Until a few years ago, marketers were somewhat reluctant to incorporate artificial intelligence (AI) in your digital marketing strategies. But, little by little they have been gaining much more confidence in the use of this technology that is increasingly making its way into all areas of modern life. Why? What has made the difference? Its ambiguity has been reduced regarding the results it can provide and it has begun to be shown that can help optimize costs and processes.
In other words , Artificial Intelligence can provide digital marketing with added value that directly impacts two fundamental areas for business decision-making: time and money.
Until not long ago AI was an abstract technological trend that was supposed to be about to arrive, but nobody knew how. Recently, it has been translated into concrete processes that have made it possible to assess its applications in a more tangible way.
This fact has also revealed one of the most important unknowns about AI: No, it cannot replace 100% human value. In fact, AI needs us to feed itself, learn, achieve its objectives and analyze its applications. It does not come to replace us at all, it comes to help us. It is a tool that –well used– can contribute a lot. Let’s give it a try, right?
Some data
In a survey of more than 1600 professionals engaged in marketing in the United States, 61% of respondents (regardless of the size of your company) mentioned that both AI and machine learning will be the biggest data initiatives next year.
Another survey conducted by Salesforce indicated that 51% of marketers are already using AI, and a further 27% are planning to incorporate this technology in 2022. This represents the largest expected year-over-year growth of all emerging technologies marketers are considering adopting next, surpassing even the Internet of Things (IoT) and marketing automation.
Y, while the amount of information about potential consumers grows, AI-related technologies (such as machine learning, deep learning, and natural language processing [NPL]) will be of utmost importance when making data-driven decisions. What Artificial Intelligence can contribute to digital marketing has to do directly with one of the key issues for the sector in recent years: the management of DATA.
AI is a GREAT tool for tapping into today’s treasure trove of companies – data. So…
What can Artificial Intelligence contribute to digital marketing?
Some applications that are already revolutionizing the digital market:
1. Content creation and generation
That? A machine that writes on its own and creates content from scratch? I’m afraid…
It exists and while AI is still unable to write its own political opinion for a newspaper column or blog post on the best advice for a specific industry, there are certain areas where content created by AI can be useful and help attract visitors to websites. It can help save a lot of time and resources. For example, AI can now write reports and news based on data and information automatically.
The Associated Press and Forbes already use smart tools like Wordsmith, Articoolo, and Quill to create news, driving clicks to their websites. Using templates and blanks to enter data and keywords can create unique content that gives the impression of being written by a human being. So you ‘ve probably already read more than one AI-generated content since the BBC, CBS, New York Times, and Reuters, among many others, are also implementing this technology.
AI can not only generate content; you can also make a selection. Content curation using artificial intelligence will allow better connect with visitors on certain websites and show them more relevant content.
This technology is commonly used to make personalized content recommendations that the user may find interesting, such as the typical, “people who buy X also buy Y”, As we constantly see on Amazon.
Netflix’s recommendation system can also provide suggestions for movies and TV shows that you might find interesting. And it is quite accurate! I think we users already know that well.
You can, then, show each of your blog visitors the articles that are most relevant to them, according to the posts and topics they have already seen before.
3. What Artificial Intelligence can contribute to digital marketing: Email marketing
This section interests us particularly. Brands are using the power of artificial intelligence to personalize email marketing campaigns based on user preferences and behaviors. This allows you to better connect with them and, with a little luck, convert them into customers.
Machine learning analyzes millions of consumer data and then determines the best times and days of the week to contact the user, the recommended frequency, the content that grabs their attention the most, and which email topics and titles generate the most clicks. Wouldn’t you love to know all about this so you can launch the main metrics of your campaigns?
The A / B testing they take time and can have a certain margin of error. Then, in this sense, AI becomes an ally to personalize email content for each subscriber.
4. Digital ads
The digital advertising it is, definitely, the area of digital marketing that has most successfully adopted artificial intelligence.
For example , the advertising platforms of Facebook and Google already use machine learning and artificial intelligence to find people more likely to take the action desired by the advertiser. To achieve this , they analyze user information, such as their interests, demographics and other aspects , to know and detect the best audience for their brand.
Google Ads already has an automated auction-based system that allows advertisers to pay the lowest possible cost per conversion.
They also already exist platforms that incorporate AI and candidate analysis Big Data in your processes What, for example, Adext. It is an audience management service that uses deep learning to automate the handling and optimization of ads on platforms such as Google Ads and Facebook Ads. This means that, in addition to testing different audiences on each ad (Up to 480 every day!) To detect which one is more likely to perform the desired action or conversion, it is able to identify and know which platforms are more profitable and then channel the investment to them.
Its smart algorithms adjust and optimize budgets every hour so that the advertiser can get the highest sustained conversion rate.
The way users search the Internet has changed. So, now we must ask ourselves how this will affect the way marketers create and optimize their web content.
There have been two major breakthroughs in artificial intelligence that revolutionized internet search and search engine optimization (SEO): voice search and Google’s algorithm, RankBrain.
