Artificial intelligence (AI) is a buzzword that has become increasingly popular in digital marketing. It's often used to describe the use of algorithms or automation in digital platforms, but it also encompasses human-like capabilities such as learning and reasoning. The growth of AI has led to many questions about its effects on the Digital Marketing Company Melbourne, but we wanted to dive into this topic further so we asked our experts:
Personalisation and Customer Engagement
Personalisation is the process of tailoring a product, service, communication, or experience to meet the needs of an individual or small group. It can be done by using data to identify customers and then tailor the product, service, communication, or experience to meet their needs.
For example: if you're shopping for groceries online and want to purchase something specific (like organic food), it's likely that this will be personalised based on what you've purchased before.
The same goes with other digital interactions like streamlining your travel itinerary on booking sites like Expedia or TripAdvisor—you may get customised recommendations from Digital Marketing Company Melbourne based on previous preferences or behaviours when looking at hotels in different cities around the world.
Automation and Optimisation
AI can help businesses to automate and optimise their marketing efforts.
AI is a powerful tool that can be used in Digital Marketing Melbourne to improve the customer experience, reduce costs and increase efficiency in digital marketing. With the help of AI, businesses will be able to do things like:
- Automate repetitive tasks that take up time or money (like sending emails)
- Improve engagement rates by personalising messages based on previous interactions with customers
- Increase conversion rates by understanding what motivates people to buy from you
Predictive Analytics and Big Data
Predictive analytics is the use of data to make decisions. Big data, on the other hand, refers to large amounts of structured and unstructured information that can be analysed for patterns and trends. Predictive analytics is used in the Digital Marketing Melbourne industry to predict what customers will do next based on their past behaviour.
Predictive analytics can be used for a variety of purposes including:
- Marketing campaigns that target specific groups with different messages or offers (e.g., email campaigns)
- Advertising strategies such as content marketing where you want your brand message spread across multiple channels (e-mail newsletters; social media posts)
Challenges and Opportunities
Artificial intelligence is a double-edged sword. It can be used to automate tasks, but it can also be used to automate bad decisions.
AI can help marketers create a better customer experience by using data and algorithms to personalise their marketing campaigns. However, if an algorithm uses too many personal data points (like age or gender), then it could lead you down the wrong path in terms of creating content that appeals specifically towards those demographics.
The world of digital marketing is still evolving and changing at a rapid pace. We have discovered that AI has the capacity to create new methods of personalisation, optimisation and automation in order to better serve customers.
It also allows Digital Marketing Company Melbourne an opportunity to make predictions based on big data, which helps us understand what makes each individual unique so we can provide optimal experience across multiple channels.
However, there are still many challenges ahead as well because if you look at any field today it seems like there’s always something else coming along which will change everything again!
Source: https://digitalmarketingcompanymelbourneau.blogspot.com/2023/06/the-impacts-of-artificial-intelligence.html
