Artificial intelligence (AI) and machine learning (ML) are game-changing technologies that will revolutionize digital marketing. Tomorrow’s shopping experience still evolves for mass consumers locally and globally, as technology pushes the boundaries of delivering goods and services digitally. Distance and technical barriers are gradually disappearing brought by these changes. The online shopping realm, now shrinking, and with it, brands have intensive competition to develop better and more innovative digital marketing strategies.
The Drive for Innovative Solutions in Digital Marketing
The changes in acquiring goods and services online are inescapable. However, one can perceive it with optimism to find a new way to offer customers and target market base with personalized experience better than before, thanks to one key factor—data.
Digital marketing services are more flexible, focusing on adapting to high-level competition while yielding its promised result of cost-efficiency and effective targeting. Data drives technology and innovation in digital marketing in the name of precision and efficiency. What could be a better way to utilize data in digital marketing by making use of machine learning and artificial intelligence?
AI in Digital Marketing
Artificial intelligence is not a new concept and technology. However, its recent evolution and progress have become a hallmark for the times to embrace the technology wholly. AI makes the best use of data and natural language processing and data analysis, it also includes machine learning to propel automated tasks and provide smart decisions.
The world of digital marketing in the Philippines may seem quite different from its Western counterpart in terms of technological adaptation and approach.
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The Philippines has a different climate where social media dominance has a higher penetration. According to the Digital Marketing Institute, the Philippines has the highest social media usage rate in the world with internet use 60% more than average in 2021. Second, the e-commerce platform in the country is yet to undergo a mature stage. Nonetheless, the COVID-19 pandemic hastened its maturity, leading to increased opportunities for Filipinos to adopt online shopping and for digital marketers to engage with the local consumer base market. Third, the country has leapfrogged from traditional desktop internet usage in favor of mobile for convenience.
The challenge here is to bridge the gap between different issues and pull them closer to a more centralized and innovative solution. Artificial intelligence can make full use of user data through analytics and insights at large volumes from diverse sources, from social media to e-commerce platforms. Tailored solutions and personalized shopping experiences are more pronounced and robust. Marketers can pinpoint shopper preferences and behavior, allowing them to see better strategies to implement for each platform and provide relevant content they wish to publish.
Using AI for Personalized Strategies and Seamless Solutions
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Utilize AI tools for comprehensive data analysis and insights.
Using data from diverse sources, from social media interactions to purchase history and customer feedback, you can use this information to create specific targeted algorithms for customers and identify emerging trends.
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Enhanced and personalized shopping via algorithm adjustment
Developing AI-driven recommendations via engines and algorithms helps shape customer experience to help cater for their preferences (be it products or services) based on shopping history.
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Centralized data solutions
Integrating AI tools for automation to a target platform helps streamline data collection and analysis, which helps achieve speedy yet sound decisions and options for marketers.
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Seamless integration of AI tools into marketing workflow
Digital marketing services and strategies are enhanced through the provision of support resources to effectively utilize AI tools and technology in daily workflow, encouraging team members to explore new AI-driven marketing strategies.
AI-Powered Digital Marketing Tools
AI tools are a recent worldwide trend, and the scene of digital marketing in the Philippines is now quick to catch up with the AI wave ushered by the release of ChatGPT. While ChatGPT is the most talked-of-the-town tool when it comes to AI tools, marketers can find myriads of options available for their disposal. These tools fleshes out what AI technology can bring to the table. Here are a few examples:
1. AI Writing Tools
AI writing tools can generate content and optimize user-made content with ease for efficient production on the fly based on the user’s input. However, this tool is not meant to replace or substitute human-written content, but instead to assist in producing unique, high-quality, and relevant content with less time.
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Examples of AI writing tools are:
- Writesonic
- Jasper
- Wordtune
- Quillbot
- Copy.ai
2. AI-powered Analytics Tools
These types of tools help you analyze and process large volumes of data from different sources, be it from social media interactions, customer transactions from your website, or website traffic, to produce meaningful insights. These can help marketers and digital marketing agencies to decide and work on optimizing marketing campaigns, identify high-value leads, optimize pricing, predict customer churn, etc.
Examples of AI tools for data analytics are:
- AnswerRocket
- Bardeen.ai
- IBM Cognos Analytics
3. Virtual Assistants/Chatbots
Virtual assistants, such as chatbots, provide powerful automated customer support and sales inquiries for marketers, allowing for the growth of lead generation processes. Utilizing natural language processing (NLP), virtual assistants can understand and respond to customer queries in real time.
