Artificial intelligence has revolutionized the world of digital marketing, especially when it comes to customer service. Many entrepreneurs consider this technology as futuristic or that they cannot yet take advantage of it in the present. But the truth is that artificial intelligence is helping many companies to get to know their users better, offer quality customer service and improve the way they communicate with their audience. You have probably even benefited from artificial intelligence in your marketing strategy without even knowing it. That’s why in this article we tell you what artificial intelligence is and how it can be used in digital marketing. Learn how you can use this technology to your advantage in order to generate more revenue.
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what is artificial intelligence?
Artificial Intelligence (AI) is an area of technology that aims to build powerful machines or programs that simulate human intelligence. What they do is analyze information and data collected from different bases with the aim of automating certain processes or generating practical solutions. And that is what we are talking about when we refer to ‘simulating human intelligence’. It is a technology that, with the information collected, has the ability to learn, understand and solve complex problems. The more it is used and the more information it has available, the better it will perform. Responding to questions and queries from users in search engines such as Google, speech or handwriting recognition, system control or automatic planning are some examples of artificial intelligence that exist today.
Benefits of artificial intelligence for digital marketing
Industry experts have already proven the numerous advantages of investing in artificial intelligence to improve your marketing strategy. According to a 2018 Salesforce survey, about 52% of marketers are already using AI. The current figures should be higher, as experts claim that between now and 2025, a $40 billion growth in AI investment is expected in that sector. And this does not surprise us since there are many benefits of artificial intelligence for digital marketing. Here are just a few of these advantages.
- It allows us to create user profiles (buyer persona) with which we can segment our audience.
- It allows us to know in depth how is the buying cycle and what are the interests of a particular user by analyzing their previous consumption.
- It helps us to know and analyze what are the real needs of customers in order to offer the most appropriate solutions.
- It allows us to personalize the marketing strategy according to each ideal type of customer.
- It favors the interaction of the company with the users, without the need for human intervention.
- It facilitates the automation of processes, making them faster and more effective.
These are just some of the benefits of AI in digital marketing. In reality, the list goes on and we know that it will get longer in time because technological progress in this area does not stop. Now that you know what Artificial Intelligence is and what are its benefits in online marketing strategies, it is time to know some examples of use and current applications. You will see that there are some that you don’t know about due to their novelty, but you will also find others that you have probably been implementing for some time and didn’t even know it was AI. Discover below the close relationship that currently exists between artificial intelligence and marketing.
5 Applications and Uses of Artificial Intelligence in Marketing
As I mentioned earlier, AI in different processes that make up digital marketing is nothing new. It has been used in many areas, but mainly in customer service and the personalization of marketing campaigns and strategies according to each segment of the target audience. Here are some of the applications of AI in digital marketing.
1. Chatbots
This is one of the most frequent uses of this technology in digital marketing. The potentialities regarding customer service in a fast and efficient way, are endless. It allows interaction with the customer by simulating a human conversation based on the most frequent doubts or queries of users. This is an extremely useful application, especially in the support area. You can find them in text format, by means of a written chat or by voice commands. Considering the increasingly frequent use of mobile devices when shopping or performing any search, AI in voice assistants will be vital in the near future.
2. Content creation
Artificial Intelligence has been used to design programs for rapid content creation. For relatively short informative or descriptive texts with a conversion-focused tone, these applications can be very revolutionary. In this way, AI gathers vital information from users to create texts that meet their needs. Some programs even promise SEO-optimized copy and the use of persuasive language to convince users to take a particular action. But don’t worry, fellow journalists and copywriters, because even AI is unable to communicate as well as a human would. Therefore, if you use this technology to create texts, we recommend that you pass them through the filter of an editor, a real person. Otherwise, instead of connecting with your potential customers, you will sound like a robot (because, ultimately, that’s what AI is)
3. Content curation
In addition to creating content, AI allows you to curate that data with the goal of showing users only the information that really interests them. This is all based on the information they collect and the behavior of similar user profiles on previous occasions. This is what platforms like Amazon do, showing only the most useful and relevant content to the user. Fully personalized recommendations that guarantee a higher conversion rate. Which translates into more sales and, consequently, increased revenue.
4. Automation and personalization of the Digital Marketing strategy
Another frequent use of this technology is in ad platforms. These types of programs help you create targeted marketing campaigns and specific ads aimed at a specific population. Audience that you can reach in a segmented way with different approaches according to their interests and needs.
5. Email personalization
No more sending mass emails that are photocopies of each other. AI in email marketing campaigns allows you to create personalized messages according to the types of users that make up your audience, among other useful options. They even analyze the times when users are most active to launch your campaign at the right time in order to have greater visibility.
Conclusions
These are just some of the examples of Artificial Intelligence currently used in online marketing. Others are applications that eventually lose the title of artificial intelligence because new and much more innovative technologies emerge in this area. But, without a doubt, this is an area that offers numerous advantages for the marketing of companies that develop in the digital universe. The automation of advertising and sales processes, the analysis of user profiles and their behavior at the time of purchase, customer service, among other departments are fields of the sector that will continue to feed on AI technology to be increasingly effective.
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