Writer – Tofazzal Hossain
1 Introduction
Digital marketing is one of the fastest-growing sectors in marketing. It refers to any marketing strategies using electronic devices that use a computer, including internet-based online marketing campaigns (Upasani et al., 2023). When performing digital marketing, a company may use websites, search engines, blogs, social media, video, email, and other avenues to reach customers (Zanubiya et al., 2023). Digital marketing has revolutionized the marketing industry by taking in the age old concept of marketing in person-to-person domain and extrapolating towards internet based user base. Digital marketing boomed in parallel to the information technology revolution and the rise of internet based media including social media became the perfect recipe for digital marketing to set its track (Dwivedi et al., 2020).
Generative AI is a form of machine learning that provides new tools to take on the kind of creative, analytical, and organizational work that humans once did manually. Additionally, it can also be used to receive answers to any given questions, interpret any kind of data given, and draw toward a close to accurate conclusion (Epstein et al., 2023). It can also be used to respond to inquiries and resolve challenging real-world issues. Generative AI has been used widely in the marketing sector. The boom in Generative AI is remarkable as BCG reports the potential of elevation of shop-floor productivity by over 20 percent through GenAI (Heiska, 2024). Salesforce also concluded that 51% marketers are using Generative AI for marketing purposes, Where as BCG reports havin 70% people using it (Kshetri, 2023).
Nowadays, we use generative AI to provide task automation, improve content creation, and provide insights that drive engagement and visibility. There are several ways, we have identified that Generative AI can be utilized for the purpose of digital marketing. The next section enlists in details the use cases that has the potential to penetrate the market and provide a tangible paradigm shift towards current digital marketing world as we see it.
2 Use Cases of Generative AI in Digital Marketing
2.1 Content Creation
Generative AI can conduct content creation tasks in a very efficient and manageable way (Murár, 2023). With prompts, Generative AI can not only generate different kinds of stuff, but it can cater to a specific way the prompts are given, which before the age of Generative AI, would have taken weeks to complete. And it is all done in a minuscule amount of time (Cao et al., 2023).
In just a few minutes, generative AI can produce top-notch content that is optimized for search engines. It can generate material with a high search engine ranking (Cao et al., 2023). Artificial intelligence (AI) may raise customer engagement and conversion rates by leveraging user behavior and preferences to create customized emails, ads, and landing pages (Zanubiya et al., 2023). AI can create unique videos, pictures, and infographics for social media, advertising, and websites, enhancing content strategies (Epstein et al., 2023).
Thus, content production becomes extremely efficient and requires minimal time when it comes to Digital Marketing when generative AI is applied. And in the hectic marketing environment of today, this will be quite beneficial.
2.2 Search Engine Optimization
SEO is being revolutionized by generative AI, particularly for huge websites that face difficult technological issues. The optimization process benefits from generative AI in several ways, including enhanced content, better information architecture, and improved keyword strategy (Epstein et al., 2023).
Moreover, generative AI can improve keyword strategy, which benefits SEO (Zhou et al., 2019). It is capable of competitor analysis and high-value keyword prediction. It can also enhance SERP features. In addition to standard organic listings, SERP features are special results on Google’s search engine results pages (SERPs). Examples of these features include Rich Snippets, review stars, featured snippets, the People Also Ask component, and an information panel. For different content and page kinds (such as book listings, reviews, question-and-answer sites, or photos), tools like ChatGPT can be very helpful in identifying rich snippet and SERP feature opportunities and generating the appropriate schema markup (Cao et al., 2023).
Generative AI usage can identify and analyze emerging trends to have an advantage over the competition. This in turn helps streamline the whole process while also automating the repetitive analytical tasks and providing a simple, easy-to-use, reasonably priced system for tracking, continuous data analysis, and other uses.
2.3 Predictive Analytics and Data-Driven Decisions
Predictive Analytics is a big buzzword in digital marketing these days. This can get a customer exactly what they need based on their inputs. Generative AI has greatly improved this sector.
Generative AI can analyze customer data. To predict behavior and preferences if permitted from a user end, the marketers are allowed to tailor advertising campaigns to a specific audience segment (Singh, 2023). This campaign will be collected and analyzed by Generative AI, and it can
By analyzing past campaigns, generative AI can provide advice on how to better manage advertising funds, which channels to focus on, and how to modify bids for increased return on investment (Cao et al., 2023).
2.4 Improving User Experience
As AI develops, it’s also being utilized to conduct individualized experiments for clients of businesses, depending on product recommendations, targeted price plans, and optimal incentives. Consumers expect brands in today’s environment to be personally aware of their preferences, especially the ones they use most frequently.
