Digital Marketing professionals increasingly realize that they must learn to program, while programmers have a lot to add to the area.
Digital Marketing professionals become more complete when they also know about programming. This learning helps to understand what is behind websites, applications, and software and solve technical issues that optimize marketing strategies.
Artificial Intelligence And Machine Learning In Digital Marketing
Artificial intelligence is the technology area that develops systems and algorithms so that machines can think and perform human tasks. They can reason, discover meanings, analyze the environment, learn and make decisions, just as a person would. However, this happens with much more processing power and minor errors than the human brain.
Machine learning is one of the ways this can happen through machine learning. They need massive amounts of data and algorithms to understand patterns and continually learn as they receive more information. Thus, systems can autonomously make decisions and generate business intelligence. Although we often don’t realize it, this type of solution already appears in several applications of our daily lives. When you do a Google search, chat with a website chatbot, or receive a product recommendation from an e-commerce site, you interact with artificial intelligence technologies.
On the other hand, it might seem that this type of technology is only for the internet giants and is still far from most companies. But small and medium-sized businesses can also develop codes and algorithms to process and analyze data automatically and, thus, gain agility and intelligence in decision making.
Seven Practical Applications Of Programming In Digital Marketing
To better understand how programming is used in Digital Marketing, we have brought here some practical applications. They can range from the most basic applications like websites and apps to more complex systems like chatbots and product recommendations. Let’s go to them:
Website And Application Development
The most apparent application of programming in Digital Marketing is the creation of websites and applications and Landing Pages, plugins, scripts, and other types of solutions. Web and mobile development depend on creating codes that allow the interaction between machines and humans.
These areas are divided between the Front-End (user side), which develops the interfaces between the machine and the user, and the Back-End (server-side), which programs the codes that connect the application to the database. Dice. Programmers usually specialize in one of these areas.
SEO is the optimization of websites and web pages to gain better positions in search engines — especially on Google, the most used search engine in the world. To improve this positioning, it is necessary to carry out a series of optimizations and adjustments on the pages, which often require more technical knowledge in coding. Removing unnecessary spaces in code, improving site speed, and creating responsive pages are examples of SEO techniques that mess with programming.
As the algorithms learn about users’ behaviors, they can target ad campaigns to them. Advertising platforms use programming in machine learning systems to identify behavior patterns and target the most relevant ad to each person. In this way, segmentation becomes much more precise, as it is based on accurate data rather than generic characteristics about the audience, such as age, gender, and location.
Programming helps you analyze historical data to make better decisions for the future. This is what we call predictive analytics in data science. This analysis can help companies deal with the churn rate, which relates the number of customers who canceled service to the total number of active customers at the beginning of the period.
Through artificial intelligence, it is possible to analyze customer data and predict which ones are more likely to cancel a contract or remain in the company’s base. Thus, it is possible to create strategies to retain these customers and avoid loss of revenue.
Programming also allows you to create product recommendation systems. As users and customers interact with a website or e-commerce, they leave clues about their tastes and interests. Then, a personalized recommendation system can suggest products and services that they are more likely to like and buy. This can happen in store windows or when sending Email Marketing. Thus, personalized offers are more likely to please the customer and generate revenue.
Chatbots are artificial intelligence systems programmed to interact with other people in a very similar way to humans. The challenge for chatbots is understanding human language and offering intelligent responses, not just pre-programmed phrases that can make human-machine interactions difficult. As they talk to customers in customer service, robots learn frequently asked questions, understand what people want to know, and provide the answers they need.
Perhaps you have already come across prices for airline tickets, accommodation, or transport by the application that changes all the time… What causes this is dynamic pricing, which depends on the programming of intelligent systems.
The program relates supply and demand for products and services and evaluates other factors, such as events, weather, and holidays in the period, in addition to user behavior, to set prices in real-time. None of this depends on human intervention, other than the development of the machine learning system.
Also Read: What Types Of Marketing Are There?