From the smartphones you can’t live without, the chatbots that assist you during a website visit, to the self-driving car Tesla is looking to release, artificial intelligence is everywhere and is a part of our everyday existence. Just as artificial intelligence (AI) has infiltrated its way into our daily lives, it also has become a staple in the marketing of goods and services and the ways we bring awareness to brands and businesses.
What is Artificial Intelligence (AI)?
Wikipedia defines Artificial intelligence, AI, as intelligence demonstrated by machines, as opposed to the natural intelligence displayed by humans. Leading AI textbooks define the field as the study of “intelligent agents“: any system that perceives its environment and takes actions that maximize its chance of achieving its goals.
More simply put Ai is a term that explains machines that have the ability to imitate certain cognitive tasks performed by humans. This can include recognition, language translation, problem-solving, visual perception and data analysis. And since AI imitates how the human brain functions, some of the benefits of AI include:
- Greater work efficiency and improved accuracy
- Deep data analysis that provides valuable insights
- Advanced device capabilities due to smart algorithms (e.g. home automation systems)
Like the human brain, AI empowers machines to learn from experience and adjust to new input, which is one the reasons it has become increasingly popular. Other reasons include:
- Fewer human errors
- Adaptation through progressive machine learning algorithms.
- The ability to help automate business processes, personalize service delivery, and provide business-specific insights.
AI is a revolution that is changing the way we do business. It’s in high demand in the medical and banking sectors. There is also an increase for AI in the marketing industry, digital marketing in particular.
Below are some interesting facts about AI and its influence on business and marketing:
- 97% of mobile users are using AI-powered voice assistants
- Current AI technology can boost business productivity by up to 40%.
- 61% of marketers say artificial intelligence is the most important aspect of their data strategy.
- 80% of business and tech leaders say AI already boosts productivity.
- 83% of early AI adopters have already achieved substantial (30%) or moderate (53%) economic benefits
We have already seen how AI has improved business operations and assisted in our daily functions. Two examples include, Amazon’s Buy with Amazon feature and Alexa. Below are a few AI tools that can assist with your digital marketing efforts:
- Acquisio Turing – PPC bid and budget management software
- Crayon – tracking and analysis
- Drift – chatbot and customer engagement AI data science and machine learning platform
- Conversica – AI assistance to engage customers in authentic conversations
- Pattern89 – predictive marketing AI for Facebook, Instagram and Google ads.
There is no doubt that AI is becoming and will remain a vital component of all aspects of any marketing campaign. We’ll now take a deeper dive into the ways in which AI will affect digital marketing in the near future.
Chat Bots are here to stay
Not only are they here to stay, but they are also redesigning customer care as we’ve known it. Chatbots can go beyond the standard, agent-to-consumer form of customer service. They can deliver a one-to- many approach while still creating a human-like experience that improves customer service.
Businesses and brands can use chatbot programs to respond to queries, answering the frequently asked questions. You can add chatbots to your websites, emails, apps, and text messages. Thanks to Siri and Alexa, consumers have become comfortable with talking to chatbots. They can also collect feedback by measuring experiences, asking opinions, and identifying and engaging valuable leads and sales.
Voice Search is the most popular adoption of AI into businesses as of late. In fact, almost over 60% of consumers used voice search at least once in 2020, with over half using voice search daily to find information online. As the world begins to rely on mobile more, it’s only natural that people will switch to a hands-free method of data input while traveling. In fact, the same study also predicts that by the end of 2021, 50% of all searches on the internet will be voice-based.
The increase in voice search is a result of Google algorithms that understand human speech with an accuracy rate of 95%. The more voice search is integrated in our society, the more businesses will have no choice but to adjust their search engine optimization (SEO) and content marketing strategies to better align with this technology.
Enhanced marketing content
With AI marketers and brands can learn which type of content is most effective for the customers they target. The impact of this kind of digital marketing allows businesses to create content that will get optimal results without having to spend a lot of your budget on tests and surveys to find out which content works for your target audience. New AI content tool can assist with creating optimized social media post as well as:
- More personalized emails
- Keyword research to match user intent
- Writing SEO data-driven blog posts
Along with creating better content, these AI tools also allow for easier promotion of content for less money.
AI marketing gives brands the ability to personalize the user experience for your customers and boost sales by offering personalized suggestions. This is done by collecting and analyzing the data from past engagements from audiences with your brand or business.
Deeper Virtual Reality Experience
Virtual reality has been around for a while, but the technology has been mostly associated with gaming, headsets used to take end users into another world. But marketers are starting to realize this technology can be used for more than entertainment reasons. Virtual reality is also infiltrating itself in brand’s marketing strategy. For instance, businesses can allow customers to try their products through their apps and websites before they buy it.
Artificial intelligence will continue to shape digital marketing far beyond 2021. And as AI expands further into the digital marketing space, it will no doubt help businesses and brands create richer customer experiences that can better shape the direction of your strategy and messaging. Along with better customer interactions, websites and apps, AI will also increase ROIs.