Artificial Intelligence in digital marketing

 Artificial Intelligence in digital marketing-Overview

The  AI  is going strong in many areas of technology in recent years. Now, there are many ways in which we can implement it in our daily lives. And it is that cases are already being seen where  AI is making a niche in digital marketing .

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Many companies are investing heavily in new technology. 

Why?

Because they sell more. This is reflected in the recent report by the strategic consulting firm  Boston Consulting Group (BCG) , which also highlights the increase in sales in all those products and services based on Artificial Intelligence solutions.

Impact

Artificial Intelligence will have an impact on the marketing area as  it will be able to increase the efficiency of strategies, segment audiences and manage advertising campaigns . Both Artificial Intelligence and  machine learning will be the most significant data initiatives in the coming years.

A Salesforce survey   notes that  52% of marketers are already using AI , and an additional 28% are planning to incorporate this technology during 2019. This represents the highest anticipated growth of any technology that marketers are considering, even more than the Internet.  ( Internet of Things ) and marketing automation.

This technology and its functions will allow a much broader knowledge of companies about the taste, activities or expectations of consumers. Knowing our audience in depth will never be easier,  segmenting it as much as possible  in order to implement   highly personalized advertising campaigns .

So ... How can we apply Artificial Intelligence in our marketing strategy?

5 ideas of how Artificial Intelligence will benefit digital marketing

1 # Creation and generation of content

Oddly enough,  Artificial Intelligence  can be useful and efficient to bring visitors to your website by creating content in certain areas. Although you cannot yet write opinions or advice on a blog,  IA can already write news or reports based on data and information.

Many companies are taking advantage of AI to write news or articles. In fact, the Washington Post, with its own technology called  Heliograf , has used it multiple times to write instant news. " Heliograf  is creating a new model for covering local news," said Jeremy Gilbert, director of strategic initiatives at The Post. "Now, we will be able to cover any local soccer game, giving teams and fans almost instant coverage to read and share data and statistics, with human-like commentary."

There are many years before Artificial Intelligence can communicate as a human being. When we say creation of AI content we mean purely statistical data. The idea is not to replace the reporter, but to take away simple data-driven jobs and be able to focus on other types of content . Although Artificial Intelligence is capable of creating content on its own, a last human edition of the content is needed.

2 # Smarter Recommendations

But in addition to  creating content , it is also  capable of curating it for users . AI-curated content will display related content to users after reading a blog, watching a video, or purchasing an item. It will stop being automation and will start recommending in a more advanced way .

The  Artificial Intelligence  not only consider the history of the user, it goes further: it will study the effect of each recommendation with the user and reaction thereof. In this way, the algorithms will be able to update future recommendations with more precision in real time. Irrelevant advertising will be minimized and  the user will enjoy ads that really interest him . Isn't that incredible?

This new mechanics avoids recommending products or services that are based only on simple connections between products. In addition, Artificial Intelligence can prepare recommendations for anonymous users by studying their activity on our website, and will use information about other clients with a similar profile.

3 # Artificial Intelligence in email marketing

The  IA in email marketing  helps to get close to the maximum to your users via automated and personalized responses. As we have already said, Artificial Intelligence can segment your audience in a more precise way, a step that is prior to personalizing content for your users.

A study by  McKinsey & Company showed that Amazon generated 35%  of its income thanks to the product recommendations it made both on its website and through email marketing strategies. Content customization is perfect to have greater participation among your users.

AI uses much more complex algorithms that analyze the history of your client, their activity and preferences in your services. Artificial Intelligence collects data and information to create personalized emails . If the personalization of emails is optimal, the user will feel that you know him, satisfying his needs to make a purchase.

In addition , Artificial Intelligence studies the best times to contact your users , since it collects information on their online activity so that the chances of them reading your offers grow considerably. Each user has a different schedule, and this is the optimal way to contact them when it suits them best.

4 # Advertising campaigns

Artificial Intelligence has  algorithms that can predict purchase actions of our customers  and their future activities with great precision. Having this information at our fingertips is a very powerful tool for our business. Creating an advertising campaign will never be simpler when we know what our clients are looking for.

Being able to advertise a specific product or service that we know a user is really interested in is privileged information. And to achieve this, AI analyzes user information such as interests, demographics and other aspects to learn and detect who will be the best audience for the brand. The study of the target audience is simplified with Artificial Intelligence.

Many of the large companies enjoy AI as they can afford it, implementing it internally in many departments. But there are already several companies and tools that allow SMEs to enjoy competitiveness in the global market at an affordable price. Claudio Cervantes, CEO of Embellé Paris, said: "Applying Artificial Intelligence in our marketing plan basically increased our ROI by 215%." This is a clear example of how Artificial Intelligence can help your business grow.

5 # Chatbots

More and more companies have a virtual assistant on their website. For companies, the use of chatbots helps them discover the most frequent questions that their users have about a product or service, without the need for human intervention.

The potential client can have a conversation as human as possible with a virtual assistant that uses Artificial Intelligence to improve its characteristics. AI has  machine learning  to learn and update algorithms, in order to improve over time. So, the more interactions our chatbot makes, the better results it will give us.

Many people do not enjoy  a conversation with a chatbot with automated responses , because if the user has a complex question, the robot will not be able to give a good answer. But with AI everything is easier. The chatbot learns to give more accurate answers thanks to its ability to learn .

It is a tool that will help us improve our customer service since your responses are immediate. It will also help us avoid a lengthy process of contact with a potential customer and will carry out the repetitive and simpler activities.

In this way, human operators can focus on the highest value and most complex questions, sharing their specialized knowledge.

But not everything is pink. Businesses have some  challenges when they decide to incorporate Chatbots on their website :

Identify the right situations: in which cases should bots intervene?

Define when and how to pass the conversation on to a human operator: when will a person take over? And how?

Apply the bot on different platforms: not only have Chatbots on our website, but also on social networks and other online platforms.

What kinds of questions and answers will you answer?

What are you waiting for?

The digital marketing of your company will never be easier applying Artificial Intelligence. It represents a gigantic advance in many industries in the sector, and now in marketing.

AI is not to take work from our marketers or advertisers, but to unleash our potential 100%.

Artificial Intelligence is here to stay, and it is the new face of productivity, efficiency and profitability. We must be able to adapt and join this new technology that represents a new digital era.