Digital Marketing
3 min

How AI Is Affecting The Digital Marketing World

Justin Salva Cruz

From board game-playing robots to self-driving cars, artificial intelligence and machine learning have been a part of our world for a while now. Whenever you use Netflix and it suggests content based on your previous likes or dislikes, that’s machine learning. AI has been used to manage customer service more efficiently, like at enormous companies such as Microsoft. Facebook even has a service that uses AI to analyze and present you with new target markets. Marketers can maintain positive brand perception and engage with newer audiences with AI’s help. However, brands should know that it’s not about taking advantage of AI; it’s about learning to work with a system that thinks like a human.

cardboard robot writing in notebook

Centrally focused on customer service and providing need-to-know information, AI chatbots effortlessly engage with your audience within a messaging platform. Services like Uber use Facebook’s AI chatbot to help users request rides and receive driver updates without leaving Facebook Messenger. Chatbots can be used to uniquely promote your brand or provide relevant data on your audience. This data can help brands market certain products, discover what needs fixing, and how to better target your desired audience.

Facebook has started using AI in other ways with lookalike audiences. With this feature, you can find new target markets that are like your current audience. Lookalike audiences take your current Facebook audience and additional data you provide, then analyzes it all via artificial intelligence to identify new users with shared interests. This service opens the door to new users who are unaware of your brand, and helps marketers build out a strategy for a new target market.

Ensuring your audience gets content that it wants can also be done through machine learning. A subset of AI, machine learning analyzes previous engagement to understand a user’s likes and dislikes. A prime example is Spotify’s Discover Weekly playlist. Using information about what you are currently listening to, Spotify creates a unique playlist of similar songs and artists you haven’t listened to. Netflix also uses this type of machine learning to suggest movies and shows that star shared actors, boast shared directors, or are of a similar genre.

Understanding machine learning can help brands enhance how they approach SEO, especially because Google has positioned itself as an AI company.

b&w illustration of brain with gears inside

When you Google specific words, a mix of information including location, search history, time of day, and context is analyzed to present you with a list of results. Brands can’t take advantage of this AI, but instead can create content that Google considers valuable. This is because Google’s AI, Rank Brain, isn’t an algorithm you can just throw keywords at. It’s learning to read on-site content and queries just like a human. The results Google presents are the best answers to a user’s question. Voice queries from personal AIs such as Google Home, Amazon Echo, and the just-announced Apple HomePod are also being analyzed through Google.

Our Wpromote SEO experts believe that understanding how machine learning analyzes these voice queries will be the next trend for digital marketers to focus on. If you’re curious about how your brand can work with artificial intelligence, let us know. We can help you get a better understanding of how artificial intelligence is changing the digital marketing game. Are you ready?

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