Artificial intelligence (AI) may sound like an oxymoron, but it is making our world smarter by automating tasks, computing solutions, and improving efficiency. Once the stuff of science fiction, AI is increasingly playing a role in our lives in very subtle ways.
Let's take commuting as an example. If you drive to work, you'll likely spend some time in traffic. AI is helping reduce commute times by feeding real-time data to mapping software to adjust for congestion, construction, and accidents. When using public transport, AI provides optimal service. And if you rely on ride-sharing apps like Uber or Lyft for the last part of your commute, AI can make that possible by predicting pick-up times, ride times, and ride-sharing.
Commuting is just one example of daily life. AI is pervasive in our everyday world with SIRI, Google, email, Facebook, Alexa, Amazon, Instagram, Netflix, Pandora, and countless other technologies we rely on. . Yes, AI is everywhere.
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AI is also now pervasive in digital marketing, working in the background to make pay-per-click ads more effective, personalize websites, create content, and predict behavior. Masu. According to Forbes, marketers are quickly recognizing the benefits of technology, with 84% of marketing organizations adopting or expanding their use of AI and machine learning in 2018.
There are two ways companies can use AI to improve their digital marketing. One is on the backend, where marketers use her AI to predict product demand, develop customer profiles, programmatic ad buying, etc. The other aspect is customer care. Marketers use AI to improve the customer experience, thereby strengthening their brand and increasing sales. In fact, 75% of organizations using AI and machine learning say AI and machine learning improves customer satisfaction by 10% or more.
4 ways companies can use AI in digital marketing to improve customer satisfaction
When it comes to using AI to improve the customer experience, four key developments stand out: chatbots, predictive and targeted content, content creation, and image recognition technology. Each of these helps us improve customer service and support and provide more targeted and relevant content. Here's what you need to know about these technologies and how they can benefit your bottom line.
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chatbot
Chatbots are software that can use AI to determine responses and conduct conversations (or “chat”). You may have used a chatbot while searching for answers to a question on a website. Chatbots can conduct audio or text conversations, the latter typically appearing as a chat window on a computer screen. Chatbots, also known as messenger bots, are said to be the best new marketing channel of 2017.
Obviously, chatbots aren't going out into the world to market your business. This is completely different from the types of marketing channels you may have used in the past, such as advertising or email. But chatbots are especially useful on social media because they can provide helpful customer service for both customers and brands, collect data about customers to help target messages, and deliver targeted messages on your company's behalf. It is an effective marketing tool in media. Chatbots can also guide customers through the sales funnel by asking more specific questions to help them find the product they're looking for.
National Australia Bank (NAB) launched a chatbot as a digital virtual banker for its corporate customers, saving them time on administrative tasks. Chatbots can answer customer questions 24/7. This software allows him to answer over 13,000 variations for over 200 questions based on real questions from customers.
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Predictive and targeted content
In addition to answering questions via chatbots, use AI to collect even more data about your prospects and customers, and use that data to predict future behavior and more targeted messaging. You can also develop. That content may be delivered by the chatbots mentioned above, via dynamic content on a web page, or by email. This is because AI helps deliver the right email messages at the right time by using dynamic content and determining that content based on past customer behavior. By knowing what web pages a customer visits, what blog posts they read, which emails they access, and more, AI intelligently selects the content most likely to appeal to a specific customer. , which can automatically populate your emails with that content. AI can also predict when customers will abandon your brand, using something called “churn prediction” to deliver personalized content that is most likely to pique their interest and re-engage them. will help you.
Content production
And you need a ton of content… Since the dawn of content marketing, marketers have cited content creation as one of the biggest challenges they face. Creating quality content takes time, and effective marketing takes a lot of time. AI can help by generating some of the content. Content is articles of several hundred words that read as if they were written by a living person. (You can read an article about AI written by AI here.) Or, the content generated can be more specific, such as email subject lines or social media ads written in the AI-generated language developed by Persado. You can also make it something similar. In both cases, the content created is customer-centric and purposeful, allowing employees and freelancers to reach out to their inboxes and social media pages looking for information without having to spend countless hours creating content. It is intended to help customers who are scanning.
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Image recognition technology
Finally, image recognition software is an AI tool that businesses can use to improve the customer experience. Image recognition has been around for a while, and you've probably experienced having your friends automatically tagged in the photos you posted on platforms like Facebook. Image recognition software can also help personalize the customer experience. For example, Macy's, a major retailer, launched Macy's Image Search, an app that allows customers to upload a photo of a product and find similar products within Macy's inventory.
Smart marketers stay on top of all trends
Artificial intelligence is deeply embedded in our technology and lives, making it easier for us as consumers to reap its benefits. But marketers must learn how to apply the benefits of AI to their work as well to improve customer experience, strengthen brand loyalty, and increase revenue. And AI is just one of the many new tools, trends, and technologies marketers need to stay on top of. That's why Simplilearn offers a comprehensive digital marketing certification course that trains marketers in eight areas, including search engine optimization (SEO), email marketing, social media marketing, and more. This is the kind of training designed to keep you and your entire team updated and confident in the digital age.
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