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Digital marketing has vastly grown in popularity as e-commerce business owners expand their hunt for the best methods and channels to distribute their products and services to the online masses. That said, with such an expansion, artificial intelligence (AI) has made leaps to help marketing professionals perform their jobs more efficiently than they could just a few years ago. Needless to say, since AI can be used in several ways, it’s important to determine which processes hold more value for your marketing campaigns before you invest in any type of AI-related experience. Continue reading to find new ways that you could be using AI in marketing.
AI predictive features add personalization
AI is a great resource for data collection—instead of manually sorting through each customer interaction, businesses use AI programs to compile the information into easy-to-read reports. So, why can’t businesses owners and marketing professionals alike use it to make smarter decisions for their campaigns?
Think about times where you’ve shopped a website that was set up to offer personalization. Elements suggesting that you may also like other products is an AI customization that makes each visit unique to the consumer based on their search history and previous purchases. This not only improves the customer experience but also ensures that what’s displayed is more likely to fit the needs of the shopper, resulting in more sales, engagement, and site traffic.
AI improves content creation
Much of digital marketing involves creating consistent, fresh content to post on a website, making category pages and blogs an essential part of any marketing strategy. Depending on the industry, consumers may even rely on content (reviews, testimonials, etc.) to reassure their decision to make a purchase. While there’s no arguing that content is key, brainstorming topics ideas is both challenging and time-consuming.
With the power of AI, marketing professionals can analyze consumer behaviour on these pages through a machine learning system that provides feedback to improve future content. For example, elements such as time spent on page providers writers with some insight into how far the reader is delving into the content and where they can place photos and/or videos to increase this engagement.
The use of chatbots and natural language processing (NLP)
Natural language processing (NLP) is a form of machine learning that understands, analyzes, compiles, and creates human speech. Many businesses utilize this type of AI in marketing, whether it be as a chatbot technology or as an aid when writing emails and/or blogs.
We’re living in a world where chatbots understand a consumer’s basic request and can respond to them based on the specific keywords or phrases provided. These AI tools make it possible for businesses to provide 24/7 service, answering questions for customers around the clock and providing long-tail sentences for those who may not be savvy with their words.
Do you use AI in any of your marketing strategies? Drop a comment below to tell us more.