7 Simple Tips to Help You Get Started With Artificial Intelligence in Digital Marketing

Leading brands around the globe are all using AI for digital marketing. As a result, marketing AI is now a flourishing market, with an ever-increasing number of use cases. Today, we share seven essential steps that every marketer needs to know before starting their AI journey.

Artificial Intelligence (AI) is rapidly transforming every aspect of how we work. As data volumes steadily rise, AI allows digital marketers to fully utilize the potential of available data. In digital marketing specifically, AI can help process data from structured and unstructured sources (social media, emails, images, etc.) to generate actionable insights. These actions can even be automated, enabling greater efficiency for digital marketers.

This is why AI in digital marketingOpens a new window is poised to reach a global market of USD 21 billion by 2023, growing at a steady Compound Annual Growth Rate (CAGR) of 26%.

However, artificial intelligence is a fast-evolving technology, requiring a certain level of technical skills and domain understanding. If you’re looking to get started with AI in digital marketingOpens a new window , it’s a good idea to begin with the basics and scale up as your projects mature. A foundational roadmap to build AI in digital marketing capabilities would comprise seven essential steps.

Learn More: Top 8 Machine Learning Certifications for MarketersOpens a new window

How to Incorporate AI into your Digital Marketing Strategy: 7 Useful Tips

You don’t always require an in-house data scientist or years of AI experience to leverage AI in digital marketing. With a little bit of research, intelligent identification of potential use cases, and partnerships with the right providers, you can use AI to take your digital marketing initiatives to the next level. Here are seven actionable tips to get you started.

1. Increase your AI knowledge base
 

It is important to distinguish between the hype around AI and its actual impact on digital marketing. To help improve your understanding, invest in a basic course in AI and related technologies such as machine learning and robotics.

There are several free and paid options available, including Google’s “Elements of AI” free online course Opens a new window for cross-industry applications. If you’re looking for information specific to AI in digital marketing, take a look at Udemy’s paid alternativeOpens a new window .

2. Assess your existing martech stack
 

Any digital marketing toolkit will have a set of staple apps and software – and these may include AI under the hood. Explore the inner workings of the software that you use every day, identifying any applications of AI in digital marketing.

You could also collaborate directly with your software vendor, obtaining information on how they plan to incorporate AI in their technology roadmap. These existing capabilities can be further reinforced with a digital marketing strategy centered on AI.

3. Get inspired by AI case-studies
 

Several leading brands across the world have already leveraged AI in their digital marketing campaigns. Search for examples of AI that could inspire youOpens a new window , even if they aren’t from your specific industry. A look at exceptional case studies of AI in digital marketing will open new possibilities of application and usage.

Remember, AI technology can transform the fundamentals of digital marketing, including target audience identification, website optimization, copywriting, and even, audio track design.

4. Find ready use cases in your organization
 

No matter your industry, your marketing strategy could probably gain from AI and machine learning. Look for potential use cases – these could be both incremental and transformational:

• Incremental use cases apply AI to improve performance in existing areas. For example, AI can help marketers create a more accurate lookalike audience on social media.
• Transformational use cases try to find new areas of value generation using AI in digital marketing. Scanning large data volumes to find hidden customer insights is one such example.
   

At this stage, you can start researching industry-specific implementations, narrowing your large-scale vision into executable ideas.

5. Start trialing AI-based digital marketing tools
 

Once you have a working knowledge of AI and a deeper understanding of what others are doing in this space, you can look at AI tools that align to your use cases. Most of these options will provide a free demo, letting you take a closer look at long-term feasibility. Your existing vendors may already have AI capabilities – Google, for instance, is known for its outstanding innovations in AI for marketing. Similarly, Salesforce, HubSpot, and Hootsuite are all using AI, all you need to do is extend the partnership and look at possible new integrations.

6. Consider growing your in-house competencies
 

For a truly AI-focused digital marketing strategy, you will require some technical skills. If you’ve already started using AI marketing tools and the campaigns are garnering the desired results, investing in a full-time AI resource could be a good idea. In fact, AI is among the most in-demand skillsets today, indicating the value of nurturing AI-native marketers in the future.

7. Partner with AI digital marketing agencies
 

Interestingly, a number of brands that have successfully leveraged the power of AI worked with next-generation marketing agencies. These vendors come with ready AI skillsets and proven industry experience. Your in-house AI expert could then orchestrate an entire AI-based digital marketing campaign, guided at every step of the way on a strategic level.

Learn more: How Artificial Intelligence and Machine Learning are Shaping the Evolution of Digital Customer ExperiencesOpens a new window

AI is the Future of Marketing and Early Adopters Will Gain a Competitive Edge

Marketers can no longer sit back and work around AI, perceiving it as a futuristic and highly complicated technology. Chances are, your software already comes with AI baked in, and your competitors are actively looking to use AI to gain from rising data volumes.

Therefore, with a basic but solid understanding of AI in digital marketing – supported by the right partners and technical skillsets – you could become an early adopter, boosting existing efficiencies and discovering new ones.

Are you leveraging artificial intelligence in digital marketing yet? Let us know on LinkedInOpens a new window , FacebookOpens a new window , or TwitterOpens a new window .