How Can Machine Learning Benefit Your Digital Marketing?

Most marketers today agree that the future of marketing involves machine learning and some form of AI (around 97%). It can increase the efficacy of your advertising and help to streamline your processes. It’s not here to take over the job of the digital marketer. Instead, we can evolve together by incorporating it into our marketing strategy and working alongside AI tools.

In the past, artificial intelligence was relegated to the sci-fi world of fiction. Recently, however, it has become more commonplace. If you want your digital strategy to advance your brand or company, you will need to consider AI tools in your arsenal.

What is Machine Learning?

Machine learning is a subset of artificial intelligence. Basically, a machine or piece of tech can teach itself to solve problems or complete tasks by consuming large amounts of data. Unlike AI, it does not pursue more sentient elements of the thinking mind.

It can benefit companies in a host of ways by its application in different settings. Computers that think (ML) can inform your strategy by accessing and interpreting consumer data that is already available. The interpretation and application that surfaces from such an exercise can transform your strategy and results.

How is Machine Learning Affecting the Digital Marketing Universe?

It’s hard to predict how artificial intelligence will affect things in the future, but one thing is clear: AI and machine learning are already making big waves in the digital marketing universe today. Imagine having the power to analyse enormous amounts of data and getting insights, actions, interpretations, and applications that actually make sense. Your digital marketing can take advantage of these outputs.

ML tools can also free up your team’s time to research, learn, develop, and specialise in other areas. Although AI bots are useful for freeing up time, machine learning‘s biggest benefit is understanding. Through its application, we now have the ability to expand our understanding of our target audience, their behaviour, and how we can optimise to better interact with them.

Change is coming faster than we think, with predictions that 75% of developer teams will incorporate forms of AI in functionality and that up to 85% of customers will be managed through AI in this coming year. If we approach AI in digital marketing with a fresh perspective, it can enhance our efforts and make the jobs of digital marketers easier.

4 Areas Where Machine Learning is Currently Being Implemented.

Here’s how machine learning is being used in the world right now. Your business can apply it in the same areas to reap benefits like increased productivity and better informed strategies.

1. PPC (Pay-Per-Click)

Machine learning can simplify the interpretation of the results data for your ad sets and other paid campaigns. This will help you better measure the effectiveness of your paid ads. Why waste time trying to interpret the results yourself when ML can give you so much more. It can compile data and insights that help move your business forward, help inform your strategy, and help you overcome challenges in reaching your PPC goals.

2. SEO (Search Engine Optimisation)

The evolution of Google means that the way we do SEO has changed too. At first, it was all about fooling the system using questionable link practices. Then ranking signals became the biggest concern for SEO, leading to a focus on keywords. Since Google introduced the BERT update and machine learning entered the Google algorithm, however, insights from searchable content have become more important than specific keywords.

ML and AI tools can help you optimise the quality of your content and go deeper than just including certain keywords. This future-thinking way of creating content can also better satisfy Google’s aims and help your site rank.

3. Content Production

For truly effective content, the content you create should be relevant to your audience. It should tell a compelling and engaging story and trigger a response or action from the audience. ML tools can help you achieve this by using data to better understand your audience, their behaviour, and their priorities.

Whether you’re making videos, social media posts, blogs, website content, testimonials, or even webinars, you can use AI to improve. AI and ML tools can track audience trends and deliver insights on which you can take action. This will free you up to streamline your processes while the machine does the hard work of collecting and interpreting your data.

4. CM (Content Management)

Getting leads is great, but what’s even better is keeping those leads. The difference lies in relationship building. It’s pivotal that companies and businesses in South Africa invest in community management and relationship building with leads and customers.

Machine learning can help you optimise your dialogue and help you engage across multiple social media and other digital platforms. With M and AI tools, you can analyse the content they consume, the keywords and phrases they engage with, and deliver communication that is meaningful.

Something as simple as an optimised chatbot can revolutionise your Facebook or Instagram engagement and community management.

What is a Chatbot?

A chatbot is a virtual machine or robot that converses with people using voice or text. Chatbots can be used on social media platforms like Facebook, on your phone lines, and on your website. In fact, wherever you need to chat with your audience, you can implement a bot. Siri is a bot created by Apple. She can answer questions, give you information, and run searches for you online.

Chatbots and Machine Learning

Chatbots have natural language processing, so they can converse in a more natural way with a human and go largely undetected. You can use ML with chatbots to improve their ability to understand and interpret data from ongoing and historical conversations. Chatbots are a key tool for your social media marketing.

Using Smart Tech in Your Digital Strategy

Digital marketing strategies can most clearly benefit from ML inputs. You can implement it in your strategic processes by taking a step-by-step approach or by adopting machine learning in multiple areas. You could start with SEO or adopt ML tools across the board.

Modern marketing teams cannot afford to ignore the benefits of this technology if they want to advance their clients’ brands. Instead of fearing the unknown, let’s harness these tools and increase the speed with which we do market research and the efficacy with which we build relationships with our audience.

Whether you run an in-house marketing team, your own business, or a marketing agency, machine learning is the next step forward. We realise that the flood of data available to marketers has become overwhelming and it can take a lot of time to sift through. Find the answers you’re looking for and the solutions you need with the help of ML. It’s the most effective way to utilise the data you have to produce the results you want.

Machines and people are destined to work together, just like in the movies. Make your brand awareness campaigns more personal and effective than ever. Save your teams time and hassle. Increase your productivity and efficacy and improve your customer experience. You can do it all and have time left thanks to machine learning.

Unsure of how to apply machine learning for your brand or business? Talk to us today. Our team is knowledgeable and experienced and can help take your digital marketing to the next level for stronger leads and more sales!

Sources: digitalmarketinginstitute.com; identity.agency;

Steven Green

Sporty fun loving “Half IronMan” with self-acclaimed degree in Search engine optimisation & Entrepreneurship. CEO & Founder of Trafficfundi, P.tch Digital & Greenies Comics.