Artificial intelligence in digital marketing seams to be the key nowadays, but have you wondered how and when it all started? Over the years there were only a few other marketing innovations that amazed business world like artificial intelligence.
The concept and vision of artificial intelligence dates back to 1950. Alan Turing’s paper “Computing Machinery and Intelligence” (1950) and its subsequent Turing Test, laid the groundwork for modern computing and artificial intelligence. So the question is, can machines really think ? Fast forward back to this time and day, 38% of consumers think that AI will soon improve customer service and 73% of them are open to businesses that use AI.
BUT WHAT EXACTLY IS ARTIFICIAL INTELLIGENCE ?
Artificial intelligence (AI) is the ability of a computer or a robot controlled by a computer to do tasks that are usually done by humans because they require human intelligence and discernment.
To put it simply, artificial intelligence refers to the intelligence showcased by machines. AI empowers machines to think, respond, and perform tasks like humans. Just a few years ago nobody would have thought that AI would be a vital part of business today.
Machine learning is one of the most common types of artificial intelligence in development for business today. Machine learning is primarily used to process large amounts of data quickly. These types of artificial intelligence are algorithms that appear to “learn” over time, getting better at what they do the more often they do it. Feed a machine learning more data and its modeling should improve.
WHY DO COMPANIES USE ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING?
Businesses around the world are continuing to find new reasons to use it and here is why:
- Gain comprehensive customer insights
- Understand the latest industry and content trends
- Personalize marketing communications
- Automate routine tasks and processes
- Generate, nurture, and convert leads
Despite its potential, AI also brings up concerns about job displacement, and skills shortages. However, the technology still holds great potential. It gives us the tools we need to automate redundant tasks, spot patterns in the data we collect and uncover important insights that could improve the success of our business.
HOW YOU CAN IMPLEMENT ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING
Chatbots
Alexa, play my song. Siri, set my alarm for tomorrow morning.
Chatbots are the best example of the use of AI technology in digital marketing. You can use chatbot programs to reach out to your customers or respond to their queries. They have the ability to answer the most common questions that your customers might have. And they can engage in human-like conversations that improve customer experience.
Personalized Product Recommendations
Knowing your customers better than they know themselves is the biggest asset marketers can have. Using AI technology to track their customers’ preferences, habits, and buying behavior helps make suggestions on products and services. This results in a more effective marketing strategy. You can promote products that your customers may actually want to purchase and return for.
Enhanced Shopping Experience
Yes, AI can and trust me, it will change the way we shop. Many brands are already experimenting this. Their customers are “trying” the clothes before they buy by standing in front of a large screen. They can see their own virtual version. AI allows customers to “try” different products without having to step into a fitting room.
Interesting isn’t it ? British multinational clothing retailer, TopShop, has used this technology to create virtual fitting rooms for their store in Moscow.
Better Advertising
With AI in digital marketing it becomes easy for businesses to target people and create personas. Knowing who your are customers, what they buy and how they buy will help marketers too. With AI in digital marketing it becomes easy for businesses to target people and create personas.
Knowing who are your customers, what are they buying and how they are buying will help marketers to create innovative ad campaigns. For example American shoe manufacturer, Airwalk, used AR (augmented reality) and geolocation to promote their limited edition shoes, Airwalk Jim.
READY TO TRANSFORM YOUR DIGITAL MARKETING?
In conclusion, AI is the technology that can work wonders to your brand. From getting to know your customers better, to creating better ads campaigns, to getting across your customers faster and better. AI is here to enhance your customers’ experience and ease your work.
For more details about successful digital marketing plans visit: International Institute of Digital Marketing™
About the author
Andreea Dragota is a Content Marketing Analyst at International Institute of Digital Marketing™ based in Dublin.