How is AI Breaking into the Digital Marketing Space and What Does it Mean?
What Is Artificial Intelligence?
AI (Or artificial intelligence) is software created to Imitate human psychology and intelligence, and is presented by computers and digital programs as opposed to natural intelligence which is presented by Humans. As OXFORD ENGLISH DICTIONARY would define;
‘The theory and development of computer systems able to perform tasks normally requiring human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages.’
AI in recent years has been developed to such extents that we have now created inventions that even 10 or 20 years ago would have been completely unbelievable, some of these achievements include the likes of; Self-Driving Cars, Disease Mapping, Virtual Travel Booking agents, Automated Financial Investing and Manufacturing Robots. Within these huge developments we can see why The AI Market is already worth 93.35bn and is predicted to be worth 997.77bn. Over time we have easily been able to observe that AI Technology promotes quick, advanced, and exactly precise decision making, problem solving and workflow configuration. Due to the naturally fine-tuned and precise nature of Automated Intelligence, Oxford University Economists Dr Carl Frey and Dr Michael Osbourne Predict that by the year 2050 around 40 Percent of jobs will be lost to automation. While in the meantime we experience AI becoming integrated into new systems within society daily, we beg the question, how can we integrate AI into our workflow to make our work more efficient, and in turn more meaningful?
The Benefits of AI in Marketing and Consumer Psychology
Consumer Psychology has changed over the past 5-10 years. Traditionally in the past consumers responded best to direct mailing and generalised media strategies, we are now experiencing a shift in the way we interact with the brands we are emotionally invested in. Where previously consumers felt connected to a brand through their own testimony and quality of a product which a brand creates. Now we experience a psychological shift where consumers expect brands to tailor messages to their demographic or interests, over 40% of consumers switched brands due to a lack of trust and poor personalization in 2017. 43% are more likely to make purchases from companies that personalize the customer experience. For example, sites like Netflix and TikTok are so precise within their algorithmic automation and so commonly spread that people are now expectant to these massively refined and tailored online experiences.
Given this information we understand that by using traditional, organic marketing, personalisation is time consuming and never completely accurate to each individual person. This is where the benefit of integrating automation into your marketing strategy becomes incredibly useful- AI for personalisation is unmatched in terms of accuracy and precision. For example, Programs such as Personalize analyse your customers recent site activity and identify what products and services your customers are most interested in at any given time.
AI is also incredibly useful for optimising your SEO strategy- Automation tools for SEO are being used for an abundance of critical actions such as: Finding Keyword opportunities, Increasing Search Traffic and generating content that ranks. When previously, this level of integral research would take days or even weeks to perfect and would only provide base level information in comparison to the information Artificial Intelligence based tools can provide.
AI Tools can do this by using a meticulously structured flowchart ; which consists of:
Identifying Opportunities (AI software is able to identify what topics are trending in your field and provides the most effective content for your content type)
Optimising Conversion (by creating meaningful traffic, AI can provide on-page optimisation)
Refreshing Content (a pages maturity can boost its search ranking, however AI can work at all times to constantly optimise the value of the web page)
Automation (to take advantage of all these algorithm changes increasingly we’ll see a shift toward automation in search optimization.)
Using a chatbot as a key feature of your website and how you deal with customer queries is a critical component of enhancing customer experience, the ability to provide 24 hours round support to your audience is incredibly useful and has a large positive effect on Customer Experience. Chatbots are also often described as ‘One of the most advanced expressions between a person and a computer.’ This is due to the abundance of Natural Language Processing technology that Chatbots are made up of, which give them the ability to speak to people as if the program is a human itself. Chatbots allow for a whole new realm of customer satisfaction. By integrating a reputable chatbot you create a personalised experience for anyone at any time of day who requires assistance with your brand or product. Chatbots are also a fantastic way of collecting customer data for insights, which in turn can help you create a customer profile which will help you to provide more relevant content to your customer ALL in turn creating a positive and personal experience for your consumer, ultimately making them more likely to return.
CONCLUSION
To conclude, Artificial Intelligence is breaking into the marketing space and Is here to stay. By integrating AI into into your strategy you are ultimately creating personal experiences for each consumer, making them 43 percent more likely to purchase from you again, creating a positive customer relationship with your brand- furthermore AI has the ability to push your site and products and bring traffic in seconds what would take a team of people potentially days to complete. AI helps us focus on parts of our workflow that may require more attention.
