How to Use AI in Digital Marketing

Artificial intelligence (AI) is already a huge player in host of industries. In the past few decades, it has transformed from the subject of science fiction into a real phenomenon that affects our daily lives.

AI’s purpose is to make the lives of human beings easier, by performing tasks efficiently at speeds that would be extremely hard, if not impossible, for humans to emulate.

Some types of AI are extremely user-oriented, while others are more geared toward for use within computer systems and programs, for applications involving assets like big data. On the user-friendly side of the spectrum, you will find devices like Amazon’s Alexa or Apple’s Siri, the digital assistants. These are the most eye-catching examples of AI usage in business, since they are reminiscent of the popular pre-conceptions of what AI would be like: a less-sinister version of HAL 9000 from the 1968 film 2001: A Space Odyssey, for example.

AI’s most practical and useful applications are in machine learning computers and other data analysis programs, or in medical diagnosis practices. Though it seems less interesting than having a robot assistant, these applications make far greater impacts on the way that industries function.

Digital marketing is one field that has been altered by AI. Marketing teams now rely so readily on AI that it seems guaranteee that it will play a major role in the future of digital marketing. Let’s take a look at all that artificial intelligence brings to digital marketing and the impact it has had.

Chatbot revolution

Customer service is now an extension of the marketing team and a facilitator for the sales team. It’s no longer viewed as a department of people who have to sit quietly while customers rant to them about delays in shipping and missing parts. Instead, customer service is rapidly going digital.

Many customers find it easier to chat directly to the company through instant messaging and even social media, without having to call a support line. Chatbots save money and time and allow companies to optimize the ways they communicate deals and encourage sales.

What’s more, chatbots are now so good that customers may not even know that they’re not speaking to a real human being. A chatbot can be programmed to have access to a customer’s account information, so that, as soon as a customer clicks on the chat box, they have all the data about their recent purchases, what they’re interested in and all the personal information that the customer has previously entered into the site. They are convenient, far cheaper than human labor, and offer a range of services, and as such are well worth the investment.

AI for predictive analysis

Data is key when it comes to getting the most out of AI for digital marketing. “For years now, since the technological boom and the birth of the information age, humans have had a raw source of value, something akin to oil in many ways, that they haven’t truly known how to use,” explains Thomas Streitenfeld, a digital marketer at UK Writing Services and Australian Help. “With the blooming of artificial intelligence, we’ve found the key to making use of data as a tool for understanding things about our present and, more importantly, our future, that we can use to grow in all areas.”

AI can take bulk data, such as the last 100,000 purchases made on your e-store, or the click-through information from all visitors to your website in the past six months, and then identify trends.

For example, imagine you’re looking at website e-commerce analytics, and the data reveal that in 40% of cases, people who added one item to their basket also added a second specific item, but then rarely went through with the purchase of the two together. You might then change your digital marketing strategy to create a bundle that includes the two items, at a reduced price, to try and catch people who are obviously interested in both. These sorts of subtle trends can only truly be taken advantage of with the help of AI that can give you an indication of how to capitalize on your customers’ behavior.

Content generation

Fresh content is key when you’re trying to be visible to search engines, while also keeping customers engaged. However, having an everlasting stream of fresh content for your site or your site’s blog is incredibly challenging and usually involves outsourcing copywriting to short-term freelancers.

The new and exciting alternative is to use AI. “It may seem unlikely, but artificial intelligence has been harnessed for written content production,” says Marc Burwell, marketing consultant at Finance assignment writer help and EliteAssignmentHelp. “There are already lots of inexpensive, effective programs that will churn out interesting, believable articles without any of the hassle involved in hiring real writers.” As I mentioned before, AI should be used to when make human lives easier, and this is certainly an example of that.

Online advertising

Digital marketing usually entails using other, third-party services to get the message out. Social media marketing, for example, often involves using those sites’ dedicated advertising systems.

Advanced advertising platforms, like the ones at Facebook (and Instagram), Google and others, use AI to give the advertising that you pay for the best chance of achieving what it needs to achieve. They use AI to analyze user behavior and build a thorough understanding of the people they are going to be advertising to.

Broad marketing tactics like using billboards or other more traditional methods are far less effective because a good percentage of the people who encounter them will tune them out instantly. AI can help you understand what is important to potential customers and better target your marketing to them.

Personalized experiences

You can surmise a lot about your customers by simply analyzing click-through data to get a better picture of their interests. Once you have this sort of a digital image of your user, you can use it to personalize web pages based on their preferences and design a tailored user experience.

As it gets more sophisticated, AI will be able to not only know which deals to offer users based on their preferences (something we already can achieve), but even make subtle changes like using the background colors that will most enhance the experience of a user and encourage a positive reaction.

AI has had and will continue to have an enormous impact on digital marketing, with endless opportunities for providing a more and more complex and efficient understanding of the customer-company dynamic. One day, we’ll likely come to see it as the norm.

 

From IABC.com, by Aimee Laurence

15 Oct 2019

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