It’s 2020! The world has come a long way considering the evolution of technology. At present, artificial intelligence has numerous effects on our daily life.
Starting from the smart devices, self-driving cars to the chatbots, all these are designed to understand the user-preferences and offer a customized experience. AI has been a trending topic for quite some time.
With the capability to collect and analyze data, artificial intelligence is transforming digital marketing strategies. Along with delivering tailored customer experience, AI can also save your time and money.
As AI continues to grow and evolve, it will offer valuable customer insights to numerous companies.
What is artificial intelligence?
Artificial intelligence refers to the intelligence portrayed by the machines. AI is used or machines and devices that “mimic” the cognitive functions of humans associate with other human minds like learning and problem-solving.
It is a particular area of computer science that focuses on comprehending the essence of human intelligence, responds and performs tasks according to the data being fed. There are a lot of activities associated with AI. These activities include robotics, image recognition, speech recognition, natural language processing, problem-solving, and more.
Thanks to the algorithms, the AI’s are gradually evolving at a fast pace. The systems are becoming more and more efficient than before with the expansion in the use of AI. The technological products brought by the artificial intelligence in the future may comprise of human wisdom.
AI may not be equal to human intelligence but it can think like a human. In the coming decade, AI might surpass human intelligence.
Why is AI becoming increasingly popular?
AI is becoming increasingly popular because of the following reasons.
- It ensures precision with minimum errors. This means better accuracy and increased work efficiency.
- It is capable of analyzing more and deeper data while delivering valuable insights.
- It can add to the capabilities of different devices because of smart and useful algorithms. Voice assistants, GPS tracking, and home automation systems are a few examples.
- AI is capable of adapting new inputs through progressive learning algorithms.
The influence of artificial intelligence in digital marketing
During previous years, the marketers were a bit hesitant in applying artificial intelligence within marketing strategies. Things have changed now. Multiple brands are successfully applying AI within their marketing. For instance e-commerce platform like Amazon is using AI successfully. Other brands like Spotify and Apple are also implementing AI successfully.
Amazon uses AI to display the relevant products to its shoppers depending on their previous searches and purchases. It increases the chances of purchasing or shopping becoming a repeat customer with a personalized experience.
Artificial intelligence in digital marketing has become a reality. With a plethora of benefits and options, let’s have a look at how artificial intelligence impacts digital marketing.
i) Recognize and analyze
Customer relationship management is a customer-centric approach that enhances business growth by collecting customer information while filtering valid information. If CRM is combined with AI technology and big data, it can maximize the collection of user information on different platforms.
It is possible to get accurate information for target customers and identify the user requirements. It enables companies to determine the best marketing strategy. Any behavioural information becomes the source of AI analysis.
Online search is evolving with multiple AI and machine learning developments. With a smart search feature, Google is leading the pack with numerous exciting applications for information retrieval. For instance, Google’s BERT technology is capable of processing a certain word in the context of all the terms within a sentence instead of one-by-one in order.
Customized search and results based on past interactions are another application of machine learning in smart search.
ii) Combining AI with AR/VR
When AI technology is combined with augmented reality and virtual reality, it offers a new consumer experience. For instance, Coca-Cola decided to include AI and AR by overlapping the computer graphics over the real-world view of the user through glasses or headset.
This allowed the technicians to obtain information about the service equipment and enable them to support the technicians through feedback. It also made things easier for technicians in remote locations for performing repairs and diagnose issues.
This method also offers customers with multiple ways of interacting and helps them in learning more about the brand. It allows them to form a connection. Combining AI with AR and VR not only refreshes the user’s consumption experience but also develops a strong brand identity.
iii) Using artificial intelligence in digital marketing campaign operations
Multiple online platforms like Google and Facebook are at the forefront of the AI/ML applications in digital marketing. Right from the smart biddings, smart campaigns, auto-generated ads, Google is making it easy for the advertisers.
The smart bidding options like TROAS, TCPA, and others make use of the advanced learning algorithms for training the data on a large scale. This helps in creating accurate predictions on how different bid amounts might affect the conversion value. Thus, advertisers can optimize without being distracted by too many unnecessary details.
Google considers a wide range of contextual signals through search data for predicting user behavior and influence auction. Facebook also includes machine learning throughout campaign plans and execution, also within ad placements and delivery.
Artificial intelligence in digital marketing is used in driving improved ad copy testing. It helps in evaluating ad copies and landing pages on different parameters like the use of action promoters/inhibitors, relevancy, urgency, page layout, load times, and more. It gauges the impact on ad relevance, landing page experience, and expected CTR.
iv) Artificial intelligence in email marketing
AI helps brands in personalizing the email marketing campaigns depending on user behavior. This means marketers can send out emails that are triggered by certain actions. It enables them to deliver relevant emails to customer inboxes, product recommendations, subject lines, and messages depending on customer behavior.
AI helps marketers in optimizing the email campaigns thus, driving maximum results. Marketers can use tools to analyze and optimize the campaigns instead of A/B testing different designs and messages.
AI can help marketers in reaching the right customers at the right time. AI chatbots enable businesses in reaching beyond the “one-to-one” form of customer service. The chatbots can deliver “one-to-many” offering support to a lot of customers at the same time in different zones.
The chatbots can answer relevant customer queries around the clock in real-time. Not only it is highly effective but they can also offer support beyond the office hours enhancing customer experience.
With artificial intelligence in digital marketing and e-commerce platforms, it has become easier to discover effective content depending on customer behavior. Have you used AI in digital marketing? Share your ideas with Skyram Technologies here.
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