Role of artificial intelligence in digital marketing for business growth
Artificial Intelligence (AI) is revolutionizing industries one by one, from Apple’s brilliant SIRI to Tesla’s self-driving cars to Google AI. The Digital Marketing Field will be the next target of AI in 2018, which is in a dynamically evolving phase.
AI (Artificial Intelligence) holds a huge potential in the field of Digital Marketing. All that credit goes to social media outreach and tons of data left behind knowingly and unknowingly while surfing the internet. AI today is advancing in technology that has everyone sitting up to pay attention. Using AI in providing better customer experience is the main objective and that can be achieved with predictive analytics and targeted market. Using AI will also provide great ROI to businesses.
The relationship between AI and Digital Marketing
As compare to marketers from previous year when they were hesitant to incorporate AI (Artificial Intelligence) into their strategies, this year has witnessed considerable confidence amongst them with regards to its application. Big Data, Machine Learning and Internet of Thing are few components that made Artificial Intelligence feel its presence.
In a survey taken by more than 1,600 professionals dedicated to marketing, 61% of them (without considering their company size) mentioned that, the AI (Artificial Intelligence), predictive analysis and machine learning will be the most important data initiatives in the coming years.
Another survey taken by Salesforce indicated that 51% of marketers are already using AI, and 27% or maybe even more are planning on incorporating this technology in by next years (I.e. 2019). This represents the highest expected growth of all emerging technologies that marketers are considering to adopt by next year. This even surpasses the Internet of Things (IoT) and marketing automation.
After careful analysis with AI application, let’s see in what ways artificial intelligence will possibly impact digital marketing. Since the AI is in its initial stage right now, but 2018 could prove to be path-breaking for AI-powered digital marketing.
1. Personalizing user interface to a greater extent
Through Artificial Intelligence, It is possible to personalize user experience on a website. AI can analyse, display, and offer content that are more appropriate for each user type.
A 2017 Everygage survey on personalization in real time showed that 33% of the marketers surveyed used Artificial Intelligence to provide personalized web experiences. And, when they were enquired about the benefits which were driven by Artificial Intelligence, 63% responded that it increased conversion rates on their website and improved the consumer’s experience.
Based on that we can draw a conclusion that, a good user experience is what keeps a visitor browsing a site and, the more time they spend on it, the higher the probability of a conversion.
2.Chatbots and Messaging
Chatbots are another examples of Artificial Intelligence (AI) in enhancing user experience. Traditional chatbots like Whatsapp Messenger to talk to friends, Facebook Messenger to reach out to your local business, or an in-app messenger on your website to talk to customers will soon give away to a multi-dimensional communication system with sensors abilities such as touch and voice. Chatbots are designed and programmed to interact with customers on the basis of data that it receives.
Chatbotscan personalize the whole new level of experience for users as with chatbotsthey get the impression of talkingto a real person with consciousness. A good indicator ofchatbot powered by AI is its ability to answer automated questions to provide fast user experience. These bots use natural learning processing and machine learning to find the correct response.
Chatbots also have many other advantages, such as
⇒ Serving clients 24/7 and retain their data
⇒ They’re friendly and never lose its patience
⇒ Customers may get angry, but the bot will always treats them well.
⇒ Chatbots can respond to several requests from different customers at the same time, so waiting times will no longer be an issue.
3. Website Design and Optimization
Apart from open source software, which we use today like WordPress, where WordPress installation is required to launch the website, the companies are working on Self designing website with the help of Artificial Intelligence.
The idea of Self designing website is pretty amazing. It will reduce the time and efforts for companies and other users to design and maintain the changes proposed. The companies working day and night to convert this dream into reality. These companies are :
Grid – The first company that promised the ‘Self Designing Website’. And they have been in private beta since 2014, and still is at the time of publishing this piece.
Wix – Artificial Intelligence (AI) Designed websites.
On the other hand for website optimization, AI can help to increase the effectiveness of conversion rate optimization while drastically speeding up the process.
