There is a lot of buzz surrounding artificial intelligence (AI), of late. Discussions on AI vary from the benefits that we can reap from embracing its use to the unease surrounding its potential threats (such as replacement of jobs). One thing is certain – artificial intelligence will revolutionize digital marketing in helping businesses achieve epic breakthroughs. But what is AI exactly and what are its benefits to Digital Marketing?
AI is a process in which machines are able to essentially figure out to problem-solve on their own, by drawing on previous data. The benefits of AI include:
Predicting the behaviour of your customer
AI is able to analyze behaviour and customer profiles more closely and perform their own outreach strategy. It can personalize a customer experience based on his purchasing history and predict the behaviour of new and existing users. The 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.
This refers to the capacity for machines to essentially understand user searches contextually, to offer a set of results that are customized. What does this mean for SEO? It means that searching will become more nuanced, more encompassing. Semantic searching is about getting to the gist – why a person is searching for something.
Content Creation and Curation
AI can be used for lead generation in the context of content creation and used for several programs like ‘Wordsmith’. It is useful for gathering and reporting on data like sports, market information and finances. On the curation side of things, AI will choose the most relevant content, personalized to each unique visitor. For example, when an e-commerce website prompts you ‘similar examples’ of other products you might like (based on your search history or abandoned shopping carts).
AI can sift through piles of data to find the ideal customers, clients and even colleagues on information that it already has and the program it’s using. For B2B or even recruiting purposes, this can save a lot of time and energy on basic searching – which leaves you more time for other focus areas like strategizing, pitching and sales calls.
Voice Search and Recognition
Voice Search Technology is a great addition of AI in digital marketing that can get faster results. Companies can write their site to coincide with virtual assistants like Alexa, Google Home and SIRI. (You can move your brand to be the first result on a voice search which can really help with brand recognition).
These are automated tools that are responsible for interacting with clients and customers. Companies of all sizes use them as they become easier to integrate into websites. Chatbots can answer basic questions, track, fulfil orders and solve simple issues. This gives the impression of talking to an actual customer service person in real time. Facebook has incorporated the chatbot feature for company Facebook pages to help improve customer service for businesses.
It’s still early days to assess the impact that AI has on digital marketing. Using AI will undoubtedly save valuable time – that you could spend developing your business. AI also has the potential of making your marketing efforts more efficient. The more efficient your marketing efforts are, the more your company will ultimately grow.
Freelance writer who (tries to) dabble with digital marketing and practises yoga in her free time.