Artificial Intelligence (AI) involves using unique programming that enables software to perform many tasks that were initially being carried out by humans. Some examples of this can include language translation, decision-making, speech recognition, data analysis and visual perception. Over the past few years though, AI has transformed online marketing in a number of ways – some of which will be discussed here.
Integrating AI into Digital Marketing
Although most forms of marketing took the digital route almost 20 years ago, some businesses are still struggling to keep up with the changes. As harsh as it may sound, companies that have better marketing strategies than others will stand a far higher chance of attracting more clients than those that don’t.
These days, a number of businesses are using AI as part of their e-commerce strategies, with many of them using this technology to collect and analyze various types of data in real time. The software then provides various suggestions regarding how to best use the information obtained.
Until fairly recently, the collection of data, analysis thereof and the resulting recommendations were tasks that only human beings were able to perform. However, AI is now able to complete these tasks with ease – and often in far less time than humans ever could.
Advertising
Reliable AI software is able to collect valuable consumer-related information and work with it in such a way that it can make the necessary changes to any existing marketing strategies you have. It will even go so far as to provide suggestions on how to package products and advertising so that it attracts as many potential clients as possible.
Analytics
In years gone by, businesses that needed to have a large amount of data analyzed would have had to hire several humans to get the job done. Once the data had been collected, the same people would then be required to compile highly in-depth reports providing information regarding the steps that would have to be taken to ensure success.
The use of AI technology means that data can now be simultaneously obtained, analyzed in order to predict future performance of an advertising campaign in real time. AI also relies on brand-based, behavioral and product-based clustering in order to collect the required data. This information can then be used to see precisely where and how to customize marketing campaigns to obtain the best results.
Chatbots
The use of chatbots has changed the marketing world considerably – and for the better. In many cases, they have virtually eliminated the need for using live customer care agents on chats – especially outside of standard working hours. Having chatbots available enables customers from all over the world to receive a response virtually right away – regardless of where they are in the world.
A number of businesses now rely heavily on chatbots to provide their existing and prospective clients with the information they need within a matter of seconds, saving a lot of time for all parties concerned.
Improving User Experience
Another way in which AI will impact the future of digital marketing is that it has significantly improved the user experience of several different machines and systems. This has gone on to allow business owners to structure their activities according to current marketing trends or methods that their competitors may be using.
In years gone by, most complaints that were lodged against a business online would have gone unnoticed simply because there wasn’t a mechanism or system in place that was able to detect them accurately. However, thanks to the advances being made by AI, complaints can be picked up automatically. This means that action can be taken to remedy a situation far quicker than before – as soon as a customer leaves their feedback even.
Introducing Voice Search Technology
AI has also made performing any type of online search easier and more convenient than ever because it eliminates the need to click and type. This means that businesses that have included a voice search option on their websites will most likely receive more visitors – ultimately resulting in more conversions over time.
All that a potential client will need to do is talk into their phone, and from there, everything they are looking for will be displayed on their devices. Google currently manages more than three billion searches per day, with approximately a third of them being voice-based. This figure is bound to grow substantially over time though.
While AI was previously thought of as some futuristic form of technology, the truth is that it can help businesses boost their online marketing strategies substantially. If you would like to learn hoe to incorporate this type of technology into your marketing campaigns, contact us today.
Chatbots are refining the customer experience for brands. Knowing what chatbots are, how they can help your digital marketing efforts, and who is already using them is vital to nearly every industry.
Chatbots had their humble beginnings directing customers through a gauntlet of steps after calling a business’s customer service. And though those chatbots are still very much in use, new, more innovative chatbots have emerged.
These chatbots are meeting consumer demands, streamlining marketing processes, and driving sales and profits for many brands. Driven by deep learning processes, the chatbots of today and the future learn over time, and deliver faster results.
“Chatbots — computer programs designed to engage in natural conversation — are taking off, with companies like Google, Facebook, Microsoft and even Pizza Hut experimenting with bot-to-human interactions,” according to CNET.
