Artificial intelligence is one of the technological advancements that is thoroughly transforming the digital marketing world. So far, we’ve only scratched the surface of this powerful technology, but it’s already considered one of the biggest disruptors thatthis industry has ever experienced.
The effects of using AI are so massive that they can create an enormous gap between the companies that adopted the technology and those still hesitant to jump on this bandwagon.
Read on to learn how this technology is changing the world of digital marketing and how you can use it to advance your digital marketing strategy and keep up with your competitors.
Advanced Customer Profiling and Personalization
The success of all your digital marketing efforts depends on how well you know your target audience, and understand their preferences, interests, and needs. Based on your customer data, you can create an ideal customer profile and buyer personas and tailor your content and campaigns to various segments.
However, by using AI, you can take your customer profiling to a whole new level.
As artificial intelligence can collect, analyze, and process vast data sets, it allows marketers to gain a deep understanding of their audiences’ spending motivations and habits.
AI-powered tools can keep track of customer actions and behavior, offering a valuable insight into what they want and expect from the company. With such an insight, the process of customer profiling is much easier and more precise.
But the benefits don’t end there, as AI can also be used to automate outreach. Given that it can determine and predict what kind of personalization has the best effects on different audience segments, AI can create real-time messages that fit the customers’ needs and interests and deliver them at the right moment, using the right channels.
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We can best see how this technology improves the user experience in the examples of Amazon, Spotify, Netflix, and YouTube, which offer highly personalized and tailored content to their users.
Improving Customer Service
Prospects nowadays expect all the support they can get from the very beginning of their customer journey. Whether the companies are efficient in providing adequate support on time is often a make-it-or-break-it factor when it comes to making a purchasing decision.
Moreover, the whole user experience with the brand, resulting in increased loyalty and retention, heavily relies on the quality of the customer support and the on boarding process companies provide.
Using a multichannel approach and AI-powered tools, companies can now change the customer support landscape entirely.
When we’re talking about the interaction via digital channels, AI is a perfect customer service representative, as it has the ability to mimic human communication and make it hyper-personalized.
AI conversational chatbots used today can answer almost any question and solve any dilemma customers might have. Since they can successfully resolve the most common issues, these smart algorithms transfer calls to human reps only when the problem is too complex for them to handle. At the same time, they are so sophisticated and humanized in terms of chatting that a customer can hardly distinguish them from human support agents.
Unlike human representatives, which are limited to a single call at a time, and sometimes moody or tired, conversational AI chatbots can simultaneously handle multiple conversations without losing their temper, 24/7. As they have all the data on the prospects available, they can respond right away, regardless of which channel of communication the customers are using – company website, Facebook, Instagram, and so on.
AI-Powered Content Creation
Although it’s still far from rendering writers useless, AI can be used to create meaningful content. This mostly goes for writing reports that can be automated and similar mundane pieces of content.
For example, the Washington Post has its own in-house content generation tool called Heliograph, which covers gubernatorial races, high school football games, and creates simple tweets. As some attempts have been made for creating AI-powered tools that can produce creative fiction, it’s expected that the technology will be given some more serious tasks in the future.
Using AI, digital marketers can now optimize and automatically run various campaigns with much better precision while significantly reducing manual efforts and energy they used to devote to time-consuming, menial tasks. Thanks to AI, you can now deal with the more substantial matters and put your creativity and expertise to good use.
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The best example is email automation, where AI is used to segment the target audience, personalize messages and adapt to the prospect’s responses in real-time. Such practice makes email marketing efforts more efficient.
Smart Search Engines and Voice Search
Artificial intelligence, together with natural language processing, has a crucial role in how Google ranks search results and displays them.
This technology makes searching easier and smarter, as it can autocorrect spelling mistakes or identify similar products, helping people find what they’re looking for even if they don’t quite remember the particular products or their names.
Furthermore, thanks to the rise of speech recognition technology, Google algorithms can now understand human voice with 95% accuracy.
This AI capability has brought a significant shift in SEO, too, as websites now need to be optimized for voice search to produce accurate search results to voice commands.
As the human brain processes image 60,000 faster than it does text, it’s clear that aesthetics play an essential role in digital marketing efforts.
Each piece of content needs to be visually appealing and well structured, including your website, landing pages, and ads. These efforts can consume a lot of time and be very expensive.
With the help of AI-powered tools, even those who are not exceptionally skilled can create attractive and functional designs on their own.
Some of these tools allow marketers to optimize their content for different means and purposes, as they can, for example, easily convert their blog post to videos. For example, Canva, a tool that features drag-and-drop functionality and is user-friendly, can help people who aren’t designers to make their content more appealing.
AI has brought about massive improvements in digital marketing, personalizing interaction with the customers and addressing their expectations and needs with higher accuracy. Companies that are unwilling to adopt this technology risk falling behind their competition and losing the opportunity to grow.
Author : Jennifer Wilson, jennifer[@]qeedle.com
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