Although marketers have been using technologies which help them automate some of the marketing processes for the better part of the last 25 years, the biggest strides have been made only in the past decade or so. And the numbers pretty much tell us the same story, because investments in marketing automation have gone up from $225 million in 2000 to over $1.65 billion in 2005. The main reason for this huge spike is the emergence of social media. Now, while marketing automation software is useful, it can merely help marketers with some of the more repetitive tasks, which is why there is all this talk about artificial intelligence in marketing. Actually, artificial intelligence is the term which gets thrown around a lot these days, and we are not sure that most people fully comprehend what it means.
This goes double for AI in marketing. Even when marketers have all this data at their disposal thanks to AI, most of them are having trouble implementing it in a beneficial and meaningful way. The whole point of artificial intelligence is to have machines that think like humans, and which are able to handle complex cognitive tasks, such as voice and image recognition, semantic searches, and learning.
What You Will Learn
The purpose of this article is to help you figure out what’s what when it comes to AI in marketing so that you actually know what you will be implementing in your marketing strategies and the best way to do it. Specifically, you will learn:
- Basic artificial intelligence postulates, along with relevant links
- How you can use AI in marketing to your benefit
- Some of the best AI tools you can use for your marketing efforts
To find out more, keep on reading,
1. Creating More Content
Content marketers are already having a tough time because audiences are demanding even more content, and that’s something that is only going to get worse, or better, depending on which way you look at it. While artificial intelligence can’t help you with writing articles or copy for your website (actually it can, but they are not on the human level yet), it can generate other types of content for you.
According to Jack Donovan, who is the head of marketing for MyMathDone, you can use Automated Insights on your structured data, such as financial figures, which will then generate reports automatically. This means you can easily create a template for an earnings report or even analyze entire sheets of data and turn all of them into reports with the help of artificial intelligence.
Another popular way to come up with more content is content curation. And while that is significantly faster than crafting original content, you still have to spend time seeking out content that is both useful and relevant for your target audience. Or you can use Curata, which is able to identify the content you are looking for because it relies on natural language processing.
Speaking of language, another huge leap for AI in marketing is the existence of Natural Language Generation (NLG). Automated Insights works using this principle, but there are others, such as Quill. Quill generates stories using available data.
This means that it can generate different stories depending on the region, and as a result, your audiences will receive customized content.
2. More Relevant Search Results
If you were to go back in time and search for a phrase “running shoes” in 2008, the results would be significantly different than those you would get today. Needless to say, today’s results are far more relevant, not just because some of the old practices, such as keyword stuffing, are no longer viable, but also because search engines have become a lot smarter.
And it’s not just Google, because you can find equally relevant results if you are trying to find items on eCommerce websites. For instance, you can use Elasticsearch, which is a distributed full-text search engine designed to enable potential customers to find exactly what they are looking for.
Another example of AI in marketing is Google’s very own autocomplete tool, which not only offers the most relevant searches but can also serve as a tool for discovering long tail keywords. That sort of AI technology, along with misspellings correction and advances search filtering will soon be used by everyone, not just Google.
3. Better Conversion Rate
This is yet another area where artificial intelligence can help you. In order to reach your target audience, and one which is more likely to buy your product at that, you need to aim wider. This means that a lot of your marketing dollars are going to waste since you are advertising to a bunch of people which aren’t interested at all in your product.
Using AI technology, you can create more specific buyer personas using available data. For instance, it can help you segment your customers based on their location, preferences, behavior on your website, their shopping habits, the amount of money they spend per purchase, and just about any other metric you can think of.
As a result, you will be able to decide which group you should focus on, and not spend your marketing money on those which are not your potential customers anyway. Also, marketing becomes a lot easier when you know the exact place/platform where your audience hangs out. This will get you some pretty targeted attention, which is what you want.
As for artificial intelligence tools, you can check out Kissmetrics, which will allow you to create a segment based on any metric, and of course, Google Analytics. Google Analytics allows you to perform segmentation in real-time, and capture a wealth of data about your customers. On top of all that, it is completely free.
4. Using Images and Video More Effectively
Images, and especially video, are a great way to spread awareness about your brand or business and boost user engagement. At the moment, we can measure both. Reach and impression are a good indicator of awareness, and likes and comments provide an insight into how well a video has engaged your potential customers.
The problem is that this only covers social media. There are surely others which have seen it, liked it, or even shared it with someone outside of social networks. Artificial intelligence tools will be able to help you discover every single place online where your content has been used or mentioned. Google’s Reverse Image Search is a great example of it, but that’s just the tip of the iceberg.
Soon, AI in marketing will enable you to find all images or videos which have featured your brand. Or, you will be able to find an image online which fits your written content perfectly. Do you need a room full of people wearing red hats and drinking lemonade? If it exists, AI will find it, either by color, items inside the image, or location.
5. Letting Chatbots Share Some of Your Work
Chatbots are probably the most apparent example of AI in marketing. Now, you might argue that chatbots are primarily used for customer support and you would be right. They provide people with real-time answers, but since they rely on artificial intelligence to do so, chatbots also learn through interaction with human beings.
Chatbots are able to spot patterns, generate answers, and identify the most common issues among your customers. It does not get any more direct than that, which means that you have all the information that you need about your customers readily available. It’s an even better insight than having them fill out a survey.
People may find surveys tedious because it’s all voluntary, but if they need to talk to a chatbot, it means they have an issue that needs solving. In that case, they are more than willing to disclose all necessary information. It works out for everyone.
People get their answers much faster, and you get a detailed insight into their needs and pain points, which allows you to give them more of what they want. And because artificial intelligence is getting more sophisticated every day, so will the chatbots, and with them, the quality of customer information which you will be able to use for your marketing campaigns.
6. Utilizing Voice Search
With the emergence of smart assistants, such as Siri, Alexa, or Cortana, as well as corresponding hardware (Google Home, Amazon Echo, Apple HomePod), voice search has become a big factor in marketing. The good news is that this branch of artificial intelligence can be used to advantage relatively easily.
Since smart assistants only read the contents of a featured snippet, it is up to you to make sure to provide structured data, especially in the case of addresses, phone numbers, as well as working hours. Unlike text searches, where users usually type in a keyword, voice searches are done using natural language, which usually contains strong intent. If you can master voice search, you will be able to expose your brand to people which are more likely to make a purchase.
Wrapping It Up
While artificial intelligence can definitely do some of the work for if you are a marketer, you need to be able to understand it first so that you can use it to produce optimal results. Once you do, you will be able to use all that data to provide a more personal and unique experience for each of your customers. On top of that, you will only focus on those customers which have an actual intent of purchasing your product, which will save you time and money.
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