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.
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.
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.
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.
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.
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.
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 have been an interesting technology for a long time. Back in the beginning days of the internet, many instant messengers had some function of a chatbot, usually able to do simple searches to assist their users. You could ask what the weather was like outside, the time, or to look up the phone number of a local pizzeria.
Then, for a time, chatbots were left behind. They didn’t really fulfill a need in our world of technology other than to entertain us with silly responses like those from Cleverbot.
That has all changed, though, with the announcement from Facebook of their interest in using chatbots in conjunction with their Messenger services. Very quickly, chatbots have become a buzzword in social media marketing, with many being excited about the possibilities.
But, are chatbots the right fit for your business? Here’s what chatbots are exactly, and how they can fit into your marketing.
Chatbots are software designed to allow an artificial intelligence (AI) program to interact with humans. This interaction can be done through text, like instant messenger chatbots of old, or through voice commands like Siri or Alexa.
Chatbots can fulfill a variety of needs. They can handle simple tasks like texting a friend for you while you drive, helping you find a movie on Netflix, ordering an Uber for you, or communicating and affecting IoT devices in your home.
The only limitations chatbots have is how complex their AI programming is. A more advanced AI can handle more complex requests and act more human. The ideal goal is that it would be impossible to tell if you were communicating with a human or a chatbot.
One simple use for chatbots is to utilize them in customer support. Twenty-four-seven support is always a great feature for a business to have, but can become expensive to supply. But, chatbots could provide some form of customer support after hours.
Now, current AI technologies are limited, so customer support chatbots can’t handle highly complicated requests. If your customers often come with in-depth problems needing to be solved, chatbots might not help. But, if many complaints are simple in nature and can be solved by a chatbot referring them to a webpage with the solution, or by explaining it themselves, it could be valuable.
If you do decide to utilize a chatbot, be transparent about it, and have an option where, if the chatbot cannot solve the problem, a customer can have their case forwarded to a human customer support representative.
Chatbots are designed to help fill a role, and one major role in the sales world is helping customers find the exact product they are looking for. It’s why sites like Amazon recommend products similar to what users search to help them find the perfect fit.
But, chatbots could help this process by helping customers identify the qualities they are looking for in a product and recommend ones that fit. A good example of this kind of chatbot is “And Chill,” a chatbot designed to pick out what to watch on Netflix based on your tastes and preferences.
This style of chatbot would flourish for an eCommerce site with tons of products. By asking questions and determining things like desired price range, a chatbot could find and lead customers to the perfect product to fit their needs. It’s even possible for a chatbot to remember those preferences, so if the customer comes back, the chatbot can better serve them.
Another aspect to be aware of is that, in the future, chatbots will have an impact on marketing, even if you don’t create one. As virtual assistant chatbots like Siri and Alexa become more prevalent, marketers will find ways to target them.
As people ask these helper chatbots for answers, they will have to pull their answers from somewhere. Some might pull from a private database, but most will use a search engine to find the answers.
So how do you ensure your content is chosen? Well it would make sense that chatbots would choose their answers like how Google creates Featured Snippets. They want answers that simply answer the question but go into further detail with research to back it up.
Similar to Featured Snippets, chatbots could help drive traffic to sites that get selected to provide answers. Optimizing your content for search engines is a needed part to get featured by a chatbot.
You might be asking yourself, “Why do I need to get a chatbot? My business already has an app that nobody uses.” And the answer is that apps and chatbots serve very different purposes.
In today’s world, apps are used to accomplish a task of some sort or another. Businesses create apps to do tasks more efficiently, both for their own work and for customers to use. Those tasks could range from checking Facebook on a phone to entering large amounts of data. Apps make tasks more accessible than they might be on a webpage.
Chatbots instead fill a role of a human being providing a service. Sure, you could contact Netflix and ask for recommendations on what to watch, or your could use a chatbot to do it. You could spend time searching the web looking for the right gift, or your could ask a chatbot for help finding it.
Chatbots aren’t right for every business. In fact, there are a lot of businesses it doesn’t work for. Just like the app craze when smartphones came out, not every business needs a chatbot. Right now, the biggest industries to benefit from chatbots are eCommerce and independent software developers who want to sell them to fill a niche.
Another point to take in consideration is that AI technology is still in its infancy. Of the chatbots on Facebook’s messenger app, 70 percent of all requests were not fulfilled. Now, even the best AIs will still get confused from time to time, but that high percentage shows the tech still has a way to go before it’s feasible.
As of right now, it’s not recommended you build a chatbot, but keep your mind open to the future. It’s clear that Facebook wants it to become a new way companies interact with consumers. Chatbots have a lot of potential, but are not ideal in their current state.