Artificial Intelligence in 2019
I’m a student of Digital Marketing. Every day we learn some new things in the world of marketing. Development of the technology today is hard to follow. Not so long ago, everybody was talking about artificial intelligence (AI) and its progress. Until recently I wasn’t thinking about what everybody was using. They say that this year will be very prominent, but let’s start from the beginning. Let’s take a look at what is artificial intelligence and what it can actually do.
Artificial intelligence is a science that focuses on the development of computer technologies for performing tasks and making decisions that require some level of intelligence. The most highlighted in the online world. Using at almost every step. The world is used to respond to various habits that come from users. Robots that support all this are like living beings. With questions asked by users, they also offer some others that could interest the user. One of the best examples of artificial intelligence is Google. Google uses a large number of algorithms to learn what users are interested in and how to approach them with information and services.
Let’s focus on Artificial Intelligence in Marketing. Some consider it a threat, and it does not really help. AI online I’m in marketing are closely related. Repeated actions are performed in a short time efficiently, while a marketing person can focus on the creative part. It does not take the job of marketers, but it creates the opportunity for progress and leaves room for new opportunities. Marketing is used for several purposes, of some of which are:
- Targeting
- Answering client’s inquiries
- Generating potential clients
- Creating personalized content
- Improving user experience
- Search engine optimization
AI specialists predict some of the possible trends in 2019:
- Developing robots that sound like humans
- Inability to replace human workforce
- Not applicable on domains
- Normalization of the market
- The link between social networks and AI
- New phase of digital transformations
- Analyzing large amounts of data
Artificial intelligence stands out in numerous applications. Also, here are several marketing areas of AI application:
1. Chatbots — Improving user experience
For the user experience, it is much more important than the product itself. It is necessary to invest in UX development. A satisfied user is more valuable than any money. The user experience is improved with chatbots. Chatbots are tools which imitate human interaction. They have the ability to respond to messages in a way that they can lead a conversation. The goal of the chat is to gain the same experience in the web store. Personalized answers are best with the help of analysis. Chatbots have a wide range of applications. The most famous chatbot is Siri. You’ve certainly heard about Siri already. You maybe met her on Apple phones. Ask a question on iPhone, and she will answer you in a matter of seconds.
Example 1: You need a new bike. You found it online and put it in the cart. You continue to search the web shop. Products in the “suggested” section show products that are linked to the selected bike. In this case, you can also get yourself some colored drink holders.
Example 2: You live in Zagreb where there is a large number of shops. You want to be informed about the sales and discounts. Chatbot tells you about ongoing sales in your neighborhood. It saves you time and it is proving to search in stores or search on the internet.
2. Personalized Content Marketing
To provide customer trust, we need to know what their interests are. Knowing your audience and their interests will make it easier to create personalized content. Artificial intelligence can help create personalized marketing content. With the help of algorithms and programs it generates the SEO optimization. The program generates content that has the best combination of keywords. Content should encourage users to action. In a few seconds, artificial intelligence program gives the analysis and details of the content that each brand needs. The content given is based on facts.
Example: Brand wants to create content for her new blog. They just started, and they need analysis. When the brand finds out what the audience is interested in, they use the help of artificial intelligence to find the combination of key words. But the program only gave them the facts. For the content to be good, a copywriter is required to add additional content.
3. Better targeting in ads
Tools like Google Analytics and Google AdWords can help in targeting. They provide the possibility to choose the target we want and that interest us. These tools have been available for several years, and they are updated daily. When the web page is connected to the tool, it analyzes content and queries that customer gives and based on that it generates the suggestions. Google helps us find relevant content for our audience. The process is simplified and leaves more time for some other tasks.
Example: The company wants to create an online ad through Google. It wants to target specific audience, so they will not waste their money unnecessarily. Their website is linked to the tool. Google tools helps them to find relevant content for their audience. The analysis process is very fast. Once the program has found their target, it creates ads.
4. Provides and advises the audience on the related products
Artificial intelligence can show products that users might be interested in. It serves to follow the habits and wishes of the user. Companies are using artificial intelligence to better know their customers. The software tracks consumer habits and analyzes them. Based on the analysis, it decides which products will be shown to each user.
Example: Enterprise Software X collects in their database information about their customers and their habits. This way, the company can find out what their customers want. The company has its own web shop with sports equipment. When person Y first came to a web site, there wasn’t a “You may be interested in” section. After reviewing and purchasing the product, the customer comes back to the web shop. This time, person Y gets on the left side of the web site products that are related to the previously purchased product.
5. Recognizing online visual content
One of the first signs of recognizing visual online content is the ability to recognize faces on Facebook. When we put a photo on the web site there would be a box around person’s face to tag them. Marketing has the practice of visual listening. Visual listening is a program that recognizes visual content and analyzes ads that attract people. With the help of information gained, companies can track photo patterns. Companies get to know their audience through the photos they most share. Artificial intelligence helps companies that want to personalize their user experience.
Example: Person Y photographs the product that he or she likes but can’t find where the product is selling. This person has published the photo on social networks. After a shorter time, the person gets information from the company about:
· where the product can be bought
· what is the price of the product
· what the other users are saying about the product.
6. Search engine optimization
Everyone would like for their content to be on the first place on the search engine for a specific topic. It is difficult when competitors are big and strong companies. Series of procedures are conducted to determine who will take first place on the search engine. Various algorithms are used by Google to make the order right. That is, the best is the first. To make this possible, a large number of information is collected and analyzed. To make the process faster they use AI. AI optimization is used for:
• Quality Content Monitoring
• Creating search ranking algorithms
• Understanding query’s that users search.
Over the years, AI will continue to develop at a great pace. AI will greatly help us manage our jobs and give us much more accurate information. Probability for a human error will be smaller. At each step, you will be able to find information. To keep up with the news in the marketing world, follow the Digital Reflections publication.
