AI Based Digital Marketing
AI creates unique, personalised online customer journeys by personalising information and delivery based on geography, likes, dislikes, online behaviour, devices, and more.
The past five years have seen a massive transformation in the digital marketing landscape, with the rise of artificial intelligence (AI) and machine learning playing a significant role (ML).
In today’s extremely competitive and fragmented marketing environment, the modern marketer has a wide range of complex difficulties, including how to keep their firm relevant and sustainable, maintain brand loyalty, and create exciting consumer experiences.
Applications based on AI and ML have successfully met the challenge and contributed substantially to improving the intelligence and efficacy of digital marketing. It would be accurate to say that digital marketing and AI are now intertwined.
Digital marketing operations give us access to a wealth of rich data. Thus AI can help us not only make sense of the data more quickly but also create and implement digital plans that are more successful.
Examples of applications of AI in digital marketing include programmatic advertising, AI-powered campaigns and activations, AI-enabled campaign management, and others.
Five ways in which AI is assisting digital marketing to improve customer experience
The use of chatbots, predictive and targeted content, content generation, and photo recognition technology are four significant developments in AI-enhanced customer experience. Each can help provide better support and care for customers and more targeted and pertinent content distribution. Below is what you should understand about these technologies and how they can benefit your organisation.
1. Chatbots
A chatbot is software that utilises artificial intelligence to learn how to respond to questions and carry on conversations. You might have used a chatbot to find information on a website. Conversations with chatbots can be either verbal or written, with the latter appearing as chat windows on your computer screen. The best new marketing tool of 2017 has been dubbed chatbots, also called messenger bots.
Naturally, your chatbot won’t go out and promote your business. It differs from every other marketing channel you’ve previously utilised, including ads or emails. On the other hand, chatbots are practical marketing tools, especially on social media, as they may offer customer service that is advantageous to both your client and your company, collect customer data to help you target your messaging, and send those messages on your behalf. Chatbots can even direct them along the sales funnel by posing more specific questions to help customers locate what they’re looking for.
2. Content Creation
Although it may seem impossible, AI algorithms can create content for your website, blogs, products, and more. AI can create pertinent and valuable material by analysing vast web data on a particular subject or theme. This might be helpful for businesses requiring quick turnaround times on original content, like news magazines. Although some restrictions, such as the inability to write an opinion piece, seem extremely promising, given the current capabilities.
3. Content Curation
AI is capable of both curating and producing content. Websites will be able to interact with users more effectively and deliver more pertinent content to them thanks to AI-powered content curation.
The famous “people who buy X also buy Y” that we commonly see on Amazon are examples of how this technique is frequently used to offer customers personalised content recommendations that they may find interesting. The Netflix recommendation engine can also suggest shows and movies you might like. Additionally, it’s accurate mainly! The question of how you can profit from it is now at hand.
Based on previous articles and topics they have read on your blog, you might want to consider displaying each of your site’s visitors’ stuff that is more pertinent to them. Without a doubt, they would spend more time on it.
4. Online customer service
Given how crucial it is to deliver a top-notch customer experience today, AI-powered chatbots are being used more frequently to have tailored, humanised dialogues with your customers as and when they need them. AI-powered chatbots can simulate how a human would reply, unlike standard chatbots that respond to specific keyword inputs. Think of it as having a trained customer support agent accessible throughout all time zones, every day of the week, without having to endure a long wait. Many well-known companies currently use this, and its popularity is only expected to increase.
5. Searches
People now use different techniques when searching online. Therefore, we need to consider how this will alter how marketers create and optimise digital content. Two significant developments in artificial intelligence that have revolutionised Internet searches and SEO are voice search and Google’s RankBrain algorithm (SEO). Searches are simple: a button or voice command with Amazon Echo, Google Home, Apple’s Siri, and Microsoft’s Cortana.
Over 70% of the searches Google Assistant receives are in natural, conversational English and don’t use the conventional vital words you’d punch down in a traditional Google search, according to a blog post by Google. Google’s machine learning engine, RankBrain, was created to generate significantly more relevant search results. Interpreting the user’s language and context translates voice searches and, using AI, provides the most relevant results.
Marketers must modify their content for voice searches to sound more like how a consumer would speak. As a result, more colloquial terms based on how a user might speak or conduct a voice search will take the place of the well-known long-tail keywords. A company can considerably improve organic traffic if it fully grasps how to leverage voice searches.
Final words
Our lifestyles and technologies have been integrated with artificial intelligence, making it simple for us to gain from it as consumers. Conversely, to enhance consumer experiences, boost brand loyalty, and increase income, marketers must learn how to integrate the advantages of AI into their work. Additionally, marketers must be aware of various new tools, trends, and technologies, including AI.
These uses are merely the tip of the iceberg regarding what AI is capable of. However, there is no denying that a blend of computer and human skills may be the most effective way to handle the complicated marketing difficulties of today.
