Artificial intelligence (AI) has seen major advances in recent years, opening up new opportunities in digital marketing.
This technology has also made a significant impact in other sectors such as education, finance and e-commerce.
When it comes to digital marketing, AI can help improve customer experience, considering that customers are the backbone of any business.
This revolutionary development in AI will have far-reaching implications across all industries, including online marketing.
For example, AI and machine learning can go a long way in strengthening cybersecurity by automating threat detection and guarding against cyberattacks.
Find out how artificial intelligence is transforming the future of digital marketing in the rest of our article.
Chatbots Will Take Customer Experience to the Next Level
A chatbot is software that can communicate with users through auditory or textual methods.
In digital marketing, being able to communicate quickly and accurately with audiences is essential. This is where artificial intelligence (AI) comes into play, as chatbots have become a powerful communication tool.
With the rise of social media, chatbots represent the future of interactive engagement. They enable consumers to engage with marketers in terms of content consumption, customer service, and transactional engagements.
According to an eConsultancy report, 57% of customers prefer to use live chat to get their questions answered. Chatbots are well programmed to provide fast and responsive service, meeting the expectations of today’s customers.
Additionally, chatbots can also manage proactive customer engagement after the sale by sending follow-up messages. This tracking is essential for the success of the digital marketing strategy.
By using chatbots, marketers can automate this task and ensure that customers remain engaged even after purchasing a product or service.
Content Creation and Curation Will Be Much More Efficient
Creating quality content is a task traditionally attributed to the intellectual faculties of man. However, with advances in technology, it is now possible to hand over this task to machines.
While it seems unlikely, it’s important to note that most content creation is actually repetitive.
Machines have therefore been improved to the point that it is often difficult to differentiate between content written by a human and content generated by a machine.
Thanks to artificial intelligence (AI), machines are now able to generate content using available data and information. For example, AI can write reports and news using pre-existing information.
This has opened up new possibilities in areas such as marketing and content production. Natural language processing (NLP) allows AI to understand and interpret human language, enabling it to drive marketing and content creation more effectively.
In the field of content marketing, AI has made content curation easier. With its automatic search and selection capabilities, AI is able to scour the internet for the most appropriate content for a specific target audience.
This means marketers can now deliver more relevant and personalized content to each website visitor.
For example, it is possible to automatically generate large-scale marketing emails, where each recipient receives personalized content based on their personal interests.
Ai is revolutionizing social media marketing, and will probably change it a lot in the coming years. The whole customer queries, chatbots and AI-driven interactions that mimic human intelligence will make the customer relationship management way more efficient.
This will happen for two reasons, AI-powered tools in the analytics sphere will come much more advance because AI helps with more efficient tracking of engagements and preferences of users.
A Better User Experience With AI
Improving user experience is essential to success in marketing. Customers are looking for a seamless user experience and exceptional customer service from start to finish.
Using artificial intelligence, marketers can personalize and design marketing campaigns for each user, easily nudging them to take desired actions.
Tailored messages and solutions powered by AI focus on consumers’ current context, taking into account their location and actions, to solve the exact problem they are experiencing at that moment.
Smart Web Design
The tools used for website design are also getting smarter with time. There are website design tools like Grid, which helps create an attractive website based on user data.
These tools also allow you to create personalized landing pages by correctly placing CTA buttons, rich media, etc.
Deep Data Analysis
Data collection has become an important niche to understand existing user data and make predictions accordingly.
This data analysis and predictions are very useful in modifying your marketing strategy and boosting your sales.
The price of the product, lack of marketing technique and even the weakness of the website design can easily be predicted using the deep data analysis technique. The in-depth data is analyzed using AI and ML tools.
Streamline Marketing Efforts
Every marketer knows that effective marketing requires a constant effort on your part. With consumer needs and expectations constantly evolving, it’s difficult for any seasoned marketer to stay on top of current information.
However, AI-based technology is poised to revolutionize marketing, providing marketers with a large amount of quality data at scale, using deep learning.
Deep learning does not require a human operator to control or analyze the results, and works on a trial-and-error basis.
These algorithms are capable of gathering detailed information by imitating the activities of the human brain.
As a result, marketers are able to use deep learning to understand, anticipate, analyze and act faster to develop smarter campaigns and preserve their time for more demanding tasks.
Real World Application
An application of AI could work as follows: a department store chain wants to boost sales in its cosmetics department and decides to provide its customers with more personalized information about this offer.
Using data collected from loyalty cards, it is developing an AI system to identify the purchasing habits of each customer and predict their future needs. For example, a customer may tend to purchase a certain perfume if they selected their shower gel shortly before.
Using this information, the company could send the customer a newsletter presenting products tailored to their purchasing behavior.
AI systems then learn from customer responses and adapt messages and subsequent offers accordingly.
The result is more relevant offers for customers and an increase in customer satisfaction, leading to increased sales.
AI is particularly powerful in this context because it is capable of executing such a scenario at scale, meaning it can provide personalized marketing to each consumer.
Harness this data in real-time, then quickly modify messaging or branding for maximum effectiveness.
Optimize Digital Advertising Campaigns
While there are different ways to optimize digital advertising and account-based marketing, AI solutions help marketers go deeper for deeper insight and analysis.
AI is changing the collecting of data and can leverage the abundance of consumer data hidden in keyword searches, social profiles, and other online data, for smarter, more effective digital ads. This results in human-level results and insights, without real human manual labor.
Create Detailed Consumer Profiles
This abundance of data can also help create consumer profiles.
AI solutions provide marketers with deeper insight into consumers and potential customers, enabling them to deliver the right message, to the right person, at the right time.
The secret to building a truly comprehensive profile lies in capturing data during every consumer interaction.
Marketers can use AI solutions to take these profiles a step further, refine marketing campaigns, and create highly personalized content.
The Comfort of Automation
AI-powered systems enable automated or drip-feed campaigns powered by customer data and based on where a person is in their customer journey.
The technology uses past purchases, interests and browsing behaviors to set up automated campaigns designed to nurture your leads.
AI can also help you determine the type of content and images that will be most effective in writing your welcome emails, order update emails, and retention emails, among others, in order to achieve the highest level of engagement and conversion possible.
Some of the most successful email marketing campaigns focus on creating emails that feel like they were personally written by humans rather than machine-generated.
AI technology helps analyze consumer behavior and study their interests to generate data-driven insights.
This allows you to create personalized emails, tailored to each of your individual subscribers.
Subscribers are more likely to ignore your email if it doesn’t interest them. In other words, AI can tell you what content is needed to resonate most with your target audience on a personalized level.
The best way to collect data for an effective approach to this method is to ask them to set their preferences when they sign up or after receiving their welcome email.
Regardless of whether marketers choose to implement AI or no, they are all realizing that artificial intelligence technology is reshaping marketing as we know it.
As this technology continues to develop and expand, AI should be a priority investment for businesses that want to succeed in the competitive market. Those who fail to do so will be left behind.
If you need help with your digital marketing and automation strategy, please contact us, we run the best web agency in Montreal.