Digital marketing is definitely essential if you want to survive in the competitive world of business. You not only have to do better than your competitors, but also have to keep outdoing yourself to become successful. The same applies to digital marketing and the new trends and techniques that are introduced are better than anything that was previously introduced.
Artificial Intelligence (AI) can be used as the peak of advancements in the digital world. Artificial intelligence refers to the capability of a computerised robotic system to process information of high magnitudes with ease and produce results remarkably like those possible using the human thought processes. They can replicate human skills of learning, analysis, problem-solving and decision making in the various fields with some programming.
The highlight of these systems in terms of marketing is their capability of analysing the consumer data available and result in improved strategies for digital marketing services. This ability of AI can be utilised to give your efforts a push and help you achieve a stronger position than your closest competitors.
There are so many avenues in the field of marketing that can benefit from AI. Some such examples are listed below:
Better Understanding of Target Audience
With the massive consumer data available for studying and analysing, consumer behaviour becomes easy to predict for artificially intelligent machines. The diversity of information made available ranges from demographics to spending capabilities of the potential customer.
Improvement in User Experience
A marketing strategy aims at giving the consumers an experience to remember, one that encourages them to come back for more. AI decides on suitable content for a user depending on the available data such as location trends and past behaviour. This imposes upon the user a feeling of being important enough to have the brand cater to their specific needs.
Greater Effectiveness of Marketing
In addition to personalised consumer experience and giving definite goals in digital marketing, it gives an idea about the behaviour of existing and potential consumers. AI collects data from the world wide web, which helps in targeting specific consumer type rather than waste the efforts on the general public.
Growth in Productivity
By taking over several tasks and handling them through automation, AI helps in reducing the load on human resources, leaving them free to take care of more important aspects of the business.
AI Gives a Competitive Edge
Using Artificial Intelligence can give you an edge over the competition who have not understood the benefits they can get from it. AI is already providing benefits to businesses through the following means:
- Content Generation
AI can take care of generating reported content from the available data and presenting it in a pre-formulated template. It is yet to reach a level where it can produce opinionated or thought-provoking articles.
- Curation of Content
It can arrange all the pre-existing content systematically and retrieve relevant information based on past behaviour, including content searched for and content used. You can see the utilisation of this feature several online services such as Netflix and Amazon.
- Enhanced Voice-Based Search Function
The search conducted on the internet is also managed through Artificial Intelligence and the gradual shift to voice-based search as in ‘Siri’, ‘Alexa’ and ‘Cortana’ is influencing the marketers to optimise their web content for the same.
- Marketing via E-Mail
Sending e-mails is an automated process, but when the emails are sent out on a particular day and time according to past data, the results have been optimal. This becomes possible through the use of AI. It also helps in personalising the message.
- Digital Marketing and Advertising
Advertising is the key area where AI has been used extensively. By studying past behaviour, the ads shown to each customer is customised. Marketing benefits from AI by having access to predictive behaviour of the consumer.
- Interactive Service
Chatbots are being commonly used across websites to provide their consumers with instant response and service for their queries. These have been programmed to respond with appropriate answers and responses.
With the chatbot, users can ask their queries about the products and services, or can ask to be directed to a particular section of a website. To streamline the interaction users can be diverted to the live chat with a customer representative.
- Predictive Analysis
This is the process where the system analyses the various data available, looks for a trend in behaviour and predicts the same for future actions. It can help predict how the markets will behave after a particular activity. This helps the companies to strategize and plan their next move while saving on the time factor of resources.
This process uses machine learning techniques to theorize the future conclusions based on previous data. This discipline is applied in digital marketing by the ranking of prospects or lead scoring. It helps a lot for the the sales team to focusedly work on those leads that are more likely to convert. In addition to contributing to increasing sales, predictive analyses save considerable time and resources.
Digital marketing becomes even more effective when you use it with artificial intelligence. But, you need to be careful to understand your requirements and adapt according to various digital marketing agency in India. It gives you the option of understanding your consumer and the marketing environment better and accordingly, you can use automation and your human intelligence to excel in your marketing efforts. This makes you potentially better than your competition. In a nutshell, it’s just to state that the competitive potential of your digital marketing efforts can be elevated with AI.