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Integrating AI and digital marketing for business growth and the future, ET BrandEquity

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<p>Representative image</p> <p>“/><span>Representative image</span>Before November 30, 2022, business individuals were starting to make fun of AI. Investors became more selective, and so many firms were using buzzwords like AI and ML (machine learning) to sound impressive but investors were no longer readily convinced by these catchphrases; in fact, they began to disregard businesses that used them. There were a growing number of “Jargon Brands” in the AI sector. But then something remarkable came about: ChatGPT emerged and transformed the course of events. It was as if we were witnessing the creation of a brand-new superhero who would save the AI sector from a downward spiral.The incorporation of AI in business operations was already prevalent among several prestigious brands. In the case of Netflix, AI was being utilised to recommend movies and TV series based on what users had previously viewed. Amazon suggested things based on your past purchases, while Google targeted ads based on your online behaviour. Spotify’s personalised playlists using AI.</p> <p>Significant advancements were being made in the field of digital marketing. A variety of AI categories emerged, such as digital avatars, chatbots, music/audio tools, image and video generation, and content creation. Further, let’s delve into the subsequent wave of AI marketing tools.</p> <p>The main goal of AI is to simplify tasks for users. However, it’s a disorganised world when you consider the number of AI-related technologies in digital marketing. Most of these tools are either underdeveloped or fall short of expectations. This disarray causes dissatisfaction, a subpar user experience, and problems with technical integration. It’s safe to state that the design of small, specialised tools will soon fade away.</p> <p>Two significant trends are already becoming apparent:<br />1. Currently available digital marketing solutions are beginning to incorporate AI. Canva, which now uses AI to turn text into images, is a great example.<br />2. New integrated technologies are emerging that are capable of combining multiple marketing activities and achieving task completion within just a few minutes.</p> <p>In the second trend, branding, communication, market research, campaign execution, and monitoring must all be brought together under one roof in the realm of digital marketing. </p> <p>Consider having a tool—an AI tool—that can generate marketing plans, communication strategies, customer segments, precise targeting, execution plans specific to various marketing platforms, best practices for different channels, original business and campaign ideas, and essentially everything else your company needs. With a caliber that is comparable to a mid-level marketing manager, all of this is accomplished in less than three minutes. </p> <p>Any firm, product category, product, consumer group, location, market situation, and scale of business could benefit from this tool. The best AI tools for media production, campaign execution, and reporting would all work in perfect harmony with it, helping with highly personalised planning in addition to that. By saving time, reducing effort, and improving the quality of their output, this second category of tools is positioned to make the life of a digital marketer easier and significantly increase the value of brands.The future of digital marketing is integrated AI tools. </p> <p>The integrated digital marketing AI solution is now in beta. There is also a third category of new digital marketing tools : </p> <p><strong>Human-Machine Collaborative AI Tools:</strong> In this case, an expert trains an AI tool. Imagine an AI tool recommending a new tactic to target the clients of your competitors, and you, as an expert, can make modifications. When you make adjustments, you give the tool feedback, which helps it become more intelligent moving forward. For businesses looking for long-term solutions that complement their own brand identities, this feature will be helpful.</p> <p>In conclusion, the future of digital marketing and AI appears to be extremely promising. Leading the way are integrated tools and collaborative AI.</p> <p><img decoding=

Q-commerce, the fast and convenient shopping trend, owes much of its success to martech, believes experts. In a nutshell, martech is behind the magic of lightning-fast deliveries and those “you might also like” product suggestions. Together, they’re changing the shopping game, making it a whole lot quicker and more convenient. How? Let’s explore.

  • Published On Nov 6, 2023 at 08:34 AM IST

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