There are a plethora of ways to improve user experience. Some of the examples include chatbots providing personalized customer service, product recommendations, as well as improved website engagement rates. Generative AI with NLP capabilities can enhance user interaction with content by generating more captivating and contextually appropriate material (Pérez-Núñez, 2023).
2.5 Market Competition
AI can evaluate rival tactics and recommend better or comparable content ideas. Marketers may profit from viral trends by using AI to monitor the web and social media for popular themes. Businesses may increase SEO performance (Zhou et al., 2019), scale their content initiatives (Singh, 2023) , and make data-driven decisions (Singh, 2023) that improve marketing outcomes by utilizing generative AI.
- GenAI tools for Automated Blog Posts and Articles
The purpose of generative AI tools is to automate the writing of articles and blog posts. These solutions leverage AI to swiftly and efficiently produce high-quality, search engine-friendly content. Here, in line with aforementioned use cases, we will outline some AI tools that are widely being used in today’s scenario.
3.1 Jasper AI
One of the most widely used AI systems for marketing content development is called Jasper (Ratcliffe, 2023), and it’s well-known for generating excellent long-form articles, blog posts, and other marketing content. It can create social media material, blog entries, product descriptions, and ad text. Jasper helps to optimize for search engines and use SEO mode (Zhou et al., 2019). It can also write in a variety of styles, from informal to formal, as well as connect to Surfer SEO to optimize content. Businesses can use Jasper to generate blog outlines, draft whole pieces, or even expand on existing material.
3.2 Writesonic
A variety of AI writing tools, including blog posts and marketing copy generators, are available from Writesonic (Malakar & Leeladharan, 2024). It is intended for consumers who require quick content production. It creates product descriptions, landing pages, blog posts, and more which includes outlines and a generator for blog ideas, providing a feature for SEO optimization. lets users choose the style and duration of the material (Singh, 2023).
3.3 Copy.ai
Copy.ai is a company that creates interesting blog content, emphasizing marketing copy and originality (Marquis et al., 2024). It provides templates for many content kinds, such as articles and blogs,development of a blog post from beginning to end, including headers, introductions, bodies, and conclusions; depending on supplied keywords, SEO-friendly material is produced.
Marketers can effectively expand their content efforts by using Copy.ai to generate outlines, generate blog ideas, and compose complete blog posts in minutes.
3.4 Rytr
Rytr can assist with creating articles, blog posts, and other types of content. It is renowned for being user-friendly and reasonably priced (Januszewicz et al., 2024). It integrates SEO keywords and supports several languages. Its tone and creativity choices make it easy to customize content styles for emails, blog posts, product descriptions, and social network content templates. It’s perfect for blogs or small businesses searching for a low-cost method of producing high-quality content on a huge scale.
3.5 Article Forge
The goal of Article Forge is to use deep learning algorithms to simulate human writing in order to generate quality, full-length articles that are optimized for search engines (Creates, 2023). It takes only a few minutes for it to generate extensive blog posts on its own. loaded with relevant images, videos, and links; it is also devoid of plagiarism and search engine optimized. For marketers who need frequent, automated blog posts that are visible in search results, this is the best option.
3.6 Frase
Frase is the perfect platform for both content generation and optimization because it is AI-driven and assists users in researching, writing, and optimizing material for search engines (Theodor, 2024). It finds high-ranking content topics and assists in creating content briefs using AI. Based on SEO research, it can produce articles and blog entries. For marketers in need of a single platform that provides both AI-generated content and in-depth SEO data, Frase is ideal.
3.7 Scalenut
Scalenut is a feature-rich artificial intelligence content writing platform created for bloggers, marketers, and SEO experts who require research and writing capabilities all in one location (Rane, 2024). It can create blogs from scratch and has a strong emphasis on SEO. It also offers in-depth topic research insights. Additionally, it offers competitor analysis for content ranking based on AI. beneficial for companies looking for a full-stack approach to long-form blog article creation and optimization.
4 Conclusion
In comparison to traditional writing processes, the tools and use cases covered above enable people who want to succeed in digital marketing and content production to produce consistent, excellent, and SEO-optimized content considerably more quickly. Marketers can make sure their content is interesting, relevant, and catered to different audiences by using these tools. AI-driven content creation also has the ability to assess popular trends, optimize material for particular keywords, and modify tone or style to appeal to target audiences. This improves the overall efficacy of marketing initiatives while also saving time. Conclusively, we can state with confidence that Generative AI is transforming the field of digital marketing by providing vital assistance in producing content that increases audience engagement and traffic.
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