Artificial Intelligence and Its Growing Role in the Digital Marketing Realm

Artificial Intelligence (AI) is slowly but surely taking over the world. While these kinds of statements would sound like a conspiracy theory a few years back, they wouldn’t so much today. All of the big names in the tech industry are actively getting involved in this technological revolution. Whether it’s going to be a man vs. machine scenario, only time can tell; in the meantime, all kinds of avenues are opening up for AI. The Digital Marketing world has also taken AI under its wing to help reach clients even more efficiently.

There are two sides of the coin that come to mind in this case.  On the one hand, a lot of automation and data processing will make decision-making easier because of AI. But it would also mean a threat of extinction of the human-intensive processes of the digital Marketing ecosystem, though that is up for debate.

AI and SEO

If you have not heard of RankBrain, then you must not be aware that with the introduction of this Google search engine update, search engine optimization has changed forever. RankBrain is AI-backed programming that chooses from among the various core algorithms of Google search and puts together a unique blend of them to give the user desired results. Therefore RankBrain is constantly learning on what mix of the algorithms can best sift through tons of data and get you, the marketer, the best results.

RankBrain also allows you to compare snapshots for previous rankings for keywords to give you insights into which algorithms are being given preference in current times. This can help you adjust your SEO play accordingly.

AI and Content

There are some who believe that AI will take over the reins of the content industry. Though it’s widely debated, there are tools that are already making some waves. Quill from Narrative Language Generation now uses marketing data and business data to create stories.

Another NLG solution called Automated Insights Wordsmith is used by heavyweights like the Associated Press. Other customers also use it for internal reports, product descriptions and create content.

For some people, this might sound outright scary even though creating massive content might gradually become the norm. Al is better at real-time research around keywords and creating content that is more aligned with them.

It also solves the issue of inconsistency in human writers, going through the process of hiring and significant wait times for content creation. Even if it’s a small step, the AI-powered software can be used to create a first draft or a rough draft of the content which can then be suitably scrutinized and polished by a human editor.

AI and PPC

Most people confuse AI with automation. Often times, if you know the steps that your account manager goes through for your PPC campaign, you can write enough code to mimic that. Now is that efficient? Maybe in some instances, but it surely is time-consuming. Is there a better way of automating this process?

Enter machine learning: a part of AI. With machine learning, an increased number of inputs help the machine or program learn and analyze the inputs. Slowly and steadily it becomes better at decision making. That’s much more efficient than writing thousands of words of coding. For a PPC marketer, this is music to the ears.

But there have often been instances where AI has adversely affected the outcome of a campaign, because of not having enough data points. That being said, there are various levels of automation that you can run on your PPC campaigns thanks to AI.

The Bottom Line

On lower levels of automation, there are a lot of human interaction and lower decision-making capabilities that are delegated to the software or machine. Repetitive tasks are batched together and run at a time.  Higher automation means better decision-making capabilities and also a better understanding of the interplay between various components of a PPC campaign by the software. Completely automated systems would require minimum human supervision or oversight.

Looking at the state of affairs in digital marketing today, we are heading towards a revolution. Be it SEO analysis or content marketing; AI looks set to play a dominant role in the future. The more your business or marketing agency is in tune with the changes, the faster you’ll get ahead of the curve.

Results Driven Marketing specializes in diligent and effective digital marketing services, and our team is ready to help your business grow. Our satisfied clients will tell you firsthand about how much business our services have generated for them. Contact us today at 215.393.8700 for a free marketing assessment, or for more information!

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