The recent breakthroughs in Artificial Intelligence has opened insurmountable opportunities for businesses, especially in digital marketing domain. As technology is advancing at a rapid pace, AI has already emerged as a disruptor that is significantly impacting various sectors like finance, education, and e-commerce.
AI can effectively transform digital marketing because it can help businesses deliver improved customer experience. At its core, AI pertains to the use of machines and their ability to continuously learn and solve problems. This augmentation can make a big difference in digital advertising space as it will not only create efficiency but proffer more satisfying work on behalf of employees.
In its true sense, the AI momentum has been spurred by the influx of advanced data analytics tools, advancements in machine learning algorithms, availability of rich and extensive datasets, and a data-driven approach to marketing and innovation. This ground-breaking development in AI will have far reaching implications across every industry, including online marketing. For example, AI and Machine Learning can go a long way in improving cybersecurity. According to certain identity theft statistics, in the US alone, 791 million identities were stolen. Thus AI and machine learning can help automate threat detection and guard against cyber-attacks.
In the beginning, marketers weren’t much confident to incorporate AI in their digital marketing strategies. But as advancements in AI technology kept taking place, there is now a reduced ambiguity with respect to the results it’s providing. According to a survey, 51% of marketers are already using AI, and 27% more are even planning on incorporating this technology in 2019.
Here is how AI will change the face of digital marketing in 2019:
Chatbots will take the customer experience to the next level
Digital marketing requires a new-age communication that should be characterized by advancement, quickness, and accuracy in the conveyance of message. So what else than AI can facilitate this next-level engagement with the audience. Chatbots, therefore, have come of age in terms of a powerful communication tool, today. In the most simplistic manner, a chatbot can be defined as a computer program that automates certain tasks, typically by chatting with a user through a conversational interface.
At a time when social media has taken the world by storm, chatbots are the future of an interactive engagement. They will allow consumers to engage with marketers in terms of content consumption, customer service, and transactional engagements. According to an eConsultancy report, 57% customers preferred live chat to get their queries resolved. Today, every customer expects a quick and responsive service, and chatbots are well-programmed to provide that. These can also handle proactive after-sale customer engagement by sending follow-up messages – a key attribute for the success of digital marketing strategy.
Content generation and curation will be much efficient
While it is absolutely true that creating content is in the realm of human intellectual faculties, but how can one expect machines to even match this? As a matter of fact, a bulk of content creation is surprisingly repetitive, meanwhile machines have improved writing to the point where it is hard to tell the difference. Clearly, machines can now be trusted to generate content thanks to AI. For example, AI can already write reports and news based on data and information. In view of this, Natural Language Processing(NLP) has given AI the ability to drive content marketing and production.
When it comes to content marketing, content curation is the obvious outcome of advances in AI. It can scan the internet for the suitable content to curate automatically. It is now possible to auto-generate marketing emails at scale, where each recipient gets their own uniquely personalized curated content based on their individual interests. Marketers can now better connect with visitors on certain websites and provide them more relevant content. Recently, Vestorly, an AI-powered content marketing platform has come up with new AI-guided content curation features to emulate marketers more effectively over time and increase engagement rates with consumers.
Voice search will be the standard
Due to the profound use of AI-powered virtual assistants, voice search is the new phenomenon that will prove to be a lot handier in coming days. From a more effective use of smartphones to home assistant devices to autonomous cars, voice search is surely here to stay. Already there are certain devices that rely on voice commands, such as Siri, Alexa, Amazon Echo, and Google Home. Voice, therefore, is going to have a significant on search trends. According to TheeDesign, out of the 3.5 billion searches performed on Google every day, almost a third of those are voice searches.
From digital marketing point of view, voice search will make a phenomenal impact. As we know search engine algorithms keep evolving and have become less oriented to keywords while more capable of deciphering queries and inferring meanings. Hence, long-tail keywords will be replaced with more conversational keywords, based on the way the user would say something. This means voice search incorporates a more intuitive approach. Also, since people are busier now a days and want a quick answer, voice search will enable shorter interaction – thereby saving their precious time.
Predictive analytics will alter the digital landscape
An interesting spin-off of Artificial Intelligence is predictive analytics, which is the process of using data mining, statistics, and modelling to make predictions about future outcomes. With the rise of big data and AI, immense possibilities are being opened in digital marketing. Marketing campaigns can use various measured activities for better business performance, higher ROI, and faster success.
The following is a list of predictive analytics applications for marketers:
- Better customer insights: Predictive modelling can be used for customer segmentation. In this the AI algorithms can segment target groups based on multiple variables. For example, common cluster models include behavioral clustering, product based clustering (also called category based clustering), and brand-based clustering.
- Lead scoring: Marketing and sales division will be able to collaborate in a more meaningful way. Thus, every lead will be scored based on its readiness to purchase.
- Campaign nurturing: Using demographic and behavioural data, lead nurturing campaigns can be tailored specifically to move the process further down the sales funnel.
- Upselling and cross-selling: Using the available data, businesses can upsell, cross-sell, and combine both to increase the bottom line.
- Personalized product recommendation: With the help of predictive analytics, marketers can track customers’ preferences, habits, and buying behaviour. It can help them make suggestions on products and services that their customers may be interested in.
Better user experience (UX)
An increased user experience is a shining metric of a successful marketing. When it comes to interaction, customers want a seamless UX and outstanding customer service from start to finish. With the help of AI, marketers can individually tailor and design marketing campaigns for each user, making them easily convinced to take desired actions. The AI-powered tailored messages and solutions mainly focus on the current context of where consumers are and what they are doing, thus solving the exact problem they have at that moment.
A good UX is what keeps consumers browsing a site, and the more time they spend on it, the higher the probability of conversion. AI and automation can be applied to UX design in the form of A/B testing and self-optimizing websites. This means customers will enjoy an increased user experience from beginning to end.