Ai Tools in Digital Marketing

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Sri Lanka Institute of Information Technology

Digital Marketing Strategies - SE3081 - 2024 S1
Week 4 - Lab session 2 – Report
IT21329456 Subawickrama N.S.P

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Table of content
Introduction
AI-powered social media listening tools
AI-driven content generation platforms
AI-powered segmentation and targeting tools
AI driven Ad Optimization Platforms
Predictive Analytics Platforms: using AI
References

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Introduction
AI-powered tools utilized in Digital Marketing
In recent times, the realm of digital marketing has experienced significant changes,
primarily driven by advancements in artificial intelligence (AI) technologies. As
businesses endeavor to maintain competitiveness and relevance in an ever more
digitally-focused environment, the incorporation of AI has become a crucial tactic
for refining marketing endeavors and attaining enhanced efficacy in engaging
target demographics. This report investigates the utilization of AI in the sphere of
digital marketing, with a particular emphasis on the deployment of AI-powered
tools aimed at monitoring and refining marketing strategies.
The objective of this report is to conduct a thorough assessment of five notable AI-
driven tools that play a pivotal role in digital marketing.

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1. AI-powered social media listening tools

Artificial Intelligence (AI) plays a significant role in many aspects of modern
business, including social media marketing. Nowadays, there are various social
media AI tools to help you perform different tasks – from content generation to
social media management. Combining technologies like natural language
processing (NLP), natural language generation, machine learning algorithms,
and computer vision, AI tools can help businesses thrive in the digital
landscape. Therefore, knowing how to use them effectively in your social media
strategy is crucial.
Social media strategies you can enhance with AI:
o Create social media posts quickly with AI-based software.

o Manage and optimize ads on multiple social platforms.
o Track and measure performance across channels.
o Build targeted and personalized campaigns to build loyalty.
o Use AI chatbots for social media to enhance engagement.
o Conduct sentiment analysis to generate advanced reporting and
improve marketing strategies.
2. AI-driven content generation platforms

AI content creation tools use artificial intelligence technology to generate
written or visual content based on text prompts. It can create content like
articles, social media posts, product descriptions, and even videos without
the need for human intervention. AI content creation tools are slowly
becoming indispensable assets for content creators and business owners. AI
writers can boost productivity and help content teams overcome creative
blocks too.

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3. AI-powered segmentation and targeting tools
Market segmentation is the strategic process of subdividing a larger market

into smaller, more homogenous groups based on similar needs or interests.
While traditional methods often rely on basic demographics, AI-powered
market segmentation elevates this practice to new heights.
Examples:
AI-Powered Tools:
IBM Watson Studio: A robust data science and machine learning

platform, Watson Studio equips businesses with tools for data analysis,
machine learning, and predictive modeling. Ideal for comprehensive market
segmentation endeavors.
Google Analytics: A free web analytics tool that enables businesses to
track customer behavior and analyze data. Google Analytics facilitates the
creation of custom segments based on user behavior, providing insights into
customer preferences and interests.
4. AI driven Ad Optimization Platforms

AI works behind the scenes in advertising, helping decide which ads to show you
based on what you like and do online. For publishers, it makes their platforms
more intelligent and effective.
According to the Marketing Artificial Intelligence Institute, both Google Ads and
Meta Ads “use AI to sell, target, and place ads micro-second by micro-second.”
With generative AI, advertisers can create copy and design in seconds instead of
hours. This has clear benefits for publishers and advertisers, and AI is already
ingrained in our daily lives.

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5. Predictive Analytics Platforms: using AI
Predictive analytics tools help businesses understand and use data to drive growth.
These tools offer insights into customer behavior, increase sales opportunities,
optimize lead segmentation, improve ROI, and enhance operational efficiency.
The six commonly used predictive analytics platforms in 2024 are Pecan, Qlik
Sense, SAS Advanced Analytics, Oracle Crystal Ball, Alteryx, and Tableau.
Pecan is a leading low-code solution that doesn't require data scientists and offers
customizable templates for predictive models. Its Predictive GenAI features put it a
step ahead in accessibility. Each tool has its own strengths and limitations, so it's
important to choose one that aligns with your goals, budget, and data
infrastructure.
References
AI-powered social media listening tools

https://www.hostinger.com/tutorials/social-media-ai-tools?
ppc_campaign=google_search_generic_hosting_all&bidkw=defaultkeyword&lo=9069428&
gad_source=1&gclid=Cj0KCQjw-r-vBhC-
ARIsAGgUO2BzK9ltne0QbU44TUfKRLK2aUWgV8kGlQ9B8dDdp2vjKUeQVNebNwYa
AiSjEALw_wcB

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AI-driven content generation platforms

https://clickup.com/blog/ai-content-creation-tools/
AI-powered segmentation and targeting tool https://www.linkedin.com/pulse/ai-market-

segmentation-techniques-tools-chandan-kumar-thakur-vvl0c
AI driven Ad Optimization Platforms

https://www.semrush.com/blog/ai-advertising/
Predictive Analytics Platforms: using AI

https://www.pecan.ai/blog/predictive-analytics-tools/
https://www.techtarget.com/searchbusinessanalytics/tip/6-top-predictive-analytics-tools

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Sri Lanka Institute of Information Technology

Week 4 - Lab session 2 – Report

IT21329456 Subawickrama N.S.P

AI-powered social media listening tools

AI-driven content generation platforms

AI-powered segmentation and targeting tools

AI driven Ad Optimization Platforms

Predictive Analytics Platforms: using AI

IT21329456 Subawickrama N.S.P

AI-powered tools utilized in Digital Marketing

IT21329456 Subawickrama N.S.P

1. AI-powered social media listening tools

Social media strategies you can enhance with AI:

o Create social media posts quickly with AI-based software.

2. AI-driven content generation platforms

IT21329456 Subawickrama N.S.P

3. AI-powered segmentation and targeting tools

Market segmentation is the strategic process of subdividing a larger market

IBM Watson Studio: A robust data science and machine learning

4. AI driven Ad Optimization Platforms

IT21329456 Subawickrama N.S.P

5. Predictive Analytics Platforms: using AI

AI-powered social media listening tools

IT21329456 Subawickrama N.S.P

AI-driven content generation platforms

AI-powered segmentation and targeting tool https://www.linkedin.com/pulse/ai-market-

AI driven Ad Optimization Platforms

Predictive Analytics Platforms: using AI

IT21329456 Subawickrama N.S.P

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