The Role of AI and ML in Improving Digital Performance

Artificial intelligence and machine learning are among the top marketing buzzwords we come across in the digital marketing space.

These technologies have already become an integral part of digital marketing and are being leveraged to make campaigns more engaging and efficient.

For example, artificial intelligence can make personalization easy and quick by creating accurate buyer personas. These personalities are generated automatically to provide an overall audience, thereby improving the effectiveness of the campaigns.

In addition, Netflix, Google, Uber, Spotify, Pinterest and other apps use machine learning to personalize individual accounts and make relevant recommendations to their users.

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The exponential growth of continuously improving algorithms and data is encouraging business leaders and marketers to use AI in the form of machine learning, natural language processing (NLP), deep learning and other technologies. These technologies are helping them improve customer experience and conversions.

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A Gartner survey shows that 37% of organizations are implementing some form of AI to boost their digital performance.

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This post throws light upon how AI and ML are proving to be game-changers in the digital marketing sector.

1. Provide a better understanding of the audience

Great content begins with knowing the audience well. When a business knows its target audience, the connection feels more natural and relevant. This genuine connection goes a long way in building lasting relationships with customers.

In recent years, AI and ML have opened up a whole new world of possibilities for understanding audience behavior. AI tools and data-driven insights are helping businesses understand who they are reaching, what customers want and need, when to communicate and where to reach them.

Artificial Intelligence helps marketers to define buyer persona instantly. Then, platforms like SocialBakers auto-generate these individuals to deliver a more overall audience segmentation in the form of actionable insights. These insights help content marketers share inspiring stories that convert.

Keeping your audience at the center of your online strategies is critical to business success. AI can help by providing unique audience insights, enabling businesses to deliver a unified brand experience through relevant content. It also helps in selecting the most trusted and effective influencers for the brand.

2. Support in Lead Management

Big data, predictive analytics and machine learning are increasingly being used in business intelligence these days. Machine learning, with its ability to bring out valuable hidden insights from large data sets, can create tangible value for businesses.

Leads are the driving force for businesses. They are the ones who will soon contribute to the organizational revenue.

Therefore, business leaders spend a significant amount of time in lead management. ML can be leveraged to improve and scale a firm’s approach to leadership, thereby boosting the bottom line.

It helps firms generate better leads, qualify and nurture them, and ultimately monetize them effectively.

For example, ML can help you build an ideal customer profile (ICP) to reach the best customers. ICP takes a structured look at a person’s demographics and psychology to determine their purchase intent and the content that matters to them. Thus, ICP can be used for lead scoring, allowing marketers to prioritize targeted accounts.

ML can also help firms generate more qualified leads from the traffic that is already on the site. For example, see how Drift, a revenue acceleration platform, uses conversational AI to distinguish quality from noise, learn from conversations, and automatically qualify or disqualify website visitors. These qualifiers help the sales team focus on leads that are ready for conversion.

3. Curate and Create Better Content
AI is changing the game for content marketers. Technology is being used to automatically generate content for simple stories like sports news or stock market updates. AI also allows social channels to customize a user’s new feed.

But one content area where AI is increasingly being implemented is content curation. AI algorithms make it easy to collect target audience data to create relevant content at each stage of the marketing funnel.

For example, algorithms collect data about what audiences are like to read, questions they want answered, or a specific concern. Using this data, content marketers can curate and create relevant content that enhances the customer experience and ultimately leads to conversion.

The North Face uses AI-powered technology like IBM Watson to recreate shopping experiences.

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