What makes a good marketing strategy?
Portent Founder and CEO, Ian Lurie, believes there are eight digital marketing practices to ensure success. However, to excel even further, it’s time to look to the future: artificial intelligence.
Chatbots allow for 24/7 customer service and bring higher customer satisfaction rates to businesses. Machine learning analyzes complex data and delivers faster, more accurate results. AI-based search capabilities also increase businesses efficiency and productivity.
As technologies advance, it’s crucial to apply them to your online marketing strategy. Here are six helpful actions made possible by artificial intelligence:
1. Make decisions faster (and easier).
Every time consumers browse the internet, they create new data. This large set of data reveals actionable information, including user needs, behavior and potential future actions. Therefore, these insights can help marketers make more informed decisions.
However, sifting through enormous data sets can take an enormous amount of time. AI modeling and simulation techniques drastically reduce the time spent looking for insights. Additionally, AI modeling provides reliable insight into buyer personas and consumer behavior. AI systems help you make decisions by providing real-time, up-to-date data gathering, forecasting and trend analyses.
2. Provide a personalized user experience.
Incorporating an AI system provides marketers with deeper customer insight by silently collecting data on engagement metrics and analyzing user patterns and behaviors.
Take Spotify for example. Using data analysis and audience behavior prediction, it was able to personalize music suggestions for its audience. These suggestions were so accurate, it resulted in an increase of a billion song streams. Additionally, using AI to look at specific user behavior enabled the company to significantly increase their rate of service.
3. Offer more informed online search sessions.
AI helps search engines become smarter and easier to use. Companies like Google, Apple, Amazon and Microsoft have already adopted AI search algorithms in order to help customers find better results.
A study at the University of Washington examined Yandex, the fourth largest search engine in the world, and looked at how the engine uses advanced applications of natural language processing (a field of AI that allows computers to understand human language) and machine learning.
Yandex developers found users’ previous searching can help the search engine indentify future search results—so much so that AI doubled Yandex’s click-through-rates by 10 percent.
4. Establish 24/7 customer support.
Implementing chatbots in your customer service efforts provides your customers with constant service. Chatbots can answer simple customer queries at any time, which can improve customer satisfaction. Additionally, they can help brands improve customer experience, generate more sales and build a deeper rapport with customers.
Companies like Sephora, Pizza Hut, the Wall Street Journal and Staples have all incorporated chatbots to provide customers with 24/7 support. Each of these companies saw significant improvement in their customer satisfaction after implementation. Additionally, the bots provide customer insights, allowing the companies to better understand their users.
5. Improve your advertising.
Machine learning and programmatic algorithms enable advertisers to drastically improve their audience targeting capabilities. Marketers can target users based on their behavior information, personal preferences, and more.
Take Drawbridge for example. The small startup company developed a self-learning ad-technology system. It uses machine learning algorithms that correlate audience behavior both on a desktop and on mobile device. These insights provide a deeper understanding of mobile audience behavior, which allows advertisers to create more targeted ads.
6. Learn more about your customers.
Using machine-learning algorithms provides a deeper look into customers’ buying preferences and patterns. With these insights, you’ll have a better idea of which products—or content—you should display on your site.
Dynamic Yield is one AI system that has helped Under Armour, Sephora and Urban Outfitters personalize their customer experience. Using machine learning, the system is able to gather and build audience segments just by interacting with customers. With these insights, marketers can communicate with their customers in a tailored, relevant way.
AI can automate your work, reduce manual effort and provide valuable insights into customer behavior. Additionally, AI and machine learning can bring an increased amount of sophistication to the way your customers interact with your website and your brand.
What do you think, PR Daily readers? Are you currently using AI in your marketing tactics? Share in the comments below.
Scott Bay is a digital journalist who specializes in security, travel, and finance.