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What is AI?

Before getting into how to use AI for digital marketing, it is important to understand what we are dealing with. Artificial Intelligence is essentially the ability of a digital computer to perform tasks that are usually associated with intelligent beings. This can entail anything from checking people out at a grocery store to self-driving cars.

How can AI be used in digital marketing?

If you work in digital marketing, it is likely that AI has recently become a larger topic of discussion in your strategy sessions and news feed. We are already seeing the power of AI in copywriting, creating art, and improving customer service. To help you make sense of it all, we’ve put together a list of five easy ways in which AI can assist with your social media strategy:

1. Content Creation

We all know that content creation requires a huge amount of time, effort, and creativity from marketers and AI can make this process a lot easier. AI analyzes billions of content pieces from the web to help you write social media posts, blog posts, product listings, and any other form of copywriting you can think of. You can even choose the tone of voice for your text.

Not only can AI assist with the writing side of content creation, but it can be used to create eye-catching images and videos personalized to your style. Don’t have a specific vision in mind? AI will analyze its data to create something that will appeal to your target audience. So the next time you are stuck in a creative rut, remember that you have a great source of inspiration at the tip of your fingers. 

2. Social Listening

Every brand needs to have a good understanding of the digital environment they are working in, and social listening is one way to do this. Social listening is when you monitor social media channels or other online platforms to find mentions of your brand, competitor brands, and related keywords. 

AI tools are especially useful for social listening because they can quickly analyze millions of social media posts and comments to identify information of importance. For example, if a brand is facing a crisis, AI can be used to find negative comments about the brand, thus resulting in more quick and effective crisis management.

3. Chatbots

They may be frustrating at times, but chatbots are here to stay. AI chatbots are increasingly found on company websites and social media platforms. Customer support chatbots can be used by companies to handle a large number of queries and provide fast, precise responses.

Instagram now has a chatbot that business accounts can use to automatically answer any questions they receive. Snapchat even recently introduced its own AI chatbot called My AI. Snapchat users can talk to their chatbot like a friend and ask it questions.

4. Predictive analytics

Predictive analytics involves using data to identify and predict new trends. This is especially important in social media, where new trends are popping up every day. With predictive analytics, Marketers can make predictions that help optimize their audience engagement. For example, predictive analytics can figure out the best time to post on Instagram or what type of content will receive the highest engagement.

5. Paid Advertising

In addition to helping with organic engagement, AI can also be beneficial to the paid side of your marketing strategy. AI tools can analyze a platform's data to improve ad targeting, optimize campaign budgets, and personalize ad content. Meta Business Manager is continuously rolling out new AI tools that they claim can improve your ad performance.

In fact, Meta has just announced its new AI Sandbox project, which will use AI tools to help marketers create more effective advertising campaigns. The AI Sandbox will incorporate tools such as text generation, background generation, and image outcropping to make ads more engaging.

What are the limitations of AI in digital marketing?

Although AI can clearly be used as a helpful source of knowledge, there are still some important limitations to keep in mind. AI is becoming increasingly skilled in its ability to perform marketing tasks like humans, but the results are not always completely reliable. With content creation, the images and text AI generates can often lack a human touch.

It is important to always double-check the work that is performed by AI instead of blindly trusting its output. Despite its somewhat limited current capabilities, AI’s accuracy will only continue to improve over time.

Whether or not you work in digital marketing, you will certainly use AI in your day-to-day life. It holds a valuable opportunity in digital marketing and as the world continues to integrate AI more and more, it is important not to be left behind. If you are feeling overwhelmed by AI and would like some help with implementing AI tools in your digital strategy, don’t hesitate to contact Balans Social! 

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