Usage of AI in Digital Marketing
Though the term artificial intelligence (AI) may seem oxymoronic, it is revolutionizing our world by increasing productivity, automating processes, and computing solutions. Artificial intelligence (AI), once the stuff of science fiction, is becoming more and more prevalent in our lives in very small ways.
Consider traveling by car as an example. If you commute by automobile, you most likely spend some time stuck in traffic. By providing real-time data to mapping software, artificial intelligence (AI) is helping to shorten your journey by adjusting for traffic, construction, and accidents. AI is assisting in ensuring the best service if you take public transportation.
Additionally, AI makes ride-sharing and pick-up/ride-time predictions, allowing you to use ride-sharing apps like Uber or Lyft for the final leg of your trip. Your daily commute is only one instance. If you use SIRI, Google, email, Facebook, Alexa, Amazon, Instagram, Netflix, Pandora, and a host of other ubiquitous technologies in your everyday life, artificial intelligence (AI) is also likely to be present.
AI is increasingly widely used in digital marketing, where it works in the background to improve pay-per-click advertising, create content, personalize websites, anticipate user behavior, and more. According to Forbes, 84 percent of marketing businesses are integrating or extending their use of AI and machine learning in 2018. This indicates that marketers are swiftly discovering the benefits of the technology.
Businesses can employ AI in two ways to enhance their online presence. One is on the backend, where marketers employ AI to create consumer profiles, automate the purchase of ads, and predict demand for products. The other is the aspect that deals with the consumer; here, marketers leverage AI to enhance the customer journey, building brand equity and increasing revenue. Actually, according to 75% of businesses utilizing AI and machine learning, these technologies increase consumer satisfaction by more than 10%.
4 Ways Companies Are Using AI in Digital Marketing to Improve Customer Satisfaction
Four key advancements stand out when it comes to leveraging AI to improve the consumer experience: chatbots, content generation, predictive and targeted content, and picture recognition technologies. All of these have the potential to enhance customer support and service while also providing more pertinent and targeted material. What you should know about these technologies and how your business can profit from them is provided here.
Chatbots
A chatbot is a program that uses artificial intelligence (AI) to generate responses during discussions, or “chats.” It’s possible that you have interacted with a chatbot when seeking information on a website. Chatbots are capable of conducting both textual and aural conversations; the latter typically take the form of chat windows on your computer screen. Chatbots, often known as messenger bots, have been dubbed the greatest new marketing channel of 2017.
It goes without saying that a chatbot is not going to advertise your company. It is not at all like the marketing channels you have previously utilized, such as emails or advertisements. However, chatbots are useful marketing tools, particularly on social media, since they can send tailored messages on your behalf, collect consumer data to help you target your messaging, and offer customer support that benefits both your company and your customer. In order to assist consumers in finding the things they want, chatbots can even ask more detailed inquiries that advance users along the sales funnel.
For its commercial clients, National Australia Bank (NAB) introduced a chatbot to act as a digital virtual banker and save time on administrative duties. Customer inquiries can be answered by the chatbot every day, 24 hours a day. The software uses real-world consumer inquiries as a source of information to answer over 13,000 variations on over 200 questions.
Predictive and targeted content
AI can be used to collect more information about potential clients and consumers in addition to using chatbots to answer inquiries. With this information, AI can forecast future behavior and create messages that are more specifically focused. That content might be sent by email, dynamic content on a webpage, or a chatbot like the one mentioned above. This is due to the fact that AI may employ dynamic content and determine that material based on previous customer behavior to help deliver the right email message at the right time. Artificial intelligence (AI) can intelligently choose the information most likely to appeal to a particular consumer and automatically populate an email with that content by knowing which web pages a customer visited, which blog posts they read, whose emails they’ve interacted with, and more. AI is also able to forecast when consumers are losing interest in a company by using a technique known as “churn prediction.” This allows brands to offer tailored content that will likely appeal to and re-engage their audience at that point.
Content Creation
There’s also the requirement for enormous amounts of content. Content production has consistently been identified by marketers as one of their major issues since the inception of content marketing. It takes time to produce high-quality content, and lots of it is needed for successful marketing. AI can assist by producing a portion of that content on your behalf. Articles with hundreds of words that sound as though they were written by a real person can be included in the material. Here is a link to an article on AI authored by AI.) Alternatively, the content produced might be more targeted, including social media advertisements and email subject lines composed in Persado’s AI-generated language.
Either way, the content is purposefully and customer-focused, meant to be helpful to the person searching for information, going through their email, or browsing social media pages all without needing a staff or freelancer to put in endless hours to create.
Image Recognition Technology
Finally, one AI technology that companies may utilize to enhance the customer experience is image recognition software. Long-standing technology, image recognition is undoubtedly something you’ve encountered on Facebook or another social media site when a buddy was automatically tagged in a picture you uploaded. An additional tool for personalizing consumer experiences is image recognition software. For instance, big-box retailer Macy’s introduced an app called Macy’s Image Search that allows users to upload a photo of an item and search Macy’s inventory for a comparable one.
Intelligent Marketers Stay on Top of All Trends
Because artificial intelligence is now ingrained in both our daily lives and our technologies, it is simple for us as consumers to gain from it. However, marketers also need to understand how to apply AI’s advantages to their work in order to boost sales, enhance customer satisfaction, and build brand loyalty. And marketers need to keep up with a plethora of new tools, trends, and technology, AI being just one of them.
