Artificial intelligence tools as a driving force in digital marketing in 2024 It can be stated that 2023 was the year of artificial intelligence and generative language models like GPT. There is no doubt that this trend will continue to evolve in the coming year, and the integration of artificial intelligence into marketing strategies will become a dominant trend. AI-based tools (from advanced chatbots to predictive analytics) can fundamentally change the interaction process between a company and its audience.
There are numerous examples of how AI can (and will) be used in the field of internet marketing, including:
- Processing and analyzing Big Data.
- Analyzing user behavior on the website.
- Classifying web resources and advertising content by relevance.
- Automating the control of marketing campaigns.
- Hyper-targeting.
- Chatbots in customer service.
- Behavioral forecasts.
By the way, most of these tools are already being used in some way by certain companies, including the e-commerce giant Amazon and the streaming service Netflix. The latter not only analyzes what movies, series, and shows you watch but also where, on which device, at what time you do it, whether you get distracted from viewing by pausing the video, and much more.
Expanding the Capabilities of Voice Search and SEO
In the context of internet marketing development, we have been discussing voice search for quite a few years. However, fundamental shifts are currently taking place in this matter, closely linked to the advancement of artificial intelligence and generative language models like ChatGPT.
While voice search used to mainly involve dictating search queries, it is undergoing significant transformations now. Here are just a few indicative developments proving this:
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Microsoft completely removed the Cortana voice assistant from Windows 11, instead integrating Copilot based on GPT-4. While Copilot may not autonomously order pizza for you yet, it can easily help you find a nearby pizzeria.
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Tim Cook, Apple's CEO, announced that the company has been working on its own generative artificial intelligence technology for quite some time. The release date is still unknown, but there's no doubt that the Siri voice assistant will undergo a colossal evolutionary leap after Apple's AI launch.
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Humane introduced and opened sales for the all-new AI Pin gadget, whose functionality is almost entirely based on algorithms and capabilities of artificial intelligence. It enables making calls, sending messages, creating and storing notes, "googling" any information, and more – all through voice commands!
Maximizing Marketing Personalization
Personalized marketing will play a crucial role in 2024. Consumers are becoming more discerning, and companies must tailor marketing messages according to individual preferences and needs.
Here are some tips in this regard:
Companies should gradually move beyond mass marketing and focus on creating personalized content. To achieve this, utilizing available customer data is essential to better understand their preferences, purchase history, online behavior, and more. Make the most of targeted marketing messages: personalized email campaigns, individual product recommendations, and personalized advertising on social media.
This helps create a sense of exclusivity for the offer and makes it more relevant. Customers feel valued and understood. Ukrainian e-commerce businesses are already actively using personalized marketing. They send customers emails with recommendations and special offers based on their actions on the website: viewed categories and specific products, items added to the wishlist, and more.
