10 Impacts of AI on digital marketing: Case study insights

10 Impacts of AI on digital marketing: Case study insights

Artificial Intelligence is taking over the world. If you think it is going to let the digital marketing industry out, you are mistaken. Digital Marketing being an expertise that extensively revolves around data and analytics, Al could be transformational, to say the least.

1. Realtime tracking

Organizations can systematically track and analyze the digital behavior and communication of their target groups. Deep learning techniques and AI are the keys.

Predictive modeling, attributes comparison (to current and new customers), help in understanding the churn rate, and this real-time tracking and tech adaptation are what makes a business stand out from those of its competitors.

2. Accuracy

When Al systems are in use, predictions are sure to be of sharper clarity. Artificial Intelligence plays a major role in basic Digital Marketing tasks such as planning and conceiving of campaigns (Data and insights elicited from previous campaigns)

Al effectively minimizes the guesswork that is traditionally associated with marketing campaigns. As machine learning takes precedence over conventional analysis, the ever-improving AI algorithms are helping in making data-driven predictions that are much more precise than ever.

3. Automation (deploys text, chat, or messaging apps)

Customer service is one key component but also one which needs meticulous care in handling. The power of AI tools and analysis helps not only in tracking and responding but real-time action performance as well.

It understands the emotions lurking beneath choices that help the organization in providing content more personalized in nature. Automation also refers to the leverage of texts, chat, or messaging applications for enhanced futuristic services.

4. Security

The biometric technology that we have come to use in our daily lives now is a part of AI wonders. The contemporary data congregation and circulation have also maximized the ease of massive data analyzation, which has also led to improved acumens and quicker decision making. All this and more, with security as difficult to breach, as human ideologies.

5. Budget target optimization

Algorithmic budget planning helps in tracking where and when the resources go so you can allot accordingly. This is based on real-time insights.

Channels/sub-channels, Ad types, campaign types, categories of products, transaction volumes, attribution models that are getting more complex every day could be put to ease with techniques that incorporate artificial intelligence.

6. Ad management

Artificial Intelligence can very well handle ad management, but what about ad creation? Did you know, AI can very well generate news and articles on the report data and the like available ones?

Responsive search ads combine human creativity with machine learning to help deliver relevant, valuable ads. These maximize relevance and performance, drive more traffic, and help reap more from shopping campaigns.

AI scheduling software, Facebook, and Google ad platforms, and much more are the products of AI-enhanced tools that will change the way we currently pursue ad management.

7. Enhanced user experience

Did you know, 33% of the marketers surveyed used AI to provide personalized web experiences? 63% confirmed that it has increased conversion rates and improved the consumer’s experience (Insights of location, demographics, devices, interaction with the site are effective contributors).

AI can be used to automatically adapt UX based on user interactions in real-time. This is not only more efficient than traditional testing and optimization cycles but when customers have a better experience with your front-facing technology and the ease of navigation, they’re more likely to want further interactions with your brand.

8. Personalized product recommendation

Knowing your customers’ buying habits can help you craft a more effective marketing strategy. You can promote products that your customers may want to purchase and not just be scrolled away. Al strategies are far quicker than human comprehension and can empower engagement and sales scale.

9. Predictive analysis

Predictive analysis is just the use of data, statistical algorithms, and machine learning techniques to identify the probability of future conclusions based on data history. Transforming marketers from reactive to proactive planners, AI enables data-driven decision making.

Natural Language Processing, Customer Decision hub, Self-Service Advisor, AI-driven applications are mediums through which AI can power leaders inside customer-centric organizations, to achieve the goals of Personalization, better Customer Decisioning, improved Predictive Modelling.

10. Chatbots

Chatbots are virtual assistants plus much more. Chatbots are machines that communicate (more naturally) with humans via audio or text. They use machine learning and natural language processing to understand human intent better.

These are trainable and, over time, learn and improve communication with your target audience. They could be set to have structured or unstructured interactions based on logical or informal requirements respectively.

A proper understanding of the best ways to put these to efficient use can benefit in ways more than one in expanding your customer understanding.