Tools based on AI can help in excellent A/B Testing, because they allow website operators to simultaneously test a variety of page elements and variations with even less traffic than is typically required for a single, statistically significant AB test.
4. Predictive Analysis for Simpler and Easier Decisions
Predictive analysis uses statistical algorithms, data and machine learning techniques to supply the most relevant information. Each time a user browses on the internet,a new data is generated and collected for AI analysis.This data can reveal information such as user needs, behaviours, and future actions.
Predictive models can be applied in several areas which significantly reduces customer research on products and makes decision making easier. Using predictive analysis model, the AI can easily predict the cost of a product to make a conversion. The key note here to remember is that the predictive model should be good as per the data provided.
This type of Artificial Intelligence algorithm will challenge the SEO in a huge way. With AI powering the digital marketing activities from ground level, then chances of trends such as: SEO and standard advertisements going to be outdated are high.
The main objectivebehind predictive analysis is to allow marketers to extract information from data collected and use it to predictuser behaviour patternsand purchase trends.
5. Use AMP (Accelerated Mobile Page) to improve user Experience
In October 2015, Google introduced AMP (Accelerated Mobile Pages) webpages, which are a lighter version of the traditional website’s webpages and aim to improve the performance of the websites on mobile devices by reducing page load time to improve user experience.
With the help of Google Algorithm (RankBrain) and AI, Google is getting better and better at knowing what is best for user. Having an AMP page simply means that you increase your chances of ranking your website on the top three search results of Google.
6. Optimize your Search Queries
The way users performs online searches has changes and that generates the need for marketers to create and optimize their web content.
There have been two major advancement in artificial intelligence that revolutionizes Internet searches and search engine optimization (SEO):
⇒ Voice Search
⇒ Google’s Algorithm (RankBrain)
With the rise in voice search queries, the marketers need to optimize their keywords for long tail voice queries.
In a recent blog by Google, it is concluded that 70% of the searches received by Google Assistance are in natural conversational language, and do not use the typical key words that you would type in Google search box.
Google’s Algorithm (RankBrain):
Google’s machine learning algorithm(RankBrain), was created to get much more relevant search results using predictive analysis model. Using the power of AI with user’s voice search, it predicts the best possible result according to what it interpreted from the user’s language and context.
7. Content Generation and Curation
Even though AI can’t write natural-sounding contentabout political opinion, newspaper column or a blog post, but it is useful for some types of data-focused content such as “quarterly earnings reports, sports matches, and market data.”
On the other hand there are certain intelligent tools like Wordsmith, Articoolo and Quill.And the companies like Forbes and Associated Press are using these tools to create news, which leads to clicks on their websites.In fact, there are hundreds of articles in the Washington Post that are already been credited with artificial intelligence technology.
Content Curation is another AI (Artificial Intelligence) feature that make it possible to better connect with visitors on certain websites and show them more relevant result.
Content curation is mostly used to make personalised content recommendation based on searches by users. Most of the shopping website or the streaming websites like Amazon and Netflix shows the recommendation of the product or the movie or TV show streaming that might interest you. And that feature surely save us the time for searching the product or service in better cost or prices.
Concluding all the above mentioned point, all we can say is that having an artificial intelligence will surely give you several benefits in your digital marketing strategy. With AI we can increase productivity, efficiency and profit for business growth.
Artificial Intelligence is surely going to save marketers and businesses both time and money. With AI, now it is time to identify the problem that your business or marketing campaign is facing and how accuratelyAI can solve these issues.
About the author
Beeru Singh is a Digital Marketing consultant and an excellent blogger at beggartorich.com. His area of expertise covers almost every topics related to Digital Marketing which includes – On-Page SEO, OFF-Page SEO, Affiliate Marketing, Email Marketing, Social Media Marketing and Many more. You can easily reach out to him on his Social Media Accounts – Facebook, Twitter and Linkedin. Read more