How Artificial Intelligence is Changing Digital Marketing

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Artificial Intelligence / Big Data / chatbot

Artificial Intelligence is changing many industries and Digital Marketing is no exception. Customers today expect personalized and consistent experience across every channel. For the second edition of the “State of Connected Customer” report, Salesforce Research surveyed over 6,700 consumers globally to better understand the mindset of the modern customer. The report revealed that 80% of customers think that the experience a company provides is as important as its products or services. 57% have stopped buying from the company because a competitor provided a better experience.

Savvy marketers know this and rely on Artificial Intelligence to analyze their data to gain a deeper understanding of consumers’ needs, then use these insights to help their organizations deliver improved customer experience.

The 2017 Salesforce State of Marketing report based on a survey of 3,500 marketing leaders worldwide, revealed that 57% of marketers using AI say it’s essential in helping their company create 1-to-1 marketing across every touchpoint. Internally, marketers see Artificial Intelligence as a means of creating more efficiency in their operations – 59% say it will increase productivity.

Examples of AI in Marketing:

1. Chatbots

In recent years, a growing number of marketers turn to bots to better connect with customers and automate one-on-one communication with customers through messaging, improving customer service. Chatbots help businesses automate certain tasks, usually by chatting with a user through a conversational interface. The most advanced bots are powered by Artificial Intelligence, helping it to understand complex requests, personalize responses, and improve interactions.

Many chatbots can be programed to collect the data from your website visitors and turn it into personalized user experience, increasing conversion rates. In addition, bots can be used to qualify leads. Many companies use lead bots like Driftbot to replace the most monotonous exchanges and find out where the customer is in the sales funnel.

Chatbots are a must for ecommerce sites. They guide customers to the right section of your website, making it easy to buy. Bots also generate user’s information which can be used to create customized ads. This personalized approach increases conversions, leads to brand loyalty and repeat sales.

2. Retargeting

For most websites, only 2% or web traffic converts on the first visit. Retargeting, also known as remarketing, is the practice of serving ads to users who have previously visited your site. It helps brands reconnect with their audience after their initial visit and convert them into customers.

Retargeting at scale is complex, but AI can make retargeting more effective by modeling where the retargeted users are likely to appear. It can also be used to test and construct the most effective creative and the right value proposition.

3. Marketing Automation

Marketing automation made its debut in the early 1990s and has come a long way since then. Social media revolution presented a big opportunity and marketing automation software vendors began incorporating a wide variety of tools and capabilities beyond email to help marketers more effectively manage their social campaigns.

Today, marketing automation is a $1.65 billion industry . However, most forms of marketing automation are still done manually, with humans segmenting lists and managing data. Marketing automation combined with AI can help reduce risks created by an error-prone, manual approach and help save time.

4. Content Creation

With Artificial Intelligence marketers can automatically generate content for simple stories such as stock updates and sports reports. Companies like Automated Insights and Narrative Science use Natural Language Generation (NLG), to transform data clear, human-sounding narratives – for any industry and application.

5. Content Curation

AI can improve your lead generation efforts by matching the content with the right users. This personal approach helps create a meaningful connection with the audience that brands are looking for. When it comes to social media, Artificial Intelligence can help marketers make efficient and accurate content choices by matching content with the right social platforms. For example, Stackla has a predictive recommendation engine, Co-Pilot that analyzes your previous publishing choices to determine which platform your latest blog post or a product video is most suitable for.

Co-Pilot measures every impression, like, share, click and conversion to understand which content is resonating with your audience and driving action. This in-depth performance insights are very valuable for marketers.

With over a decade of AI experience, Digamma.ai’s team are your trusted machine learning consultants, partners, and engineers.

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