At first glance, it seems as though you have to think pretty far out of the box to explore just how artificial intellgience (AI) can be applied to your various marketing strategies. Even still, it’s even harder to imagine a field that hasn’t been shaken by AI’s endless impact. As such, it’s time to bring the world of digital marketing to the revolutionized platforms offered by AI.
Of course, this begs the following question: What exactly is AI? AI systems are automated tools that can help businesses extract data and enhance the customer experience. And while they may seem confusing at first, they can be applied to your marketing initiatives.
How Can AI Help Digital Marketers?
For years, companies have been learning how to use big data analytics to define their marketing strategies and improve how they target their audience. Big data and machine learning combine in the form of AI to help enterprises with their marketing campaigns and reach that optimum output. First, let’s break down these two pieces of AI a bit further.
Big data comprises of big piles of structured and unstructured information that is too diverse to be controlled by data-processing software. Machine learning, on the other hand, helps in building programs that fetch and utilize data on their own. These machines can be trained to constantly improve themselves.
These two elements combine to assist marketing in a relatively straightforward way. Automation can allow those big piles of data to be extracted, aggregated and segmented — so that customer and audience insights are more apparent and accessible. It gathers and sorts that data to prepare it for the machine learning side of the coin.
Machine learning helps in identifying trends, insights, patterns, similarities and differences in those stores of data. It lends a helping hand in understanding errors in the data, suggesting solutions and predicting outcomes.
Using AI To Your Marketing Advantage
Some people think AI is a threat, but it’s also knowing that AI has the vigor to change the existing definition of digital marketing. AI’s task is not to automate data extraction, sorting, and analysis only. AI’s unprecedented speed is making it increasingly intelligent — so much so that 61% of businesses believe it is an essential aspect of their marketing data strategy.
How can you apply this technology to your benefit? Here are three ways to take your strategies to the next level:
1. Predictive Analysis
AI in marketing is primarily used to analyze demographic information and website analytics information. Predictive analysis identifies information like bounce rates, page views, the spent time on a page and click-through rates, and AI can help you make informed decisions and concentrate on the specific areas where your strategy can work best — or where your strategy needs the most help. Tools of this nature are built into software solutions on the market or can be folded into your own in-house solution.
Predictive analysis can also extract data to create informed predictions about your future engagements as well. It can identify and analyze past errors and predict how to prevent those errors from happening twice. It can drive more people toward your content, enhance the user experience on your website, encourage new users to sign up and help existing users engage regularly. According to Ventana Research, 68% of entrepreneurs have gained competitive edges with this technology. Specifically, Unilever reduced their forecasting errors by a margin of 15% and achieved multi-million-dollar savings with this technology.
2. Audience Targeting And Segmentation
In digital marketing, you want to know your audience and drive it toward your websites and web applications. Customized machine learning algorithms can be used to recognize meaningful, recurring patterns, including demographic information as it relates to specific content and specific users.
For example, your algorithm could identify that 25- to 35-year-olds are drawn to your social media posts — and 40- to 60-year-olds are attracted to your blog posts that detail how to manage remote employees or the best software solutions for small businesses. With this information, you can organize a strategy to target different demographics with different types of content and different outreach platforms.
Moreover, machine learning algorithms efficiently gather information about the times and days of the week your audience is most likely to interact with your content — they’re even more efficient in tracking this information than a data analyst. AI marketing impact will reach nearly to $40 billion by 2025. With this information, you can identify the best times to post on Facebook, LinkedIn, Twitter, Instagram or any other social platform and achieve optimized user engagement.
Solutions from businesses like Affinio can help you gain in-depth insights into your consumer data. From there, you can devise your own error-free marketing strategies.
Using AI-powered chatbots for digital marketing is beneficial in multiple ways. First, they can offer 24/7 assistance to your customers online, which is an efficient and quick source of user interactions. To construct a well-functioning digital marketing platform, it is imperative to have multiple channels for your clients to contact your company during on and off hours.
Clients from different geographical locations wouldn’t need to wait for your open hours with a chatbot, which will be available to answer all of their queries in real time. This could be particularly helpful during a time-sensitive product launch, a sale, or any other marketing campaign. These chatbots can gather users’ information differently from machine learning algorithms or post-conversation surveys, where visitors may be asked for user demographic information and their purpose for visiting your site.
Every chatbot solution seems to have its own definition of AI. When selecting yours, it’s important to focus should on creating an intelligent platform that is capable of solving real problems. The main goal is to concentrate on defining a sense-think-act cycle for your chatbots.
Marketing Strategies Of The Future
AI marketing is an efficient way to bridge the gap between your product and your target audience, and it can transform a massive amount of data into useful insights. How will your business apply AI’s great innovations to its marketing initiatives?