Chatbots are versatile, from customer support to acquisition and retention. They are deeply involved in buyer funnel tasks, which is of great importance to marketers.
Let’s take a deeper look at why marketers need to bring AI chatbots into their digital strategy.
AI Chatbots and Deep Learning Processes
Chatbots are one form of artificial intelligence. Through deep learning processes, they can deliver data and information to customers at lightning speed, drive conversions, and streamline employee workflow.
Using deep learning processes, chatbots create layer upon layers of data in the developer programmed neural networks. The more layers, the more intelligent a chatbot becomes. This makes them more efficient and effective over time.
“They can store, synthesize, and recall lots of information, like your credit card number or home address, to help make your life easier,” Biz Carson of Business Insider explained. “They can even anticipate what you want before you ask.”
This is especially powerful for marketers, since chatbots can assist in maximizing marketing efforts and refine the overall customer experience. The most intelligent example can be found on Facebook Messenger through the use of branded chatbots.
Facebook Messenger’s Branded Chatbots
Branded chatbots like the ones used on Facebook Messenger are changing how brands target and connect with consumers. In fact, many tech experts believe that branded chatbots will replace apps in the not so distant future.
This theory can be attributed to smart device users falling out of love with downloading apps. Apps take up storage, drain battery life, and many tech fans are simply tired of swiping back and forth from app to app.
Mike Isaac of The New York Times explains, “The bot revival is also taking place at a time when people are growing tired of individual apps. As a result, brands in search of the best way to talk to consumers are now pairing off with some the world’s dominant messaging platforms — and their chatbots.”
Branded Chatbots Drive Conversions for Brands
The efficiency and effectiveness of branded chatbots leaves little to be desired for marketers and brands. As consumers begin ditching apps, marketers need to find fresh way to connect with target audiences.
Facebook allowing brands and media outlets to use their Facebook Messenger chatbots is a fantastic example of the emerging bot revolution. Expedia, CNN, The Wall Street Journal, and Uber are among the current users of Facebook Messenger chatbots.
In 2015, Uber announced, “Powered by Uber’s API, Messenger now enables its millions of users to sign up for Uber with one tap and request a ride, all without having to leave Messenger or download the Uber app.”
Connecting brands to consumers is only one key feature branded chatbots are serving up. They are also refining the customer experience by enhancing service and support.
Chatbots are Refining Customer Service and Support
Due to the mobile state of things, consumers are demanding information faster than ever. These demands are being met by chatbots, since most customer service issues can be resolved quite easily.
Call times can be shortened, service and support issues can be resolved via chat, and information is delivered quickly and accurately. This boosts brand satisfaction while freeing up human personnel to take on more pressing tasks.
Chatbots Deliver Data Analysis
Instead of human personnel spending countless hours analyzing data, AI chatbots can do it at lightning speed and with unprecedented accuracy. Having faster and more accurate customer data analysis can speed up time to market, drive sales through target marketing, and overhaul all your marketing strategies.
“Chatbots can be programmed to track purchasing patterns and monitor data from consumers,”
AJ Agrawal of Forbes explains. “This tells a company which products to market differently, which to market more and which to redevelop for relaunch.”
When your branded chatbot converses with a customer, the bot will begin gathering key details about the customer and develop a personalized buyer funnel. This allows for more personalized ads to be sent to that customer in an effort to convert.
The true potential of AI chatbots for marketers has yet to be unveiled. However, chatbots are an undeniable force of power when it comes to connecting brands with their target audiences. And savvy marketers are onboarding chatbots as a result. Is AI part of your digital marketing strategy?
Author
Nick Rojas is a self-taught, serial entrepreneur who has enjoyed success working with and consulting for startups. He concentrates on teaching small and medium-sized enterprises on how best to manage their social media marketing and define their branding objectives. @NickARojas