Be yourself; Everyone else is already taken.
— Oscar Wilde.
This is the first post on my new blog. I’m just getting this new blog going, so stay tuned for more. Subscribe below to get notified when I post new updates.
AI in Digital Advertising
For the final instalment in this series we will discuss how AI is used in terms of digital advertising.
We have seen already Lexus’ advert that was scripted by AI, however, in relation to advertising AI is rapidly transforming numerous aspect from intelligently identifying and segmenting audiences, build ad creative, test variations, improve performance, and optimise spend—automatically, in real-time, and at scale.
It is evident that entrepreneurs and market leading brands will implement AI in to their digital advertising going forward. An example of this would be RedBalloon owned by Naomi Simson of Shark Tank Australia, Naomi was spending $45,000 a month on agencies to run digital advertising campaigns and was paying over $50 to obtain a new customer.
She found an AI tool for advertising called Albert, which uses sophisticated AI to analyze ad campaigns, then manage targeting, testing, and budgets.
The tool was so effective learning from data that it was able to average an 1100% return on ad spend and RedBalloon were able to cut their marketing cost by 25%.
Over time, the tool was so effective at learning from data to improve performance that it skyrocketed RedBalloon’s return on ad spend. The company was averaging a whopping 1,100% return on ad spend using the tool when we spoke with them. They had also cut marketing costs by 25% thanks to improved efficiency, all while improving results.
The tool also identified potential customers in people travelling to Australia from other countries.
“I found markets in the US and UK of people travelling to Australia that I didn’t even know I had,” Simson tells Mike Kaput of the Marketing Artificial Intelligence Institute. From this case study the institute were able to take 3 key points from implementing AI into a brands digital advertising.
- Increase revenue by analyzing and acting on data at scale.
- Reduce costs by acting on that data faster and automatically.
- Build a massive competitive advantage with both superior insights and superior speed.
Ultimately from the above story implementing AI into a brands digital advertising strategy will be essential for brand going forward.
References:
Kaput, M., 2020. AI For Advertising: Everything You Need To Know. [online] Marketingaiinstitute.com. Available at: <https://www.marketingaiinstitute.com/blog/ai-in-advertising> [Accessed 31 March 2020].
AI in SEO
As we have seen from the previous articles in this series AI is one of the top trends in digital marketing today and here will we dive into how AI can be a fantastic tool for SEO.
It is important for marketers to understand AI and specifically Machine Learning, this is a an application hat provides systems the ability to automatically learn and improve from experience without being explicitly programmed. slightly different to the Deep Learning we spoke about in “AI in Predicting Consumer Behaviour”, as this has become a crucial component in how search engines rank pages.
With the ability of Search Engines being able to identify keyword stuffing, dead links and relevant content increasing, using AI for SEO success gives marketers a greater opportunity to enhance page rankings.
The purpose of SEO from a consumer perspective is to find exactly what they want in the first search through a personalised experience, however, a research by BrightEdge into a database of approximately 50 million keywords revealed that 84.4 percent of queries return universal search results. Google show how they are attempting to combat this after Google’s Sundar Pichai has confirmed their goal is to become a “AI first company” as google are aware that AI can simply deliver better, more personalised experiences for consumers.
Ultimately there are a number of benefits for the use of AI in SEO such as;
- Enhance user experience and conversion through personalisation.
- Use specific pages to associate query and intent.
- Use personalisation and audience lists to nurture leads across search and social.
As we know that AI is rapidly advancing in the digital marketing industry and it would appear as though implementing AI to a search engine campaign and keeping up to date with any advancements will be vital for a marketer to advance in page rankings.
Search Engine Journal. 2020. Why You Need AI For SEO Success In 2019. [online] Available at: <https://www.searchenginejournal.com/atomic-reach-ai-seo-success-2019/304093/> [Accessed 10 March 2020].
Yu, J. and Yu, J., 2020. Supercharging Your SEO With AI: Insights, Automation And Personalization – Search Engine Land. [online] Search Engine Land. Available at: <https://searchengineland.com/supercharging-your-seo-with-ai-insights-automation-and-personalization-299900> [Accessed 10 March 2020].
Introduce Yourself (Example Post)
This is an example post, originally published as part of Blogging University. Enroll in one of our ten programs, and start your blog right.
You’re going to publish a post today. Don’t worry about how your blog looks. Don’t worry if you haven’t given it a name yet, or you’re feeling overwhelmed. Just click the “New Post” button, and tell us why you’re here.
Why do this?
- Because it gives new readers context. What are you about? Why should they read your blog?
- Because it will help you focus you own ideas about your blog and what you’d like to do with it.
The post can be short or long, a personal intro to your life or a bloggy mission statement, a manifesto for the future or a simple outline of your the types of things you hope to publish.
To help you get started, here are a few questions:
- Why are you blogging publicly, rather than keeping a personal journal?
- What topics do you think you’ll write about?
- Who would you love to connect with via your blog?
- If you blog successfully throughout the next year, what would you hope to have accomplished?
You’re not locked into any of this; one of the wonderful things about blogs is how they constantly evolve as we learn, grow, and interact with one another — but it’s good to know where and why you started, and articulating your goals may just give you a few other post ideas.
Can’t think how to get started? Just write the first thing that pops into your head. Anne Lamott, author of a book on writing we love, says that you need to give yourself permission to write a “crappy first draft”. Anne makes a great point — just start writing, and worry about editing it later.
When you’re ready to publish, give your post three to five tags that describe your blog’s focus — writing, photography, fiction, parenting, food, cars, movies, sports, whatever. These tags will help others who care about your topics find you in the Reader. Make sure one of the tags is “zerotohero,” so other new bloggers can find you, too.
AI In Digital Marketing 