Digital marketing has grown more advanced over the years. However, that growth has been ushered in by advanced technologies. But what if there was a way to be smarter with how you do digital marketing? There is!
Nowadays, people are hearing about the wonders of artificial intelligence (AI). The ability to predict trends, customize customer experiences, and curate the right advertisements and messages to consumers is a dream for marketers everywhere.
However, artificial intelligence cannot function without something called “machine learning.” The “machine learning” part of AI will be important when it comes to digital marketing. Why? Because of the data that will be fed through machine learning.
This article will help you to understand the importance of machine learning in digital marketing in the following ways:
Why it matters in digital marketing, AND
5 ways that it can benefit digital marketing
Let’s dive right in!
What is Machine Learning?
As mentioned, machine learning is a subset of AI, meaning that AI can’t be great without it. Since AI uses algorithms to “intelligently” complete tasks, machine learning helps in the following process:
A machine is fed information to analyze it for any patterns and trends.
The machine “learns” this data by conjuring an algorithm that can constantly improve the insights gained from said data.
The machine is then fed more data, to which said data is refined and improved.
As a result, the algorithms grow smarter and more accurate.
As you can see, machine learning is what keeps AI running. So, think of machine learning as the “brain” of AI.
Why Machine Learning In Digital Marketing?
So, when it comes to digital marketing, how can machine learning help?
“Digital marketing is changing all the time,” says Kimberly Watson, a tech blogger at Write My Coursework. “Therefore, it’s becoming mainstream for machine learning to get into digital marketing. Machine learning offers tools that help marketers study the data, understand the analytics behind your campaigns, and gain insights on how to improve in their marketing strategies.”
5 Ways To Implement Machine Learning In Digital Marketing
So far, machine learning can be seen as the “brain” of AI. Without it, AI cannot grow in its intelligence.
Now, when it comes to digital marketing, marketers must be smarter in their marketing strategies. And, with machine learning, there is plenty of potential for improvement – this is especially true for digital marketers, since there’s no one-size-fits-all marketing strategy. From data to content to marketing campaigns, machine learning can help in more ways than one.
With that in mind, here are just 5 ways that machine learning can help marketers in their digital marketing endeavors:
Search engine optimization (SEO) is very important when it comes to search engines like Google. In fact, Google has already stepped up in ensuring that all websites are legitimate, meaning that it’ll crack down on sites that are deemed “irrelevant” or “spammy.” So, it’s best to get right with search engine algorithms by finding the right keywords and phrases to put in your content’s metadata.
Machine learning can help when you feed it what you want it to find when researching a certain topic. Machine learning tools are available to help you search for more relevant keywords and phrases that’ll make your content more searchable. However, machine learning can also help you mold your content into something that people will search for online.
Speaking of content…
As a digital marketer, it’s important to create meaningful content, rather than just put out what looks and sounds good. Your goal, in that case, is to drive brand awareness and then build engagement. That means you should be able to create great relationships with your customers, prospects, and leads. But before you can create those relationships, you have to manage your content in a way that’s searchable, relevant, and makes sense in the search engine algorithms.
In that case, machine learning, when fed data about your target audience(s), it’ll help you analyze what type of content, keywords, etc. that said audience(s) are into. In this way, your content can be well-managed, as you go about your digital marketing campaigns.
As you can see, so far, how you market your content matters. With machine learning, it can help you market your content in the following ways:
Ensure that the content you’re putting out is relevant
Encourage more storytelling in your content
Establish points that trigger a response from the audience, and so on
How does it do it? By studying consumer trends and producing insights that digital marketers can act on them when designing their next campaign or piece of content.
Nowadays, many websites have what’s called a chatbot. Chatbots are beneficial in the following ways:
Answering customer questions
Providing assistance when needed
Explaining website policies (i.e., returns, terms of service, etc.), and so on
Chatbots have also been implemented when it comes to advertisements. Whenever a user goes to, say, an eCommerce website, they might be greeted by a chatbot that might give you product recommendations, or offer you a discount from a sale that’s going on. That’s digital marketing at work!
Chatbots are powered by machine learning, because of the user and consumer data that you feed into it. And, since you’re feeding human data into machine learning, chatbots are able to carry a human conversation with anyone who interacts with them.
As for the consumers…
Consumers deserve to be treated as such, as well as with the upmost respect. When you learn to understand the consumer – and when machine learning learns how to do this as well – then you’re building trust from consumers. The first part of building that trust is through personalization.
When you make the customer experience more personal for said customer, then you’re gradually building a good relationship with them. Machine learning can help the experience be more personalized. When you feed customer data into machine learning, it’ll learn to understand people on an individual basis. In this way, machine learning can make personal recommendations which can further benefit the consumer.
Ultimately, machine learning can help you in your digital marketing in more ways than one. With technology growing every single day, it’s not surprising that machine learning, let alone artificial intelligence, will follow suit.
Machine learning is most useful for digital marketing strategies because it takes into account the following:
The use of chatbots, AND
With so much data and databases these days, it’s important to be on top of your digital marketing game. When you decide to use machine learning, and feed it continuously with data, not only will you make your content look and sound good, but you’ll also impact your consumers in a more positive manner.
George J. Newton is a freelance writer for various online publications. As a business development manager, he knows the ins and outs of business trends. As a content writer, he writes articles about tech trends, machine learning, and coding.