Gone are the days when we talked about Artificial Intelligence (AI), we seemed to be referring to a distant future and, for conspiracy theory lovers, to robots that would threaten humanity, like in science fiction films in apocalyptic contexts.
The truth is that technology, since its advent, has always shown itself to be a great facilitator; an ally used in our daily lives and the development of several other solutions, in the most varied sectors. Today, we see that AI in Digital Marketing plays a different role.
The report “The State of Marketing 2024“, by HubSpot in partnership with Litmus, Rock Content, and Search Engine Journal, for example, points out that Marketing professionals have increasingly used AI for content generation:
- Around 6% of them are for the preparation of materials;
- Approximately 18% for writing content;
- Approximately 31% for generating drafts;
- Approximately 45% for the promotion of ideas and inspirations.
So, considering the importance of the topic, in this post, among other key points, we will answer the main questions regarding Artificial Intelligence and its use in Digital Marketing.
What is Artificial Intelligence (AI), and What is its Relationship with Marketing?
Briefly, we can define Artificial Intelligence as the ability of a program to “think” like us, human beings, and from there, perform complex tasks that, initially, only intelligent beings could perform.
In other words, we are talking about a technology that was designed and programmed to recognize patterns, learn them, establish correlations, analyze data, and, finally, reach conclusions.
Also, according to the aforementioned report, as the B2B Marketing scenario continues to evolve, professionals face a growing challenge: reaching and engaging their target audience effectively.
As a result, we have seen a shift in primary data collection and the use of AI in Digital Marketing to create hyper-personalized content.
In fact, this increase in the adoption of Artificial Intelligence is a highly strategic move by Marketing professionals to increase the levels of effectiveness and quality of their content.
We see a paradigm shift underway: 63% of them predict that most of their content will be “branded” with the help of generative AI. And it doesn’t stop there:
- 85% of Marketing professionals believe that generative AI will have a transformative impact on content creation by 2024.
- 85% of them report that Artificial Intelligence improves the quality of content;
- 82% of them state that AI increases their capacity when it comes to content production, etc.
The reality, however, is that AI in Digital Marketing acts on the most varied fronts. It is present, for example, in customer and target audience segmentation, enabling the adoption of more accurate communication and marketing tactics.
Similarly, AI applied to Marketing also works as a valuable resource for identifying consumption patterns, understanding customer behavior, understanding their preferences, and, therefore, indicating trends.
The result? Well, it becomes possible to suggest solutions that make much more sense to potential customers.
How to Use AI in Digital Marketing?
Below, we list some tips for using AI in Digital Marketing in different areas. Check it out!
Chatbots on websites and social media platforms
Integrating chatbots into websites and social media platforms is essential for instant engagement, as they provide 24/7 customer service, quickly responding to questions and issues.
This measure greatly improves the user experience, increases satisfaction, and retains customers.
In addition, chatbots can personalize interactions, collect valuable data about customers, and automate repetitive tasks, allowing companies to focus on more strategic activities and increase operational efficiency.
Predictive analytics tools
Using predictive analytics tools to adjust advertising campaigns in real time is essential to anticipate consumer trends and behaviors.
The initiative allows you to optimize the targeting and content of campaigns, increasing relevance, effectiveness, and return on investment, in addition to responding quickly to market changes.
Personalization
Investing in the personalization of product recommendations in e-commerce increases the relevance of offers, also improving the customer experience and encouraging additional purchases.
The action increases the satisfaction of the target audience, builds consumer loyalty, and maximizes sales, resulting in a higher average value per order and, equally, a better return on investment.
Segmented email marketing campaigns
Creating email marketing campaigns automatically segmented by purchasing behavior increases the relevance of messages, improves engagement, raises conversion rates, and maximizes return on investment.
Automatic content generation
We have already addressed this issue, but it is worth reiterating: it is super interesting to use AI in Digital Marketing as an ally in the automated creation of content, such as product descriptions, blog articles, social media posts, and even scripts for videos. However, it is not advisable to neglect the human factor.
