5 Things you need to know about AI and Digital Marketing
Artificial intelligence is a concept that just about everyone is familiar with from various science fiction stories. What fewer people are aware of is that AI systems are extensively being used in fields as diverse as finance, healthcare, military, and lately, even digital marketing.
Specialised AI systems are automating workflows, analyse data, and predict outcomes. And it’s not just big business that is profiting from the AI revolution.
The increasing availability of commercial-grade AI solutions is giving smaller companies the opportunity to leverage this next-gen tech for better marketing results. With that being said, AI is not the marketing panacea some people are proclaiming it to be. Rather, it is an effective tool for solving specific marketing-related tasks. If you are running a small business, it can be worthwhile to invest in digital marketing AI, provided you know where you have to implement it. To make this task easier, we have created a concise primer on the topic, which you can find in the rest of this article.
AI Assisted Content Creation
AIs are not yet sophisticated enough to write content that is indistinguishable from that of real writers. Machine-generated content is still a valuable asset for attracting customers to your website. AI tends to shine in areas where there is a demand for unambiguous outcomes. For example, financial reports are a type of content that relies on facts and formalised language in order to be effective. Content such as this is often tedious to write because it involves a lot of repetition, so it makes sense to delegate this task to AI-based natural language generation systems. If you are running a business in the financial sector, you can utilise AI to generate reports and statistics which you can then use as promotional material. Some studies even indicate that in specific contexts, consumers prefer AI-generated content to the one written by humans.
Automated Email Marketing
Email marketing is another area where AI technologies has shown great success. The most effective email marketing campaigns are those that take into account subscriber preferences to deliver relevant content on a regular basis. However, managing such a campaign by hand can quickly get cumbersome, especially for businesses that lack a dedicated marketing department. To solve this issue, you can automate the whole process of sending out targeted emails through the use of AI systems. An AI can analyse customer data in order to determine things like when is the most effective time to make contact, which keywords to use in subject lines, and what kind of content the subscribers will find most interesting, based on their previous interactions with your brand. With a fully automated email marketing system in place, you can devote more time to other things that require your attention.
Data-driven Digital Advertising
Tech giants such as Google and Facebook have gotten digital advertising down to a science. They use complex AI-powered algorithms to determine which ads to show to which users of their services. The good news is, it is now possible to use similar systems to predict where one’s own ads will be most effective. Through the use of a technique called machine learning, AI can sift through large amounts of data. This will establish patterns in how your ads perform. You can use the insights from this data to serve ads with the most effective content at the right time.
Chatbots are automated conversation systems designed to mimic the way people talk in regular conversation. We are increasingly using chatbots online for a variety of purposes, including customer support, branding, and entertainment. The main advantage to using chatbots is that they are cheap, easy to deploy, and require little maintenance once set up. You can host chatbots on platforms such as Facebook Messenger, which enables them to reach a wide audience. Some chatbots have advanced features such as the ability to place orders, gather consumer data, and perform web searches. Chatbots are not yet ready to perform marketing work on their own. Their capabilities make them excellent assistants in marketing departments. For example, have your chatbot act as a virtual brand ambassador.
Predicting Consumer Behaviour
One recent application of AI is called propensity modelling. You can use this AI-powered technique to predict the likelihood that-
- A given customer will convert
- Predict the price point at which you expect this to happen
- And whether they are likely to make repeat purchases in the future.
Knowing how customers behave online is crucial for developing effective digital marketing campaigns. AI presents a powerful tool for analysis and foresight. However, you can make predictions such as these on the basis of solid data. So, companies that plan on implementing prediction engines ought to make sure they have data gathering systems in place.
Utilising artificial intelligence for marketing purposes is a relatively recent phenomenon. But the results so far show a lot of promise. As more commercial-grade AI becomes available on the market, companies of all sizes will get the opportunity to use this emergent technology to assist them with doing promotional work online.
Engati is a free chatbot platform which allows you to build and deploy chatbots on 10 different channels. It includes FB Messenger, Skype, Website, Slack, and many more. Engati helps you attract and engage your customers on the social channels where they spend most of their time. And it is also mobile friendly. Engati's Broadcast feature lets the bot initiate the conversation by sending push notifications to your customers. This will market your product, announce discounts, communicate new features, and more. Engati also allows you to connect with your CRM, HRMS, payment portal. In fact, any other third-party platforms you use within your business to ensure a fully integrated solution.
Bots are the best way to market and grow your business and brand. Would you like to know more about building chatbots? You can schedule a demo to begin right away. It only takes 10 minutes to build your very own business bot. Moreover, you can build your bot in any of the 20 languages that we offer. In fact, you can integrate your bot with all of your work apps.
Written by Michael Deane
Qeedle is a small business hub aiming to help its readers find their way around all things marketing, management and productivity.
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