The Impact of AI on the Marketing Ecosystem
AI empowers marketers to personalize experiences, enhance skills, and automate campaigns, helping businesses deliver relevant customer journeys and drive growth.
The Impact of AI on the Marketing Ecosystem
With the evolving technology advancement, AI presents marketers with a variety of opportunities to personalize customer experiences and build their technological skills.
Businesses should view AI as an opportunity to provide more customized and relevant marketing experiences for their customers and ultimately drive their business forward.
From chatbots to social media management to full-scale marketing campaigns and automation, AI is changing the way marketers do their jobs.
AI platforms such as HubSpot, Constant Contact, Mailchimp, and ActiveCampaign are already being used by marketers for automating tasks and optimizing campaigns.
Search is no longer a Single Platform Journey
The rise at Seven SEO and Data teams analysed 1.5 billion searches of the most-searched keywords on the internet and found that:
- A buying journey can take anywhere from two days to 10 weeks, with up to 97 interactions along the way.
- Google only accounts for just 34.5% of the total search share.
- YouTube (24%), TikTok (16.7%), and Instagram (20.9%) make up more than 60%.
- The average consumer now uses 3.6 platforms before making a purchase.
Has AI been the Catalyst?
Introduction of AI into digital marketing is evolving in the new era of consumer engagement and business expansion. As per the study, AI-powered tools help in effectively segmenting customer bases depending on various factors, which enable marketers to deliver more personalized and targeted marketing campaigns.
Channel-By-Channel Breakdown
SEO
SEO has rapidly evolved over the past few years, largely driven by advancements in AI. The future of SEO is being shaped by AI-driven innovations that are transforming how businesses approach their online presence. From enhancing keyword research to revolutionizing content creation and predictive analytics, AI is at the forefront of this evolution.
Search Engine Optimization (SEO) is the practice of enhancing a website’s visibility on search engine results pages (SERPs) to attract more organic traffic. By optimizing content, using strategic keywords, and improving site performance, SEO helps businesses reach their target audience more effectively and improve their online presence.
AI-powered SEO tools not only optimizing search engine algorithms but also provide valuable insights that drive investment attraction strategies. For instance, AI-driven SEO can identify emerging search trends, allowing businesses to stay ahead of the curve.
Transition from Traditional SEO to AI-Based SEO
With the evolution of SEO from simple keyword matching to sophisticated AI-driven strategies, machine learning algorithms are analysing user intent and enabling businesses to create highly targeted content that resonates with their audience.
PPC
PPC advertising has been a data-driven field, and AI is taking it to a new level. AI is revolutionizing how marketers reach their target audiences, optimize their campaigns, and ultimately drive conversions.
When it comes to dedicating valuable resources to advertising your business online via PPC (pay-per-click) advertising, there is little room for error.
Applications of AI in PPC
Several ways that AI enhances PPC advertising include-
- Smarter targeting
- Smart bidding
- Ad creative that resonates
- Keyword research reimagined
- Landing page optimization
- Campaign optimization and analysis
- Applied AI via Google Cloud
Social
Google has been promoting fake content to millions of people on Discover and has been struggling to block it for some time.
Globally, the average person spends 2 hours and 24 minutes on social media every day, and that’s a lot of time to be hit by fake news.
People with no understanding of marketing or people who think that auto-generated comments would boost their profile on LinkedIn, businesses are using AI to cut corners for generating meaningless bullshit and throwing it.
Paid Vs. Earned Vs. Owned
- Paid campaigns or projects are designed to do two things
- Owned media is simultaneously under threat and incredibly valuable
- Earned media – public exposure through word of mouth and sharing content is arguably more important than ever. People’s opinions really matter.
What Should You Do?
SEO and a marketer focus on creating real connections with people. Understand your audience, and use people who influence your audience.
Email is almost certainly the most applicable channel for most brands, and you actually own it.
Figure out the role your brand plays in that journal.
Create a great user experience on and off-site.
Make sure to well document everything and own everything in your content.
Speaking to PPC and social teams helps in understanding the challenges you're having.
It is about working together as a marketing department with a shared goal of creating and amplifying brilliant experiences to the right people. Maximising the value of your owned channels, to reduce the reliance on paid, and doing things that create brand advocating and cause your earned media to soar
