Click to learn more about author Sawaram Suthar.
Automation technology has completely revolutionized how marketers engage their customers over the past five years. It allows for more engaging, relevant, and targeted marketing. That’s why it comes as no surprise that nearly one-third of the CMO budget was allocated to marketing technology this year.
However, this is just the beginning.
Over the next five years, marketing is going to undergo another radical shift that will make it almost unrecognizable. Content marketing could be replaced by VR, and marketing will probably evolve beyond SEO.
Visions of this future have already started manifesting today. The most defining example is the presence and ever-growing popularity of AI-powered tools. While they may still be immature and lack context today, we will soon get to the point where AI will run marketing in its own right.
Here are four overarching ways artificial intelligence (AI) will change the world and digital marketing soon.
1. Scale Content Creation Efforts
Owing to its promise of increased marketing ROI and its competitive edge, content marketers are increasingly investing in AI-based solutions. With AI-powered intent evaluation, you can find out what kind of content appeals to the user and subsequently improve your SERP ranking.
A subset of AI called machine learning helps systems spot user behavior and patterns, learn from that data, and make data-driven decisions. It thus allows brands to focus on personalized engagement with users by offering them custom content.
AI is also immensely helpful in email marketing and finding relevant topics. It helps marketers ascertain the right frequency and timing of email campaigns, determine the right subject titles to optimize clicks, and offer a high degree of personalization. With predictive analytics, AI can anticipate customer sentiments and reactions for a particular topic while also performing competitor research to see if a particular topic will deliver the desired ROI or not.
2. Use Chatbots to Enhance Customer Experience
Chatbots are intelligent tools that interact with clients and customers in the absence of a human agent. Presently, they are capable of a lot of things, from answering queries to taking orders to even booking vacations.
Chatbots have a host of advantages when compared to manual customer service. Firstly, these bots allow businesses to transcend the orthodox “one-to-one” model of customer service and can instead deliver support at scale and in different time zones.
Secondly, they are available round the clock and can respond to customer queries 24/7 and in real-time. Not only are they highly bankable, but they are also more efficient and can provide support at odd hours, thereby improving the customer experience. In addition to this, customers can also choose their preferred language, resulting in higher customer satisfaction.
3. User Behavior Prediction with Predictive Analytics
AI tools are extremely useful when it comes to predicting user behavior. With propensity modeling, these tools can identify prospective buyers and predict their behavior. Propensity models can also single out the prospects that are most likely to respond and focus on retention activity for those that have a high likelihood to churn.
Apart from this, predictive analytics by AI tools equips marketers with rich data that can be used to predict buyer trends and their behavior patterns. The data extracted by AI tools inform the suggestion of various products to customers that can maximize ROI. Since these tools learn and improve upon themselves with the help of past experiences, marketers can strategize better and therefore compete equally in the market.
4. Optimize Voice-Based Queries
A study by ComScore predicts that half of all searches on the internet will be voice-based by 2020. As voice search inquiries rise, marketers are shifting their attention to optimize natural long-tailed voice queries.
Once again, AI is the solution here. An intelligent voice-based support tool that understands intent can let people utilize the same conversational speech as they would while conversing with humans. Marketers are using voice-based AI to optimize their websites for voice search while pairing it with text-based search as well.
More specifically, though, marketers can leverage this technology to create local landing pages for every location they want to target. They can then develop website content accordingly to spark the interest of the people in the area and utilize structured markup to enable search engines to understand the page’s context more easily.
Know What the Tech Is Going On
Artificial intelligence is revolutionizing the digital marketing industry, and it can work wonders for your business. With AI digital marketing strategies, you can not only deliver improved customer experience but also conduct more efficient marketing.
With that said, AI is now much more accessible to brands than ever before, making it a valuable problem-solving tool for marketers. Using AI can hugely impact consumer choices while also ensuring relevant product recommendations and timely service. AI is just beginning to grow and holds limitless potential. How businesses make use of it will enable their brand voice that much more effectively and accordingly manage customer expectations.