Innovations like Amazon Echo, Google Home, Apple’s Siri; and Microsoft’s Cortana make it easy for people to search with the push of a button or say a voice command.
On its blog, Google revealed that about 70% of the searches received by the Google Assistant are in natural and conversational language, and they don’t use the typical key jobs that you would type in a classic search.
The machine learning algorithm of Google, RankBrain, was created to get much more relevant search results. Interpret user voice searches and, using the power of artificial intelligence, gives the user the best results according to what he interpreted from the language and the context of the user.
Voice searches require marketers to tailor their content to be closer to how a user would express themselves verbally. So in this sense , those famous long-tail keywords will be replaced by more conversational keywords, depending on how the user would say something or do a voice search. A brand that really knows how to benefit from voice search can dramatically increase its organic traffic.
If you thought that a good website could not exist without the help of a programmer and designer … good, That’s a thing for the past.
Today, there are already applications that use artificial intelligence to design a website based on information provided by the user (such as images, text, calls to action, etc.). They can make the website look professional in much less time and at a competitive price.
7. User experience (UX)
Through intelligent algorithms it is possible to personalize an experience on a website. After analyzing thousands of data about a single user (including location, demographics, devices, site interaction, etc.), AI can display offers and content that are more appropriate for each type of user.
Another Salesforce survey (when it was still Evergage, in 2019) on real-time personalization showed that 33% of surveyed marketers used AI to deliver personalized web experiences. Y, when asked about the benefits of AI-powered personalization, 63% responded that it increased conversion rates and improved the consumer experience.
It’s true: a good user experience is what keeps your audience browsing a site, and the more time they spend on it , the greater the likelihood of a conversion.
In this way, one of the many possibilities that AI offers to make the user experience more user-friendly are the chatbots, of which we will speak now as well.
8. Chatbots
Many brands have started communicating with their potential customers through messaging apps like WhatsApp, Facebook Messenger Y Slack. They are fast because consumers are already using these tools to chat with friends and colleagues and, let’s be realistic, no one likes to wait for an answer on the phone.
The are making the process of automate responses to frequently asked questions from potential buyers by providing them with a way to search for the product or service they are looking for.
A good indicator of a chatbot powered by AI is its ability to answer open questions. These bots They use natural learning processing and machine learning to find the correct answer.
The chatbots They also have many other benefits: They can serve customers 24 hours a day, 7 days a week and retain their data. They are friendly and never lose their patience. Customers may get angry, but the bot always treats them well. They can respond to multiple requests from different clients at the same time, so waiting times will no longer be a problem.
Sephora, for example, is a brand that uses a chatbot to give beauty advice to its users and offer them the best cosmetic products according to their needs. Through your application and website, Sephora Visual Artist allows your potential customers “try”Lipsticks, eyeshadows and highlighter palettes. Visual Artist You can identify facial features and then use augmented reality to apply the selected product to the user’s photo. It can even automatically apply an eyeshadow suggestion based on the consumer’s skin tone!
A well-trained chatbot can be a GREAT sales rep.
Predictive analytics is just the use of data, statistical algorithms, and machine learning techniques to identify the probability of future conclusions based on historical data.
Predictive models can be applied in several areas and marketing is no exception. These models allow you to predict the probability that a specific prospect will become a customer. They can also predict other things, such as the listing price required to convert, or which customers are more likely to make more than one purchase.
The key here is to remember that predictive models will only be as good as the data that is provided when creating them. Therefore, if there are errors in your data or there is a high level of randomness, you will not be able to make correct or accurate predictions.
This AI application will transform marketers from reactive to proactive planners, thanks to the data that serves as a forward-looking element or guide to make the right decisions.
An example of how this discipline is applied in digital marketing is the prospect ranking or lead scoring. Models generated by machine learning can be trained to classify prospects or leads based on certain criteria that the sales team defines as “qualified buyers“. In this wayYour sales team won’t waste any more time on leads who will never convert and can focus on those who will. This, in addition to helping to increase sales, means a considerable saving of time and resources.
Are you ready to implement these artificial intelligence applications in your digital marketing plan?
What Artificial Intelligence can contribute to digital marketing, as you see, is to bring great benefits for small, medium and large businesses. AI is the new face of productivity, efficiency and profitability (since better decisions mean a higher return on investment).
It is time to open up to these tools and see what they can offer us.
Our professional email marketing platform works with AI and offers data and advice on what could work best for your campaigns every time, with tools such as lead scoring of each subscriber or the calculation of the best time to send according to your lists.
Put fear aside , AI is not here to replace the jobs of marketers or advertisers. You are here to unleash your true strategic and creative potential . But for this to happen , these professionals must adapt and embark on the novelties. These tools exist, have a very high potential and are waiting to be used more; and, above all, to be used in a more intelligent and strategic way.
Do you know more applications of artificial intelligence in digital marketing? Share it in the comments!
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