Technical advancements are making the world move faster each day.
Businesses these days have transformed from “people interacting with the brands to brands interacting with the people”.
Technology is playing the major role and is helping businesses to create new opportunities and reach more customers.
Artificial Intelligence (AI) and Machine Learning (ML) are the greatest innovations in technology which are creating a buzz in the digital era. These are changing the way a business performs, be it in Sales, HR, Supply chain, Finance or Marketing. It is altering the process of the way brands stay with customers, shares the information and analyses the behaviour.
This article explains how the AI and ML are influencing the current marketing scenarios and how they scale up the Business in both B2B and B2C sectors. Before the ages ago, Marketing was all about promoting business over billboards, TV, Radio, and print media and now the eruption of digital devices and technologies have changed everything. Every business owner is trying his/her fortune online and promoting their products/service through all possible Digital Channel.
Here are some of the platforms where AI and ML are influencing Digital Marketing
1) Accurate Search
We all definitely know how search patterns changed now as of those were in 2005, back those days customers weren’t getting the accurate results as compared to what they are getting now.
Today’s search algorithm is designed to be smartest; it is recommending products to the customer based on their search behaviourious made this search life easier by finding the right product a customer is searching even for more than millions of data.
For an instance, if a customer is searching for “Men’s t-shirt” hundreds of results pop up, but along with the results even some recommendations of the same product varying with the company, size and offers of the day’s pop-ups. These help the customer in finding the best in whatever the price he/ she would need.
Google stands first at understating the customer’s pace. A customer need not worry about the typos as there are autocorrections to detect the misspellings.
This flexibility might not be still available in all the e-commerce websites. Following the footsteps of Google and implementing auto corrections, suggestions, advanced search and some other better search options leverage their business and make a customer feel delighted.
2) Improvised Insight Integration
Based on the buyer’s purchasing journeys , perceptions and the browsing behaviour AI and ML are now able to analyse and drive the valuable insights.
AI is helping in targeting the right customers, managing customizing campaigns and lead generation through the insights derived, mending the metrics and developing effective marketing strategies.
3) Content Curation and Generation
Since the ages “Content has been the King”. There always lies a great difference between the human written content and machine wrote content. Many companies are using the tools where machine produces some content in the form of Articles, Blogs, Reports, Press Releases.
There are some AI tools like Quake bot, wordsmith, for curating unique content based on every customer behaviour. AI bots know what exactly a customer is searching for and they are now able to write the tailored emails, recommend products, display the exact results based on the preferences.
4) Speech /Text recognition and Voice Search
The amazing point about AI and ML is handling any type of searches including voice recognition. Bots like Amazon echo, Facebook messenger, Siri/Alexa/OK Google are helping users to search with ease and helping them find relevant products as speech recognition helps in finding maps, searching e-commerce store and browsing in Google search.
Brands are using this voice recognition in their business pattern to provide the customers with a hassles-less browsing, convenient shopping and hands-free experience
5) Capturing Leads
The ultimate goal of some businesses is to capture the leads. AI and ML help in finding the real potential lead form the massive data. The tools like Linkedin Sales navigator, Lead squared, Node etc are helping the brands to recommend new customers. These are saving the lot of time, energy and money by reducing the stress of pitching sales calls.
We all know how Siri/ Cortona/ Google assistant /Alexa reply to the messages. Customers expect the same instant replies when they land on the website.
Marketers got this concept and every website has implemented a Chabot. There are websites where customers can stay in touch through Whatsapp and Facebook messenger.
Companies are already embracing AI-powered chat bots through open APIs. Chatbots help customers who cannot find what they exactly need; they assist them with the queries and providing them with the exact solution.
7) Automation and Personalization
Machine Learning and AI are now used to understand the buyer’s behaviour, decision making, planning the strategies and understanding the customer behaviour.
As Digital Marketing is all about predicting and experimenting, analytics tools are playing a major role in finding the perfect strategy that fits the business.
Based on the insights available and the extracted data from various resources brands are able to target more people and generate more ROI.
This has become the most needed advantage of the AI applications in Digital Marketing. Previously extracting the right needed data wasn’t as much easy as that is today. Brands now are capable of finding the right essential data even from the massive data This helps brands in ad targeting and optimization in both B2B and B2C.
8) Dynamic pricing
Depending on the customer’s need, occasion, browsing activity and profile, effective price listings are popping up these days in many e-commerce sites.
These are helping customers in finding the most relevant product with the moderate prices. Customer satisfaction is the prior thing a brand look for and of course “Happy Customers” are the great asset for the business.
9) Ad targeting
Most of the brands capture more leads through the Ads they run. Getting to know the exact targeted audience and running the ads based on the need and search behavior is being done through AI.
For an example, if a customer visits the website and stays for more than a minute lead form pop-ups, thus where business capture a lead. Businesses need not worry even if that person is not filling out the form because based on the number of time he/she visits, brands can run the remarketing ads.
10) Targeted E-mail Marketing Campaigns
Email marketing is the most effective marketing process helps in elevating the business or getting ROI. Thousands of people visit the website every day and through the AI and ML, businesses are predicting the potential leads. Based on the customer’s search behaviour and the lead count, brands are sending bulk emails to the customers.
Through the tools like mail chimp, brands are getting to know which customer is deleting the email immediately after hitting the inbox and which customer is actually reading it.
For an instance if a user visits the e-commerce website like Flipkart, Nykaa, Amazon often, there are more chances for that particular customer receiving emails about the everyday offers, special seasonal offers, monthly offers, seasonal sale offers based on the entire relevant product the client is searching for when they visit the website. Some of the e-commerce do send the information newsletters, latest trends, new products release, website launches to all the subscribers.
11) Data Analysis
One of the key things in the marketing is Data Analysis. Brands these days don’t have to sit and think which works for the customer and which doesn’t. The sure shot target is possible with AI and ML tools such as Facebook Insights, Google Analytics and Search consoles etc,
AI tools analyze data at a speed and accuracy better than any human. There are systems to analyze and forecast the market inconsistencies. These respond to changes on the spot depending upon the conditions.
These are the factors which are creating a great impact on and current marketing trends. They are changing the way a brand does marketing on all the levels. AI and ML directed tools will become more common place and useful tools for analyzing and predicting the buyer’s journey.