Artificial Intelligence and Machine Learning are already changing the world of marketing as we know it. These technologies help enhance and quicken countless marketing tasks, improving customer experiences and driving conversions. For instance, Artificial intelligence and Machine Learning applications in digital marketing can identify what kind of content is most likely to bring customers back to a website — based on historical data.
Here is a selection of some AI and Machine Learning solutions that can be extremely helpful for marketing purposes.
1. Chatbots and Conversational Experiences
Chatbots can learn from interactions with new customers and understand what makes a good conversation. Customers with more basic queries can refer to chatbots which will give immediate, accurate answers. As a result, they will be able to leverage past questions and historical data to deliver personalized results. This is the reason why chatbots represent the most promising companies’ customer service tool.
2. Metrics and Analytics for customers engagement
Marketers always attempt to create the ideal content for their customers. Artificial intelligence applications can determine what are the most engaging elements that bring customers back to a company’s website, thanks to historical data. Indeed, AI can identify the possible unsubscribing customers and analyzes the features that need improvement. As a result, marketers can design accurate AD campaigns, including everything to engage the target audience.
3. Voice Search Analysis
Voice search is an AI applications’ new feature; as a matter of fact, it has been recently launched by tech giants like Google, Amazon, and Apple. Indeed, according to SmartInsights, “Voice search is the future of online marketing. If your business is not optimized for voice searches, you cannot expect to reach your audience and achieve its growth targets“.
4. Granular personalization
Have you ever visited a website that first asks you specific details about yourself? This is how artificial intelligence works to figure out customers intent on a website. Therefore, the chances customers would visit a website again are higher if they are offered whatever they like. Websites customization is a lot easier thanks to AI, as it helps to understand customers’ preferences and predict their expectations. For instance, Spotify is now one of the top streaming services thanks to the emphatic customer experience and personal playlist recommendations.
5. Targeted Advertising
Targeted advertising can deliver highly relevant messages to specific customers or target a particular audience. Machine learning, when applied to digital marketing, can segment customer data into groups based on different factors, such as age, gender, and location, and then deliver the right message to the right people.
6. AI-generated writing
Have you ever experienced writer’s block? AI can be a pain relief when content writers run out of ideas. However, the most crucial and engaging factor, which is creativity, still lies in the hands of marketers. AI writing can be employed for editing purposes too — to make small changes to the text or review the grammar. Finally, AI use in creative writing can be beneficial as it saves time, increase productivity, boosts SEO efforts and addresses the text to the targeted audience.
7. Image Recognition & Visual Search
Image recognition technology is the latest introduction to AI applications — and probably the most exciting one. Visual search is getting more and more common thanks to Google Lens and platforms like Pinterest. Through this solution, customers can post a picture of a product they like and then find whatever is visually equivalent to it — similarly to the image tagging on Facebook and Instagram. Visual search has several beneficial applications in online retail and marketing. For instance, it can customize the shopping experience and improve merchandising. Instead of endorsing products based on a shopper’s past purchases or habits, visual search technology can recommend related products based on how they look. Through this, it helps customers to find items of a complementary style.
8. Sentiment Analysis
Natural language processing applications are extremely useful to evaluate the online presence and target audience actions. Indeed, Artificial Intelligence allows product brands to conduct sentiment analysis to social media conversations and identify a dominant behaviour towards their products. Moreover, sentiment analysis and social listening can detect purchase intent by examining how consumers talk about specific products — allowing sellers to target them with strategically placed deals. If you are interested in the latest trends in sentiment analysis applications to live stream shopping, we highly recommend GoLive, the most innovative platform to broadcast live shopping shows.
In conclusion, as we already stated in our previous blog post, AI and Machine Learning applications are going to play a relevant role in digital marketing from now on. Marketers need a personalized approach, better customer experience, and the most pertinent content to stay ahead in the competition.