Leveraging Artificial Intelligence (AI) and Machine Learning (ML) to boost business is no longer an anticipated future. Companies have already begun exploiting AI and ML, although the comprehensive effects are not yet completely foreseeable. With the rapid advancement in technology, today marketing and ML function in tandem.
As with many other sectors, the emergence of AI and ML is impacting the landscape of digital marketing as well. It provides marketers with data insights that help gain a deeper understanding of the target audience and efficiently anticipate their behaviour. This is the key to establishing enhanced interactions with them by streamlining marketing efforts. According to a Gartner report, 85 percent of customer interactions will be facilitated without a human intervention by 2020.
Companies that use AI and ML will reduce their time spent in certain business functions and thus can invest this additional time to focus on other key areas such as innovation and strategy. To remain competitive in this rapidly evolving marketplace, it has become imperative for companies to advance and equip themselves with the new tools.
This writeup explores the influences of Artificial Intelligence and Machine Learning in different aspects of digital marketing.
Content generation and curation
Although it is impossible for AI and ML tools to replace humans’ perspectives, news pieces and reports can be generated by ML tools based on the available data and inputs. Tools such as Quill, Articoolo and Wordsmith are already being used to compose news by the likes of Forbes and are efficiently acquiring clicks to the respective websites. By creating ‘fill in the blanks’ to input relevant keywords and data, the tools can generate content that appears human-written. We have all been exposed to AI-generated content from big names such as Reuters, New York Times and BBC.
AI is beneficial not only for content generation — with AI and ML it is possible to curate highly relevant content to showcase to website visitors. The advanced tools can add a touch of personalization by analysing and identifying the type of content and keywords that are most relevant to the target audience. A visitor is more likely to spend time on a website where their interests are being recommended and displayed on the screen.
Search engine optimization (SEO)
SEO is essential for a robust digital strategy. With the recent advances in the way a user makes a search, it is time to rethink the methodology of content optimization. Today, a user can search the web using the voice search. Google Home, Microsoft’s Cortana, Apple’s Siri and Amazon Echo are innovations that are here to stay and considering this, web content needs to be optimized to provide the best results from the interpretation of the voice searches. Given that voice searches taken on a more natural, conversational tone, keywords will no longer be of high relevance. The quality of the content itself will matter when voice search takes over completely. Google’s RankBrain, a Machine Learning algorithm can efficiently interpret voice searches and extract highly relevant results.
Businesses are utilising AI and ML to analyse user preferences and behaviour patterns. With the insights gained, the marketers are personalizing email marketing campaigns to appeal to individual users more effectively. This touch of personalization will be pivotal to a prospect converting to a client.
With Machine Learning, one can analyze large sets of data and peg down the best days and times to contact a prospect, the ideal frequency for communicating with customers, the specific content that grabs their attention and even the email titles and subject lines that have high potential to generate more clicks from the audience. With such detailed insights, time spent on A/B testing can be reduced and marketers can easily personalize their emails to each subscriber. Some of the AI-based email marketing tools are Phrasee, Persado and Boomtrain.
Website design and UX
We might not require a programmer or a developer moving forward. AI-based applications such as Grid can build a professional website in no time and at a reasonable cost. The application attains user-provided data, such as call-to-actions, images, specific texts with the help of AI and based on these, it builds a website that highly appeals to the user.
The user experience on a website can also be personalized using AI. With AI and ML, large sets of data, including devices used, locations, demographics, interactions with the website can be analysed for a single user, which can then be utilised to display content and offers relevant to the specific user. This personalized user experience is capable of driving high conversions.
Chatbots are virtual robots that are capable of engaging in conversations with consumers through text or voice. For digital marketing purposes, chatbots can be used to interact with specific target groups in a personalized manner. With the diminishing patience of humans, chatbots can be taken advantage of to provide immediate responses to user queries, perform quick and relevant searches for users and provide appropriate information on time. Chatbots with natural learning process (NLP) are capable of conversing in human-like tones and this, in turn, enhances the user experience. Via Machine Learning, these chatbots can learn from the user interactions, collect and interpret the data and provide accurate responses with time. An AI-powered chatbot will be able to answer open questions and not just the frequently asked ones.
The advantages of a system that can quickly chart out patterns, recognise trends in real-time and return appropriate responses are unparalleled. This facility to learn on the go will make Machine Learning an indispensable asset for marketing in the near future. Adopting such advanced tools to provide optimized solutions will prepare the business for an AI-dependant future.
Consumers also begin to change their expectations with such advancements. This, in turn, gives companies an opportunity to develop new products and services that meet the changing consumer needs. One such product is Baidu’s deep voice which is capable of generating synthetic human voice by imitating the pitch, pronunciation and tones of real human speakers.
As final thoughts, regardless of the presumption that tools will soon replace human services, AI and ML are merely meant to assist and enhance the role of digital marketers; human intervention will never lose its significance. At Digital X, we are ever-thirsty for knowledge and adapt quickly to changing business-scapes. We do not limit ourselves to our existing skillset; we believe in continual learning for the purpose of your growth and therefore ours!
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