Artificial
Intelligence (AI) is one of the many scientific advancements of today that is
revolutionizing the way in which consumers are marketed to. AI is the science
that deals with machine learning and the building of intelligent systems that
can think and respond like a human.
The
importance of AI in digital marketing is to make use of systems to gather data
to get a better understanding of consumer needs and preferences, which will
help gain more accurate insights, and allow marketers to deliver customized
consumer experiences. As AI continues to advance, there are three main ways it
is revolutionizing digital marketing strategies for the better: customer
experience, consumer behavior, and customer support.
Improved
Customer Experience
One of the
most important aspects of a successful digital marketing strategy is creating a
great customer experience. By tailoring content that is relevant to a customer,
you’re creating a more personalized experience. In doing so, you’re increasing
the likelihood of the customer coming back again, and increasing brand loyalty.
Artificial Intelligence comes into play here through its ability to collect
user data and decide which content is relevant based on things such as past
online behavior, location, and historical data of all users that have visited a
particular website.
This type of
digital marketing strategy works really well in online retail and eCommerce.
For example, if a potential customer is searching for an online shopping
website for a new dress the website might recommend the perfect pair of shoes
to go with it, this makes the customer think the brand was made specifically
for them. By tailoring the shopping experience to the customer, you are
significantly improving their overall experience by making it an easy and
efficient one, and therefore bettering the customer experience with the brand
overall.
The
eCommerce giant, Amazon, makes use of an algorithm to provide recommended items
for their customers. This algorithm takes into account the users shopping
history, the items in their cart, previously viewed items, as well as what
everyone else has previously viewed and bought. This allows Amazon to recommend
products that their customers might actually want, encouraging them to continue
to come back to the website.
Predicting
Consumer Behavior
Another way
that Artificial Intelligence can help your digital marketing strategy is by
using data to predict the behavior of new and potential customers. Many
companies can make use of data management platforms (DMP) which collects user data across the
internet and analyzes it to gain better insights into what every individual
wants and needs. This means that digital marketing strategies can rely on the
data rather than guessing who their potential customers are. This helps
marketers save time and money by coming up with more effective marketing
strategies by targeting the right audience.
Artificial
Intelligence is also used by search engines like Google, where customers go to
find the products or services they need. Voice search technology is a form of
AI that is being implemented by companies such as Amazon and Apple, with the
introduction of their virtual assistants – Alexa and Siri. This means that AI is forcing existing
digital marketing strategies, such as Search Engine
Optimization (SEO),
to continuously adapt to these changes.
Previously,
Google made use of AI that ranked content based on keywords that linked what
customers were searching for to the content that they saw on the screen. More
recently, Google has made use of machine learning that ranks content based on
how useful it is to the consumer; taking into account the context of what someone
is asking for since many people might voice something differently from how they
would write it. This means that the quality
of the content is more important than the keywords used, and if a
brand can create useful content it can boost its voice search rankings.
Enhanced
Customer Support
One of the
main things that makes a brand stand out more these days is their customer
support. Customers want immediate responses and quick and efficient resolutions
to their problems. Artificial Intelligence has revolutionized online customer
support with the introduction of chatbots, an
automated response tool that gives customers the impression they are talking to
an actual human that is helping them with their problem.
Chatbots can make use of a knowledge base of support
articles or frequently asked questions, to help customers with simple issues or
questions. One of the many benefits of introducing chatbots into your customer support is the
fact that they can be available 24/7 when a human cannot. This can significantly
reduce wait time for customers who are experiencing problems, which can
significantly increase overall customer satisfaction.
Artificial
Intelligence is continuously growing and is a remarkable technology that can
revolutionize your brand. Although it is very important to implement AI into
your digital marketing strategy, it is almost just as important to learn to
adapt your digital marketing strategies to the ever-changing growth of AI. By
implementing AI into your digital marketing strategy, you will help create an
improved experience for your customers, gain better insights into who your
target audience is, and deliver more effective marketing strategies.
Connectica
provides a range of effective digital marketing strategies that are
continuously updated to meet the needs of our clients. If you’re looking to
boost your internet search rankings, upgrade your website, or simply provide effective and
compelling content
for your potential customer base, then look no further than our team at
Connectica! Contact us today at 877–816 -2259.