The Impact of AI on Digital Marketing — 2022 Trends and Forecasts
Chatbots, virtual assistants, and other AI mechanisms gradually change the digital marketing landscape. And while some marketers keep insisting that robots can’t replace humans, others follow the AI trends and learn what changes they can bring to digital marketing shortly. Moreover, 61% of marketers say artificial intelligence is essential for their data strategy.
Platforms like Get Cash, for instance, use artificial intelligence to connect people with vetted lenders within 24 hours. On the website, you can apply for the best short-term loan offer from $100 to $5,000, even if your credit score is not perfect. The loan requests are processed faster than in most banks and lending organizations, and AI is the reason for this.
But let’s return to the subject of AI’s role in marketing. Artificial intelligence allows companies to make decisions to produce more innovative and more targeted advertisements. But that’s not all. We decided to analyze the impact of AI on digital marketing in 2022 in more detail. Let’s see what the forecast is!
Voice Search Is on the Rise
As the world shifts to mobile, it’s no surprise that people are also shifting to a hand-free method of data entry on the go. Following the findings of ZDNet,the technology is now so advanced that many algorithms can recognize human speech with 95% accuracy, and it will only get better.
According to Emarketer’s latest figures, this year as many as 33.2 million consumers in the US will utilize the voice search feature of their smart speakers when shopping. In today’s world, where everyone seems to be a blogger, and uploading selfies on Instagram is a must, people talking to themselves no longer comes across as a surprise.
According to Nielsen, in 2018, one in four American homes equipped with Wi-Fi had a smart speaker. The rising popularity of voice search will force companies to adjust their SEO and marketing strategies. If you haven’t thought about it yet, now is the time.
More Augmented and Virtual Reality Applications
AR and VR have been around for a long time but are still perceived as a novelty. Although augmented reality is now better known for games like Pokémon Go or Beat Saber, these technologies are increasingly used for marketing purposes. More and more companies realize that AR and VR can be a powerful part of their marketing strategy.
Take, for instance, IKEA’s Place app for AR. It allows you to try out furniture in your own home before buying it — an excellent example of how AR can be helpful and engaging. Some fashion brands such as GOAT, Ralph Lauren, and Warby Parker embark on the virtual reality journey, too. They create apps that allow their customers to try on different clothing combinations virtually without leaving their homes.
All in all, it’s best if you start looking into ways to integrate VR and AR into your marketing strategies now so you don’t miss such a great opportunity.
Chatbot Marketing Is Getting Popular
Chatbots make marketing more manageable, which is why their popularity is expected to grow even more. These AI creations are ideal for handling the initial stages of the marketing process, such as collecting contact details and data for a sales call, responding to common customer service questions, or giving advice on general technical problems. These chatbots help automate communication with customers to a certain point before they are directed to a real person for help.
As we said, chatbots can optimize a massive part of the marketing process. And with most of this process automated, it means you and your team can handle more marketing tasks and make more deals as a result.
Facebook Messenger chatbots have gone a step further. They allow businesses to provide an in-app shopping experience. You can set it up in a way that customers can browse and even make purchases directly within the chatbot. Following that, no wonder more and more companies are trying to integrate chatbots into their marketing strategy.
Even More Personalized Advertising
A few years ago, the Facebook team created a project called Rosetta. The project aims to use AI and machine learning to recognize text in images and videos to enhance the quality of content that Facebook users see in their news feed and suggestions. Rosetta uses AI to boost the user experience by learning what people are looking for and optimizing their interactions with Facebook.
From increased engagement to greater customer loyalty and solid conversions, fundamental shifts are taking place in traditional marketing processes, and this time they’re personal in nature. The amount and variety of user data available today, from personal habits to transaction history to engagement on social networks, set the stage for efficient personalization.
But companies should do more than just collect information — they should aggregate and process the data to create value-oriented campaigns and directly serve the interests of the users. It’s not easy to do, but the reward is considerable.
One can hardly deny the advantages of using artificial intelligence in digital marketing. New technologies are becoming increasingly available, and marketing agencies can now use them to improve their strategies. They are the following:
- Automating technical processes such as scheduling appointments, emails, and social media posts.
- Collecting and using customer data to identify their behavior patterns and make forecasts based on customers’ recent actions.
- Using sentiment analysis to track brand image online and interpret user needs.
- Examining big data to identify trends and patterns in order to streamline marketing campaigns and strategies.
- Performing website analysis using heat maps to identify any blocking factors and enhance the user experience.
As a result, the way a brand conducts digital marketing is changing dramatically. All in all, AI is a wildly evolving industry, and you need to keep up if you want it to work for you.