digital marketing and ai
Being smart in business means
knowing what’s just around the corner. It means thinking ahead and preparing
for inevitable changes that will impact the way business is conducted. This is
what allows a business to be resilient and
to thrive in a changing environment. Digital marketing is no different. In
fact, in his book The Personal MBA,
author Josh Kaufman discusses the value of counterfactual
simulation. This means imagining future possibilities and then preparing
for them.
Let’s say that you have a big business that is doing well
in a specific niche. Maybe you have a company that sells a whey protein shake.
The mistake that some big businesses make is to assume that they’re too big to
fail and to coast along as they are.
But what would happen if another company came along and
released a better protein shake for a fraction of the price? What if a new
source of protein were to be discovered? What if a study revealed that whey
protein was bad for us? Any of these things could happen, and could completely
shake up even the most established business.
The smart company
though, will already have considered these eventualities and prepared for them.
THIS is counterfactual simulation: it’s thinking about what’s just around the
corner and then preparing for those possibilities.
As digital marketers, that means thinking about things that
could impact on the face of marketing. And one of the things that could have
the biggest impact of all? Artificial intelligence.
AI and machine learning have the potential to completely
change the face of internet marketing, rendering many older strategies obsolete
even. Only by preparing for those changes, can you ensure that your websites
manage to hold their position in the SERPs, that your advertising campaigns
remain profitable, and that your services remain relevant.
And a lot of this stuff isn’t just speculation: it’s
happening right now. AI is already
making huge waves even though you might not realize it yet.
It’s affecting the way that SEO works, the tools and
software we use, and the way that ads are displayed. AI is able to think faster
and smarter than any human, and that’s especially true when it comes to
internet marketing which is a data driven pursuit. An AI marketer can create
endless amounts of content in a second – doing the work of hundreds of humans.
All of that content will be perfect catered toward the target demographic. AI
will run Google. It will manage entire business models. It will run AdWords.
And it will run new tools we haven’t even dreamed up yet. The digital marketing
singularity is just around the corner. This book will help you to prepare, and
explain a number of concepts:
•
AI vs Machine Learning
•
How to conduct SEO now that Google is an
“AI first” company
•
Chatbots
•
Programmatic advertising
•
Big data
•
RankBrain
•
Digital assistants
•
Data science
•
SQL
•
Latent Semantic Indexing
•
The future of internet marketing
