AI in Digital Marketing: Trends and Best Practices for 2024

AI in Digital Marketing: Trends and Best Practices for 2024

Artificial Intelligence (AI) is revolutionising the digital marketing landscape, offering unprecedented opportunities for businesses to connect with their audiences in innovative ways. As we move into 2024, the influence of AI in digital marketing continues to grow, with advancements in tools and technologies such as Google’s Search Generative Experience (SGE) and AI-driven chatbots. In this article, we’ll explore these developments and provide insights on how to leverage AI to improve SEO, personalise customer interactions, and enhance overall marketing strategies.

The Growing Influence of AI in Digital Marketing

AI is no longer a futuristic concept; it is a tangible and powerful tool that is transforming how businesses approach marketing. According to the Digital Marketing Institute, AI models are capable of self-improvement and learning, making them increasingly sophisticated and valuable for marketers​ (Digital Marketing Institute)​. The ability of AI to analyse vast amounts of data and generate actionable insights is reshaping the digital marketing landscape.

Google’s Search Generative Experience (SGE)

One of the most significant advancements in AI for digital marketing is Google’s Search Generative Experience (SGE). This tool utilises generative AI to provide more relevant and comprehensive information to users based on their search queries. SGE aims to enhance the search experience by offering AI-generated snapshots and enabling users to engage in conversational searches​ (Digital Marketing Institute)​.

For marketers, this means adapting SEO strategies to ensure content is optimised for these AI-generated snapshots. Monitoring when your content appears in these snapshots and understanding the factors that influence their display will be crucial. Creating high-quality, user-centric content that exceeds the capabilities of AI-generated content is essential for maintaining visibility and driving traffic.

To stay ahead, marketers need to focus on creating content that meets the Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) criteria set by Google​ (Digital Marketing Institute)​.

Creating High EEAT Content

EEAT is not a direct ranking factor but a component of Google’s Search Quality Evaluator Guidelines. Incorporating first-hand experience, expert knowledge, and trust signals into your content can give you an edge over AI-generated material. Showcasing the credentials and expertise of your content creators, providing detailed and accurate information, and ensuring your content is trustworthy are all critical steps​ (Digital Marketing Institute)​.

Optimising for Voice Search

Voice search is another area where AI is making a significant impact. As more users turn to voice-activated devices like smart speakers, optimising content for voice search is becoming increasingly important. This involves using long-tail keywords and natural language that mirrors how people speak, rather than traditional keyword phrases​ (​.

Leveraging AI-Driven Chatbots

AI-driven chatbots are another game-changer in digital marketing. These chatbots are capable of delivering personalised experiences by using predictive analytics to anticipate customer needs and provide relevant assistance. For instance, brands like Bank of America have implemented AI chatbots that handle customer queries, guide users through complex processes, and even assist with transactions​ (​.

Integrating AI chatbots into your marketing strategy can enhance customer service by providing 24/7 support, improving response times, and reducing operational costs. These chatbots can also gather valuable data on customer preferences and behaviours, which can be used to refine marketing campaigns and personalise interactions further.

Personalising Customer Interactions with AI

Personalisation is at the heart of effective digital marketing, and AI is enhancing the ability to deliver personalised experiences at scale. By analysing customer data, AI can identify patterns and predict future behaviours, allowing marketers to tailor their messages and offers to individual preferences.

AI-Powered Personalisation Tools

Tools such as AI-driven recommendation engines can analyse user behaviour to suggest products or content that align with their interests. This not only enhances the user experience but also increases the likelihood of conversions. Personalised email marketing campaigns powered by AI can also achieve higher open and click-through rates by delivering relevant content to each recipient.

Co-Creating with AI: A New Paradigm

While AI offers powerful tools and capabilities, it is essential to remember that it should complement human creativity and intuition, not replace it. Co-creating with AI involves leveraging AI’s strengths in data analysis and automation while relying on human insight for creativity and strategic direction.

Continuous Updating of AI Strategies

The rapid pace of AI development means that marketers must continuously update their AI strategies to stay competitive. Regularly revisiting and refining AI tools and tactics is necessary to ensure they align with current trends and technological advancements. This proactive approach will help businesses maintain a competitive edge and maximise the benefits of AI​ (Digital Marketing Institute)​​ (​.

If you want to talk about how you adapt your digital marketing strategy to allow for advancements in AI, get in touch today.

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