The emergence of technology such as machine learning and predictive analytics has led to the mainstream acceptance of artificial intelligence. Digital marketers have successfully deployed AI (Artificial Intelligence) in their marketing campaigns, delegating repetitive administrative duties to the machines.
Most notably, the sales and marketing sector has prioritized AI systems for enterprise initiatives like sales reporting, budgeting, data analysis, and of course, customer service automation. A survey conducted by Adobe revealed that 40% of marketers from top-performing companies have AI on their agenda in 2019.
Many companies are turning to AI to keep up with business intelligence demands, attributing their success to advancements in data science. Here are four exciting new implementations of AI in digital marketing.
1. Language Processing Chatbots
Nobody likes long queues nor do they want to wait forever for a response. Instead, chatbots have now substituted humans in providing live chat services, ensuring that customer complaints are attended to swiftly.
Since most people have switched over to social media platforms such as Facebook Messenger and WhatsApp, chatbots provide an automated response to commonly asked questions.
Through machine learning, chatbots are capable of giving replies to complex and open-ended questions. Unlike humans though, they are less likely to be impatient or rude to a customer. Their ability to mimic human communication improves brand engagement and consumer interactions.
Many popular brands like Domino’s Pizza and Starbucks are already employing chatbots on Facebook Messenger to take orders from customers. These chatbots can also influence buying decisions by making menu pairing suggestions. It was confirmed that 63% of people would rather message a chatbot before they speak to a customer service representative.
2. Voice Searches and Speech Recognition
Marketing automation has been instrumental in changing how online searches are conducted. Before, you had to type in a long line of keywords to get relevant results. But now, search engines can understand natural language, thanks to language processing technology, which makes it possible to autocorrect spelling mistakes and yield more accurate results.
Smart devices like Cortana, Siri, and Alexa have increased the popularity of voice user interactions. The migration from traditional text inputs to adaptive virtual assistants is seen in smart speakers that can translate user commands into specific actions. Amazon is once again leading the pack with Echo, an AI that will browse the internet or stream music whenever the user requests it.
3. Predictive Analytics for Machine Learning
AI has combined both data history and sales models in order to predict current consumer trends. This valuable tool lets companies be proactive about their targeted marketing. Through prospect rankings, the AI is able to identify potential clients. Then, the sales team can narrow down on a particular customer segment.
Predictive analytics saves time and resources on finding customers with a higher potential for repeat purchases. Another example would be Walmart, which is making a fortune by exploiting predictive analytics and sales forecasting methods. Even FedEx utilizes predictive modeling to assess the risks of having unsatisfied customers defect to their competitors.
4. Image Recognition and Visual Search
Image recognition has been around for a while, despite being relatively new in marketing automation fields. It was previously an idea limited to just tagging people on social media.
Fortunately, computer vision has been upgraded with the ability to process information and categorize objects, when the situation arises. Visual search functions in the same way as text or voice searches, with the only difference being the mode of input.
Companies can use AI image recognition to record images that capture customers’ interests. Alternatively, shoppers can snap a picture of an item and use it to find similar products. This is made possible by apps like the Google lens.
Several companies are already reaping the benefits of image recognition AI – Target, Asos, and Macy’s let customers compare similar or complimenting products before they check out the items.
Join the Marketing Automation Fray
AIs have the ability to identify consumer patterns in a way that humans cannot. This results in fewer mistakes, better conversion rates, improved customer experiences, and a higher return on investment.
Contrary to conspiracy theories about the robots taking everyone’s jobs, machine learning has proven to be a valuable asset, especially in modeling business data. It could open up more opportunities for the technology industry. After all, economic growth is just around the corner.
