The shift in Digital Marketing with the onset of AI and ML

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Marketing then and today

Marketing has always been the backbone of communication between sellers and customers to perform transactions and trades according to individual needs. It has always not been customer-centric, stretching from mass sources of communication like Newspapers, and TV Advertisements to Billboards and posters we see on a daily basis. And then came Digital Marketing which is quite the game changer. The biggest difference between Digital Marketing and the standard form of marketing is that Digital marketing only targets potential customers.

Harnessing behavioral patterns and interests to compare them with affinities, we predict what a user needs to see and what he has to buy. Social media has become the prime center of people interacting with each other, which is one of the best ways we can find out their needs and personalize their advertisements and marketing system accordingly.

This is where Artificial Intelligence comes into play.

What is AI Marketing?

Salesforce Marketing Cloud is one of the most effective interface today which change the set of traditional marketing strategies.

AI-based marketing uses artificial intelligence technologies to automate and make decisions based on existing data from a user. Salesforce Marketing Cloud has a plethora of data collected from existing users such as visit behavior, region, weather data, affinities, etc. This helps the AI to make split-second decisions in running campaigns by analyzing their customer profiles. Artificial intelligence is therefore more efficient in performing tactical tasks that require less human nuances.

AI marketing uses these artificial intelligence technologies to make automated decisions based on data collection analysis to extrapolate conclusions about consumers and the market. These conclusions help marketers develop targeted digital marketing strategies.

How is Artificial Intelligence(AI), Machine Learning (ML) & Marketing Cloud integrated?

Companies today need to deliver moments that are connected, relevant, and human-friendly with their customers to develop trust which will ultimately lead to loyalty and grow revenue. Marketing Cloud has embraced Artificial Intelligence and has termed it, Einstein, to accelerate personalization-based marketing.

A study quotes that 84% of the time, customer expectations keep changing as digital experiences are proving to be sophisticated, and meeting these expectations is quite easy for Marketing Cloud as they have harnessed the power of Artificial Intelligence while also respective privacy and using data based on user consent.

How has Digital marketing shifted to AI, and ML using Marketing Cloud?

The science of marketing isn’t simple. Marketers must understand current technology, commerce trends, and human psychology: what drives individuals and broader social trends? Marketers must know how to leverage new technology on micro and macro levels while constantly revising performance. Marketing is pop psychology mixed with consumer technology, with a bit of fortune-telling thrown in too.

Today’s emergent “third-platform” technologies, such as data analytics, mobile devices, automation, and artificial intelligence (AI), are changing the way society and individuals interact on a fundamental level. One has to look no further than the use of AI marketing to find a microcosm of how new software solutions, machine learning, and big-data analytics are changing the game.

The Future of Digital Marketing is Here

No doubt, it’s a little daunting. Marketers are asking the same question that most other industries are asking: In an age when machines can do our jobs, what will there be left for us to do? Ideally, cognitive marketing processes will free marketers from busy work, allowing more time for creativity and thoroughness. Imagine how much one team could achieve without spending endless hours on multivariate testing or chasing cold leads.

AI marketing with Salesforce

Regarding advanced artificial intelligence for marketing, Salesforce Einstein AI is the world’s most comprehensive AI for CRM. Capable of handling vast amounts of client and industry data and still simple enough to use out of the box without an in-depth understanding of computer science, Einstein is built directly into the world-renowned Salesforce CRM platform.

Marketers can take advantage of Einstein’s unique learning and automation capabilities to improve productivity, identify and segment target audiences, gather and analyze data, create highly-accurate customer predictions, and deliver relevant client-facing messaging and content.

Best of all, Einstein AI is embedded into every core Salesforce product and service, no matter what aspect of your customer strategy. Learn more about Salesforce Einstein, and see just how intelligent your marketing efforts can be.

How is AI changing digital marketing?

Advances in big data have helped in the early stages of the marketing cycle by collecting and aggregating the data points that marketers need to develop a strategy. AI marketing can affect the industry with features including:

Centralized data

Marketing relies heavily on accurate, usable data. However, the most relevant information to marketing is often spread across multiple data silos. AI-enhanced marketing automation can help gather, organize, analyze, and segment valuable marketing data automatically, learning and improving as it goes. The data can then be stored in a single, centralized location for easy use in marketing campaigns.

Improved A/B Testing

Like any other science, marketing puts forth a hypothesis (proposed campaign) and runs it through rigorous testing. From web copy to design elements, calls to action to responsive design, AI can run campaigns through algorithms to enable much faster and more comprehensive A/B testing. The efficiency factor is a selling point in and of itself, but since these algorithms learn the more they’re used, every time a site is put through the paces, the process becomes more intuitive and the results more insightful.

Virtual Agents

The line between sales and marketing has never been more blurred. These fields are now grouped under phrases like “customer experience” or “customer service.” The majority of the buyer’s journey is completed online, so consumers are looking for easy, self-serve ways to find the information they need to make an educated purchasing decision.

Cognitive systems can leverage that opportunity through virtual assistants (such as chatbots) that provide around-the-clock customer support. These agents can point consumers in the direction marketers dictate, harness user data to inform sales and advertising efforts, and free up customer service agents for tasks with a higher cost-benefit ratio.

Targeted Lead Generation and client segmentation

Lead generation is one of the areas of marketing where the explosion of big data was celebrated — until marketers began to panic. It’s all well and good having a huge list of leads, but how were marketers supposed to qualify hundreds of thousands of potential customers? Today, cognitive applications cross-reference online consumers’ social media trends, web interactions, and mentions in public records to build a robust profile for each lead. Some algorithms can even tailor marketing messages to each lead, predict which leads are likely to convert, and execute a follow-up action if a lead chooses to go with a competitor.

Timely messaging

For many customers, the window of interest does not remain open for long. Marketing AI keeps track of client preferences, analyzing actions and determining when would be the best time to contact clients with greetings, offers, or content. By delivering marketing messaging when clients are most receptive, marketing AI helps optimize campaign ROI.


The beauty of AI is that, in many cases, it’s self-teaching or cognitive, meaning the longer it’s in use, the more accurate and beneficial its decisions are. These applications are programmed to replicate how the human brain works and continually evolve to better simulate intelligent processes and automate them.

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