With the ability to collect data, analyze it, apply it and then react to it, AI or Artificial Intelligence- is revolutionizing digital marketing. AI refers to a software’s ability to learn from user interaction and adapt itself ! SIRI, GOOGLE PLAY, ALEXA are some examples of AI.
As the amount of information on potential consumers grows, AI will become more important due to its ability to make data-based decisions quickly and accurately. Here are some ways AI is changing digital marketing:
1.Recognize and analyze
Customer relationship management (CRM) refers to a business strategy that establishes a customer-centric approach to business by maximizing the collection of customer information and filtering valid information.
When CRM, AI technology and big data technology are combined, they can maximize the collection of user information from different platforms, gain accurate insights for target customers and identify users’ needs so that companies can determine the most appropriate marketing strategy.
The key is that any behavioral information will become the source of AI analysis. For example, the kinds of products someone buys, which pages they browse, which tools they use often, what products posts they like on FB and Instagram, what Twitter they reply to … which ads they watch, all are cues for potential customers!
With all of this collected data, marketers can easily analyze a potential customer’s needs and adapt the AI used in order to boost sales. You are better able to visualize the customer journey and provide the right kind of solution, making the shopping experience easier and helping the customer reach the checkout with recommendations that better reflect them and their habits.
2. When AI combines with AR/VR
When AI technology meets the new visual technologies such as AR and VR, it brings a new consumption experience.
For example, customers can feel and experience test driving your car through simulation or have a simulated look at your hotel room !
This method can also provide consumers with interesting ways of interacting with and learning about a brand, allowing them to form a connection. Combining AI with AR/VR not only refreshes the user’s consumption experience but also builds a strong brand identity that can help create a greater sense of loyalty from a brand’s customer base.
AI digital marketing in business
1. Application of AI chatbots
The development of AI semantic recognition, language processing and voice conversion technology has meant that AI customer service is easier to use and delivers a better experience. Compared with manual customer service, AI chatbots have many advantages.
First of all, AI chatbots enable businesses to go beyond the traditional “one-to-one” form of customer service. Instead, chatbots can deliver a “one-to-many”, providing support to a number of customers at the same time and in different time zones.
Secondly, AI chatbots don’t need to rest, so they can answer customer queries around the clock and in real time. Not only does this mean they are highly efficient, but they can also provide support outside of office hours, improving customer experience.
In addition to these benefits, customers can choose the language used by AI customer service according to their needs, allowing a brand to deliver localized customer service.
Many brands have started to communicate with their customers through messenger applications like WhatsApp, Facebook Messenger, and Slack, all of which can benefit from AI chatbots in order to streamline the process.
2. Email marketing
AI helps brands to personalize email marketing campaigns based on user behaviors, meaning marketers can send out emails that are triggered by certain actions. This enables them to deliver relevant emails to customers’ inboxes, with subject lines, product recommendations and messaging all being chosen based on a customer’s behavior.
As well as better personalized content, AI also helps marketers optimize their email campaigns, allowing them to maximize their results. Marketers can use tools like Phrase to dynamically analyze and optimize campaigns quickly, rather than having to A/B test different messages and designs, which can take a number of weeks.
Ultimately, AI can help email marketers reach the right customers at the right time, ensuring that messaging is relevant, engaging and more likely to convert. It can also allow you to better analyze what types of messaging, subject lines, design and images get the best results.
3. AI digital advertising
There is no doubt that digital advertising is one of the most successful areas to have adopted artificial intelligence. It used across platforms like Facebook, Google and Instagram in order to provide the best possible experience. These platforms analyze users’ information, including gender, age, interests, demographics, and other aspects to show them the most relevant advertisements, improving the performance of digital ads.
According to eMarketer, digital ad spend worldwide was estimated to be $273.29 billion in 2018 and this is expected to increase further. With AI technology, marketers can spot microtrends and even predict trends. They can then make strategic decisions about where they allocate their budgets and who they target. As a result, brands can reduce digital advertising waste and ensure that their spend delivers the best possible results.
4. Marketing content
Thanks to AI, you can discover what content is most effective, according to the behavior of targeted customers, allowing you to utilize content marketing that gets results. Marketers can get a better understanding of what types of content work best for their target audience, allowing them to share or create the right form of content.
For example, 40% of millennials trusting video content the most, meaning it is the second most effective form of content marketing next to blogs. This means that a brand targeting this audience will be better able to create relevant content using insights gathered from AI.
Rather than creating expensive videos and other forms of content, AI-powered tools can help you create them. For example, tools like FlexClip video maker allow you to create and download high-quality videos without the need for a designer or technical skills. This means that if the audience data shows that you need to utilize videos, you’re able to do so quickly and easily.
AI is can be used to curate content, as well as create it. For example, YouTube’s recommendation system provides suggestions for videos that users might be interested in based on their previous behavior. Using a similar tool will allow you to suggest products, blogs, videos or other forms of content that a website visitor may have an interest in based on how they interact with your site.
Finally, looking at the ways that you can make use of Artificial Intelligence or AI in your digital marketing strategy will better enable you to grow your brand and meet the expectations of your customers, manifold!
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