1Artificial intelligence offers marketers many opportunities, and right now the industry is experiencing a kind of gold rush. The solutions that AI offers are more effective, thoughtful and customer-oriented. Therefore, the question now is not whether artificial intelligence is worth using, but how to successfully integrate it into your business and achieve amazing changes in a short time.
Best 7 ways of Marketing Artificial Intelligence for Business
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AI does not bring short-term victories – innovative applications and proven technologies will improve the brand image and level of customer experience on a long-term basis. In addition, a study by Narrative Science showed that 80% of business leaders report a rapid increase in productivity after the introduction of artificial intelligence technologies, and, according to Accenture, productivity growth can reach 40%.
1. Consumer Prediction
Decision making is based on data. And the use of computing power and behaviour prediction models will help you use digital data much more efficiently. Algorithms analyze available information and offer the most reliable business solutions in real-time. Including artificial intelligence is able to identify potential customers.
Determining the consumer’s propensity to make a purchase is made possible by the development of machine learning. The propensity coefficient shows how likely it is that a particular person will make a purchase, and determines the value of this consumer. At the same time, according to Salesforce, buyers themselves expect that the brand will be familiar with their preferences and wishes even before the first purchase. This opinion was expressed by 57% of the people who participated in the survey.
Tools like AdWords are very useful in this context. The service provides access to important insights and recommends strategies that can help achieve your marketing goals. All that needs to be done is to use artificial intelligence, determine the target audience and goals of the campaign.
You can start work in the field of forecasting consumer behaviour by considering scenarios whose implementation has caused difficulties or did not bring the desired results. The detailed reflexive analysis will help to correctly formulate goals and identify available sources for data extraction. This information will serve as the basis for creating templates that meet your needs. Next, you can use the analysis of hidden patterns in the data and finally approve suitable forecasting models.
2. Reduced loading time by using accelerated mobile pages (AMP)
The use of artificial intelligence in the field of SEO will allow you to change the landscape of digital marketing. In particular, AMP technology will reduce download time and provide your content with a higher priority in the news stream.
AMP will also increase your site’s chances of being in the top 3 Google search results and increase organic traffic. If you want to increase the involvement of the audience in the consumption of content, and your site is already adapted for mobile devices, using AMP will be a great solution.
This tool is actively used by giants such as eBay – the platform uses AMP versions of product listing pages. In general, the number of web pages that use AMP for the year (from June 2019 to June 2020) has doubled.
3. Content personalization
Automation of tasks and the creation of personalized content designed to improve the quality of customer experience, largely shape the marketing of the future.
Platforms like Uberflip create content that increases engagement, identifies potential customers, and optimizes existing content based on your unique goals.
Another interesting platform – Aizimov – helps create personalized messages. The program creates a psychological portrait of the user, based on his digital footprint and determines which message he will be interested in and how to better formulate it. Aizimov also selects the most effective channels for sending messages, whether it is email, Twitter, LinkedIn or any other social network.
AI can improve the user experience with your site. Artificial intelligence analyzes data about the user, such as location, the device that he uses, age, past actions on the network and so on. The information received helps automate email marketing and regularly send push notifications that are tailored to specific circumstances. According to Statista, more than 41% of marketers say that using artificial intelligence allows them to increase revenue from email marketing.
Customization of customer experience allows not only to increase revenue but also to reduce the budget. So, according to Statwolf, in 2017 Netflix saved about $ 1 billion by using machine learning to personalize content. Moreover, 75% of what users watch, they find in their recommendations.
4. AI content creation
Automated creation of business content is very popular. Gartner predicts that by 2018, 20% of business content should have been generated by machines. Although this figure has not been reached, the forecast itself is still relevant, and global research companies expect more and more content created by artificial intelligence to appear in the near future. Similar experiments have been carried out for several years, and their result is available to the general public. So, in 2016, only during the Olympic Games and the presidential election in the United States, the Washington Post AI Heliograph created more than 850 pieces of content.
There are many forms of digital content in which AI can participate. Among them:
- contracts and reports;
- statements of profit and loss;
- real-time reviews from warehouses;
- targeted messages
- annual reports, press releases, and news articles;
- personalized communication and so on.
You will find a huge number of AI tools that can facilitate the process of creating content. For example, Acrolinx analyzes your content, evaluates it and tells you what can be improved. Global brands such as IBM, Google and Facebook use this platform to create targeted content. Other format services, such as Rocco, regularly offer fresh ideas that are most likely to appeal to your audience.
It is equally important to pay attention to the visual component of SMM. There are special platforms, such as Stackla, that help you find custom content and use it to create your own, original content that will get a response from the audience. Stackla uses geolocation data, keywords, hashtags and visual recognition technologies, and also analyzes the most popular images on social networks to form the most attractive visual content at all stages of the brand’s interaction with the client.
5. AI optimization
With the help of artificial intelligence, you can find new channels for contextual advertising that are not yet used by your competitors.
Most marketers focus on SMM advertising on AdWords and Facebook. At the same time, contextual advertising shows high efficiency – according to Hanapin Marketing for 2019, this was confirmed by 79% of marketers, which can be further increased with the correct distribution of content.
Artificial intelligence systems will help optimize the display of advertisements. For example, the Albert platform provides access to services for the offline purchase of advertising (media buying).
6. Chatbots
Artificial intelligence-based chatbots can significantly improve the quality of consumer engagement with the brand. A study by Grand View Research found that 45% of users prefer chatbots to ask questions rather than live people. A Point Source survey showed that 49% of respondents are willing to make purchases more often if they have the opportunity to turn to artificial intelligence for help.
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In addition, having access to user data, chatbots can predict which problem a particular consumer will face.
A great example of the effective use of chatbots The bot asks users questions and, based on their answers, offers information about specific products. An example of a chatbot of the Alibaba website is also indicative: in 2017, on the day of the biggest sale, it processed 95% of requests from users and answered about 3.5 million customers.
Various machine learning technologies can also improve the ability of chatbots to diagnose and automatically solve user problems. For this, an analysis of hidden patterns in data, deep learning, semantic recognition, knowledge graphs and other technologies can be used.
7.Automatic image recognition
If you’ve ever used Google Images — and most likely you did — you can imagine how powerful the algorithm for recognizing people and images works. The accuracy of visual recognition in artificial intelligence is 99%, and this feature can be very successfully used in marketing.
Marketers can use image recognition to synchronize online content and offline customer behavior. Face recognition software helps you keep track of visitors in stores and link them to your personal profile. Similar technologies are already used by Facebook, Amazon, Pinterest and many other global brands.
Your chance to attack the “gold mine” of artificial intelligence
Now is the time to develop smart business using the power of artificial intelligence. If you fully unleash the potential of AI, it will allow you to make the most effective business decisions that will lead to increased audience loyalty and better interaction with the consumer. Artificial intelligence is about to change the world of marketing, the only question is how you will use it.
