by Charles Phan who graduated with a degree in Marketing and continues to write about a variety of fields in business and entrepreneurship. He lends his expertise to Gum Essays and Lucky Assignments as content writer and proofreader.
It is startling to think about just how far artificial intelligence has come in the past ten years. Everywhere on the web we leave a trail of data that can now be picked up and analyzed by complex algorithms. These can determine everything from what toothpaste we buy to what home we choose to settle in.
In the digital age, we constantly delegate to machines, which for marketers has given us an opportunity to refocus our efforts and target audiences with greater and greater precision.
So it is important to get a handle on what this technology can do for us in the constantly evolving field of marketing.
Data has become one of the most important commodities in everything from recommendations on eBay to international politics, so in marketing, everything is increasingly becoming centered around data.
Artificial intelligence (AI) has taken up where once demographic analysis has left off. AI analytics can speedily and accurately chart a customer’s journey, from initial search to how they interact with your eCommerce site. Through increasingly precise search engine tech, it is easy for intelligent software to discover your intentions as a consumer. This can be data-driven understanding of misspelled search terms or can be offering recommendations based on your previous searches.
Marketing firms specializing in digital tech understand this and will tailor their site to ensure that the search bar, for instance, on their web pages will utilize recommendation technology to ease navigation of their site.
“Additionally, data services can help to understand the target audience, what makes them search for your website and how they interact with your industry online. From these analyses AI can understand the relevance of services and products, reaching a wider audience through target campaigns and results in news feeds,” says John Davis, author at Last Minute Writing and Researchpapersuk.
This can have real-world applications too. Already there are voice-to-text recognition interfaces, such as Cortana or Amazon Echo which lead the growing industry of digital assistants. In development are technologies, which have already been applied in some industries, that will allow users to take pictures of products they like and match them to online sources.
Connecting to your audience
Once harnessed, the power to quickly and efficiently analyze data speeds up the process of connecting to your target demographic. AI can automate responses to your customer’s web behavior, resulting in easy access to your business.
This includes Programmatic Advertising, which automates buying and selling of ad space from publishers in the time it takes to load a web page. “Through internet marketing such as SEM, Programmatic Advertising has transformed the way we use Google, Facebook and Twitter, finding ever more effective advertising through popular news feeds and web-pages,” adds Donald Stubblefield, regular contributor at Draftbeyond and Writinity.
AI could change the very fabric of how we view our sites. With AI becoming more and more accessible, how our content is generated can be geared towards a deeper understanding of our customers. Through deep learning based on algorithms, AI can in many ways mimic the human brain and anticipate movements around the web based on the data left behind.
This allows us as marketers to personalize our messages to target not only specific demographics but even specific individuals based on their data trail. As a result, we are starting to find that robust web pages utilize automated web design features, meaning that it can appear different to each individual connecting.
Once the realm of science fiction, through customer segmentation AI can create distinct personas based on your key demographics. It focuses on what will motivate each persona to act online in a certain way.
Customer segmentation has the ability to understand the complex personal needs of a customer as they move through the web, which allows marketers to create highly personal and effective messages. Segmentation is versatile in that it can create larger segments of your audience and how they might move as a cluster, or with pinpoint accuracy understand micro-segments down to the individual.
This has allowed some marketers to optimize customer experiences within eCommerce, which builds trust and loyalty with a brand. Ultimately, AI could allow us to make judgments on how effectively we can meet customer expectations and optimize our marketing streams accordingly to make a greater impact.
It is becoming increasingly common for businesses to offer chat-bots on their pages – automated personalities which are increasingly more intelligent in offering advice, creating leads and finalizing sales. These virtual assistants have the ability to cost-effectively build stronger ties between brands and customers. Through intelligent conversational tech, unlike human online assistants, they can work around the clock to tackle issues presented by customers, drawing on rapid data analytics to produce excellent outcomes.
There are now in development companies which specialize in using AI to create original narrative content. It is becoming increasingly hard to differentiate between machine driven content and that produced by humans. This can affect every part of your texts and posts, allowing updates to your digital social interactions to become more consumer driven and scheduled.
On a broader level, AI can analyze data from all web industries to make predictions. Drawing on previous trends and business intelligence, as well as consumer data such as message responses, clicks and views it can integrate into business plans accurate portrayals of future outcomes for a variety of industries.
Through analyzing the massive volume of data available, in real time as the data is collected, automated marketing algorithms can continuously update forecasts on the success or failure of a marketing campaign. This allows marketing professionals to consistently strategize proactively to refocus their campaigns to suit trends before they evolve, allowing businesses to stay ahead of the curve and continuously update their models.
With the rapidly growing field of AI marketing, it has become imperative for marketing professionals to gain an understanding of digital marketing, where once it was left for software developers and hobbyists. These technologies have become intrinsic to the modern age, and we can expect to see ever more outstanding marketing campaigns with greater and greater insight into how we interact with online commerce.