Artificial Intelligence In Digital Marketing
Artificial Intelligence in marketing: A few years ago, when it came to Artificial Intelligence, we imagined cars that fly and a Jetsons-like lifestyle. But AI has arrived and is already part of our daily lives, whether in personal or professional life.
One of its most exciting applications is the one-two punch of Artificial Intelligence in digital marketing. The fact is that, even if we still don’t live with cars that fly, we’ve come a long way in using Artificial Intelligence daily. If we still don’t have robots that look like humans living with us in the office or even at home, we have systems that work with the same ability to learn and perform tasks as human as thinking, making decisions and acting upon choices.
In general, this is the objective of Artificial Intelligence: the creation of mechanisms that can simulate the human ability to think and solve problems. This involves different technologies such as voice and image recognition, learning techniques and more. And, contrary to what some people believe, Artificial Intelligence in digital marketing is not for the exclusive use of large companies that have high investment capacity.
Artificial Intelligence In Digital Marketing: 8 Applications
Below, we list some of the uses of Artificial Intelligence in digital marketing that can already be applied in companies; they are:
- Data-based content
- Content Curation
- Segmentation of customers, leads, and content
- Programmatic Media Ads
- Lead generation and qualification
- Chatbots with Artificial Intelligence
- Marketing Automation
- Content-based on data
Artificial intelligence will not replace copywriting professionals. However, some types of content, such as data-based research and texts, can benefit from this type of technology. She can collect this information on different platforms in a short period and without the need to occupy the professional for this research.
When you enter Netflix, the titles selected and presented to you are not the same as those given to your brother or even your friend, who has very similar tastes. This happens through intelligent content curation, made by a system equipped with Artificial Intelligence, capable of understanding your tastes and indicating similar content. This can also be done within your website or even blog.
When identifying that a user is interested in a specific type of content, you can offer similar content so that he keeps browsing your pages—contributing to SEO results and strengthening the relationship between you.
Segmentation Of Customers, Leads, And Content
Mass communication stopped being the most profitable way a few years ago. All digital marketing, whether via email, social media, ads, or other channels, prioritizes customer segmentation and personalization of the content and offers shared with each user. Of course, for this to happen, technology and AI need to be part of the range of tools used by your company.
Currently, the market presents marketing tools that offer automation of contact segmentation and the consequent personalization of communication according to the segment in question to which the customer or potential customer belongs. Contact targeting can be done across paid ad platforms, email marketing, social media, content, etc.
Programmatic Media Ads
Programmatic Media is a way to advertise online. In this format, the ad system identifies, based on machine learning, which ads and the type of ad that should be targeted to each user, generating increasingly personalized ads with higher conversion rates.
Retargeting aims to bring back users who have already visited your company’s website. All of this is done through ad targeting and Machine Learning systems that understand which content or offer is most likely to bring each user back to your pages.
The system with Artificial Intelligence in digital marketing can understand each user’s behavior and interests and offer the ad that best suits and responds to these needs.
Lead Generation And Qualification
The generation and qualification of leads is a fundamental step of what is understood as marketing today. For this to be done efficiently and assertively, Artificial Intelligence in digital marketing is a great ally. From the analysis of each lead’s behavior, Artificial Intelligence systems can identify which ones are closer to a purchase, pointing them to the marketing and sales sectors. This contributes to better conversion rates for both marketing and sales.
Chatbots With Artificial Intelligence
Chatbots with artificial intelligence are chats capable of maintaining a dialogue with a user or customer, understanding their needs, and offering solutions without a human attendant.
We are talking about a system capable of maintaining a dialogue through a natural language and not mechanical or robotic. Currently, there are open chatbot development platforms where it is inexpensive and straightforward to create your own AI system.
Speaking of customer service with AI, Bradesco has a BIA. This Artificial Intelligence system understands the demands of the bank’s customers and carries out transactions by understanding speech and learning about better decisions about what was requested.
Marketing automation works from a system capable of automating a series of marketing actions, such as:
- customer segmentation,
- email flows,
- lead scoring for qualification and more.
When it comes to Artificial Intelligence in digital marketing, it is impossible not to think of software like this.