The world around is becoming more intelligent as each day goes by, especially when it comes to the development of new technology and software. Artificial Intelligence, or AI as it is commonly known, is leading the way towards a more personalised future, and many digital marketing agencies are starting to take note. Using AI or smart targeting as part of a digital marketing strategy allows you to provide custom content to your audience.
By now, you are wondering what smart targeting is in terms of a digital marketing strategy. Think about it like this: if you visit a website frequently, after a while, you will start to notice that the content begins to interact with you. You might have signed up in order to read more articles, and find that the home page now says, “Welcome back, John” when you land on it.
This is because the website has used your details to make your interaction with it more personalised and positive. Interested in trying out smart targeting? Read on below for some helpful information.
Well, What Is Smart Targeting?
Before we tell you how to use smart targeting, you would probably like to learn a little more about what, exactly, it is. Smart targeting can be thought of as predicting the interests of Internet searchers using AI. This technology uses predictions to provide relevant, and often personalised, content to users.
Smart targeting allows you to display different versions of content to your audience based off of criteria you have set for your audience segments. In much simpler terms, smart targeting is setting content rules. You might create a form that generates different questions each time a return visitor lands on your website, so that they do not answer the same question twice.
Using AI to target your audience allows you to provide a tailored experience to whoever is using your website or viewing your content. For example, you could create a rule saying that your content is resized for whatever device the consumer is using. Using AI in your content marketing strategy will ensure that the interaction that consumers have with your brand is personalised and positive.
How Do I Use Smart Targeting?
Now that you understand a little more about smart targeting, you are likely wondering how you can use it. Below are just some of the ways that you can effectively implement smart targeting in your digital marketing strategy.
Segment By Device Type
In today’s world, people use more than one device to browse the internet. Some people use mobile phones to look for the content they need, while others might use a tablet or a laptop. By segmenting your audience by device type, you can ensure that whenever they view the content, it will be properly resized for their device.
Another advantage of segmenting your content by device type is that you can tailor what your audience sees based on their devices. For example, you could create a video that is only shown to browsers on mobile phones, or you might decide to write a blog that performs better on desktop computers. Dividing your audience by device will help you to personalise the experience and improve brand interaction.
Divide By Traffic Source
Referral sources are an important metric to measure for your content marketing strategy, and they can also be used by AI to create a targeted audience. Looking at referral traffic can help you to formulate your content based on which website or social media platform they came from to your website.
If you find that the majority of your audience is being referred by social media platforms, you can focus your content marketing strategy on posting more social media content. If the data shows that more people are being referred from other sites where your blog articles have been posted, you can create a strategy that boosts the number of blogs you send out to other websites. You can also tailor the content that is shown to users based on their referral traffic sources.
Keep It Smart
Using smart targeting is an effective way to predict what your audience wants and to provide them with relevant and valuable content based on this information. You could look at the different device types that your consumers use and create personalised content from this, or you could use their referral sources as a starting point for creating content that interests them.
Being able to predict what your audience wants, and being able to provide this to them, will help you to stand out from the crowd. Using AI and smart targeting allows you to truly understand your audience and provide a more personalised, interactive experience.
If you would like to offer your consumers smart, tailored content, you can speak to the NetMechanic team today to find out how we can help you.