AI to gain real-time insights into consumer shopping behaviour across its website and mobile app. Based on past purchase patterns and geo-location data, it sends personalised offers and reminders about exclusive launches and deals. 

Nike further leverages AI to optimise its digital product catalogues and promotions. This has strengthened customer loyalty and experience significantly.

Artificial Intelligence is transforming digital marketing at a rapid pace and shaping new trends in 2024 and beyond. Adopting AI across marketing workflows is bringing unprecedented opportunities and new challenges. 

Emerging trends in AI and Digital Marketing

Here are some of the key emerging trends in this space:

1. Personalised Experiences:

With immense amounts of customer data now available, AI is helping marketers deliver hyper-personalised experiences across channels. Technologies like machine learning are enabling real-time segmentation and recommendations. This trend is set to grow further with advances in computer vision, predictive analytics and natural language processing. 

2. Marketing Automation 2.0

Traditionally focused on automating tasks, marketing automation is evolving into a strategic decision support system. AI is augmenting marketers’ abilities to test, learn and optimise continuously. Tools now leverage predictive modelling to understand customer journeys, anticipate needs and automate interventions. This is revolutionising lead management and campaigns.

3. Democratization of AI

Earlier, AI adoption was limited by high costs and expertise requirements. But now, no-code and low-code platforms are making AI solutions accessible for organisations of all sizes. Pre-trained models and APIs are commoditising capabilities like image recognition and NLP. This democratisation will fuel innovations across industries and domains in 2024.  

4. The Rise of Conversational Marketing

Chatbots, virtual assistants and messaging platforms are becoming core engagement channels. AI in digital marketing is enabling conversations at scale. Tools now understand context and sentiment, powering highly personalised assistance. Conversational marketing will see widespread adoption from customer support to sales and marketing use cases.

5. Content Revolution

AI automates content creation, personalisation, optimisation and distribution. Technologies like automated writing are addressing the massive content demand. At the same time, machine learning is helping surface the most relevant content to each user. This data-driven approach will optimise experiences and engagement.

AI in digital marketing presents both opportunities and challenges for professionals. While AI automates repetitive tasks, it also demands new skills around data, automation and strategy. Overall, it is helping marketers work smarter by augmenting their expertise. 

How to Stay Updated in AI and Digital Marketing

If you are aspiring to master the use of AI in digital marketing, then let me introduce you to the Digital Scholar’s dual certificate course. You will learn in detail about the implications of AI in the digital marketing industry.

You can master your copywriting skills and social media-building skills along with AI. You will also be an expert in AI-powered email marketing along with editing.

After pursuing this course, you will have dual certification in both digital marketing as well in AI in digital marketing.

Conclusion

The trends discussed in this blog, like hyper-personalisation, conversational marketing, automation and content creation, demonstrate how AI is augmenting marketers’ abilities and optimising engagement across channels. 

While these changes present a learning curve for professionals, organisations that skillfully leverage AI-driven technologies will gain significant competitive advantages. 

Going forward, we can expect to see AI play an even bigger role in shaping customer experiences, automating workflows and powering insights. Marketers need to continuously explore emerging tools to identify new opportunities. 

Marketers must skillfully adopt emerging AI-driven tools to optimise processes, automate workflows and deliver hyper-personalised experiences. The coming years will undoubtedly bring about many more revolutionary changes to digital marketing fueled by advances in artificial intelligence.

FAQs

1. What are the key trends in AI and marketing?

The article discusses some of the major emerging trends like personalised experiences, marketing automation 2.0, the democratisation of AI, conversational marketing, content revolution and the influence of micro-influencers. 

2. How is AI impacting marketing workflows? 

AI is transforming digital marketing by automating repetitive tasks, enabling hyper-personalisation at scale, and augmenting marketers’ abilities with predictive analytics and real-time decision-making capabilities.

3. What is marketing automation 2.0?

Marketing automation is evolving from automating standalone tasks to becoming a strategic decision support system. AI helps optimise campaigns continuously by understanding customer journeys and anticipating needs through predictive modelling.

4. How can organisations benefit from AI?  

By implementing AI in digital marketing, organisations can work smarter through automation, deliver superior personalised experiences and optimise resources. 

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Written By
Digital Scholar

Digital Scholar is a premier agency-styled digital marketing institute in India. Which offers an online digital marketing course and a free digital marketing course worldwide to elevate their digital skills and become industry experts. Digital Scholar is headed by Sorav Jain and co-founder Rishi Jain, who are pioneers in the field of digital marketing. Digital Scholar’s blogs touch upon numerous aspects of digital marketing and help you get intensive ideas of different domains of digital marketing.

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