We’ve written articles about this topic in the past. Now, we ask marketers: How will artificial (AI) impact digital marketing in the future?
Marketers were hesitant to include artificial intelligence (AI), in their digital marketing strategy a few years back. This year, marketers are more confident in implementing AI because its ambiguity is reduced. They are evolving and reaching a level where they can surpass humans on certain levels.
According to a survey of over 1,600 marketing professionals, 61% (without taking into account the size of the company) said that artificial intelligence and machine learning will be the two most important data initiatives in the coming year (source: MeMSQL).
Salesforce conducted a survey that showed 51% of marketers were already using AI and another 27% are planning to incorporate this technology by 2019. It is the fastest-growing technology that marketers will adopt in 2019. This includes the Internet of Things, marketing automation, and AI.
While the amount of data on potential customers grows, computer science related to AI (such as machine learning, Deep Learning, and Natural Language Processing [NLP]) will be of paramount importance when making decisions based on data.
You’ll see many AI applications that you probably haven’t even considered.
1. Create and Generate Content
What? What? No way! You’re wrong!
There’s a way. Even though AI cannot write its own opinion in a newspaper or blog post about the best and most useful advice for an industry, certain content can be created by AI that can be helpful and attract visitors to your site. You can save a lot of time and money. AI, for example, can write news and reports based on information and data.
The Associated Press and Forbes already use intelligent tools such as Wordsmith Articoolo and Quill to create news that leads to clicks on the websites. By using templates and fill-in-blanks, you can create unique content which gives the appearance that it was written by a person. You’ve likely read AI-generated content since the BBC, CBS, and Reuters all use this technology.
Heliograf, the artificial intelligence technology used in Washington Post articles, is already mentioned in hundreds of them.
2. Content Curation
AI can not only generate content but also curate that content. Artificial intelligence can curate content to help better connect visitors to certain websites, and provide them with more relevant information.
This technology is used to provide personalized content that users may find appealing like the “people who bought X also purchased Y” we see constantly on Amazon.
Netflix’s recommendation service can also suggest movies and TV series that you may find interesting. It’s also pretty accurate.
What can you do to benefit from this?
Imagine presenting your blog visitors with articles that are relevant to them based on the posts and topics they have already viewed on your blog. They would spend more on it.
3. Email Marketing
AI is being used by brands to personalize their email marketing campaigns according to user preferences and behaviors. It is possible to connect better with your customers and hopefully convert them into paying clients.
Machine Learning or automated learning can analyze millions of data about consumers to determine the best time and day of the week to reach out to them, the recommended frequency of contact, the content which catches their eye the most, and the email subject and title that generates more clicks. Wouldn’t it be great to have all the information you need so that you can start tracking your digital marketing campaign?
A/B testing can take time, and there is a margin of error. In this way, AI is your best friend when it comes to personalizing emails for subscribers.
AI has used Boomtrain Phrasee and Persado to improve email marketing. Phrasee claims that its email subject line generation is 95% better than a human. Persado claims that it can do cognitive tasks better than a person 100% of the time.
4. Digital Advertising
Digital Advertising has been the most successful area of digital advertising to adopt artificial intelligence.
Facebook ads and Google Ads, for example, already use artificial intelligence and machine learning to identify people who are more likely to take the desired action. To achieve this, advertisers analyze user information such as demographics, interests, and other factors to determine the right audience for their brand.
Google AdWords has a system of automatic auctions that allows advertisers to pay the lowest cost per conversion.
Some platforms integrate AI and the analysis of big data candidates into their processes.
5. Searches
Searching online has changed. Now we need to ask how this will impact the way marketers create and optimize web content.
Voice search and Google’s algorithm RankBrain are two of the most important advances in artificial Intelligence that have revolutionized Internet search and search engine optimization.
Amazon Echo, Google Home, and Apple’s Siri make it simple for users to search by pressing a button or using voice commands.
Google’s blog revealed that 70% of searches made by Google Assistant are done in conversational, natural language and not the standard keywords that would be used in a traditional Google search.
