Machine Learning is a subset of artificial intelligence. It has been around for decades and was originally used in mathematics, computer science, and engineering – it wasn’t until recently that the technology started to be applied in digital marketing.
Machine learning uses algorithms (a set of rules written by people) to teach computers how to perform tasks without being explicitly programmed.
Machine learning is everywhere in digital marketing, from search engine optimization to conversion rate optimization and content distribution.
Here are five ways that machine learning has revolutionized the industry:
1. Machine Learning Can Predict the Future
Machine learning can predict a customer’s future behavior based on their past habits.
With this knowledge, marketers are able to set up personalized campaigns specifically for each person in order to make sure they keep interacting with that brand and don’t lose interest.
For example, Amazon is using machine learning to analyze every customer’s purchase history and show them products that they are likely to buy.
This is a way to entice customers into buying more, as well as use machine learning for customer retention (making sure existing customers don’t leave the brand).
Machine learning can also predict how much of an item will sell throughout different seasons or online promotions in order to prevent stock-outs.
This is a huge benefit for brands as it allows them to keep their inventory stocked, with minimal waste and no missteps.
In addition, machine learning can track the performance of marketing campaigns in real-time so that marketers know when they should make adjustments or switches for maximum effectiveness.
2. Machine Learning Can Improve Automation
Machine learning can be used to automate digital marketing tasks that are repeated.
For example, content distribution is a repetitive task, and optimizing it for one campaign usually means repeating the process for every other digital marketing campaign too.
This takes up time and resources from digital marketers in order to produce something they have already created before – this is where machine learning comes in.
With the help of algorithms, machine learning can automate content distribution and save digital marketers’ time for more meaningful tasks like strategizing or creating original campaigns.
This is a huge benefit for brands because it saves them resources while also producing higher quality work with less effort involved.
Machine learning has increased productivity by as much as 50%.
A study from McKinsey found that the use of machine learning in digital marketing has increased productivity by a staggering 54%.
This is because algorithms can quickly make adjustments and changes to campaigns, which saves time for marketers.
3. Machine Learning Increases the Reach
Machine learning can be used to increase a brand’s reach by automatically targeting potential customers and reaching out with personalized content.
When brands have a clear understanding of their target audience, it is much easier for them to create targeted campaigns that are more likely to appeal to those individuals.
With machine learning algorithms, marketing teams are able to create these personalized campaigns without having to do the work of manually targeting individuals themselves.
This allows brands to reach more people with less effort, which is a huge benefit for brands who want their message heard by as many people as possible.
With machine learning algorithms in place, marketers can use social media networks like Facebook and Twitter to reach a wider audience without having to manually target each individual.
4. Machine Learning Makes Marketing Planning Easier
Machine learning can make marketing planning easier by predicting the most effective content to publish, when to publish it and how much of an effect different social media platforms will have on a campaign.
They are able to do this with minimal input from humans because machine learning algorithms work independently based on their own data sets.
Machine learning-based marketing tools can predict the ROI of different content and help marketers plan their campaigns accordingly.
They are also able to predict how much money will be spent on a digital marketing campaign based on past performance data – this allows marketing teams to budget more efficiently.
This means that instead of guessing which type of content or social media platform will be most effective, marketers can use machine learning algorithms to predict what will work and plan accordingly.
This saves time for marketing teams as they are not wasting their resources on content that is unlikely to produce the desired results.
5. Machine Learning Makes A/B Testing Easy
Machine learning can significantly reduce the time and effort required for digital marketers to conduct the split testing.
A common practice in marketing is called “split-testing” or running two different variations of a campaign (A vs B) and seeing which one performs better, then refining that winning variation into a more successful campaign.
This is a repetitive process that digital marketers must go through for every digital marketing campaign they create – this takes up time and resources from people who could be working on other important tasks, like strategizing or creating original campaigns.
With the help of machine learning algorithms, marketers can cut down the time and effort required for split testing by as much as 50%.
Machine learning algorithms can automatically run A/B tests without any input from marketers, which creates more time that they can use to focus on other important tasks.
This is a huge benefit because it saves resources while also producing higher quality work with less effort involved – the best of both worlds.
Suggested Reading: Quantum AI – How Will It Impact The Future Of Digital Marketing
Conclusion:
Machine Learning is here to stay.
It is no longer a trend or fad, but rather an integral part of modern digital marketing.
Companies that have yet to adopt machine learning into their digital marketing strategy are missing out on some very important benefits that could help them stay competitive in the digital landscape.
Ali is a digital marketing blogger and author who uses the power of words to inspire and impact others. He has written for leading publications like Business2Community, Inc. Magazine, and Marketing Profs. When not writing, he enjoys spending time with his family.