\n<\/p>\n
Two people working on a strategy together on a laptop<\/p>\n
<\/fbs-accordion>getty<\/small><\/figcaption><\/figure>\n
Technology is digital marketers\u2019 gateway to lead gen and relationship building. So it\u2019s no surprise that the rise of AI is reshaping their approaches. But because AI itself is evolving, some skepticism and hesitation are natural.<\/p>\n
Will this emerging technology\u2019s capabilities transform online marketing<\/a> to the point where it\u2019s unrecognizable? Or can companies leverage it so it\u2019s a positive and fruitful source of disruption? Here\u2019s how AI stands to impact the digital marketing world and influence marketers\u2019 strategies.<\/p>\n Without online content, digital marketers can\u2019t reach their target audiences. But the content creative teams spend precious time crafting doesn\u2019t always make a splash. You can carefully map out a content strategy with every single detail, including desired outcomes for each piece. Yet you\u2019ve got to have the talent to produce those pieces at a high level of quality and a breathtaking pace.<\/p>\n Constantly brainstorming and executing content ideas to perfection is unrealistic, even for teams at the top of their game. Inevitably, human brains come to a standstill. Call it writer\u2019s block, a rut or a creative slump. It happens to content creators all the time. And the pressure to produce something<\/em> can mean pieces that don\u2019t match a strategy\u2019s ambitions.<\/p>\n While the debate rages as to whether AI will replace human content creators, it can be a good ally. AI can generate outlines based on inputs, such as audience characteristics, keywords and search intent. The technology is able to build structures for entire blog posts or articles, helping writers focus on the points they need to drive home to specific audience segments.<\/p>\n AI tools developed by content marketing firms such as MarketMuse elevate those capabilities. With the help of ChatGPT<\/a>, the tool makes outlines infused with topic modeling data that can then be turned into blog posts ready for a human touch. Content teams can fine-tune those pieces, ensuring they match strategic intent.<\/p>\n AI saves time by streamlining the creative process. It also helps raise the bar on quality, so published pieces produce better outcomes and content strategies come to fruition.<\/p>\n Marketing strategies develop from data about human behavior. However, digital marketers may discover what they thought they knew about an audience isn\u2019t quite right. Or the information they have is too generalized. It doesn\u2019t provide enough fine-grained insights to develop a goal-crushing campaign.<\/p>\n Digital marketers also see market data through a subjective lens. They may miss patterns because of biases and assumptions. Even the culture of the companies marketers work for can influence the interpretation of data such as customer surveys. Executives looking for a quick fix may unknowingly promote a \u201cbe everything to everyone\u201d approach. Consequently, digital marketing messages become too generic.<\/p>\n But AI can sort through large volumes<\/a> of market data without ego. The tools pick up on patterns across multiple sources, including chatbot conversations and social platforms.<\/p>\n While AI can inform digital marketers of aggregate audience insights, it also shows what\u2019s happening at the individual level. A customer\u2019s past Starbucks coffee purchases can predict if they\u2019ll engage with promo messages in an app. AI helps personalize strategies so they feel more conversational.<\/p>\n Augmented reality is expanding the definition of content marketing. Customers are looking for more than words and videos to engage them. A NielsenIQ survey of shoppers shows 56%<\/a> say augmented reality increases their confidence in a product\u2019s quality. And around 61% of consumers prefer to shop with brands that offer AR experiences.<\/p>\nLaser-Focused Content Creation<\/h2>\n
Targeted Predictions<\/h2>\n
Augmented Reality Experiences<\/h2>\n