AI has become inevitable in our lives in the 21st century. How many of you knew that Alexa and Google Echo are AI-driven? How many of you can get along without using search engines like Google, Yahoo, or Bing for routine tasks?
AI was introduced to us in 1956 by John McCarthy. Various industry domains like education, healthcare, gaming, object recognition, etc., have leveraged the potential of artificial intelligence. But it took a long way for AI to get introduced in the marketing field. AI has deepened its roots and is growing and expanding its branches in all possible domains. Marketing is just a small branch of this vast tree. Marketing is subject to constant changes, and customers should adopt these changes and stay updated with the latest trends in the field. People usually link AI with complex programs. Using AI for marketing is not as complicated as it seems to be. AI tools are run by algorithms and programs that require specific codes for operation. However, having decent knowledge about AI tools or programs according to their requirements would suffice for users who use the end results. The usage of AI platforms is intended to accelerate the development and deployment of machine learning solutions, and often internal coding processes are minimized for ease of understanding.
Marketing companies prefer to implement AI and its tools to increase revenue through better conversion rates. AI tools assist in providing customized customer-specific solutions, which helps in retaining the customers.
AI is reshaping the digital marketing field and bringing a competitive edge to the already flourishing business by increasing sales. Here are the top six trends that are reshaping the field of marketing.
1. Use of Chatbots - A Super Tool
Everyone is familiar with Alexa, Hello Google, and Siri. These are virtual assistants to guide you and pose relevant suggestions as per your requirements. Introducing such virtual assistants or chatbots on websites, emails, apps, or text messages can go a long way in offering a customized solution to customers. Chatbots can be programmed to respond to common queries and create engaging and almost human-like conversations with the customers. These chatbots can assist in generating sales leads, even while you are away. This idea may sound a bit far-fetched, but it is true.
An example of this is collect.chat. It engages your customer with interactive questions, gifs and can chat in many native languages. It converts your website visitors into potential customers.
2. Customized Relevant Suggestions
To provide customized consumer-specific suggestions, you need to use data analytic tools, or cookies to store browsing data and highly searched options. Amazon is a perfect example of this. It collects the data for the products that are most searched and the items added to the cart. It suggests the items that are frequently purchased with the product you are browsing/buying, thus increasing their sales. Furthermore, it uses the collected browsing data to increase the charges for the most searched products.
3. Great Way to Predictably Know Consumer Behavior
It is all about establishing a more human connection with the consumers rather than relying entirely on a machine. Nowadays, people do not prefer going to a store and buy something, unless it is exceptionally urgent. Most of us rely on online stores. The website of such stores uses AI tools. These tools can generate customer-specific real-time solutions that are data-driven from history.
Such solutions also use Natural Language Processing (NLP) to know the mood of customers through voice calls and voice processing or emails. For direct sales, AI-driven apps help the representatives give a personalized experience to the customer.
4. Means to Create Content and Curate Accurately
Statistics show that 59% of potential customers do not prefer a company with grammatical errors on its website, whereas 82% do not prefer to work with a poor English translation record. Time and again, content has consistently proven itself to be the king of marketing. Using AI tools to generate marketing content goes a long way to provide the best return on investments(ROI).
Grammarly, an AI tool, is used worldwide by almost all marketers and content curators. Companies like Washington Post have taken a step ahead in using Heliograph for writing news stories and media posts.
5. A Personalized Website to Attract Customers
AI-powered tools like Evergage provide improved customer website experiences. Push notifications used on websites are becoming user-specific giving them favorable information at the needed time. This is the magic of highly specialized tools and algorithms of AI. It uses advanced data collection (e.g., customer comments about products on social media) and uses AI-Powered Analysis to identify key themes and emerging issues for an improvised website experience.
6. Accurate Metrics for Conversions
Earlier, people felt 50% of their revenues are not utilized properly while marketing; but not anymore. Though you cannot know who really sees your advertisement and buys the product physically, the wastage of resources has been minimized to 20%. Social media apps like Facebook and Instagram keep an eye on their pages to get an idea of most-read articles and most-viewed videos viewed. The idea of literally knowing the nooks and corners of digital marketing with AI has been a dream of marketers.
AI tools would define the future of marketing. Then, why is AI not used profusely by all marketing companies and professionals?
Sadly, not all companies and their professionals use AI tools, and hence, they lag in marketing. A false notion exists behind using AI, which relates to professionals losing their jobs with highly efficient tools replacing manual work. In reality, AI has developed well enough to ease out mundane, repetitive manual tasks and aid in processing large amounts of data with accuracy. In this manner, personnel can devote more time to developing their business creatively by experimenting and implementing new patterns in their work.5 Many small-scale companies and their owners think a lot before investing in AI tools and lack proper market research or information about a product. Nonetheless, the lack of long-term gains on short term investments makes them reluctant to invest in AI products.
You might have heard, "Changes in both marketing and sales have been higher in the past two years than the previous fifty years". These sudden changes are a matter of worry to many companies which are ignorant about the new approach. You need to adopt AI for marketing and trust your decision to see a difference in growing your business.