21 August 2019

AI is no longer artificial in today's digital world : Learn it to succeed !

Marketers have depended on tools and technology to automate their work and reduce the manual effort for a while. Yet, there has always been a gap in terms of effort and quantifiable results.

Image Source : audienceplanet.com

Intuition on the right audience and time to send messages aren’t enough to answer a digital marketer’s basic questions. Who should I reach out to? What should I send? When should I send the message? Over what channel?

The answer to these questions makes it possible to create engagement and growth, fostering sales and building a brand. As these questions remain unanswered for marketers across the spectrum, there is another growing trend that can help them get these answers, and that is big data. Data is everywhere. Every customer in the digital space brings with them an amalgamation of data and is constantly creating new data for marketers to understand, process and act on. The problem is this: big chunks of data don’t necessarily make things any easier. They usually make things so complicated that the first instinct is to abandon the data and go by intuition alone – but this won’t give you the right results. This is where AI comes in. AI and machine learning do understand human behavior to the extent where not only are big data sets analyzed, segmented and filtered, but meaning is also derived from them. Earlier, marketers were somewhat reluctant to incorporate artificial intelligence (AI) in their digital marketing strategies. But this year they’ve gained a lot more confidence in using AI since its ambiguity has been reduced with respect to the results it can provide. These intelligent tools keep evolving more and more and are even reaching a point in which they are able to surpass humans in certain aspects like we’re about to see.

In a survey taken by over 1,600 professionals dedicated to marketing, 61% of those surveyed (without considering the size of their company) mentioned that both artificial intelligence and machine learning will be the most important data initiatives next year (source: MeMSQL).

Yet another research by Salesforce indicated that 51% of marketers are already using AI, and 27% more are even planning on incorporating this technology in 2019. This represents the highest expected year-after-year growth of all emerging technologies that marketers are considering adopting next year, surpassing even the Internet of Things (IoT) and marketing automatization.

And, while the amount of information on potential consumers grows, computer sciences related to AI (like machine learning, deep learning and natural language processing [NPL]), will be of utmost importance when making data-based decisions.Some of the areas where AI could be beneficial are :-

1. Create and Generate Content

What? A machine that writes by itself and creates content from scratch? This may seem impossible but this is not the case.Even though AI still can’t write its own political opinion for a newspaper column or a blog post on the best and most practical advice for a specific industry, there are certain areas in which AI can be useful. It helps people save lots of time and resources. In today’s world, AI is often used to write reports and news based on data and information.

There are tools like Wordsmith, Articoolo, and Quill are already being used by the Associated Press and Forbes to create news, which leads to clicks on their websites. They use templates and fill-in-the-blanks to enter data and keywords. With this, they  create unique content that gives the impression a human wrote it. in this scenario, we probably read content that was generated by AI since BBC, CBS, the New York Times and Reuters are also implementing this technology.

Further, many articles in the Washington Post are already credited with artificial intelligence technology, Heliograf.

2. Content Curation

Apart from generating content, AI can also curate it. Through this, artificial intelligence makes it possible to better connect with visitors on certain websites and show them more relevant content.

This is often used to make personalized content recommendations. For instance, the tool may say user A may find product X interesting.This is what we constantly see on Amazon.

Using AI, Netflix’s recommendation system also gives us suggestions for movies and TV shows you might find interesting. And it’s pretty accurate!

Now, the question is: How can you benefit from it?  We could show each of our blog’s visitors articles that are more relevant to them, based on posts and topics they’ve already looked at on our blog. They’d definitely spend more time on it.

3. Email Marketing

Brands now use the power of AI to personalize email marketing campaigns based on preferences and user behaviors. This makes the connect with them better and, with a bit of luck, turns them into clients.

Machine learning analyzes millions of data about the consumer. Using this, it determines the best times and days of the week to contact the user, the recommended frequency, the content that catches their attention the most, and which email subjects and titles generate more clicks. Certain tests take time and can have a certain margin of error. In this scenario,  AI becomes our best friend in personalizing email content for each subscriber. BoomtrainPhrasee, and Persado that use AI in email marketing. 

