Artificial Intelligence (AI) in digital marketing is already a reality. According to experts, it came to revolutionize the current paradigm.
Thanks to advances in AI, technologies applied to each of the stages of the customer journey can be implemented to achieve quantifiable results in aspects such as:
- Increased customer satisfaction;
- The decrease in the volume of interactions that reach agents;
- Reduction of service times and the time allocated to complaints;
- Absorption of traditional traffic;
- Predictive prospecting on the web;
- Reducing lead acquisition costs;
- The increase in conversion;
- We are reducing shopping cart abandonment.
Applications Of AI In Digital Marketing
Some of the main applications of AI in the field of digital marketing are:
1.Predictive analytics. Companies can adapt to users’ needs, anticipating offering the product or service they need when they are looking for it. Predictive analytics is based on using algorithms, data, and machine learning techniques to determine the probability of something happening through historical data;
2.Content creation. Using specific tools, original and exciting content can be created through AI. This is possible from basic information and detailed data. Several major media outlets use technology to create news and drive traffic to their platforms.
3.Content personalization. With Artificial Intelligence, personalized content can be offered to each user automatically. 90% of the world’s data was generated in the last two years, thanks to digitization and the fact that the Internet is used more than before. This creates the need to develop more information, but this is of such magnitude that it would take a long time to process. Hence, Big Data and AI systems need infinite data processing capacity.
4.Programmatic advertising. Programmatic advertising uses AI to automate the purchase of advertising space, reaching more specific segments of the population and reducing the cost of acquisition with greater advertising effectiveness.
5.Chatbots. More and more companies are turning to these chats to offer effective 24-hour communication to customers. They allow for managing a large number of requests simultaneously, with a high level of service quality and improving the customer experience.
6.Marketing Automation. AI makes it possible to automate marketing thanks to human intervention, which is responsible for applying the rules and determining the flows. However, it is expected that, soon, these tools will be autonomous and adapt to users through their profiles and data history.
7.Know the reasons for the purchase. Knowing the causes of investment is one of the advantages of AI, which allows you to improve marketing actions by knowing what works best. This knowledge is also beneficial to know the best way to sell the product through personalization, which guarantees increased customer satisfaction.
8.Email Marketing. Several tools use artificial language processing to improve email marketing results, complementing the actions of professionals. Therefore, it is an excellent complement to this type of action.
9.Web design and user experience UX. Some tools apply AI to design web pages based on the information provided by the user, generating good results in the search.
10.Product innovation. Thanks to trend forecasting and better customer knowledge, AI facilitates creating and launching products and services.
11.Recommendations. AI makes it possible to give purchase recommendations to users based on data such as purchase history, among others.
Success Stories Of AI In Marketing Campaigns
Today, many companies rely on the success of Artificial Intelligence for their marketing campaigns. Something that, without a doubt, is giving good results.
Netflix
The American entertainment company used AI to create an algorithm that recommends new shows to watch based on data gathered from a customer’s viewing history on the platform and the time of day, and other preferences.
Toyota
Toyota & Saatchi, an advertising agency, collaborated with Toyota on a campaign that used an internal AI dashboard to compare audiences based on many interests that were loaded into a database with multiple interactions. By collecting consumer data based on automated AI, marketing teams came up with ideas and told the brand story in a more personal and highly personalized way.
eBay
The eBay bot allows you to search for products, collections, discounts, and unique items. It works like a personal shopper, learning as the communication progresses and improving its service over time.
Uber
Uber’s new bot has been on Facebook Messenger for over a year. Allows the user to request a car from any conversation by clicking on the car image icon and sending messages to the bot to request the ride. This bot is also on Slack and Telegram.
The (Future) Potential Of AI
The truth is that, nowadays, many companies already use AI to automate their email marketing and sales processes, with many success stories. In fact, according to Servion Global Solutions, it is estimated that AI will power 95% of customer interactions by 2025, including online and over the phone.
There is no doubt that marketing today is changing to find more engaging, personalized, and satisfying experiences and to ensure a “smart trajectory” through Artificial Intelligence. With AI, many processes related to consumer needs can be improved. In addition, it helps manage advertising campaigns and segment audiences.