In other words, the Artificial Intelligence solution should be used as an ally. Humanization is essential. Investing in the personalization of product recommendations in e-commerce increases the relevance of offers, also improving the customer experience and encouraging additional purchases.
This action increases the satisfaction of the target audience, builds consumer loyalty, and maximizes sales, resulting in a higher average value per order and, equally, a better return on investment.
Segmented email marketing campaigns
Creating email marketing campaigns automatically segmented by purchasing behavior increases the relevance of messages, improves engagement, increases conversion rates, and maximizes the return on investment.
Automatic content generation
We have already addressed this issue, but it is worth reiterating: it is super interesting to use AI in Digital Marketing as an ally in the automated creation of content, such as product descriptions, blog articles, social media posts, and even scripts for videos. However, it is not advisable to neglect the human factor.
In other words, the Artificial Intelligence solution should be used as an ally. Humanization is essential.
Benefits of AI in Digital Marketing
We have seen that Artificial Intelligence has revolutionized Digital Marketing by providing significant advantages that transform the way companies interact with their customers. Understand the main benefits in more detail!
Mass personalization
One of the main benefits involves mass personalization. AI allows the analysis of large volumes of consumer behavior data, identifying patterns and individual preferences.
With this, it is possible to offer highly personalized experiences and recommendations, increasing the relevance of messages and customer satisfaction.
Process automation
AI in Digital Marketing automates repetitive tasks, such as managing advertising campaigns, creating content, and providing customer service through intelligent chatbots.
This not only reduces operational costs but also frees up professionals in the sector to focus on more strategic and creative activities. Another plus!
Predicting trends and behaviors
With predictive models, companies can anticipate consumer needs, proactively adjusting their Marketing strategies.
Sentiment analysis on social media, for example, allows you to better understand the public’s perception of the brand and adjust campaigns in real time.
Finally, market segmentation becomes more precise. AI in Digital Marketing can divide the audience into very specific segments, enabling a more effective and targeted approach.
This makes campaigns more efficient, increasing the conversion rate and return on investment (ROI).
Examples of AI tools for Digital Marketing?
As we have seen, AI not only optimizes processes but also generates highly relevant insights, capable of making the strategies implemented by the business much more effective and well-founded.
Below, we highlight some of Rock Content’s Artificial Intelligence tools so you can visualize the world of possibilities of AI for Marketing:
- AI Persona Builder – This is essential for quickly creating or improving buyer personas with AI. The solution analyzes real data to configure personalized personas, facilitates audience segmentation, and optimizes content personalization. With this feature, organize and improve your personas continuously, all in a simple and intuitive interface.
- AI Content Idea Generator (free version) — Do you need new ideas for your content? This tool creates inspiring suggestions, personalized according to your website’s domain, the content previously created in WriterAccess (our talent platform), or other details about your company.
- AI Content Wizard – This is an essential tool for those looking to optimize content creation strategically. With advanced Artificial Intelligence, it analyzes your competitors, target keywords, and the characteristics of your audience to identify unexplored content opportunities. In addition, it generates detailed briefings for each article suggestion, facilitating the production of relevant and well-targeted content.
- AI Copilot — AI Copilot is Rock Content’s new tool for creating content with Artificial Intelligence. The solution helps you create everything from blog articles focused on good SEO practices to posts for social media, emails, ads, and more.
Conclusion
As we have seen, using AI in Digital Marketing is vital today due to its ability to analyze voluminous data, personalize interactions, automate repetitive tasks, and, of course, predict trends.
In addition, the measure increases efficiency, improves customer experience, optimizes campaigns in real time, and maximizes return on investment (ROI), maintaining competitiveness in the market.
At WA, we combine the best of AI with the best of humans to bring your content strategies to life, with our freelancer base of over 1,500 skilled professionals. Try it for free!
