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Impact of AI on Digital Marketing

By Marketing Tech Outlook | Monday, February 11, 2019

AI on Digital MarketingDigital marketing is booming because of advancements in digital technology. However, digital marketing has moved beyond having a website and email marketing. In modern times, adopting digitalization means using technologies from artificial intelligence (AI) to wearables. A brand has multiple channels of communication to impact their customers. Marketers understand that the future of marketing is digital and the use of smart devices provides enough proof.

AI has become an intrinsic part of everyone’s lives. Search engines and social media platforms use machine learning and algorithms to provide customized content. Intelligent tools are present in the market that curate content and offer an enhanced experience to the user.  AI-powered chatbots are set to have a significant impact on digital marketing. These chatbots save time, increase brand value, and gather data. The estimated market of the chatbots will be approximately $1.34 billion by 2024.

Programmatic advertising is also crucial for digital marketing. It serves advertisements to targeted users by using data. AI-powered programmatic ad placement uses natural language processing (NLP) to understand the message and real meaning of a specific piece of content. Voice assistants are also a part of AI. Major tech giants have developed virtual assistants, and the adoption is picking up the pace. The buying process has been affected substantially with voice assistants. More than half of the searches happen through voice and marketers need to optimize their content according to it. 

Brands are addressing the most significant trend in digital marketing which is personalization. Brand use personalized notifications on apps, customized emails, content, banners, and more. Video streaming platforms are the best example of personalized content. The algorithms find a pattern by the history of viewing and present tailored content to the viewers. Even social media behemoths are benefitting from videos. Live videos are rising and becoming popular. By 2020, consumers watching online video will witness a growth of 25 percent.

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