Artificial Intelligence in Digital Marketing
Artificial Intelligence remains to change the present and the future, not only in Digital Marketing. Sure, you have heard about it, but do you know what it is? We have some examples at our fingertips, such as Siri, such as automatic translators, or even the Social Networks that we consume daily. All of them consume powerful Artificial Intelligence engines that assistance them provide us with relevant content every day.
Artificial Intelligence is transforming how we perceive opportunities in the digital world to collect large amounts of information and then learn from them. The challenge is to harness it: as it progresses, so can improve our Digital Marketing strategies.
According to a new Business Insider report, 50% of marketers currently use Artificial Intelligence in their strategy, while another 27% intend to incorporate the technology soon. Where are you?
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What is Artificial Intelligence
Before continuing, let me share a more accurate definition.
Artificial Intelligence (AI) is a broad branch of computer technology that builds intelligent engines capable of performing tasks through human intelligence simulation. It is an interdisciplinary science that studies machine learning and deep learning to automate routine operational tasks applied to various industries.
Artificial Intelligence systems are essential for companies that want to extract value from the data they obtain. And they do it by automating and optimizing processes or producing actionable information.
Marketing tools that use Artificial Intelligence allow you to take advantage of large amounts of available data to discover ideas and patterns that, otherwise, would be impossible to identify or that would take a long time to process.
How it can remain applied in Digital Marketing
Artificial Intelligence moves beyond pure data analysis. Their evolution is rapidly heading towards their generation, as science redefines machines’ ability to make better decisions.
For many years, Marketing specialists hesitated to apply Artificial Intelligence to their Marketing Strategies. The reasons? There was ignorance, fears, uncertainty about its results, and so on. But now, many brands have incorporated it into their decision-making processes. The experience of large brands such as Mercado Libre, Amazon, or Spotify shows that this technology’s application tends to increase the ROI of stocks significantly.
For example, Amazon uses AI to show only relevant products to shoppers based on previous searches, purchases, and visits. It increases the likelihood that an operator will make an initial purchase or become a repeat customer, thanks to those suggestions.
If you are using Doppler or another Marketing automation tool, you have probably created segmented campaigns or automation based on user behavior. This functionality works with the processing of large volumes of information in real-time and allows you to optimize your email flows.
Artificial Intelligence as part of Digital Marketing is now a reality. It offers various benefits and options that we can use to be more accurate in developing our marketing strategy.
Let’s see what the main trends from which we could benefit in the short term are:
Within the Artificial Intelligence of a Chatbot is machine learning or Machine Learning and what is known as Natural Language Processing (NLP). It can remain applied in different fields to create Chatbot algorithms and detect conversations by mimicking human conversation.
With the advances in Artificial Intelligence and the rapid growth of messaging applications such as WhatsApp, Chatbots are increasingly necessary for many industries, facilitating the communication process throughout the entire Customer Journey, especially in Support areas.
2 Voice Search
Voice search and the algorithm of Google and RankBrain have been the significant advances in AI in recent times. Other innovations that remain widely used include the Amazon Echo, Google Home, Siri, and Cortana. All these engines help users to search through a voice command.
The way users search for content has changed. Therefore it is also necessary for Marketing specialists to optimize the content on our SEO-oriented site and start thinking about Voice Search Marketing strategies.
3 Content creation
Creating quality content is difficult and time-consuming; we know it! But Artificial Intelligence can train engines to deliver highly personalized and engaging content optimized for conversion. They can learn from our users’ preferences and generate material according to their tastes, interests, and interactions.
Artificial Intelligence can determine the optimal combination of different content types and reduce the time and resources required to create your Campaigns. It could also deliver a unique experience to each of our users, thus increasing all our Email Marketing metrics.
4 Digital Advertising
Systems powered by Artificial Intelligence can automate creating ads and running our Campaigns based on our goals. Some of the possible applications that are already existence used today are:
Execution (Performance) and investment optimization
Ad Platforms or Ad Platforms.
Audience segmentation and tracking.
5 Data-Driven Marketing
With the emergence of the streamlining and complexity of Artificial Intelligence engines, different platforms have emerged that help the Marketing professional’s work. They are mainly analyzing and executing actions due to the great collection of information from other channels.
Let’s think about all the information available from our users that we are not using. Behavior on the site, tastes and preferences, demographics, purchase history, applications you use, and many more. Now let’s think about analyzing and crossing all this information to obtain data. That helps us make decisions and plan our marketing strategy.
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