Harness the Power of AI Marketing in the Digital Era

Post On: 2020-01-26

Artificial intelligent (AI) marketing is an approach to utilize customer data to predict the customer’s next move and improve their browsing experience. AI has offered a sound solution to a prevailing and somewhat overwhelming problem of combing through and analyzing huge amounts of data. Through AI and automation, businesses can not only fill the gap between data analytics and execution but also redesign their business models. 

Data creation (and storage) has grown at a rapid pace and according to a forecast by IDC, worldwide data will grow to a whopping 175 zettabytes (I Zettabytes = 1 Trillion Terabytes) by 2025. This includes both structured and unstructured data, out of which the latter is nearly 80%. However, advancements in analytic solutions and big data have transformed how to target customers who are reached and engaged.

Thanks to artificial intelligence, hoards of unstructured data can now be processed quickly and with high accuracy. Therefore, it is perfect for companies who are exploring an easy way to sort their user data. It has enabled marketing strategists to use machine learning to analyze speech ( to identify emotions through language), create visual illustrations (for social media trends) and make predictions through data crunching.

Sanjiv Mehta, CEO & MD of Hindustan Unilever Ltd rightly puts it,” The core of marketing hasn’t changed, but the way we communicate has changed marketing. It is morphing every day. The big changes that will happen in marketing, just as in business, is artificial intelligence and machine learning” 

In this blog, we’ll understand how it is becoming imperative for marketers to integrate artificial intelligence into their marketing strategy. But before we start, let’s get familiar with the tech. 

Artificial intelligence- a branch of computer science that involves the simulation of human intelligence through machines. It is usually implemented to perform complex tasks that involve (human-like) critical thinking and decision making.

Machine learning- a subsection of artificial intelligence where machines can automatically understand, learn and improve from previous experience. When Google returns an answer to your question, it is enabled by machine learning.

Deep learning- a subpart of machine learning that consists of a broad spectrum of neural networks and a huge collection of algorithms that simulate human intelligence. When a Google search shows the “people also ask” drop-down, the suggestions are powered by deep learning.

Marketing strategies for the iGen

In the digital era, business growth has no bounds because of readily accessible assistive technologies. Speaking of spearhead technologies for marketing, social media tops the list. Today, social media has become an invaluable resource for business growth. Be it a product or service, you can promote it efficiently on social media. Let’s discuss some of them below.

• Mobile marketing- most of us today are surrounded by smartphones or tablets. It is probably the easiest way to assess information and this makes it an effective marketing tool. Companies can focus on making their content mobile-friendly, improving on their website or marketplace compatibility.

• Content marketing- it is a critical component of a company’s digital marketing strategy. The way keywords are used can make a huge difference in brand awareness and web impressions.

• Continuous marketing- involves active and continuous interaction with the target market. It is a popular marketing strategy that constantly reminds the customer through promotions, discounts or offers.

• Visual marketing- it works by stimulating the user through visual appeal. Popular apps like Instagram, Pinterest or LinkedIn Slideshare can be used to push across a strong marketing concept.

How to drive your marketing efforts with AI:

Predictive analysis and propensity modeling.

Propensity models are statistical scorecards that assist in predicting the possibility of a prospect to perform certain tasks (e.g. buying a product). It is used to project a user’s behavioral response to marketing incentives. Here, the target customer and marketing objectives are specified and the algorithm automatically suggests appropriate strategies

With predictive analysis, companies can extract valuable customer data to predict buying trends and behavioral patterns. Sifting large volumes of data can give valuable business insights. 

Reducing load-time with Accelerated Mobile Pages

Developed as a free source initiative by Google, AMP is a web component technology that enables publishers to create mobile-friendly pages that load instantly, anywhere, anytime. Think of AMPs as a lite version of a conventional web page. AMPs can drastically improve page loading time and also increases the likelihood of ranking in the top 4 web searches on Google.

Improving user experiences with AI-enabled chatbots

Business these days are increasingly using AI-powered or live chatbots where we can interact with an instant messaging format. This minor addition can make your website more engaging, visually captivating and unique, in turn increasing user footfall.

Advantages of using AI systems:

To businesses:

• AI-generated big data insights can help marketers to develop new or tweak already existing marketing strategies.

• Automation reduces human errors

• Quick and accurate delivery of information to users through the desired channel

• Advertisements and marketing campaigns can be customized according to individual target audiences.

To customers:

• Improved search sessions since AI can predict web behavior, resulting in optimized keywords. 

• Seamless interacting without any misbehavior or impatience

• AI can cater to several customer requests at one time, thereby reducing waiting time.

• AI systems are available to users 24x7