Digital marketing is capable of handling many challenges. These challenges push digital marketers to seek another major technological breakthrough, as well as automation products that can simplify, accelerate, and enhance their own work. Typically, to increase productivity, it’s necessary to expand the team. However, this principle doesn't always hold. Budgets may be tight, industry experience hard to acquire, and honestly, digital marketing often doesn’t top the company’s priority list.
We have already discussed that there are still companies that either don’t use online marketing or only use a small part of it. But there are also businesses where every aspect of online marketing is addressed, developed, implemented, and used — from chatbots to advertising, from SMM to videos of various types, and so on. What’s more important: digital technologies influence the development of online marketing, advertising, branding, and society as a whole.
We can and should discuss how best to build ad campaigns, how to use chatbots, and more. But there's another important topic — the evolution of digital marketing as a whole. When analyzing web design trends and styles, we can often predict what's coming next in layout tech or coding practices. The same goes for online marketing. It evolves based on what companies use, how often, and in what form.
In this article, we’ll explore several technologies that can significantly increase effectiveness in online marketing. In particular, machine learning and AI-based tools, which — even without diving deep into theory — are already dominating the marketing field. But first, let’s reevaluate some points to truly understand where these advanced solutions can be applied.
Software Quality Assurance (SQA) Process
Why is this important for digital marketing? It depends on the elements being used. Simply put — building a reliable digital marketing “conveyor belt” makes it much easier to promote a product.
The value of an SQA team lies in their ability to detect and resolve issues in applications before the product is even launched or finalized. The QA team acts as an intellectual powerhouse that boosts your internal operations. Their goal is to make your product more impactful. In short — the QA team enhances and supports all aspects of marketing tied to promoting a particular product. They even play a role in shaping ideas for new marketing strategies.
At the same time, the QA team can work alongside the digital marketing team to optimize processes and ideas. This is exactly where AI can support digital marketers. For example, using media in social networks. On one hand, the QA team handles product quality and social reactions, while marketers distribute various kinds of product information. Both of these processes can be partially replaced with AI. We’ve previously covered useful chatbots that analyze online data in real-time. It’s convenient and useful. But, let's be honest, it’s still underdeveloped, and there’s a need for more advanced analysis and search tools. That’s why AI technologies must and will evolve within digital marketing.
Semantic Research
An incredibly powerful AI or machine learning technology used by many apps. Semantic research allows machines (AI) to recognize the structure of language in a group or text, process it based on specific language rules, and determine meaning and dependencies. It might seem like AI already understands spoken language and various tongues, but society still views the technology as something almost magical and unreal.
Semantic research is currently used to process word patterns. Say you’re researching your target audience or products — you’ll need to create key ideas, phrases, and expressions that make it easy to connect with users and enhance your brand promotion. It could even help users engage more diversely with your content. For instance — selecting the right hashtags in themed tweets or including special hashtags to attract new users.
Simply put, semantic research helps you choose the right words to capture online attention. And much of this can be powered by AI. This includes tracking trending words, suggesting hashtags, and autocomplete for search terms. The technology is evolving — no doubt about it.
Automated Content Testing
As of today’s tech landscape, current AI tools aren’t yet ready for full-scale content creation, meaning the content types they generate are simple and easy to replicate.
For the past four years, automatic content generation tools have been used by Associated Press (news reporting), FOX’s Big Ten Network (sports), Yahoo (sports reports), and others. Automated Insights also launched a service called Wordsmith in 2015, which processes reports, CSVs, product descriptions, MMO battle summaries, and more — all presented as open data tables. The app then generates short, grammatically correct text summaries. Learn more about it here.
But the key isn’t just in the app — it’s that with more services like these, you can generate content by providing the data and topics yourself. The service quickly creates readable content to fit your marketing needs. It’s not ideal for high-level content or service descriptions, but for routine updates like hotel descriptions, stock availability, financial reports, or sports stats — it’s a major time-saver.
Rapid Decision-Making
Decision-making is arguably the most important part of any company’s operations — including building a digital marketing strategy. Good decisions push a company forward; bad or delayed ones can ruin it.
That’s where machine learning and AI help optimize actions and boost effectiveness. For instance, Quill Engage helps create insightful reports based on Google Analytics. This kind of data usually takes hours to interpret — often leaving marketers overwhelmed. The tool processes GA data using several algorithms in minutes.
Outside of analytics, it's also helpful to focus on blogging and scheduling. For example, tracking discussions on favorite foods and tastes helps a café decide what menu items people will enjoy.
Tools like KNIME offer robust global data analysis based on AI. Likewise, Rocco scans social media and identifies posts likely to attract your target audience.
The point is that digital marketing doesn’t work in a vacuum. A solid strategy accounts for user interests and company data. But there’s a lot of data — you need to analyze what affects what, when, and under what conditions. This is hard to do manually, especially for larger businesses. AI helps — even now. It can gather, combine, and filter data. And that’s incredibly useful.
Ad Optimization
Improving ads usually comes down to A/B testing. Multiple ad versions run across different platforms. The results are analyzed, and content is improved based on user reactions and preferences.
AI can save marketers time here too. For example, Zalster helps create and select top-performing social media ads. It streamlines the process using machine learning to quickly optimize content.
Many major social media platforms now reveal how machine learning helps businesses better invest in marketing — and how AI assists them in managing the platforms themselves in user-friendly and owner-friendly ways.
Conclusion
This was unusual and maybe complex — but so is the topic. We haven’t even touched on every detail…
Still, when you dig into the specifics of internet marketing, sooner or later you wonder how to save time, improve your workflow, and learn to analyze independently. And yes, this is where AI plays its part.
The constant demand for growth in digital marketing stems from internal pressure in every company. You need to grow your brand, make faster decisions, analyze existing data quickly, and respond to social and tech shifts. The internet moves fast. That’s why digital marketers must embrace AI to enhance their strategies and tools. Machine learning, automation, and their many forms offer diverse marketing solutions — from A/B testing to semi-automated content creation.
And you know what? It may seem futuristic — but it’s convenient. The key is to understand how it works, how to launch the tools and reports, and how to manage data processing and messaging. Once you do — it all just runs on its own.