Examples of virtual assistant tools are:
- Zoho SalesIQ
- Conversica
- Zendesk
Implementing AI Tools in Your Digital Marketing Strategy – 4 Tips to Know
1. Identify Your Goals
Before you implement any AI tool, it’s crucial to identify your marketing goals, whether you seek to generate more leads, promote your brand or increase revenue. Your goals will determine the right AI tools for your strategy and help weed out what you do not need to avoid unnecessary expenses.
2. Start Small and Scale Up
Rather than trying to implement multiple AI tools at once, it is best to begin with one that aligns with your most pressing needs. Once you have seen success with that tool, you can gradually introduce more into your strategy.
3. Train Your Team
AI tools are only as good as the people who are using them. Invest time and resources in providing ample training to your team on utilizing these tools effectively to maximize your investment. Remember, a confident user is a competent user, increasing your ROI.
4. Measure and Refine
Like any aspect of your marketing strategy, it’s critical to monitor, measure and refine how you use AI tools to ensure optimal results. Keep track of key metrics related to your marketing goals, and never shy away from adjusting or changing your approach if you’re not seeing the desired results.
Machine Learning in Digital Marketing
Machine learning (ML) is a subset of AI that enables computers to learn and form decisions and predictions independently based on data and trained experience without human intervention. It recognizes patterns and makes meaning out of relationships within data to perform and execute tasks.
Digital marketing services often employ machine learning technology to help with insights and assist in creating impactful strategies obtained from customer data and analyzing their user activities within the website and pattern of purchases. Predictability is the name of the game when integrating ML technology.
Marketers often follow the strict algorithm, creating hypotheses, and conducting tests, evaluation, and analysis—which consumes time and demands effort to yield measurable output, albeit it may or may not be accurate. For example, marketers involved in promotion marketing with image and content materials will consider the multitude of behavioral parameters (such as purchase history and engagement level of target customers) in different segments and this is where it eats time.
Human errors are bound to occur, and lapses are common. Digital marketing services rely on these ML solutions not solely on their ability to process data efficiently but also on their capacity to improve the quality of data analysis in less time. Data-driven insights are a vital key for marketers to maximize the effectiveness of their campaigns. Without it, marketers would have to rely on manual labor, and the value and capacity to create effective campaigns with less time and effort fall down the slope.
Here are examples of machine learning applications in digital marketing:
- Ability to predict expected future sales for a foreseeable timeframe based on historical data
- Forecasts the likelihood of clients discontinuing product/service subscription
- Able to create customer segmentation based on preferences, behaviors, and characteristics.
- Measures the contribution of various marketing touchpoints
- Knows which specific ads users are relevant and likely to engage with
- Assess optimizing email marketing campaigns for the target audience
- Foresees sales trends and market changes
Integration and Use of Machine Learning Tools in Your Digital Marketing Campaign
1. Choose the Right Tools
The initial start is determining the right machine-learning tools that match your specific needs and goals. Once you have a list of objectives that need to be accomplished, you can decide on tools you can use based on their strengths, customer reviews, and budget. Different tools have different strengths thanks to their features, so always perform research to find the best fit for your campaign. The wrong tool can cost you a lot, including your campaign’s success.
2. Ensure Data Quality Through Training
While machine learning tools and technology can independently fulfill processes, the final quality of the output depends on the user that feeds it with formation. Like any other tool, machine learning can only be as good in the hoods of a good ‘pilot.’ Ensure you’re feeding your tools with high-quality, relevant data to ensure accurate results through proper education and rigorous training programs.
3. Test and Iterate
Machine learning models improve with time and more data. Start with small tests, analyze the results, and continuously refine your model based on its previous outcomes and performance for better results.
4. Comply With Laws & Regulations
Always be sure that you’re transparent about your data collection practices and comply with all relevant laws and regulations, especially concerning data privacy. Adhering and complying with regulations and laws when using such technology promotes a more ethical use with legal integrity.
5. Stay Updated
The world of machine learning constantly changes and upgrades over time incrementally. Stay updated on the latest developments and trends and prepare to adapt your strategies are a must to make the most out of machine learning technology in the field of digital marketing in the Philippines.
Conclusion
Investing in these sophisticated technologies opens a gateway and new frontiers for small digital marketing agencies in the Philippines and neophyte marketers to keep up with the competition. While they cost dimes and gold, implementing them the right way through careful study and knowing the tools’ strengths and weaknesses will help you go further in providing the best experience for your target market.
Take the leap and consider employing an experienced digital marketing agency in the Philippines for your next marketing endeavor for better results. Contact us today at (02) 8283 3168.
