In today’s world, digital marketing is everywhere. Whether it’s with a Facebook ad promoting a product or with a targeted email blast and call-to-action-buttons, digital marketing is happening everywhere. As marketers, what makes digital marketing such an exciting career choice is that it is always, and I mean always, evolving. Successful marketers are expected to keep up with the latest advancements in technology. From video production or podcasts to artificial intelligence (AI) predicting consumer behaviors, technology has drastically changed the marketing industry, probably forever.
Taking Communication to the Next Level. On top of staying up-to-date with the ever-changing tools of digital marketing, effective marketers remain focused on communicating the right information to the right consumers, via the right platform and at the right time. Artificial intelligence plays a vital role in marketing strategies today. According to eMarketer, audience targeting and segmentation are some of the top reasons marketers are investing in artificial intelligence (AI). AI is not only able to predict consumer behaviors, but they are also able to create custom audience groups for marketers to directly target via email blasts, ad campaigns and much more.
AI in Healthcare. In the healthcare industry, one of the ways we use AI algorithms and patient data to determine our target audiences for many of our digital strategies. For example, we use AI to find women in the community who are due for a mammogram as well as women who have reached the recommended age for getting screened for breast cancer. With this targeted list, we can then send an automated email blast using first name attributes in the subject line, composed of the risk factors of breast cancer, a patient testimonial video and a call-to-action button to “make an appointment” on our website. For those who aren’t avid healthcare junkies like myself, October is Breast Cancer Awareness Month, so to the left is an example of how a targeted email blast promoting breast health services might look.
Artificial intelligence is used by businesses all over the world to cultivate customer relationships, meet consumer expectations and increase productivity. As marketers, it’s important for us to understand how powerful technology can be in contributing to how effectively we connect with our audiences.
Did you enjoy this post? Read about the 4Ps of marketing in my last post!