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The Future of Digital Marketing with AI and Web 3.0

The digital marketing landscape is constantly evolving. In 2023 artificial intelligence (AI) is at the forefront of the digital marketing transformation. One powerful AI tool that is revolutionizing the industry is ChatGPT. Digital transformation is all about awakening, and imbibing digital tools, digital practices, and digital capabilities within the workforce. In this blog, we delve into the impact of ChatGPT and AI tools and their industry significance and transformative effect on digital marketing.

ChatGPT Levels Up Digital Marketing

ChatGPT prompt engineering is a new skill the marketers will need to upskill especially if they want to generate quality responses from AI bots. In 2023, surveys indicate that 26% of B2B marketers are already using AI chatbots in their marketing strategies, and have gained between 10-20% more leads because of it. In order to stand out in the competitive world of marketing, marketing professionals will need to try out AI platforms and test ChatGPT prompts and their responses. When prompting ChatGPT, it’s key to be concise, give context, identify goals, choose copy limits, and ask follow up questions. Crafting effective ChatGPT prompts for digital marketing could be one of the most crucial elements for success in the new and exciting world of AI. 

Digital Marketing in Web 3.0 

What is the future of digital marketing in Web 3.0 especially with the emergence of artificial intelligence tools post digital transformation projects across industries?

Digital marketing is likely to become more intelligent and personalized with the emergence of Web 3.0. AI tools such as machine learning algorithms, chatbots, and natural language processing engines will facilitate the automation of digital marketing tasks and streamline customer interactions.

Moreover, as more industries undergo digital transformation projects and collect vast amounts of customer data, AI-powered analytics will enable marketers to better understand their target audience and create more effective campaigns.

However, ethical considerations around the use of AI and customer data privacy will remain crucial issues for digital marketers to address.

Overall, the future of digital marketing in Web 3.0 is likely to rely heavily on the integration of AI tools and data analytics for personalized and efficient customer communication. Any senior-level digital marketer knows that data leads to an increase in customer acquisition. Consumer and companies’ decision maker’s and influencers’ data can be gathered from numerous sources, including website or app tracking, customer surveys, transactional data, subscription data, email marketing data, CRM loyalty data, and more. 

It drives much of the revolution happening in business today. For social, search, and digital marketers who are often at the epicenter of acquiring, understanding, translating, and leveraging data, it can have a significant impact on their jobs—what they do, how they do it, and the challenges that they face. If we look at Web 3 Marketing, beyond the concept that it explores the web by looking at trends and new technologies, we could see that Web 3.0 marketing is more than just websites and search engine optimization (SEO). 

The Totality of the Holistic Customer Journey

Consumer data has a horizontal impact across the organizations, spread across media, advertising, innovation, talent, efficiency, flow of information, decisions, etc. The increased amount and quality of data make the digital marketer’s job more complex. This can affect the challenges that they face. 

The information is connected in Web 3.0 through semantic metadata that results in the consumer experience reaching the next level of connectivity that provides all the available information. It improves the web technologies that are used to generate, share, and connect data through search and analysis, which is totally based on the ability to understand words rather than.. numbers and keywords.

Semantic metadata allows digital marketers to add as much granularity of detail, interlinking information to an endless number of objects and making it easy to search, access, and harness. Google, for example, is looking for a richness of content, incoming links, and signals that tell the search engine which content is most valuable. Google renders “rich snippets” and “product cards” – rather than just showing title and description, the search result contains a variety of features picked up from the source documents. Conditioning the web users to click through to the page especially the pages composed of structured data. Backlinko suggest that Google Is using all ‘200 signals’ to rank web pages. 

So what is next in digital marketing?

  • Deep linking via micro-tagging. 
  • Improve visibility of content.
  • Link unstructured data by micro-formatting so the web pages have higher click through rates.
  • Integrating structured and unstructured data to produce audience and page analytics to map buyer’s journey.
  • Establish web ground rules on data governance.
  • Content tagging details such as customer type (consumer, business, or nonprofit), and the following:
    • demographic (age, gender, language, location, income level),
    • customer data (account, name, address, contact phone, email),
    • geographic data (location, IP address, zip code, content access locations),
    • wallet details (products, service plans, billing, rate plans, credit information),
    • relationship details (tickets, call history, account access details),
    • content preferences (product updates, technical, communities, topics, offerings), and
    • device type and configurations beyond the current identifications. 
  • Revealing hidden patterns through search intent and indexing.
  • Deriving structure using Natural Language Processing.
  • Marketing automation.

At the end of the day, everything boils down to providing value to the customers while utilizing and harnessing their own data to provide them solutions, products, and services at the time they need them and make the relationship last.

Use of The Consumer Data and Customer Data Privacy 

If we look at Web 3 Marketing, beyond the concept that it explores the web by looking at trends and new technologies, we could see that Web 3.0 marketing is more than just websites and search engine optimization (SEO). 

Artificial Intelligence is being used for a myriad of tasks today, including employee HR portals, virtual assistants, website chatbots and robots, predictive analytics, and many other applications. If we look at the ways that AI is being used to help protect customer privacy, we need to follow the laws and regulations that are in the works, boards that are gathered to test the capabilities and limitations of the technology and hot legislations across the continent. Many countries and states are passing, or have already passed, consumer data privacy legislation such as the GDPR, the CCPA, and the ePD. With vast amounts of personal data being accumulated across multiple devices every second, consumers need to know how their personal data is being collected, how it is being utilized and whether it is utilized, and how long it will be kept. 

Let’s look at Bloomreach Engagement, one of the highest rated customer data platforms (CDP) on G2 Crowd. It is listed to unify customer data and create segments in seconds – allowing marketers to create personalized, omnichannel campaigns that drive revenue and increase customer lifetime value. How would a digital marketer utilize this platform once the platform is integrated and automated? If the platform enhances the company’s online, push, and paid media while smoothing information between CRM and social media platforms, wouldn’t it eliminate human resources unless the company keeps selling new customers? Businesses can produce, manage, and distribute content across many channels and devices.

So, what would be next for digital marketers?

  • Adding webhooks,
  • Editing AI produced content,
  • Improving AI conditions to deliver A/B testing on personalization

The more the companies know about their customers, the better they will be at delivering value. And if all are using AI then how will they stand out from their competitors? Although this objective sounds simple, many challenges arise along the way. The entire customer experience relies on data, so creating a positive and compelling experience depends on the quality and types of available data to understand the needs of the customer. And digital marketers who are skilled to tell the story.

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