Art of Digital Marketing Using Artificial Intelligence
With all the tech giants betting on AI to be the future of technology, its wave is ought to disrupt all industries and that includes marketing as well. AI in marketing is no longer just a fad; rather it is becoming a reality. It presents marketers with unique opportunity to create a more personal and relevant connection with the customers.
“AI is dramatically reshaping and redefining not only the market and what companies can or cannot do with customer experience, but who we are as individuals and groups.” Markus Giesler, Big Design Lab
The main concern areas of every digital marketer are to identify the target audience, what content to send, timing of broadcasting and which channel to pursue in order to get maximum conversion in optimized time and budget.
The answer to these questions is present in all forms of data. Data, that is present everywhere, in big chunks and which needs to be analysed segmented and filtered and this is where AI comes into picture.
AI and machine learning powered tools today can understand human behavior and can affect digital marketer’s lead funnel by creating engagement and growth to get better ROI. AI helps at every stage of customer journey
Awareness -> Consideration -> Purchase -> Service -> Advocacy/ Loyalty Expansion
Awareness
Intelligent AI-powered Ads
Facebook bots are all the rage right now and you can do almost everything from booking a ticket, ordering food or shopping online just by conversing to the chatbots on messenger (you probably might even notice that you are talking to a bot rather than human). These chatbots can be linked to Facebook Ads and you can start conversing with customers which in turn will help to achieve business goals. (Not sure how to do that? A tutorial is coming up soon).
Smart Engagement products
Today AI has evolved on so many fronts that by using APIs, brands can create smart products that eventually will help them to build loyal audience. Few recent tools launched at by Google are Cloud Vision API, Translate API, etc. Many brands like Swelly are using influencer marketing to increase the number of users on their chatbots. They focus on context and use social media platforms like Instagram and YouTube.
Consideration
Product Recommendations
For any brand which is selling online, product recommendations bring in more sales, increase average order size and enhance customer engagement. But as it happens, customers are recommended to buy the similar product they had recently bought. The ads and content recommender system is not smart enough to tell what the customer might be interested in buying next. But with the advent of AI, smart product recommender algorithms will soon become a part of core marketing strategy.
Purchase
Conversational Search
Future of search is conversational; whether you search for service or product it can be within your website or on web. Bing has already introduced activating relevant chatbot to chat with on searching. Google’s search algorithm is evolving at a faster pace and marketers should keep a note to optimize their content and SEO strategies accordingly.
Service
Smart Customer Service
Gone are the days where customers used to keep waiting to get on line with customer service personnel. Companies are employing AI to become an inherent part of their customer service. It gives the brands and businesses the ability to respond immediately. Everything is automated, customers don’t have to wait, brands make considerable savings and customers are satisfied. Tada, a win-win for all!
Artificial Intelligence is surely the next step in digital marketing and marketers probably should embrace it to make their lives easier and also to stay ahead of competition.
A tutorial series on how you can reach your business goals through AI and chatbots, which tools to use, how to develop chatbots and increase relevant traffic and much more is coming soon! Share your feedback and/or thoughts in the comments below.