The Benefits of Using Machine Learning in Digital Marketing: What CMOs Need to Know

AI has gone from a tenuous future possibility to a present we’re still unraveling. One of its subsets has garnered much attention: machine learning (ML), which differentiates itself through its ability to learn patterns from data. Its current use cases include image and speech recognition, fraud detection—and digital marketing applications.

Though it’s still an emerging technology, ML is something forward-thinking chief marketing officers like yourself should consider looking into. Learning about new marketing innovations can help you better strategize how to meet the sales objectives your company aims to achieve.

But why ML? Read on to learn more about the benefits of using machine learning in digital marketing.

It can enhance data analysis

Thanks to the work of data analysts, data analysis is fast becoming essential for conducting market research and formulating strong marketing campaigns. AI was initially applied here by helping automate and streamline the process. ML builds upon that legacy with its self-learning capabilities, which can be useful when you’re looking to leverage the countless data points digital marketing has to offer. Here, it can enhance your ability to conduct data exploration, modeling, and innovation—deriving patterns and trends from data sets, building predictive models and evaluating their efficacy, and making recommendations on the best campaigns to conduct based on current market research and the success rates of your previous campaigns. As a CMO, it’s thus important to note that you can use ML in all parts of the data analytic process for digital marketing.

It can further customize the customer experience

In a 2023 article, Business News Daily cites research that personalization isn’t the future of marketing—it’s the present. According to surveys, 43% of US adults believe it’s important for digital ads to be personalized, with 29% affirming that they would be more likely to buy a product if its manufacturers deliberately catered their advertisements to their interests and behaviors. ML systems excel in this task. They can gather data points from consumers’ previous engagements with the service, website, or platform and create individual customer profiles that can be used to curate targeted recommendations for the consumer. You can use this ability to maximize customer engagement and conversions online.

It can automate content creation

Parts of content creation can be repetitive. For example, one crucial aspect of digital marketing is keeping the customer aware of your product through frequent emails or social media activity. ML programs, which can mimic human speech and writing, can make these for you. You can use it to write email templates that you can then personalize—or summarize your content into snippets you can paste into your social media posts. While ML still has a long way to go in terms of generating original content, it’s great for making generic frameworks or turning what you already have into multiple assets.

It can enhance your SEO

Once you’ve got your content up, you’ll want it to be easily found by the consumers it will be most relevant to. ML programs can assist here in several ways by improving your site’s search engine optimization or SEO. It can improve user engagement on your website by predicting the pages consumers will want to see next, then further enhance user experiences on your site by prefetching the resources that will need loading. ML can also perfect your internal linking, scanning through your website to find broken links and suggesting the best replacements for them can improve title tags—and even determine keyword gaps and opportunities for you to leverage. Overall, you can use ML to enhance SEO, let your content rise to the top of search engine results, and ultimately improve your brand’s visibility online.

Machine learning is a valuable tool in many stages of marketing. As a chief marketing officer, take note of the above tips to utilize ML to its fullest potential.

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