How AI is Changing Digital Marketing

We’re in circa 2018, and the world has definitely come a long way in terms of technology. Since the beginning of the new millennium, there have been groundbreaking technological advancements, such as self-driving cars, Android, the launch of the Mars Rover, Virtual Reality to name a few. The new addition to this already exceptional list is Artificial Intelligence (AI).

Here are some insanely useful ways to pump up your digital marketing efforts by using AI:

Marketing Increasingly Focused on Consumer Behavior

AI is all about data-driven approaches to marketing and decision making and to this extent is being used to integrate data from different platforms.

Platforms collect and store all kinds of analytics these days as a part of analyzing customer patterns in order to develop automated systems and customer profiles to target certain markets. It looks like, in the near future, computers will be increasingly in charge of bigger and bigger decisions.

They’ll be able to analyze behavior and customer profiles even more closely, thus being able to essentially perform their “own” outreach strategy, building copy that meets the voice of the customers who they are observing online.

In addition, consumers will find themselves (though perhaps unknowingly) handing their purchasing decisions over more frequently to robots who already have a record of their ideas, previous searches, and preferences.

Use AMP and Reduce Load Time

In October 2015, Google announced AMP webpages, which are a lighter version of the traditional webpages and aim to drastically improve the performance of the mobile web, such as reducing page load time to improve the user experience.

With the help of RankBrain, Google is getting better and better at knowing what is best for the user. AMP content automatically shows up in priority placement areas like the News Carousel. Having an AMP page means that you increase your chances of ranking on the top three search results of Google.

Insight Integration

AI is a useful tool in gathering and integrating data sets from different types of software and other collection tools. The more it becomes developed for this purpose, the more effective it will be in targeting and customizing digital ad campaigns based on the customer avatars and buying journeys.

Thus, via meta-analysis, AI can capture and analyze datasets in much more complex ways than we do now, just using tools directed towards, for instance, single channels (think Facebook Insights), allowing for automation in much more innovative ways than we can probably imagine.

Use AI-Powered Chatbots to Improve User Experience

Most businesses are already aware of live chatbots, or artificial intelligence systems that you chat with in an instant messaging format, and many are already using this feature on their site. But have you thought of upgrading the traditional live chats with AI-powered chatbots? The time is just ripe to do so.

In the words of Google:

Think about what makes your website unique, valuable, or engaging. Make your website stand out from others in your field.

Recently, NAB (National Australia Bank) launched a customer assistance chatbot to help customers find answers to common banking queries. The bot is able to answer more than 200 common questions related to banking.

Chatbots are a feature that can really make your website stand apart from the rest. Here are some advantages that chatbots have over live chat:

  • Chatbots can assist customers 24×7 and they can retain customer data. In other words, customers don’t have to repeat themselves with every interaction. This makes the customer experience more enjoyable.
  • They are friendly and never lose patience. Your customers can be angry but the messenger bot will always treat your customers politely.
  • They can handle several customer requests simultaneously, so the waiting time is reduced to nil.
  • Chatbots are useful in creating personalized advertisements for users which can boost sales.
  • They have the power to track customer purchase patterns. This allows the business to revamp their existing marketing strategy and increase sales.

Deliver a Highly Personalized Website Experience to Every User

People love content, offers, products and services that are personalized for them. The 2016 trends in personalization report from Evergage suggests that around 33% of the surveyed marketers use AI as a means to deliver personalized experiences to the user.

With AI, analyzation of data points has become easier. You can display personalized content and offers to each and every individual prospect by analyzing their location, device, past interaction, demographics, etc.

You also have the power to automate e-mail marketing and send regular push notifications to the prospects based on the micro moments or their current interaction with your business.

Rare Carat uses IBM Watson technology that allows prospects compare diamond prices across various online retailers so that the buyers are able to find the right diamond at the right price.

The New York-based startup and e-commerce platform for buying diamonds does this with the help of an AI-powered robot called “Rocky.” The robot is able to answer all the queries associated with diamonds and also assists buyers with purchasing a ring at the best price.

While AI is pretty much on the rise, it is a completely promising technology, that can work wonders in a vast number of fields. Implementing it in Digital Marketing strategies not only makes things easier for brands but solves the customers’ problems as well.

We’re in circa 2018, and the world has definitely come a long way in terms of technology. Since the beginning of the new millennium, there have been groundbreaking technological ...
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