When you hear the term “artificial intelligence,” what is the first thing that comes to your mind? Hollywood movies are set in a distant future where machines and humans have to face each other to survive?
You can give up, baby, on this idea. Artificial intelligence is happening here and now, especially in areas like digital marketing – and without any action by killer robots.
Artificial Intelligence And Digital Marketing: This Match Is Already A Reality
At least for now, machines are our friends and help us optimize activities, solving problems like no one else. Artificial Intelligence (AI) defines a form of reasoning that resembles the human ability to think. However, instead of occurring biologically, it occurs through a software mechanism.
In this way, AI can solve problems much faster than us mere mortals. The result of this is the direct optimization of day-to-day operational activities. A very valid example of this in the marketing industry is the growing use of fulfillment bots. Surely you’ve come across a little window on a particular site asking if you can help.
This little window is itself: the service bot. But he’s not just trying to serve a potential customer well. He’s also freeing up lots of humans to solve more complex problems.
What Is Machine Learning, And Why Is It The Cause Of This Perfect Match?
Machine learning is the ability of a machine to learn with as little programming as possible. For this form of learning, computers identify patterns in a large amount of data. Thus, from them, they make predictions with high precision.
It may even seem that technology is far from being a reality in digital marketing. But that’s not true! This is a technology increasingly used on e-commerce sites, for example. When you search for a particular product, are there suggestions for other things that you might also be interested in? It’s machine learning working for marketing!
However, I don’t think that such suggestions are random. They are the result of analyzing millions of interactions between consumers and the website. No, artificial intelligence does not make a point without a knot. After all, while there is an advantage for the shopkeeper, there is an advantage for the consumer: the company gets a new sale, and the user receives promotions that make more sense for their consumption profile. In this way, the seller-buyer relationship can reach a level of natural loyalty.
And How Else Does Machine Learning Help Digital Marketing?
But what is AI for marketing? That’s exactly what we answer with the examples below!
1 – Lead Qualification
Knowing what generates the most Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQL) is one of the many benefits that machine learning (ML) brings. After all, measurement is part of the identity of digital marketing.
Through ML, artificial intelligence helps to qualify lists of customers and prospects more accurately, using relevant data available online. This makes it easier to build an ideal customer profile (ICP).
With each conversion performed, the data is updated, improving the prognosis of possible new conversions, which can greatly help the commercial and pre-sales team. Thus, it is possible to prioritize the most qualified Leads and channel sales efforts to the right places and strategies.
2 – Chatbots
Remember we talked about them here in the post? So it is. Chatbots are already taking over the internet. Through the language of machine learning, they can help a visitor to a particular website, page, or social network.
However, for them to answer some of the most common customer questions in a way that doesn’t seem cold or plastered, they also utilize aspects of natural language processing. Over time, the quality of your responses improves significantly.
3 – Paid Media
Paid media doesn’t escape the AI’s helpful tentacles either. You can create more personalized ads that promote a better user experience through it.
From the information you provide to create the ads, machine learning interprets which combination makes the most sense for a given customer profile, using the information consumers provide.
This includes data and internet behavior such as websites you visit, where you click, etc. Google announced that soon, all ads would be optimized on its platform using machine learning.
4 – Content Marketing
Yes, it is possible to use AI to analyze data, generate new ideas and build a more personalized content strategy. This optimization also makes the content more easily found in search engines and SEO.
With the capture of relevant information about users, it is also easier to bet on the use of predictive marketing. Knowing the Leads, it is simpler to predict how they will behave in the future.
5 – Avoid Churn
The decrease in churn is another reality that AI brings us. Rather than relying solely on lengthy and expensive approaches to minimize churn, machine learning can use risk models to help.
In this way, the Customer Success (or Customer Success ) team can consider when and how to intervene to reduce churn probability and calculate lifetime value (CLV).