While a lot of people are afraid of the term AI by default, they fail to realize that it is a tool and it can only be as good or bad as the purpose it is used for. For instance, while enhancing weapons of mass destruction with an AI is clearly a bad idea, by enhancing one’s marketing tools with the ability to learn from raw data can actually be an astoundingly positive trend.
Just think about the possibilities! No matter how experienced or open-minded a human marketer is, psychologically, we all have our biases and previous experiences that we never seem to be able to shake off. However, a machine could simply be fed customer-gathered data and in this way, it could produce an untampered work with actionable information that inevitably leads to results. With this in mind and without further ado, here are several things you need to know about AI marketing, as well as a couple of examples of how it can be used to improve your overall marketing strategy.
1. Efficient customer data management
The first thing you need to know about the AI marketing is the fact that it has a much more objective way of assessing the customer data. For instance, according to one of the oldest marketing principles, the rule of the seven, in order for a person to make a purchase, they have to encounter a brand at least seven times beforehand. According to a theory, this is how long it takes them to build up their trust levels enough to entrust the company with their money. Initially, however, this means a high shopping cart abandonment rate.
A human marketer (even the one aware of the rule of the seven) may interpret this in the wrong way and assume that there is something wrong with the system. Logically, their first instinct is to try and change something that isn’t broken in the first place, which only leads to further confusion. On the other hand, with an algorithm, even factors such as the duration of the visit make a huge difference. Therefore, an AI tool may be more efficient in differentiating a qualified lead in a different part of customer lifecycle from a person who is simply not interested in what you have to offer.
To you as an entrepreneur, this gives a unique chance to make your engagement efforts more reactive than ever. By timing your limited-time offers and coordinating your email marketing with this AI-processed data, you can reach out to people who are still on the fence and bring them closer to your brand much sooner. Through this level of customer data management, your customer targeting system can become much more reliable.
2. Automating your marketing efforts
In the previous section, we went to length to mention how AI marketing makes targeting more precise, however, we omitted the most important part of the process – the one where your targeting efforts become much more efficient. At the moment, the number of active websites and internet users grows at a staggering rate. This is why you need an access to an automated ad placement and audience targeting tool. Think about it, even if you did nothing else for the rest of your life, it is highly unlikely that you would be able to manually discover all the websites and blogs that would be ideal for your product placement.
On the other hand, with the speed at which these tools are processing data, you can rely on the AI tool to do a survey of the website in question and present you with an option to contact them. In fact, it can even do this on its own. The best thing about this ad placement is that it doesn’t only focus on the site but the location of the ad itself. When it comes to the conversion rate, every single thing matters, starting with the form and on-page location of your CTA (call-to-action) button. That being said, with an AI tool on your side, you can ensure that your overall advertising efforts are utilized to their maximum.
Another thing worth taking into consideration is the ever-growing trend of relying on chatbots. Sure, a human customer service is still superior in many ways, however, chatbots do have their own advantages. First of all, if there’s anything we can say about the average online user it is that they lack patience. After all, they expect a website to load within the first two seconds, after that, they rapidly become agitated and start leaving.
Chatbots, on the other hand, respond instantaneously. To make things even more in their favor, they are no longer as crude as they were in the prototype stage. According to some recent statistics, as much as 35 percent of all people assume that chatbots will be able to solve their problem or resolve their complaint. Here we’re talking about as much as one-third of the survey respondents.
Apart from this, relying on chatbots simplifies things from the perspective of HR. Setting up an amazing chatbots infrastructure may be expensive, yet, chatbots don’t charge for extra hours, they never get sick and they don’t expect bonuses. On the other hand, you don’t have to use chatbots to completely replace your customer relations department, when you can simply use them to make their job somewhat simpler. It also gives them an opportunity to dedicate more time to some of the more complex complaints.
4. AI and content marketing
Finally, we come to one of the most interesting parts – the AI’s role in the future of content marketing. It is more than clear that with the help of deep-learning, sending people suggested articles becomes much more potent and precise. This is especially true in a situation where several different people use the same device. With the help of pattern recognition, an AI can easily know which user is currently present and make an appropriate suggestion. In this way, a high abandonment rate (the plague of SEO) is bound to drop to its all-time low.
Apart from this, with the AI monitored content, you can get an incredibly sophisticated analysis of your content’s performance. As we already stated, AI doesn’t have any irrational biases, which some may interpret as a disadvantage, due to the fact that the creation of content is a highly subjective process. Nonetheless, this kind of a detachment can be quite efficient when it comes to drawing unorthodox conclusions. Of course, we’re not implying that this system could run at its 100 percent capacity without any human oversight but merely suggesting that the efficiency level of this method might revolutionize content marketing as we know it.
At the end of the day, whether or not you’re going to turn towards the AI-powered marketing isn’t even a real option. In no time, all of the high-end digital marketing tools will be, at least, AI-enhanced, which means that all your competitors will start using them, regardless of your disposition. Therefore, the only way for your brand to stay competitive might lie in your willingness to stay ahead of the curve by being one of the pioneers of this trend. Finally, the way in which you use it and the degree to which you integrate it into your marketing efforts is completely up to you.
Aside from primary area of interest and expertise in e-marketing with GWM, Ian could be tagged also as a passionate sports fan, nature, and photography enthusiast, always trying to keep up to date with tech innovations and development.
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