Digital marketing is gaining an edge over traditional marketing methods. A considerable number of consumers seek the internet for their daily transactions.
How can digital marketers leverage AI for efficiency?
According to a study by GE Capital Retail Bank, 81% of shoppers research a store online before visiting. As a result, marketers have reached a point where they have significant capabilities to collect data.
However, that doesn’t translate to their ability to take data-driven action.
A healthy number of clicks that don’t lead to high conversion rates can be a frustrating experience, especially when you’ve spent a lot of resources and efforts on digital marketing strategies.
As a broader technology, AI is fast transforming every industry, including science, education, and business, owing to its advanced capabilities.
Artificial intelligence solves decision-making challenges by giving you insights based on data collected from different organizational departments that enable you to drive strategies towards intelligent content marketing.
Because of this, it’ll help you boost your brand awareness, enhance customer support, and personalize the customer experience in your business.
In this article, I am going to take you through 3 interesting applications of artificial intelligence in digital marketing.
Let’s get started.
Are customers happy about your service?
Customer success is still vital for various reasons. Yet, it remains one of the significant challenges businesses face today as poor customer engagement continues to be a thorn in the foot.
Marketers find it challenging to understand the most effective ways of driving customer interactions and then acting on the data in real-time.
According to a survey by Software Advice, 46% of respondents use a live chat option to ask questions.
However, hiring sales agents to respond to prospective customers is another challenge digital marketers experience. It consumes a lot of time, resources, and energy that would otherwise be used in other marketing endeavours.
Chatbots are among the most interesting artificial intelligence applications for digital marketing that are crucial to the growth of your business. They enhance the consumer experience by streamlining interactions between the audience and your services.
Previously, Chatbots were exclusively used for customer support. However, the shift has focused on lead identification, conversion, and activation.
Chatbots leverage natural language processing to analyze text, decipher user intent, and respond accordingly.
Say, for example, that you run a 24/7 business and can’t be available at all times. In this case, a Chatbot can step in, answer questions in real-time, and guide consumers to making the right purchasing decisions.
Previously, KLM experienced challenges with communication where consumers couldn’t talk to their agents on social media platforms without compromising privacy.
KLM was able to boost interactions with consumers by 40% by simply adding a ‘send message’ button on their Facebook platform,
Agents could now receive questions from their customers throughout the journey and decide on the right answers as proposed by the AI application on Messenger; it is now driving the highest satisfaction scores compared to other social media platforms at KLM.
Millions of companies are running digital marketing campaigns to attract the right consumers and convert leads into sales.
However, not all of them are successful; the challenge arises during the planning phase.
Currently, consumers are no longer confined to shopping in a few local stores; the internet has made it possible to get what they need, whenever they want it, ultimately increasing competition among vendors.
It is, therefore, critical to be a step ahead and predict future trends that may affect your business, either positively or negatively.
If you’d like to know how to tap into the power of predictive analytics, then you should check out these Udemy artificial intelligence tutorials. Armed with the right tools and skillset, your business’s sales forecasting will often be right on the money.
Predictive analytics is a branch of artificial intelligence that uses statistics, machine learning, and data models to collect and analyze business data.
The data gathered provides valuable insights that enable you to come up with more dynamic and practical plans to boost your ROI and consumer experience. These allow you to determine the campaign that will perform best, the kind of content you should curate, and the interest your brand is gaining from your target audience.
With the help of AI-powered algorithms, you can use predictive analytics tools to learn your audience’s intent, presence, behavior, and interest for better decision-making.
Some years back, the Xpansei AI team embarked on a project with a client selling virtual fax services. The idea was to increase lead conversions using predictive analytics.
Following key steps, such as data understanding and preparation, they were able to identify and fight leaks to boost predictive accuracy for better lead conversions.
Around ten years ago, voice search technology was underdeveloped.
However, according to the latest research by Google, voice recognition technology, like Voice Filter-Lite, has made great progress, achieving 25.1% advancements on word error rate in overlapping speech.
Consequently, there has been tremendous growth in the use of mobile devices, which has impacted how customers buy products and how companies carry out advertising.
For a clearer picture of its effects, you should check out this article on how voice search is impacting digital marketing in deep, meaningful ways.
Spending time on your laptop or smartphone when typing can be tiring, especially when they are long searches.
For example, if you’re going for a morning run, typing can be cumbersome, error-prone, and safety risk.
As much as that is mind-boggling, human civilization has become comfortable with technology.
Voice search applications eliminate the need to type, making it more convenient to carry on with your online tasks.
Suppose you’ve interacted with voice applications, such as Apple’s Siri or Google Assistant; be it to order food, play music, or keep reminders for events, you can attest to their convenience.
All you need to do is tell your device what you’re searching for or the action you need it to perform, and it will do precisely that.
Cantonese is the third most spoken language on Google Voice Search in Hong Kong. With the support of Google Assistant, local searches have increased gradually due to the geo-targeted keywords.
Although the language differs in speech and writing, the launch of Cantonese Google Voice Search has enabled locals to optimize their web pages and drive organic traffic.
Due to the rise of advanced technology, upcoming trends can make digital marketing appear complex and make it difficult to grow your business online.
Interesting artificial intelligence applications, such as predictive analytics, Chatbots, and voice search, are among those that can propel your business towards success.
I hope this article on the interesting applications of artificial intelligence in digital marketing has opened your eyes to some amazing use cases of AI that can drastically improve your digital marketing workflows.
Are you ready to incorporate AI into your marketing?
If you are just getting started, I recommend you START by incorporating Chatbots to enhance your customer experience.
HussaiN is a full-time professional blogger from India. He is passionate about content writing, Tech enthusiast & computer technologies. Apart from content writing on the internet, he likes reading various tech magazines and several other blogs on the internet.