In the early days of digital marketing, the primary focus was on driving traffic to websites. The thinking was that if you could get people to your site, you could then sell them on your product or service. While that’s still important, the landscape has changed dramatically in recent years. Thanks to advances in artificial intelligence (AI), digital marketers now have access to a whole host of new tools and technologies that are changing the way we think about marketing. Here are three ways AI is transforming the field of digital marketing.
- Automated Ad Buying
In the old days of digital marketing, ad buying was a manual process. Media buyers would have to research which websites or platforms their target audience was using, then negotiate rates and buy ad space manually. This was a time-consuming and often expensive process.
With the advent of AI, however, things have changed dramatically. Media buyers can now use AI-powered platforms like The Trade Desk or AdBrain to automate the entire ad buying process. These platforms use data and machine learning algorithms to identify which websites or platforms will be most effective for reaching a target audience, then they automatically purchase ad space on those sites at the best possible rate. As a result, media buyers can now reach their target audience more effectively and at a lower cost than ever before.
- Personalized Advertising
Another way AI is changing digital marketing is by personalizing advertising messages for individual users. In the past, companies would create a single advertising message and blast it out to as many people as possible in the hopes that it would resonate with some portion of the population. With AI, however, marketers can now create personalized ads for individual users based on their specific interests and needs.
This is possible because of data collected by AI-powered platforms like Google Analytics and Adobe Analytics. These platforms collect data on user behavior across the web, then use that data to create detailed profiles of individual users. Based on those profiles, marketers can create ads that are much more likely to resonant with individual users, resulting in higher conversion rates.
- Predictive Analytics
Finally, AI is also changing digital marketing by giving marketers the ability to predict future customer behavior with amazing accuracy. In the past, marketing decisions were often made based on gut instinct or guesswork. With predictive analytics, however, marketers can now use data patterns to accurately predict future consumer behavior patterns with a high degree of accuracy. This allows marketers to allocate resources more effectively and make better strategic decisions about where to focus their efforts going forward.
As you can see, AI is transforming digital marketing in a number of important ways. From automated ad buying to predictive analytics, AI is making it easier than ever for marketers to reach their target audiences and achieve their marketing goals. If you’re not already using AI in your digital marketing efforts, now is the time to start!
