How You Can Use AI In Marketing Today
Artificial Intelligence (AI) is quickly becoming an integral part of our lives. Machine learning, for instance, is already being used in many spheres.
In fact, you can start implementing AI into your marketing campaigns even now! Here are fifteen ways how you can use artificial intelligence in marketing.
Product & Content Recommendations
Nowadays, almost every company or online platform of some kind, from Netflix to Amazon to Spotify, has a recommendations section that provides its users with the products or content specifically picked for them. AI helps analyze the users' habits, interests, likes, dislikes, interactions, and more to offer the most accurate results.
Search Engines
From autocorrecting mistakes to suggesting similar items and finding relevant search results, AI has been helping search engines become more efficient for several years now. After Google's introduction of RankBrain, a machine-learning algorithm, in 2015, other companies followed stead and started implementing the latest artificial intelligence innovations into their own search engines.
Visual Search & Image Recognition
Just like advances in text search, visual search has also improved tremendously. Such sites as Pinterest already offer an option to search for a visually similar image, while Google offers Google Reverse Image Search to help you find the source where the image came from. Even though this application of AI is still largely in development, it is already becoming one of the most used ways to search for content.
Data Filtering & Analysis
Big data analysis and data filtering are something that a normal human being is practically unable to do on their own. AI technologies, on the other hand, can perform complex organizational and analysis tasks without requiring any rest. By taking off the workload from humans, it enables us to focus on the more creative and intuitive tasks.
Social Listening & Sentiment Analysis
Collecting and analyzing customer feedback is crucial for understanding your customers' needs and improving your products. Artificial intelligence helps you analyze the overall mood and impression of consumers in regards to your brand or a specific product of yours. For example, you can set up Google Alerts to inform you about any mentions of your company and then use AI technology to analyze the data you collected and determine your further plan of actions./
Product Categorization
AI is not only useful for search engines or product recommendations. It can also be used for product categorization and can help in tagging products more efficiently. Thanks to AI, you can determine when a different language is used to describe the same thing and categorize your products properly. For instance, "trainer", "sneaker", and "basketball shoe" all refer to one kind of shoes and only artificial intelligence is able to understand that quickly.
Product Pricing
AI, and particularly machine learning, can now be used to take into account a wider variety of factors to determine a product's price. Dynamic pricing analyzes a customer's data patterns and finds out what they are or aren't willing to pay for, what they are more likely to buy, and whether they are receptive to special offers.
Content Localization
When a business is working on the international market, they have to adapt to their clients' needs. This means localizing your content for your customers to be able to access and understand it easier. AI is still developing in this sphere, but you can already use such online localization services as The Word Point to have professionals translate your content with the best quality possiblе.
Predictive Analytics
Predictive analytics is a breakthrough practice in AI that extracts information from data sets to predict future trends and can be used to improve customer experience and customer service. With the help of predictive analytics, you can analyze customer buying habits to determine when they might make a repeat purchase or purchase something new.
Sales Forecasting
Combine past sales data, economic trends, and industry-wide comparisons to predict your sales. AI can help companies predict short- and long-term performance as well as forecast sales outcomes and assist companies in informing business decisions.
Chatbots & Conversational AI
Even though their popularity had first risen dramatically and then plummeted drastically, chatbots and conversational AI is still being successfully used by many different companies. You can install your own LiveChat or chatbots to improve your customer service and provide your customers with the best experience on your company website.
Audience Targeting & Segmentation
In order to create a personalized experience that most consumers are expecting, marketers should target very small groups of customers. General customer personas don't work as well as they used to, but artificial intelligence can help in audience segmentation quite effectively. In addition to that, dynamic segmentation also takes into account the fact that customer behavior is never static and requires constant tracking to be interpreted properly.
Programmatic Ad Targeting
Closely connected to predictive analytics, programmatic ad targeting, when combined with AI, focuses on determining things like the best time of the day to serve an ad, the likelihood of a user engaging with an ad in the middle of an article, or the probability of an impression converting.
Speech Recognition
Advances in speech recognition technology and natural language processing have been the talk in the marketing industry since they have already proven to be so effective (look at Google Voice Search). AI used in speech recognition plays a huge role in the overall user experience.
Computer Vision & Augmented Reality
Proper computer vision is only possible with artificial intelligence and machine learning. It, in turn, is combined with augmented reality technologies to become what is known as AR marketing allowing users to shop interactively and giving marketers product insights and offers. It can also be useful in business information.
Conclusion
To sum up, artificial intelligence and machine learning are definitely the technology of the future, so the faster you implement them in your own marketing campaigns, the more progressive and up-to-date you will be.
Posted by Cynthia Young
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