Artificial Intelligence in digital marketing
There is one main goal in the eyes of every marketer in the world : increase the profits and decrease expenses. The Internet was the first breakthrough in this field because it gave the marketing agencies the ability to accuratelly measure effectivnes of their ads and know where exactly are they wasting money. The second breakthrough has been quietly developing in the last decade and now it’s ready to take the world by storm.
I’m talking, of course, about Artificial Intelligence (AI).
The use of AI has significantly increased in the last few years and it impacted numerous fields like education, finance, transportation, media and even music. It’s becoming more and more popular because it increases precision, speed and it’s capable of analyzing much more data than people can.
Utillity of Artificial Intelligence in digital marketing is evident : it helps you to save both time and money and also gives the customers improved customer experiences. AI is taking over the human role in identifying marketing trends with effective data analysis and ability to adapt to input.
How can AI provide a competitive edge for your digital marketing agency :
o Helps you understand your audience : It can analyze and predict the buying behaviours and decisions of your target customers.
o Improve user experience : You can use AI data to provide your audience with what they actually need.
o Increasing productivity : Using AI algorithms, you can automate a number of repetitive tasks.
o Increase ROI : It empowers decision-making and also helps you create better-performing content
Applications of Artificial Intelligence in digital marketing
Chatbots
The world, as it is today, is much faster than it was 15–20 years ago.
Thanks to advancement in technology information can reach every corner of the globe in matter of few seconds. Naturally, people got used to getting anything they want any time they want and have grown rather impatient.
That is one of the reasons many brands choose to communicate with their customers through messenger applications like WhatsApp, Facebook Messenger or Slack.
A chatbot is an artificial intelligence software that can simulate a conversation with a user in natural language and they are making the process of automating responses to potential buyers’ frequently asked questions even easier. A good indicator of a chatbot powered by AI is its ability to answer open questions. These bots use natural learning processing and machine learning to find the correct response.
Chatbots also have many other advantages. They can serve clients 24/7 and retain their data. They’re friendly and never lose their patience. Customers may get angry, but the bot always treats them well. Chatbots can respond to several requests from different customers at the same time, so waiting times will no longer be a problem.
Email marketing
Everyone wants to feel special, like the whole world is spinning around them. That’s why it’s increasingly important to personalize every aspect of marketing communications you can in order to get closer to customers and hopefully turn them into loyal buyers. Brands are using the power of AI to personalize email marketing campaigns based on preferences and user behaviors. Machine learning or automatic learning can analyze millions of data about the consumer to then determine the best times and days of the week to contact the user, the recommended frequency, the content that catches their attention the most, and which email subjects and titles generate more clicks.
User experience
A great user experience is the only thing that keeps the audience flowing to the website. Through intelligent algorithms, it’s possible to personalize an experience on a website. After analyzing thousands of data on a single user (including location, demographics, devices, interaction with the site, etc.), AI can display offers and content that are more appropriate for each user type.
Good user experience increases the time spent on the site and consequentally increases the chance of conversion.
Predictive analysis
Predictive analysis is the use of data, statistical algorithms, and machine learning techniques to identify possible future outcomes. The analysis conclusions are based on data history. Predictive models can be applied in several areas, and marketing is no exception. These models make it possible to, for example, predict the probability of a specific prospect becoming a client. They can also predict other aspects, like the quoted price necessary to make a conversion, or which clients are more prone to making more than one purchase. The key here is to remember that predictive models will only be as good as the data you provide while creating them. So, if there are mistakes in your data, or there’s a high level of randomness, it won’t be able to make correct or accurate predictions.
Artificial Intelligence is an amazing technology that can work wonders for your business and using it in your marketing efforts is sure to help your brand deliver improved customer experience and do more effective marketing. Of course, considering it’s price tag, it’s gonna take some time before it gets to mainstream use but if you can afford the investment you’re almost guaranteed to make your money’s worth.
Even now, it’s capabilities are magnificent in terms saving time and energy and considering it’s rapid development in recent years we can concur that AI could very well define the next era in world business.
