Since the beginnings of the internet, businesses across the globe have flocked to it as a multipurpose medium. It delivers advertising, allows for direct customer engagement, and has even become the preferred method for selling goods to the general public. The internet's rise to commercial primacy has, in turn, created a digital marketing industry that looks for the best ways for businesses to use the internet to reach the widest possible audience.
Over time, the methodologies have changed. At first, banner ads and one-page websites were the weapons of choice for digital marketers. Then, Google arrived and changed everything. Since then, the best way for businesses to get noticed online is through securing high placement on the ubiquitous search engine's results pages.
Early efforts at achieving this involved tactics like keyword stuffing and backlink building, but Google's continuing evolution soon made such tactics irrelevant. Today, search engine optimization (SEO) is something of a science, and there are no more shortcuts. Modern businesses now have to achieve visibility the old-fashioned way – they have to earn it. The good news is that technology is finally stepping up with some tools that can do some of the heavy liftings for you. Many of the best include cutting-edge AI at their core. Here's a look at some of the must-have AI-powered technology solutions for today's digital marketers.
One of the most difficult tasks digital marketers face today is finding a way to make sense of the volumes of data generated by digital platforms. The good news is that the latest generation of AI is finally mature enough to help. Platforms like PaveAI offer plug-and-play AI analytics for businesses to derive instant insights from their web properties' data. With little in the way of human intervention, the system can tell a business where it gets the most bang for its' marketing spend, which platforms drive the most revenue and even ballpark estimates of how changes will impact their bottom line. It takes all of the guesswork out of digital marketing, so businesses can focus their attention on executing their strategy.
Content Planning Tools
Since content creation and business blogs are at the heart of most modern digital marketing efforts, getting them right is a big deal. The problem that most companies face is that it's very difficult to figure out what type of content existing customers and their target audience want to see. This is yet another area where digital marketers can turn to AI for help. Solutions like Concured mine search data and the content associated with a business's competition to figure out what subjects drive engagement best. The information can help businesses create hyper-targeted content for their blogs with no waste. After all, what is a blog if it isn't filled with the content that consumers crave? With AI providing the insight, that's all you'll create.
One of the biggest factors that set digital marketing channels apart from legacy channels is the fact that they're a two-way medium. On television and in print, a marketing message goes out and there's no customer feedback beyond sales performance. Online, however, consumers can react to everything a business puts out, through social media posts, reviews, and comments on the business's website. All of that feedback provides a valuable source of data for businesses to mine if they know what to do with it. That's exactly what Whitespark brings to the table. They offer IBM Watson-powered sentiment analysis that can uncover trends and opportunities within all of that feedback data. With it, businesses can know what to change, how to change it, and exactly what their customers want most. It's like having an AI-powered crystal ball that provides actionable advice at all times.
Digital Marketing With no Guesswork
By putting these kinds of AI-powered tools to work in their digital marketing operations, businesses take all of the guesswork out of their efforts. The data reveals what they need to do, so they can move right on to making it happen. It also serves to streamline processes, eliminating wasteful strategies that would have otherwise consumed precious marketing budgets.
In the old days, marketers relied on tricks to game search engine results until Google found ways to stop them. Now, AI is re-leveling the playing field once again to give businesses the information they need to stay on top of the all-important search results pages. It's a technological pendulum swing that should be welcomed by all and should be put to use by businesses without a moment's delay.