Google’s machine-learning algorithm, RankBrain was created to provide more relevant search results. It uses AI to interpret the user’s speech and provides the most relevant results based on the context and language used by the user.
Voice searches force marketers to adjust their content to be more in line with the way users would express themselves verbally. In this way, the famous long-tail keyword will be replaced by more conversational keywords based on how the user would speak or conduct a voice search. Brands that understand how to use voice searches to their advantage will see a significant increase in organic traffic.
6. Web Design
You can now create a great website without the need for a designer and programmer.
There are applications like Grid that already use artificial intelligence for the design of a website using the information provided by users (like images and text). They can make your website look professional and cost-effectively in less time.
7. User Experience (UX).
Intelligent algorithms can be used to customize a user’s experience on a site. After analyzing thousands of data about a user (including their location, demographics, and devices, as well as how they interact with the website), AI can display offers and content that are more appropriate for each type of user. AI allows for the display of offers and content more suitable to each type of user.
An Evergage survey from 2017 on real-time personalization showed that 33 percent of marketers used AI to create personalized web experiences. When asked to describe the benefits of AI-driven personalization, 63% said that it improved consumer experience and increased conversion rates.
A good experience for the user will indeed keep them on a website and the longer they stay, the greater the chances of conversion.
Chatbots are one of many AI-based tools that can make the user’s experience more pleasant. We will discuss this now.
8. Chatbots
Many brands are now communicating with their customers through messaging applications such as WhatsApp, Facebook Messenger, and Slack. These messengers are fast because consumers already use them to chat with their friends and co-workers.
Chatbots make it easier for potential buyers to find the products or services they are looking for by allowing them to search.
The ability of the chatbot to answer questions is a good indication that it’s powered by AI. These bots use machine learning and natural learning to determine the right answer.
Chatbots have several other benefits. They can retain client data and serve them 24/7. They are friendly and they never lose patience. The bot is always polite to customers, even when they are angry. Chatbots can respond to multiple requests at once, so you won’t have any waiting time.
Sephora is an example of a brand that uses a chatbot to offer beauty advice and the best cosmetics according to each user’s needs. Sephora Visual Artist allows its clients to “test” cosmetics like lipsticks and eyeshadows through its website or application. Visual artists can identify facial features, and then apply selected products to the photograph of the user using augmented reality. It can automatically suggest eyeshadow based on skin tone!
Do you not want your chatbot to be the best sales representative?
You don’t have to spend a lot of money to build a chatbot. Facebook Bot Tools like Wit.ai bot can train bots using example conversations.
9. Predictive Analysis
The use of data and machine-learning techniques is a form of predictive analysis. It involves the use of statistical algorithms to determine the likelihood of future conclusions, based on past data.
Marketing is not an exception. Predictive models are applicable in many areas. These models can be used to predict whether a particular prospect will become a customer. These models can also predict certain aspects such as the price needed to convert a prospect or which clients will be more likely to make more than one purchase.
It is important to keep in mind that the predictive models you create will only be as accurate as the data provided. If there are errors in your data or a lot of randomness it will not be able to make accurate or correct predictions.
The data will help marketers become proactive rather than reactive planners.
is an example of this discipline being applied to digital marketing. is the ranking of leads or prospects. Machine learning models can be taught to score prospects and leads according to criteria defined by the sales team as “qualified purchasers”. This allows the sales team not to waste time on leads they know will never convert, but instead focus on the ones that do. In addition to increasing sales, this also saves time and resources.
Are you ready to implement these artificial intelligence applications in your digital marketing strategy?
AI is the new face of productivity, efficiency, and profitability (since better decisions mean a higher ROI). AI is the future of productivity, efficiency, and profitability. (Better decisions lead to a higher Return on Investment).
Everyone will have to make a personal decision about whether they want to move forward in a new AI-driven era or stay stuck in the old one.
AI doesn’t replace marketers or advertisers, it unleashes their full creative and strategic potential. To achieve this, these professionals will need to adapt and embrace AI. The inevitable will occur if we don’t.
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