When talking about AI in Digital Marketing, most people would think about RankBrain, a machine learning Google has been using to understand keywords and measure searchers’ satisfaction.
However, the potential of AI in Digital Marketing is beyond that. Today’s article will name two examples of how marketers can incorporate AI technology into their strategies.
AI now offers businesses a new way to personalise communications with their customers. An example of this is chatbots. Chatbots are automated tools that are responsible for interacting with customers on the basis of data they receive. Thanks to them, not only can businesses create a whole personalised communication experience, but also strengthen relationships with customers by being able to answer their concerns anywhere, anytime. Chatbots also allow businesses to automate the process of guiding a consumer along the customer journey.
By 2018, Gartner predicts that 20% of all business content will be authored by machines. The data insights and writing style of AI-generated narrative depend on the rules and formats established by businesses to best serve their audience. One example of AI-powered content generating tools is Rocco, which suggests fresh social media content that your followers like to engage with.
Many online newspapers have been using AI for quite some time to write short articles, such as Washington Post with its own AI technology Heliograf. However, AI tools are now available to write longer blog posts or even business reports for marketers. Narrative Science’s Quill, using natural language generation (NLG) is reported to create a million words a day for its customers such as Deloitte, Staples, or pwc.
AI enables marketers to fulfill a dream of engaging with every individual customer in a personalised and meaningful way. As AI-powered tools will become more and more commonplace, it is important for digital marketers to have a solid understanding of how it is shaping today’s marketplace and how it can be incorporated into their marketing strategies in the future.
The above are only two examples of the applications of AI technology in Digital Marketing. What other applications can you think of?
Please share your thoughts in the comment section below. 🙂
Have a lovely day!