Boosting Digital Marketing With Artificial Intelligence
The most important word in digital marketing is “success”, no matter how you define “successful digital marketing”. Whether it is meeting expected levels of KPIs (Key Performance Indicators) from a campaign or designing a campaign perfectly to ensure maximum engagement from the target audience, nothing makes a marketer more happy than meeting (or even exceeding) campaign targets. Intelligence and experience go a long way in making this happen, but where Idecution goes one step ahead is in combining them with available AI tools for digital marketing to put you firmly ahead in the “race for eyeballs”, so to say.
One of the primary applications of AI tools for digital marketing is in the field of analytics.
Intuition and creativity are great, but the ability to make data-backed, testable, automated decisions is always a better method to forecast campaign performance and take actions accordingly.
The biggest area where AI makes a difference is analysing tons of available data about customer usage patterns, KPIs from previous campaigns, and integrating data from various sources (SEO , PPC etc.) to provide reliable forecasts on the performance of a particular campaign, even before running the campaign. This allows the marketer to try out various campaign configurations and go for the one most likely to deliver expected results.
Let us look at some of the available tools which are used for planning and optimising the various aspects of an SEM (Search Engine Marketing) campaign:
● Search engine marketing platforms like Google have data available about many factors related to the users like demographics, interests, engagement with previous campaigns. AI-powered tools developed by these platforms analyse this data and provide campaign recommendations based on the desired goals. We then build on these using our expertise and experience to come up with more optimised strategies. We can use these AI-powered tools to create customer personas, based on which various campaign configurations can then be designed and simulated. Once this is done, their performances can be forecast, and the campaign with the best forecast can be made live. This allows us to get an idea of how a campaign will perform by spending only a fraction of the actual budget allocated for actually running the campaign.
● Google Analytics 4 is a perfect example of a world-class analytics platform powered by AI. The latest iteration of Google’s analytics platform has gone all-in on AI as it helps provide the clearest and deepest picture yet in terms of the user journey. The biggest benefit of this is the ability to track user journeys across multiple platforms even outside Google’s sphere of influence while maintaining user data privacy. The new “Insights” feature courtesy of AI algorithms mean that new modelling can make inferences and predictions based on the existing data.
● Even on the Google Ads platform, there are a few examples where AI plays a role in simulation/forecasting. Every campaign is given an optimisation score out of 100 based on the AI algorithm’s opinion of how close to perfect the campaign is. Recommendations are then provided based on budget, targeting, keywords etc. to increase the optimisation score. The keyword search tool allows you to get search volume and other historical metrics as well as a forecast for the future for a given keyword list. It can also be used to discover more keywords by suggesting a few known keywords or relevant websites so that it can understand the keywords associated with it.
Once a campaign is live, we monitor its performance and make adjustments so as to prevent it from under-delivering. Right from designing the campaign, to forecasting its performance, to ultimately ensuring that it performs well, all can be done efficiently and economically with the help of AI tools combined with the human touch. Even though we are ultimately dealing with human beings, AI helps to lessen the effort needed to ensure successful campaigns as well as boost the probability of success.