A growing trend in digital marketing involves the increasing use of artificial intelligence. Digital marketers are constantly seeking out new opportunities for growth, including the use of automation and other technologies to increase marketing efficiency. Today, marketers have a constantly growing pool of AI-based and machine learning tools to optimize their efforts. Some of the uses for artificial intelligence in digital marketing include:
AI-based tools are more effective than traditional AB testing tools, since they can test several different variations and page elements simultaneously. With less traffic than is required for a single AB test, an AI-based tool can perform the equivalent of several meaningful AB tests. This sort of input can help to increase website effectiveness and boost conversion rates in less time than traditional techniques. The best part of the process is that the AI learns over time, and algorithms evolve to become even more effective and suggest rich solution sets. In the long run, this technology will likely evolve into machine-driven personalization of websites that take only seconds to formulate.
Services such as Netflix, Amazon, and Facebook are powerful because of their recommendation algorithms that look at individual behavior to make informed product recommendations. In the case of Facebook, an algorithm determines which stories that individuals will most likely want to see in their news feeds. The use of recommendation algorithms on Amazon and Netflix is much more obvious. AI-powered algorithms can help in understanding individual behaviors and activities. Brands can make use of this technology to recommend those products that a consumer will most likely want based on their buying behavior. With a good recommendation engine, spam emails suddenly become something that customers look forward to each day.
Messaging platforms have become some of the most popular forms of communication, ranging from Facebook Messenger to iMessage. Brands can now implement in-app messengers on their websites to engage with customers, in addition to communicating with them through social media outlets. Conversational commerce has also continued to gain momentum. In the years to come, it is possible that everything from checking in for flights to purchasing movie tickets will be undertaken using a chat program. As more companies create chatbots to help with common customer service issues, this technology is becoming increasingly accessible, powerful, and dynamic.
AI experts have been working on the issue of natural language generation for a long time. The technology is meant to produce news articles, summaries, and other sources of content automatically. Forbes and the Associated Press already use this technology to create financial reports, and the Los Angeles Times has a Quakebot that writes about earthquakes as soon as they occur. Compiling simple facts is one thing, but creating engaging content for customers is another. At the same time, the technology is not far off, and brands can already use natural language generation services to create relevant content using simple facts with little to no human input.
Much of the AI-based technologies employed by digital marketers involve market segmentation. Historically, target audiences were of a specific gender or age group. Today, segments have become much more complex and may be based on geographic location, interests, browser history, brand engagement, and more. Through AI-powered systems, digital marketing is moving toward the “segment of one,” meaning that products and services are marketed to individuals based on the various criteria that they meet. Digital marketers are seeking to more precisely target audiences based on several different criteria.
Machines are becoming much better at natural language processing, meaning that they can understand and respond to meaning. While this technology is far from being implemented in a digital marketing context, brands can still benefit immensely from semantic analysis, which involves identifying basic language structures. What makes this tool valuable for brands is its ability to cut to the gist of surveys and other text inputs. Formerly, analyzing the results of a survey involved a great deal of manpower, but machines can now quickly extract key phrases and sentences that can inform future campaign iterations. Semantic analysis can also be used to look at social media trends.
In the era of digital marketing, sales professionals are often juggling a number of different leads that come from a variety of sources. While keeping track of all these leads can be difficult, failing to do so could have a significant impact on the bottom line. One of the most pragmatic uses of AI in digital marketing involves the creation of a digital sales assistant. The program keeps track of leads and the details surrounding them in order to warn individuals when a lead is at risk of going cold and slipping through the cracks. The system can automatically prioritize leads to optimize conversion rates. Even better, the system can keep track of important metrics, such as which lead generation tactics are most likely to result in a sale.