A.I. & Machine Learning
Artificial Intelligence and digital marketing are beginning to go hand in hand. With the ability to collect data, analyze it, apply it and then learn from it- AI is transforming digital strategy. As it continues to advance, so will the capabilities to use it to improve digital marketing strategies and valuable customer insights for companies.
The most important aspect of a successful digital marketing strategy is a great customer experience. When the content is relevant to the user, they are more likely to convert and become recurring customers and have brand loyalty. Artificial intelligence can significantly help with that in its ability to collect data and decide which content is the most applicable based on things like location, historical data and past behaviour. When doing so, it gives the user the impression that the brand was built specifically for them.
For retail, AI can be a game changer for online shopping experiences with new advancements in augmented reality where customers can actually “try” a product before making a purchase. There are now apps where you can actually “try on” clothes to see how items will look on you without ever stepping foot into the store. This means less dissatisfied customers, lower returns and higher engagement online for a brand.
Voice search technology is also a great addition of AI in digital marketing that can get faster results. Companies can now write their site to coincide with virtual assistants like Alexa, Google Home and SIRI. If you do it correctly, you can move your brand to be the first result on a voice search which can really help with brand recognition.
Not only can AI personalize customer experience on past behaviour, but it can also predict behaviour for new and existing users. With the help of data management platforms (DMP) collecting second and third-party data now, AI can collect information about your users across the internet and not just in a session on your site. This can help personalize to their needs automatically through journeys and profiles enabling you to target your potential leads and eliminating those unlikely to convert enabling you to concentrate on formulating and executing effective marketing strategies.
While it is far from perfect, AI is constantly collecting, analyzing and interpreting data to get smarter at utilizing it. With new algorithms, all the time, accuracy of customer journeys will get more efficient and help determine sales forecasting and ROI so that your business can provide the best experience for customers and right tools to help your business succeed.
One of the biggest things customers look for in a good digital experience is quick resolutions and response. With the introduction of AI chatbots, an automated tool that gives the impression of talking to an actual customer service person in real time, AI can deliver that experience in real time.
Chatbots can use terms to seem more “human-like” and can answer basic questions, track and fulfil orders and help solve simple issues. Facebook messenger has integrated the chatbot feature for company Facebook pages to help improve customer service for businesses. These bots can be available 24/7 and can reduce call wait time for customers having issues which can increase customer satisfaction overall.
Artificial intelligence continues to grow and improve and won’t slow down for a while. Implementing AI into your digital marketing strategy will help customers have a better experience and give your business the insights it needs to succeed.