How AI is Changing Marketing (And Will Change in the Future)
Many of us associate artificial intelligence marketing with some sort of synthetic consciousness that can only be seen in sci-fi movies. But artificial intelligence is simply a set of technologies that can perform tasks that normally require human intelligence.
AI can carry out tasks such as information analysis and problem diagnosis. It has even made its way to marketing.
With newfound concepts of natural language processing (NLP) and machine learning, artificial intelligence is changing the game of leveraging customer data. Not only are AI marketing tools living up to the hype, but they are fundamentally changing the way marketing is done.
AI Marketing at a Glance
Marketers use artificial intelligence to improve the customer journey. While much of the marketing world still depends on human ingenuity, more and more companies are using AI to optimize and streamline their marketing campaigns.
AI can’t emulate storytelling, compasion, and empathy yet, but it can generate reports using nothing but data. Still, it will be capable of so much more in the near future if Moore’s Law holds steady.
Content Generation and Curation
Content marketing is so prevalent; it has become a global industry. Some platforms are already using AI to automate content generation.
For instance, the Washington Post has been using its homegrown AI robot reporter since the Rio Olympics. Among other news, it has covered gubernatorial and congressional races on Election Day.
USA Today uses AI video software to generate short videos, while the Associated Press uses AI to automate earnings coverage. For now, AI can generate content on a basic level, but it will eventually be able to generate viable topics for content creators.
It’s only a matter of time until this technology will spread from online newspapers to content marketing agencies. To get content that is tailored for specific target audiences, all that marketers will have to do is set their AI assistants to generate drafts based on certain parameters.
Chatbots
Before AI, chatbots were just experimental rule-based programs that used to be more annoying than helpful. Thanks to AI, the chatbots of today excel at answering questions and carrying out the tasks they are designed for. When it comes to customer engagement, AI is a true gamechanger.
Chatbots can personalize responses, carry out complex requests, and improve interactions over time. This makes them a perfect tool for improving customer service and marketing.
For instance, some companies use loyalty bots to offer customers interesting advice, rewards, notifications, and promotions that are personalized to their needs. These types of chatbots can build lasting loyalty and reinforce a brand by interacting with users in a more meaningful way.
Now, businesses that don’t have enough time or enough employees to handle all the customer’s queries can rely on chatbots. AI can significantly improve the customer experience by offering real-time, originally generated answers. A chatbot can redirect a customer or lead to the right human agent, depending on their requests and needs.
But, the ability to improve lead generation is what really makes chatbots interesting to marketers. They are a great tool for e-commerce businesses. By interacting with users, asking questions, and conducting surveys, chatbots can identify likes and dislikes of users, as well as product interests.
For instance, if a site visitor is looking for watches, a chatbot can ask them questions about what kind of watches they want. Then, it can suggest the best watches for them based on their preferences.
Over time, these chatbots can gather and analyze customer information. Their findings can help sales teams close deals.
Based on the data the site visitors provide, chatbots can segment the audience. They can factor in gender, age, interest, demographics, etc.
For instance, if a chatbot is dealing with a site visitor that is from the US, it will only present deals that are valid for US residents. Or, if a customer doesn’t celebrate Christmas, it won’t waste their time (and your resources) by suggesting Christmas present ideas.
SEO (Search Engine Optimization)
Many companies rely on Google for website traffic. So that they would rank better on Google, they invest a lot of resources in search engine optimization.
To determine how websites will rank on their result pages, Google has been using sophisticated algorithms. While only Google knows how exactly these algorithms work, marketers have managed to get a good understanding of them by analyzing changes in site traffic that comes from Google.
The world of SEO has changed significantly since Google added a machine learning AI system called RankBrain to its overall ranking algorithm.
Keyword targeting and backlinks are key components of SEO. Before RankBrain, it was easier to manipulate rankings by using keyword stuffing and buying low-quality backlinks. As a result, many Google users lost confidence in their results and legitimate sites ended up being hurt.
RankBrain has helped Google curb dodgy SEO practices by identifying these techniques and penalizing websites that use them. RankBrain learns from experience and helps Google produce better results with each search.
By connecting phrases that Google Search is unfamiliar with, RankBrain can better understand the intent behind the searchers. Because of RankBrain, marketers are increasingly turning to SEO practices that focus on content relevancy rather than keyword stuffing.
Takeaway
Thanks to AI marketing, companies can compete more efficiently than ever. More and more companies are using AI tools to improve the customer journey. The ability of AI to power chatbots, generate content, and offer real-time data analysis proves that AI is not just another marketing puffery.
