Digital Marketing and Artificial Intelligence

Artificial intelligence has been shaping how marketers and brands deliver communications to the customer. When digital marketing has been becoming more data-driven and customer-centric, AI helps understand data, feedback, and marketing patterns that you can use to amplify your marketing campaigns.

Here, we highlight how artificial intelligence is changing the landscape of digital marketing in 5 ways :

1. AI Chatbots
2. Personalized emails
3. Trend Analysis and Sentiment Analysis 
4. Content Creation and Distribution
5. Product Recommendation 

1. AI Chatbots

Companies widely use AI Chatbots to automated responses and to respond to inquiries by clients, helping them delivering prompt and more effective customer service. Chatbots also help optimize user experience by assisting them with 24-hour service and can provide quick solutions to routine problems. 

 

However, apart from catering to customer support, chatbots can also provide you other benefits such as collecting customer browsing data, what they're searching for and help in monitoring customers purchasing behaviours. 

 

Chatbots can also help consumers find the items they're searching for by posing more detailed questions that can help them in their purchase decisions and help them in deciding by suggesting more relevant products or services. The highly targeted, welcoming, and prompt aspect of chatbots not just helps customers with their queries but also drives them down the sales funnel.

2.Personalized Emails 

When the trend moves towards delivering more personalized and tailored solutions for individual needs, AI can help advertisers categorize individuals based on their preferences.

AI can also enable digital marketers to create targeted campaigns on a specific category and draft strategies based on consumer behaviours, allowing them to send emails in a more personalized fashion, boosting click-through rates and consequently engagement. 

 

Through the analysis of millions of data, machine learning can now decide the best time to contact the customer, when the user is most likely to purchase, and the recommended frequency of these emails. 

 

As AI evolves, it might also provide specific offers through a customer's purchase journey to support his purchasing decisions. 

 

E.g., If I sell watches online, and if I see a customer browsing through the catalogue of fitness bands, AI might also help me trigger specific newsletters such as "5 reasons how fitness bands can help you in your exercising routine" or targeted offers such as "20% on fitness bands for next 12 hours" to drive more purchases and increase conversions.

 

3.Trend Analysis and Sentiment Analysis 

Marketers can detect micro patterns and even forecast trends using AI technology. The trend analysis can then draw strategic decisions regarding the topics to target, the content to deliver, and where to spent the advertising buck. 

 

Sentiment analysis is usually used on social media to analyze how the general audience feels about the products and services you have to offer. Sentiment analysis is a part of a social listening strategy that involves tracking mentions and comments from social media posts to analyze how your campaigns perform and how your competitors are doing.

 

E.g., KFC used sentiment analysis for mining topics for new campaign ideas, which led them to create ads with pop culture references, which boosted user engagement by multifold.

 

4.Content Creation and Distribution

Content has been said to be the primary pillar around digital marketing. Digital Marketers strive to create quality content to deliver to their customers, but that can take both time and effort. However, with the help of AI, you can create simple content within minutes. 

AI can also help make the content more specific and targeted to the audience reading it, such as making email subject lines, social media messages, etc.

Churn Prediction is a well-known technique to identify disengaged customers and entice them with customized content to re-engage them. AI can choose content that is more likely to appeal to a specific target audience and automatically decide the correct channel to deliver it.

 

E.g., suppose the customer is browsing your website, and you'd like to show a discount scheme on watches. In that case, AI can not only generate that ad. It can also analyze which medium among mobile ads, social media ads, or display ads is most likely to convince the customer to purchase.

 

5.Product Recommendation 

By analyzing web pages a customer visited, which blog posts they read, which emails they communicated with, AI can curate specific product recommendations. E-commerce sites exceedingly use product recommendations. Still, if you are a software provider, you can provide recommendations of what would work best or what feature could be the most useful based on the customer's use case. A recommender system can boost conversions, maintain loyal customers, improve customer services and increase profitability by fulfilling customer's needs and expectations.

 

E.g., Macy's has released an app that allows consumers to upload a picture of an item and search Macy's inventory for anything similar. This can improve customer experience and provide personalized and powerful product recommendations to help them through their purchasing journey.

 

Conclusion

AI is revolutionizing digital marketing to capture, evaluate, apply, and respond to data. Integrating artificial intelligence in your digital marketing strategy can help your business deliver more prompt and targeted solutions by leveraging AI’s ability to drive conversions based on data-driven insights. This is where you will need the experience of a good digital marketing agency in India, for handling your business and increasing your visibility using AI for your digital marketing efforts.