What You Need to Know About Machine Learning in Digital Marketing

Machine learning enables any marketer, or anyone in charge of marketing, to do exponentially more with the limited time and resources that they have. 85% of companies believe that AI will become critical to maintaining their edge in the future, however, even with all of these tools available, less than 39% of those companies have an AI strategy in place. That gap allows smaller businesses, or any business willing to learn and adapt, to gain an edge.

What Can Machine Learning Do for You?

There are many tasks that machine learning can make easier. When it comes to digital marketing, these are the four categories where machine learning can enhance the quality of your marketing efforts the most.

Customer Support – Gartner estimates that by 2020 (a year not far off), 85% of all customer interactions will be handled without a human. Chatbots and other virtually intelligent customer service agents, the best of which incorporate elements of machine learning, are a large part of that. Further, these agents can simultaneously assist customers as well as collect, store, and measure data.

Collect (and Analyze) Customer Data and Feedback – Who are your customers and what do they want? This is critical information for any growing business. Machine learning can help you collect this information from a variety of feedback sources, including chatbot conversations, and then help you develop insights from this data.

Check and Optimize Content for Quality – To maintain good SEO campaign management, you need to focus on more than just keywords. With the rise of voice search, how your content is phrased is becoming increasingly important. Further, as search becomes more complex, content quality and how to determine what makes for quality content will be vital to acquiring a better search rank.

Automatically Test and Adjust Campaigns for Best Performance – Machine learning is excellent at tracking things. It’s great at looking at data, finding high concentrations and outliers, then applying whatever findings it recognizes as “good.” For example, machine learning can help you learn the exact time to send certain types of emails for maximum effect.

Yes, Machine Learning is a Type of AI

The terms “machine learning” and “artificial intelligence” are used interchangeably and, in most cases, this is not wrong. Artificial intelligence is the overarching concept that machines can complete tasks that appear to take some “intelligence.” These tasks should be beneficial and can be very simple. Machine learning ticks all of these boxes.

However, machine learning is a specialized subset of AI. There are many different ways to “grow” artificial intelligence. Machine learning is becoming the most popular. In this method, data is given to a machine, and that machine is then expected to learn from that data on its own with minimal programming or intervention.

Machine Learning Gives You a Tireless Assistant

Above all, what you should take from this is that if there are any repetitive tasks within your day-to-day workload, machine learning can do those for you. The entire purpose of machine learning, and AI, as a whole, is to eliminate tedious tasks from your day-to-day and help you make the critical decisions. That’s the stage we are at now.

When it comes to digital marketing, this means that data collection and input are already being automated. Optimizations are already being highlighted for your approval. By using machine learning effectively, you spend less of your time on minutiae and can make more substantial overall improvements to your digital marketing plan.


"Time spent with cats is never wasted." ~ Sigmund Freud