Due to the rapid growth of Big Data, marketing departments need to shake things up regarding their ability to analyze customer metrics in-depth and in real time.
To advance their process and stay pertinent, marketing directors are choosing Artificial Intelligence (AI) and Machine Learning (ML) technology.
Once technology only found in dystopian and science fiction movies set in the distant future, AI is developing next-generation marketing techniques that use advanced metrics to make the customer central to campaigns.
What is Artificial Intelligence (AI)?
AI is the way computers mimic natural human behaviour in hyper-realistic ways. AI computers can now replicate movement and speech and can utilize acquired data to execute various actions with little human intervention.
What is Machine Learning (ML)?
Machine Learning lets a computer application or program recognize and learn from acquired patterns in data. The ML integration with diverse programs and applications allows ML to accelerate its abilities without human intervention or assistance.
How are AI and ML influencing digital marketing?
Marketing departments are continually looking for new and better ways to pander to their target audience. Through AI and ML, marketing directors have the chance to develop advanced data on what their audience is interested in and what marketing techniques will work best on them.
Marketing automation software companies across the board are looking for ways to create new tools and solutions that allow marketers to develop personalized interaction and engagement with their ideal customers.
AI-enabled tools and AI solutions to common issues can now automate timing, communication, and type of content to produce personalized marketing campaigns and develop newer and better marketing strategies that meet the individual needs of each customer.
Through ML integration, marketing programs can now collect and store massive amounts of data while analyzing patterns. Furthermore, marketers can use AI and ML to create customized content and experiences for their target audience.
Both advanced technologies are being integrated into multiple ecommerce and marketing solutions these days. All you need is to pick one! Here are a few examples:
- Monetate is offers intelligent personalization, and individualized product recommendations.
- Apptus is AI-powered platform that can predict and advertise the right products to customers at the right time.
- Optinmonster offers personalized CTAs and exit popups
- Evergage allows you to personalize both product recommendations and content
Natural Language Generation
A branch of AI, Natural Language Generation (NLG) is an essential component that will impact content marketing in the coming days.NLG uses carefully created algorithms whose data mimics human-like language. NLG will allow the automation of news reports and headline creation among other content creation needs.
There are a few cool NLG apps you can take advantage of now. For example, Amazon Polly is a NLG platform that turns text into lifelike speech. This allows anyone to create applications that talk to the customer:
Google Cloud Text-to-Speech is another example. It offers the selection of 30 voices and multiple languages.
The use of Artificial Intelligence in marketing campaigns is growing ever more popular. AI is automating the use of influencers (people who promote products and services to influence potential buyers on social media) and working with them to increase brand awareness.
From influencer search to their content analysis, Artificial Intelligence provides solutions to various marketing needs. Using NLP, marketers can now process every influencer post and analyze the data to determine the benefits a specific influencer brings to their brand.
They can also predict and estimate the potential performance of an influencer regarding a particular objective of the brand. Predictions include engagement level of posts and sales conversion of each influencer.
Sentiment analysis software powered by Artificial Intelligence lets marketing teams find online mentions of the brand that require attention. Sentione is one example of sentiment analysis software that utilizes Machine Learning and natural language mechanisms to find online content centered on a brand.
Sentione is able to prioritize the found mentions based on how urgent or important they are analyzing the context and the sentiment.
Sentione also includes a self-learning agent that recommends other actions based on the observed data and marketer’s previous communication with clients.
Customer Support and Conversions
Brands can now implement Artificial Intelligence chatbots that help in answering FAQs, suggesting sales, and directing customers on their next step. Fantastic customer service is critical to brand management and awareness. One study found that 45% of consumers say they are more willing to pay a higher price to a company with better customer service.
Implementing AI-powered chatbots into customer service and marketing plans allows basic and common inquiries to be answered automatically via live chat, saving customers from phoning a call center and sitting on hold for an interminable amount of time.
There are already a few powerful players in chatbot marketing. Both Botsociety and Mobile Monkey provide powerful features to build smart chatbots that can talk to your customers on your behalf helping them when your team is not around:
Machine Learning is advancing at a rapid pace and will only improve over time by gathering feedback from customer interaction.
AI-powered tools let companies learn who their customers are, what drives them to your website, and what they buy and why. AI allows a deep-dive into customer-centric data and identifies their target audience. These tools also include integration into live chat through chatbots who engage customers, answering inquiries timely in an easy-to-use interface.
Artificial Intelligence and Machine Learning will soon be integrated into almost every aspect of a business.
You may have been thinking that AI and ML are the two technologies we would ultimately see find their ways into our daily lives... One day in the future. Well, before you know it, that future is here.
By using this technology, brands will increase brand awareness and grow a positive online image through customized interactions with customers.