| |May 20209To streamline processes and increase productivity, digital marketers - both present and future - must start using ML tools to automate processes and make the most effective use of dataPay-per-click campaignsGone are the days when marketers are trying to analyze records to measure the effectiveness of pay-per-click cam-paigns (PPCs). Using ML tools, you can enhance your PPC campaigns by providing information that supports:The metrics you need to move your business forwardHow to make better strategic de-cisions based on the top performance driversOvercome obstacles that prevent the company from achieving its PPC goalsSearch Engine Optimization (SEO)SEO is still a major player in a well-rounded digital strategy. However, as SEO algorithms change across major search platforms, searchable content insights can become more relevant than specific keywords in the search process thanks to AI and ML tools.To ensure that your websites and online resources retain their high rank on search engine results pages, you should consider not only the key-words but also the quality of your content. This puts you ahead of the competition when it comes to future-oriented content creation and SEO.Content ManagementTo increase brand awareness and en-gagement, digital marketers need to build meaningful relationships with prospects and customers. As you try to optimize your dialogue and devel-op engagement across multiple online platforms, ML tools can be very help-ful in analyzing what types of content, keywords, and phrases are most rel-evant to your desired audience.ChatbotsHow do intelligent chatbots affect digital marketing?In short, a chatbot is a virtual ro-bot that can engage in conversations with people either through text, voice commands, or both. Many major brands have already integrated chat-bots into their interface, including Apple's Siri. Siri and similar chatbots can perform searches, answer inquir-ies and even tell when the next bus is leaving.Facebook has already implement-ed tools that make it easy to develop chatbots for brands promoting their own platform.From the perspective of digital marketing, chatbots can help you engage with your personal target groups. Chatbots with Natural Lan-guage Processing (NLP) capabili-ties can even engage in a human-like conversation, greatly enhancing the customer experience. In addition, chatbots allow users to gather infor-mation about specific users, including personal information such as location and preferences for specific products.The future of machine learning in your digital marketing strategyTo get started with the machine learn-ing process for your digital marketing strategy, digital marketers can start in a number of areas. For example, ML techniques can help solve a variety of complex problems, such as processing large amounts of data and creating personalized content flows for users.ML tools and chatbots enable future-oriented market research that is much faster than a person could ever do while developing meaning-ful, personalized relationships with participating users.For the modern marketing team, ML techniques enable foresighted knowledge to be generated. Using this data analytics capability (predic-tive analytics), your team can leverage machine learning to engage with tar-geted prospects at multiple points of contact along the sales funnel. ConclusionTo streamline processes and increase productivity, digital marketers ­ both present and future ­ must start using ML tools to automate processes and make the most effective use of data.Digital marketing is an industry that is ripe for new opportunities and challenges. If the goal of digital marketers is to increase engagement and brand awareness with leads, it's important that they understand their customers. ML does not replace exist-ing digital marketing jobs. Rather, it will help expand the capabilities of the modern digital marketer by provid-ing a foundation that allows them to reach their full potential.On the way to the digital future, machines and people will work to-gether to take marketing initiatives to the next level. Marketing products or services will not be tireless campaigns to create, curate and share quality in-formation. Instead, digital marketers will be able to spread brand awareness more efficiently and personally than ever before.Use the power of artificial intelli-gence and machine learning to elevate the abilities of you and your market-ing team to a higher level, and start creating a future-oriented impact that promotes engagement and meaning-ful relationship development.
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