Listen to Audio
Artificial Intelligence is revolutionizing businesses, digital marketing included. In fact, the two go hand in hand nowadays.
It this competitive digital world, it has become increasingly difficult to reach new customers. However, AI can potentially transform your digital marketing strategy and boost your efforts.
Businesses are quickly discovering the potential it holds for the future and they want to make sure they are on the receiving end. Thanks to machine learning and data analysis, AI-powered tools can actually help you gain that competitive advantage and reach consumers.
51% of marketers are already using AI, and 27% more are about to begin, according to a survey. With so many useful tools at your disposal, it’s time you jump on the bandwagon too.
Here are the things you need to know about AI and digital marketing.
Predictive Analytics Changes Everything
Predictive analysis implies using data accumulated to make predictions about a future trend. Using the predictive models, you can predict future purchase trends and consumer behavior. Predictive analysis can be applied to get better customer insights and understand your customers.
The first step is data extraction. Using the information extracted, marketers create models and then choose the final one. Predictive analysis is an invaluable tool for marketers as it can not only help you analyze purchase behavior but also when and how to distribute content for the best results.
With such insights into consumer behavior and preferences, you can make personalized recommendations and suggestions.
Chatbots are Transforming Customer Service
One of the most popular AI applications in digital marketing is the use of chatbots or bots. These AI-powered computer systems communicate with customers through your website or through messaging apps.
Implementing chatbots has changed customer service entirely. Customers are able to ask questions and get immediate responses, as opposed to waiting on the phone for a human customer service agent to find an answer. Thanks to machine learning, chatbots can quickly find the most appropriate, accurate response to a customer’s query.
Chatbots can also recommend content or products to customers based on their purchase history or previous conversations. Customers can then ask any questions about the product characteristics and chatbots will provide them with answers. For marketers, this is incredibly useful as it boosts sales and improves customer service experience.
You can choose out of the available ones or create your own bot. Servisbot is an AI platform where you can build a virtual assistant for your business.
AI Content Generation
There is no marketing without content, right? Marketers know that posting content regularly is essential for driving more traffic to a website. And while we still have reasons to believe that no machines can ever match human abilities in terms of writing useful, meaningful content, AI is about to change that.
AI is capable of writing reports based on data. Natural Language Processing (NLP) has enabled AI-tools to write blog posts without your help. By automating content generation, you save a lot of time.
You can use one of the many available apps for content generation (such as Quill) and create news to drive more clicks to your website. Even trusted sources such as Washington Post are using these AI-powered tools for content creation.
AI and Voice Search
We live in a very fast-paced environment and people no longer have the time to type their questions. More than 20% of all searches are performed by voice and predictions indicate that this percentage will increase to about 50% in 2020. That is why there is a need for digital voice assistants like Microsoft’s Cortana or Apple’s Siri. Voice commands enable people to ask questions on the go and receive prompt replies.
Artificial intelligence can improve voice search. As voice search is about to become the standard, preparing your website for voice search option is a must in the near future if you want to maintain your competitive advantage. For digital marketing, this means a tremendous improvement as it changes how websites rank for targeted keywords. Instead of using short keywords, optimizing for longer queries will become the norm.
But since typed searches differ from spoken searches, that means adapting the content we post is a must if we want to drive traffic to our website.
Limitations of AI
While AI promises to boost your digital marketing efforts, you must know that there are certain limitations. First of all, there is no one solution to fit all businesses. There are countless AI-powered tools available, however, it is up to you to find and combine the ones that you think would suit your business needs. This can be costly, too.
Most importantly, machines can only do what you taught them to do. Machine learning and Natural Language Processing have enabled AI tools to automate tasks and do some things much faster than humans. But they are incapable of being creative and creativity is essential for any marketing campaign. AI can help you choose the images and designs that consumers are likely to be drawn to, but without your creativity, it simply won’t work.