Digital Marketing

Artificial Intelligence in digital marketing

The AI is going strong in many areas of technology in recent years. Now, there are many ways in which we can implement it in our day to day. And it is already seeing cases where AI is making a niche in digital marketing .

Many companies are investing heavily in new technology. Why? Because they sell more. This is reflected in the recent report by the strategic consulting firm Boston Consulting Group (BCG) , which also highlights the increase in sales in all those products and services based on Artificial Intelligence solutions.

Artificial Intelligence will have an impact in the marketing area since it will be able to increase the efficiency of strategies, segment audiences and manage advertising campaigns . Both Artificial Intelligence and machine learning will be the most significant data initiatives in the coming years.

A Salesforce survey indicates that 52% of marketers are already using AI , and an additional 28% are planning to incorporate this technology during 2019. This represents the largest anticipated growth of any technology marketers are considering, even more than the Internet. of Things ( Internet of Things ) and marketing automation.

This technology and its functions will allow a much broader knowledge of companies about the taste, activities or expectations of consumers. Getting to know our audience in depth will never be easier, segmenting them to the maximum in order to implement highly personalized advertising campaigns .

So … How can we apply Artificial Intelligence in our marketing strategy?

5 ideas of how Artificial Intelligence will benefit digital marketing

1 # Content creation and generation

Oddly enough, Artificial Intelligence can be useful and efficient in bringing visitors to your website by creating content in certain areas. Although you still can’t write opinions or advice on a blog, IA can already write news or reports based on data and information.

Many companies are taking advantage of AI to write news or articles. In fact, the Washington Post newspaper, with its own technology called Heliograf , has used it on multiple occasions to write instant news. ” Heliograf is creating a new model to cover local news,” said Jeremy Gilbert, director of strategic initiatives for The Post. “Now, we will be able to cover any local soccer game, giving teams and fans almost instantaneous coverage to read and share data and statistics, with commentary on human characteristics.”

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It is many years before Artificial Intelligence can communicate as a human being. When we say AI content creation we are referring to purely statistical data. The idea is not to replace the reporter, but to take away simple data-based jobs and be able to focus on other types of content . Although Artificial Intelligence is capable of creating content on its own, a last human edition of the content is needed.

2 # Smarter Recommendations

But in addition to creating content , it is also capable of curating it for users . AI curated content will display related content to users after reading a blog, watching a video, or purchasing an article. It will cease to be automation and will be recommended in a more advanced way .

The Artificial Intelligence not only consider the history of the user, it goes further: it will study the effect of each recommendation with the user and reaction thereof. In this way, the algorithms will be able to update future recommendations in real time with more precision. Irrelevant advertising will be minimized and the user will enjoy ads that truly interest him . Doesn’t that seem incredible to you?

This new mechanic avoids the recommendation of products or services that are based only on simple connections between products. In addition, Artificial Intelligence can prepare recommendations for anonymous users by studying its activity on our website, and will use information about other clients with a similar profile.

3 # Artificial Intelligence in email marketing

The IA in email marketing helps to get close to the maximum to your users via automated and personalized responses. As we have already said, Artificial Intelligence can segment your audience in a more precise way, a step that precedes the personalization of content for your users.

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A study by McKinsey & Company showed that Amazon generated 35% of its income thanks to the product recommendations it made both on its website and through email marketing strategies. Content customization is perfect for greater participation among your users.

IA uses much more complex algorithms that analyze your client’s history, their activity and preferences in your services. Artificial Intelligence collects data and information to create personalized emails . If the personalization of emails is optimal, the user will feel that you know him, satisfying his needs to make a purchase.

In addition , Artificial Intelligence studies what are the best times to contact your users , since it collects information from their online activity so that the possibilities of reading your offers grow considerably. Each user has a different schedule, and this is the optimal way to contact them when it suits them best.

4 # Advertising campaigns

Artificial Intelligence has algorithms that can predict purchase actions of our clients and their future activities with great precision. Having this information at our fingertips is a very powerful tool for our business. Creating an advertising campaign will never be simpler when we know what our clients are looking for.

Being able to advertise a specific product or service that we know that a user is really interested in is privileged information. And to achieve this, IA analyzes user information such as interests, demographics and other aspects to learn and detect what will be the best audience for the brand. The study of the target audience is simplified with Artificial Intelligence.

Many of the big companies enjoy AI as they can afford it, implementing it internally in many departments. But there are already several companies and tools that allow SMEs to enjoy competitiveness in the global market at an affordable price. Claudio Cervantes, CEO of Embellé Paris, said: “Applying Artificial Intelligence in our marketing plan basically increased our ROI by 215%”. This is a clear example of how Artificial Intelligence can help the growth of your business.

5 # Chatbots

More and more companies have a virtual assistant on their website. For companies, the use of chatbots helps them discover the most frequent questions their users have about a product or service, without the need for human intervention.

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The potential client can have a conversation as human as possible with a virtual assistant that uses Artificial Intelligence to improve its characteristics. The AI ​​has machine learning to learn and update algorithms, in order to improve it over time. So, the more interactions our chatbot makes, the better results it will give us.

Many people do not enjoy a conversation with a chatbot with automated answers , since if the user has a complex question, the robot will not be able to give a good answer. But with AI everything is easier. The chatbot learns to give more accurate answers thanks to its ability to learn .

It is a tool that will help us improve our customer service since your responses are immediate. It will also help us avoid a lengthy process of contacting a potential client and will carry out repetitive and simpler activities.

In this way, human operators will be able to focus on more complex and higher value questions, sharing their specialized knowledge.

But not everything is pink. Companies have some challenges when they decide to incorporate Chatbots on their website :

  • Identify the correct situations: in which cases should bots intervene?
  • Define when and how to pass the conversation to a human operator: when will a person take over? And how?
  • Apply the bot on different platforms: not only have Chatbots on our website, but also on social networks and other online platforms.
  • What kind of questions and answers should you answer?

What are you waiting for?

Digital marketing of your company will never be easier applying Artificial Intelligence. It represents a giant advance in many industries in the sector, and now in marketing.

AI is not about taking jobs away from our marketers or advertisers, but about unlocking our potential 100%.

Artificial Intelligence is here to stay, and it is the new face of productivity, efficiency and profitability. We must be able to adapt and join this new technology that represents a new digital age.

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