Artificial intelligence (AI) was a vague term in digital marketing a few years ago. Today, where AI is delivering phenomenal results, marketers no longer hesitate to embrace it.
In a survey commissioned by MemSQL, 61% of 1,600 marketing professionals viewed machine learning and artificial intelligence as key data initiatives. Another 2018 Salesforce survey found that an impressive 84% of marketers are adopting AI – compared to 29% a year ago.
This year-over-year growth has outstripped other emerging technologies that marketers are also adopting, such as marketing automation and the Internet of Things (IoT).
Enhanced User Experience
A great user experience is the hallmark of a successful digital marketing campaign. Potentials are more likely to convert when they can resonate with the content. It's what turns loyal customers into brand promoters. This is where AI can help improve the customer experience.
Marketers can analyze AI-generated data to determine which content format is most relevant to their target audience. Factors such as past behavior, historical data, and location can be used to recommend the most valuable content to users.
An example of this ability can be seen in online shopping experiences. We all know how Amazon shares related products based on buyers, views, purchases and previous searches. This is artificial intelligence!
Another app went beyond these, allowing users to virtually “try on” clothes without visiting the store. This not only means higher engagement, but also lower product returns and fewer disgruntled customers.
Predictive User Behavior
AI can not only examine past customer behavior, but also predict future behavior of existing and new users. Through data management platforms (DMPs), it can collect third-party data not only from the company's website but also over the Internet.
Therefore, businesses can apply this information to personalize their digital marketing strategies and campaigns. Other than that, AI can help identify leads with the highest conversion potential. Businesses can then develop compelling digital marketing strategies for their highly qualified leads.
With new algorithms, the accuracy of the data is expected to become more efficient. Predicting return on investment and forecasting sales will inevitably become much more convenient in the future thanks to these innovations.
Real-Time Customer Support
Quick resolution of issues and questions is what drives customer support. For this reason, many companies have deployed AI chatbots on their websites and social media channels to communicate with hundreds of thousands of simultaneous visitors.
According to a Business Insider report, almost 40% of internet users worldwide prefer to interact with chatbots over virtual agents. Incorporating chatbots into their digital marketing strategy allows companies to reach potential customers as well as retain existing customers.
Some of the simplest queries, such as order status, can be managed by AI chatbots. By reducing wait time, businesses can significantly improve overall customer satisfaction.
Optimized Email Marketing
As mentioned earlier, personalization is a critical aspect of digital marketing. With the help of artificial intelligence, brands can run personalized email campaigns. Creating engaging, relevant emails by adding product recommendations based on user behavior is a tried-and-true recipe for success.
AI can help predict what types of images, design, subject lines, and messaging will produce better results during campaigns. Not only that, brands can use artificial intelligence in email marketing to deliver the right message to the right users at the right time.
Content marketing
By adopting artificial intelligence in content marketing, companies can achieve the desired return on investment. The technology allows them to identify the type of content that resonates most with their targeted demographic.
As a result, companies can devote more resources to creating this type of content. For example, a study shows that 40% of millennials engage with video content the most. Therefore, if the audience is dominated by millennials, video content should be the primary focus.
According to the same research, video marketing comes next to blogs, where blogs remain the most common form of content marketing.
in a nutshell
With the greater accessibility of AI, more and more brands are adopting it in their digital marketing strategies. The fact that artificial intelligence provides timely customer service, personalized recommendations and enhanced user experience cannot be denied.
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