The only constant in digital marketing is change. However, much of that change is exciting...if you know how to use it. One good example is the refinement of Artificial Intelligence (AI) and how it can be applied to digital marketing.
AI uses computer programming to mimic human cognitive function. That's a long, fancy phrase to describe things like computers anticipating what products you might like based on your past purchases or what questions you might have about a recent order. AI makes everyday helpers like Alexa and Siri possible as well as Tesla's self-driving cars.
While it's unlikely that AI will ever totally replace humans, this technology can be put to use to make marketing your business easier and to create marketing campaigns that will attract new audiences. Below are a few examples on how you can harness the power of AI technology in your digital marketing.
Using AI in digital marketing
1. Using chatbots for customer service
One of the most common ways AI is changing digital marketing is the use of chatbots to greet site visitors and answer common questions. Most general consumer questions can be answered via AI bots, and, best of all, bots are available 24/7, 365 days a year.
Using chatbots is an easy and affordable way to be there for your customers during times when your offices are closed.
2. Personalizing content
It used to be that marketers had to pay to display a newspaper or radio ad to millions of readers, even if only a fraction of those people were likely to be interested in the company's product.
Today, AI gives marketers the opportunity to present content to readers that's based on their browsing history, or their demographics and their interests. That means you can get exposure to people who are more likely to be interested in your product rather than broadcasting your ad to the general public.
3. Targeted marketing
Targeted marketing refers to the practice of showing consumers ads that are similar to ones they have already viewed. It is proven that people have to see an ad 5-7 times before taking action, and that the more times they see a product, the more likely they are to purchase the item.
Artificial intelligence technology makes this practice possible by "learning" from a user's previous search history and extrapolating which products might interest that person in the future.
4. Using chatbot to qualify your leads
Any sales or marketing professional knows that not all leads are created equal. Many leads, especially those that come from automated lead forms, have no true interest in your product or no authorization or means to purchase it. Some leads even contain fictional contact information.
Chatbots can be useful in parsing and filtering those false leads and those contacts that are unlikely to ever turn into a customer, winning back time for your sales people to pursue leads that are likely to convert, boosting their morale and potential commissions.
5. AI-driven content marketing
We're not fans of bot-written content. The technology just hasn't advanced far enough for bots to write the way humans would expect. However, bots can be extremely useful for content marketing to do research and predict topics and types of content that will get a positive response based on your customers' past behavior. Once you know the topics that are likely to drive traffic, you can create content around those topics.
The world of digital marketing is constantly evolving and AI offers a powerful new tool that businesses of all sizes can use. Harness the power of AI effectively by using this technology to quality your leads, provide 24/7 customer service, and target your marketing messages more effectively.
To learn more about how AI can transform your marketing, contact us for a free marketing assessment.
