How AI is reshaping digital marketing
AI continues to grow with no signs of slowing down. So what does this mean for marketing? With the ability to collect data, analyse it, apply it and then learn from it, AI is transforming digital strategy.
The rise of AI is also taking the load off marketers and delegating to machines, allowing us to refocus our efforts onto marketing that matters. Read on to find out how AI is reshaping digital marketing as we know it and what it can do for your business.
1. More personalisation
In today’s digital market, consumers have developed high expectations for a more personalised experience. In fact, our Managing Director Renae predicted last December that 2019 would the year of personalisation. So in order to meet these expectations, marketers need to improve interactions by delivering the right message, to the right customer, at the right time.
One way they can accomplish this is with customer segmentation. With the help of AI technology, marketers can separate their customers into distinct personas and understand exactly what motivates them. With this information in mind, they’re able to focus on the specific needs of their customers and create a long-lasting relationship with the brand.
Founder and CEO of Optimove, Pini Yakeul, takes it a step further by explaining the idea micro-segmentation through AI technology:
“By analysing customers based on their movement along segments over time, we can achieve dynamic micro-segmentation, and predict future behaviour in a very accurate fashion. This approach can take customer segmentation to a whole new level. Using micro-segmentation, brands can communicate ‘personally’ with every customer, optimising customer experiences and increasing loyalty and lifetime value, in today’s highly-competitive direct-to-consumer space.”
2. Better user experience
The most important aspect of a successful digital marketing strategy is a great customer experience. Continuing on this concept of personalisation, when the content is relevant to the user, they’re more likely to convert and become a recurring customer with brand loyalty.
AI technology can significantly help with that in its ability to collect data and decide which content is most applicable based on things like location, historical data and past behaviour. A great example of this is the online shopping experience for retail businesses.
With new advancements in augmented reality, customers can “try” a product before making a purchase. There are now apps where you can actually try on clothes to see how items will look on you without ever stepping foot in a store. This means less dissatisfied customers, lower returns and higher engagement online for a brand.
3. Pinpoint accuracy
Marketers spend countless hours attempting to gain some insight into their target audience. But thanks to robust AI data analytics, marketers are now able to fully understand this audience at a deeper level.
AI predictive analytics aim to make the most accurate predictions by analysing past and present customer behaviour patterns. Using the data gathered, marketers can incorporate insights into their marketing efforts to create an optimised and targeted campaign.
Now AI can collect information about your users across the internet and not just in a session on your site. This can help personalise their needs automatically through journeys and profiles, enabling you to target your potential leads and eliminating those unlikely to convert enabling you to concentrate on formulating and executing effective marketing strategies.
4. Streamlining efforts
AI technology presents marketers with a vast amount of quality data at scale, through the use of deep learning. Deep learning doesn’t require any human operators to command or analyse outputs and works on a trial-and-error basis.
These algorithms are able to pick up detailed information by mimicking activities of the human brain. Therefore, marketers are able to use deep learning to understand, anticipate, analyse and act faster to develop smart campaigns and preserve their time for more demanding tasks.
5. Real time customer interactions
As mentioned earlier, the demand for personalised service has increased. One of the biggest things customers look for in a good digital experience is quick resolutions and response. Therefore, brands that don’t meet customer expectations will be left behind. A great way to customise and deliver great customer service is investing in AI chatbots
Chatbots are virtual assistants that can help build stronger relationships and interactions with customers in a cheap, efficient and consistent manner. They use AI to track and predict user behaviour, and with this information, they can implement stronger keywords and personalise customer interactions to make each customer’s journey unique to them.
And unlike humans, chatbots work around the clock to deliver strong interactions and improved customer service whenever issues arise. So intelligent conversational chatbots can rapidly and immediately tackle issues as they come.
For example, Facebook messenger has integrated the chatbot feature for Facebook pages to help improve customer service for businesses. These bots are available 24/7 and can reduce call wait time for customers having issues which can increase customer satisfaction overall.
As AI continues to advance, so will the capabilities to use it to improve digital marketing strategies and valuable customer insights for companies. Therefore, AI should be a top priority for businesses that wish to succeed in the competitive market. If you need help with your digital marketing strategy, contact us today.