According to Phrasee, its generation of email subject lines surpasses those of a human by more that ninety five percent. Persado even says that its cognitive content exceeds what a human could do always, in fact it rates this as hundred percent.

4. Digital Advertising

In the world of digital marketing, advertising  has most successfully adopted artificial intelligence.

We know that Facebook and Google ad platforms use machine learning and AI to find people who may do what the advertiser wishes.  They analyze all the user’s information to learn and detect the best audience for their brand.

Google AdWords  has an automatic auction-based system that lets advertisers pay the lowest possible cost per conversion.

There’re are many platforms that incorporate AI and the analysis of big data candidates in their processes… but wait until we tell you about Adext.

Adext, for instance uses deep, transfer and machine learning to automate the handling and optimization of your ads on platforms like Google AdWords and Facebook Ads. It analyses and finds the one most likely to make the desired action or conversion it identifies and learns which platforms are most profitable and then channel the investment toward them.

The algorithms adjust and optimize budgets every hour so that the advertiser can obtain the highest sustained conversion rate (which is guaranteed under contract, or else the software is free). On an average, its increasing ads performance by 83% in just 10 days!

5. Searches

The way users perform online searches has changed. We must examine how this will affect the way in which marketers create and optimize their web content.There have been two big advances in artificial intelligence that revolutionized Internet searches and search engine optimization (SEO): voice search and Google’s algorithm, RankBrain.

Innovations like Amazon Echo, Google Home, Apple’s Siri, and Microsoft’s Cortana make it easy for people to perform searches by just pressing a button or saying a voice command.

Google’s machine learning algorithm, RankBrain, was created to get much more relevant search results. It interprets the user’s voice searches and, using the power of AI, provides the user with the best results according to what it interpreted from the user’s language and context.

Voice searches require marketers to adapt their content so that it’s closer to the way a user would verbally express themselves. So, in this sense, those famous long-tail keywords will be replaced with more conversational keywords, based on the way the user would say something or do a voice search. Someone who truly knows how to benefit from voice searches will be able to considerably increase their organic traffic.

6. Web Design

If we thought a good website couldn’t exist without the help of a programmer and designer, this is a thing of the past.

There are applications, like Grid, that use AI effectively. It uses AI to design a website based on user-provided information They make the website look professional in much less time and at an unbeatable price.

7. User Experience (UX)

Through AI, it’s possible to personalize an experience on a website. After analyzing thousands of data on a single user (including location, demographics, devices, interaction with the site, etc.), AI can display offers and content that are more appropriate for each user type.

A 2017 Evergage survey showed that 33% of the marketers surveyed used AI to provide personalized web experiences. And, when they were asked about the benefits of personalization driven by AI, 63% responded that it increased conversion rates and improved the consumer’s experience.

An experience that is good is what keeps an audience browsing a site and, the more time they spend on it, the higher the probability of a conversion.

Knowing this,  AI makes the user experience more user-friendly through chatbots, which we’ll talk about now.

8. Chatbots

Many have started to communicate with their prospects through messenger applications like WhatsApp, Facebook Messenger, and Slack. They’re fast since consumers are already using these tools to chat with friends and colleagues and, let’s get real, no one likes to wait for a response on the phone.

Chatbots are making the process of automating responses to potential buyers’ frequently asked questions even easier by providing them with a way to search for the product or service they’re looking for.

With AI, a chatbot has the ability to answer open questions. These bots use natural learning processing and machine learning to find the correct response.

Chatbots also have many other advantages. They are available to their clients 24/7 and retain their data. They’re friendly and never lose their patience. Even if customers  get angry, the bot always treats them well. Chatbots can respond to several requests from different customers at the same time, so waiting times will no longer be a problem.

For instance, Sephora uses a chatbot to give beauty advice to its users and offer them the best cosmetic products according to their needs.  It has an application that lets its potential clients “test” cosmetic products. These could be products like lipsticks, eyeshadows, and highlighting pallets. Visual Artist identifies facial features and then uses augmented reality to apply the selected product to the user’s photograph. It automatically applies an eyeshadow suggestion based on the skin tone of the consumer!

In Sum

These are just some of the areas where AI is making its mark felt. We are certain this is only going to increase.

References ::

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