To a number of people still today ‘Artificial Intelligence’ and ‘Machine Learning’ seem to be alien words.
However, they are already in use around us. Truth is artificial intelligence has already changed the way marketing is done. Yet its potential has not been fully exploited.
Before heading towards the potential of AI approach marketing and machine learning, let’s understand what they are exactly:
Artificial Learning is the process of making machines capable of solving problems in a way that is similar to a human being.
It has become a highly disruptive technology affecting almost every domain of industry. Here are few examples of AI impacting modern business ecosystem:
- Self-driven cars
- Automated manufacturing
- Applications using image recognition
- Supply chain management using AI
- Marketing using machine learning
Machine Learning is the way of creating such systems. It enables computers to learn without having to program them with a set of codes.
By focusing on personalization, behavioral and micro-targeting machine learning technology has changed digital marketing.
Some important machine learning based marketing models are as below:
- Effective risk prediction and interventions
- Efficient predictive data modeling
- Use of pay per click campaigns along with machine learning
- ML insight based content campaigns
- Highly targeted email campaigns
- Chatbots to provide a great user experience
For several decades, computers were fed with inputs to fetch a required output.
But this has changed for the better. Computers are provided with examples unless it starts recognizing itself and generates output.
For example, teaching a computer about the difference between cat and dog required programs in the early days.
With the advent of AI and machine learning, the system is fed with several labeled images to make sure it starts generating the difference between the two using pixels.
To provide great user experience most of the drivers of AI and Machine learning in marketing to provide the right information to the user at the right time.
It can be possible in real life with the use of social sharing and acceptance of AI and machine learning tools.
According to the Cap Gemini report, more than 75 percent of companies increased their sales by 10 percent using Artificial Intelligence and machine learning based marketing strategies.
So let’s now head towards how AI approach marketing and machine learning is changing the game.
1. Content Creation:
Marketers have used this phrase several times, “Content is the king” and so is content marketing.
In today’s digital world, the quality of content plays a huge role in leveling up the marketing game.
With Artificial Intelligence and Machine Learning, content can be created and marketed at reduced time and money.
It is but natural that machines using AI have the capacity to generate a number of results at a speed higher than any human.
This is possible through an AI algorithm that looks out for several aspects to predict how different users will respond.
2. Reviving Retail:
AI bots are capable of analyzing, responding and predicting consumer behavior.
Use of AI in retail, more specifically online shopping, will benefit both the consumers and retailers.
AI and machine learning programs are finding new ways to understand the consumer interaction with the products. This has helped online retailers to streamline data of past consumer purchase and create a new edge.
For example, Amazon’s recommended product purchase is the best use of AI helping it to increase sales substantially.
3. Digging Data:
A lot of companies invest their huge time and money to collect information about customers and analyze their needs.
However, this data is only collected and not put into much use. But with machine learning, marketers can collect the right amount of data within a short span of time to make a valuable difference.
AI is better in identifying upcoming trends, needs, and preferences of customers.
With the right piece of information available, companies not only save their time but they can also target potential customers.
4. Improving Consumer Experience:
AI helps predict future marketing moves for the companies. Based on a set of questionnaires asked to a consumer, machine learning provides recommendations to improve their experience.
Also, the purchase data collected by AI helps to intake a better approach to marketing. AI not only provides quick and efficient services to consumers but also helps increase sales without many humanitarian efforts.
5. Semantic Searching:
Semantic Searching refers to displaying a more contextual search result for the phrase or word searched for.
With AI and machine learning, it is now possible to give users a more customized search result meaning what they are actually looking for rather than just displaying what are searching for.
This is possible as AI has the capacity to understand the more complex relationship between different datasets.
6. Lead Generation:
What about lead generation?
With Ai now, one can identify or rate a given lead.
Thus, means B2B recruiters can take the aid of this technology to search through the piles of data and find out the ideal customers by generating leads.
This saves a lot of their time and energy to focus on sales pitching. Say, for example, LinkedIn’s Sales Navigator allows users to find employment leads.
Examples of companies using AI and machine learning for marketing:
- Amazon for its online store
- Netflix for better content curation
- Google for website ranking
- Pinterest for better user experience
- Virgin Mobile uses Amperlo for optimization of customer interaction
- Walmart for anticipating customer needs
Conclusion on Impact of Artificial Intelligence in Digital Marketing
The future of marketing is closely associated with Artificial Intelligence and Machine Learning.
At one end, huge companies are already exploiting the advantages of AI and on the other end; small and medium-sized companies are pursuing this path to get the most out of it.
Amazon unveiled an open source framework “destiny” for anyone to use and build upon that works on AI. As we said, the future of marketing is here.
What’s your take on this? Share your thoughts on this topic in the comment section.
I am Dharmik Babariya. I am Senior SEO Analyst and Content Writer working with India based app development company – Tecocraft.