Humans are pretty awesome, but computers are catching up. Discover the impact that AI and intelligent computers are having on digital marketing.
Computers are growing more intelligent by the day. They are faster and better at solving complex processes compared to humans, though humans have the edge on common sense, intuition, and experiences.
The idea of machines being more intelligent than humans is nothing new, but it’s more real than ever. People have mixed feelings on the issue (should we be excited or anxious?), but one thing is certain: artificial intelligence (AI) and machine learning will bring companies and consumers closer together.
Artificial intelligence is fascinating, so let’s take a few minutes to learn about marketing AI, how it’s changing the digital marketing sphere, and what we have to look forward to.
What is Artificial Intelligence Marketing?
Artificial intelligence marketing (AIM) is a form of advertising that utilizes database marketing tactics, including artificial intelligence and machine learning. Using AI can help predict your customers’ next moves and improve the customer journey. AI also allows you to target prospects in the right moment, delivering highly personalized content to many people at once.
Here are the key components of artificial intelligence marketing.
- Big data refers to large sets of data that marketers can interpret and understand without much manual work. This information can then be used to build better campaigns.
- Machine learning is a subset of AI. It refers to the ability of computers to automatically learn and adapt from experience. In other words, machines can learn on their own without being programmed to do so.
- Deep learning is a subset of machine learning. It consists of large networks and algorithms that connect together, similar to neurons in the brain. Deep learning is designed to mimic human intelligence.
How AI is Changing Digital Marketing
Artificial intelligence pops up in all sorts of places. For example, when shopping on Amazon or watching movies on Netflix, machine learning fuels the recommendation features. Roughly three-fourths of the movies watched on Netflix and one-third of purchases made on Amazon come from the recommendation system. Amazon has also rolled out predictive ordering, another feature that is run on machine learning.
So how can you use AI in your own marketing campaigns? Here are a few examples.
- Predict customer behavior. If you can anticipate what your customers are going to do, you can create content and experiences to match these behaviors. AI correlates certain customer characteristics with expected behaviors.
- Deliver personalized experiences. Web visitors should always feel exclusive when they come to your site. AI makes this possible through personalized content based on the visitor’s location, device, past interactions, and demographics.
- Optimize for voice search. More and more people are using voice to search for products and services, ask questions, and look up local businesses. In order for your content to be found, it’s important to use natural language and long-tail keywords in your content.
- Reduce load times. One of the best ways to improve the user experience is by speeding up load times. In 2015, Google announced AMP web pages, which are traditional webpages in a lighter, more user-friendly format. RankBrain, intelligence that makes sense of Google’s search queries, recognizes AMP content, and features it first.
- Include AI-powered chatbots. Many websites are adding live chatbots in an instant messaging format. Rather than having a physical person standing by, the chatbots are able to answer hundreds of questions, assist customers 24 hours a day and manage multiple chats – all while remaining patient.
- Create content. Artificial intelligence can’t write natural content for all topics, but there are some that it excels at, such as quarterly earnings reports and market data. After generating a piece of content using AI, you can reach the right audience using appropriate images, links, and keywords.
What’s in Store for the Future?
Artificial intelligence and machine learning will continue to grow and expand, so it’s important to be prepared. AI can and should be used in areas that will benefit from being faster and more convenient. Businesses rely on artificial intelligence to speed up certain processes, but consumers too, will demand more convenience and intuitiveness from the platforms they use. After all, Netflix and Amazon wouldn’t be the same without the recommendation systems.
One thing that marketers should not do is operate in fear of artificial intelligence. Some people worry that computers will overtake human jobs, when in reality, this technology will enhance jobs by making them faster and more efficient. Humans will still be needed for making robust decisions based on life experiences, common sense, and innate human emotion.