AI is becoming part and parcel of human life and when it comes to digital marketing, the role AI plays in content generation and curation, email marketing, digital advertising, web designing, and much more cannot be left unseen.

Stay updated or be left behind, the choice is up to you to make!

Share on

5 Things You Should Do To achieve Retargeting

5 Things You Should Do To achieve Retargeting

Retargeting: Back to basics

Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach 98% of users who don’t convert right away.

It’s that simple a concept.

But how does it work? Ever heard of cookies on the internet?

Retargeting is a cookie-based technology. Once enabled, it follows your potential customer over the web and understands the likes and interests of the person. The user then begins to see ads on screen that are relevant to their previous choices and possible futuristic ones.

Now when it is your brand ads that catch their attention, and they crave to visit again, you are almost there. When they finally reach the point of CTA on your site, there you go.

You have achieved retargeting in its simplest forms.

Types of Retargeting methods

There are various strategies, types, techniques, and methods to achieve the same.


With website retargeting, you can serve people ads based on actions they take on your website. Think about what pages they visit, the types of products they view, and whether they add items to their shopping cart.


The emails your customers open, the offers that excite them to check out, are all information that could later be elicited for retargeting.


This is an activity or history-based suggestion technique. Based on what was viewed or added in the cart, further options are displayed for them to consider.

Personalization of every ad impression served to your customers is what dynamic retargeting aims to deal with.

  • Mobile retargeting, Search retargeting, pixel-based retargeting, social retargeting, list-based retargeting, and onsite retargeting are a few more of such methods in retargeting.

5 hacks en route to great retargeting!

1. Identify your purpose

What is your end goal, is it to bring into picture new customers or work on the existing ones? Is it to bring brand royalty? Understanding this helps to choose if “freemium” products, add-ons, upselling, adding new values are what the hour seeks.

2. Funnel segmentation

When it comes to marketing, and retargeting, ‘one size fits all’ is a myth. Distinguished approaches are necessary now that the world has come to the personalisation of content the user sees on the screen.

Funnel segmentations help you create distinct ads for a different set of customers based on the category they belong to.

Top-of-the-funnel (TOFU): People who visit pages related to general information rather than your specific product.

Middle-of-the-funnel (MOFU): People who visit pages related to your product, but only at a considerable level.

Bottom-of-the-funnel (BOFU): People who visit pages related to your product that indicate they are at the decision-making stage.

3. Channel Cross work

The experiences of users change as per platform. Cross channel retargeting helps you resonate and have the desired impact concerning specific sites. By adjusting the content for various platforms will ensure you follow an integrated approach and break the monotony in the presentation.

Even amidst this, the key is to recognize where to focus and understanding which platform converts.

4. Facebook custom audience

A Custom Audience made from a customer list is a type of audience you can create to help build your reach. It’s made of information – called “identifiers” – that you’ve collected about your customers (such as email address, phone number, and address) and provided to Facebook.

The hashed information is matched with Facebook profiles so that you can advertise to your customers on Facebook, Instagram, and Audience Network. The more information you can provide, the better the match rate, so says Facebook.

It works over mobile and web and you can export leads, MQLs, SQLs, and opportunities, then update a personalized message to guide them towards the next stage in your funnel.

5. Zero-in on the needs of your buyer persona

Buyer personas are profiles of your ideal customer. A buyer persona can help classify your ideal target market who has a similar need or interest for your product/service. They help govern the best ways to interconnect with your target market, translate visitors into leads, and leads into customers.

Buyer personas help ensure that all actions involved in obtaining and serving your customers are custom-made to the targeted buyer’s needs.

Significance of retargeting

Ever wondered why retargeting is of high importance?

Retargeting allows brands to label visitors into interests and follow them while they do other things online, giving them a chance to pull visitors back to the website that wasn’t quite to the point of conversion.

Retargeting influences web site visitors in such a profound way that they are 70% more likely to convert. Also, to note, the return on investment (ROI) or return on effort (ROE) has proven to be pretty impressive.


A smart move of retargeting would be to combine it with other techniques of digital marketing rather than as a stand-alone idea. Keeping up with the technology and the trends it induces, one can very well make sure to stay on top of the game.

Share on