Digital marketing is predicted to enter its second huge disruption soon (the first one was called web 2.0 disruption, when customers became empowered with new tools to interact with one another and connect directly to brands).
And this soon-to-happen disruption is
technology-driven.
Smart technology is disrupting marketing
with deep learning, natural language processing, the Internet of Things,
machine learning and more.
But one of the biggest technology trends
affecting all areas of digital marketing is artificial intelligence.
What is Artificial Intelligence?
Artificial Intelligence (AI) is basically
teaching the machine to think and react as humans would. It’s about imitating
how the human brain works.
AI is already being widely implemented in
marketing. One of the most popular examples is how Amazon uses artificial
Intelligence to impact buying decisions by recommending products that they know
you’ll need even before you know that, based on your past purchases and product
searching history.
Google has been implementing AI in many areas, from human-like data processing to smarter YouTube video suggestions.
CRM solutions like Salesforce and HubSpot are actively integrating AI into their existing platforms.
Artificial Intelligence is used in personalized marketing a lot, empowering brands to provide personalized ads and email marketing campaigns targeting each individual consumer in a meaningful way.
With AI quickly making its way into marketing, it dramatically impacts consumers’ expectations. Those expectations include personalized experience, immediate interactions with brands (through chatbots), cross-platform and multi-platform availability, and more.
It’s clear that AI is the future of digital marketing. So is there anything businesses can do to prepare themselves for a technology-disrupted marketing future?
The good news is, marketing software is
quickly maturing. There are already multiple SaaS platforms that have
artificial intelligence integrated, making it easier for businesses to tap into
the new marketing trend and remain competitive.
Here are a few affordable AI-driven
solutions that big and small businesses can use to provide better user
experience and create smarter marketing strategies:
1. AI-Powered Web
Accessibility Solution
An accessible site is one that provides
the same access to all content regardless of a user’s ability. Web
accessibility used to be largely misunderstood and ignored by digital marketers
and web designers until it started to be actively regulated across the world.
Those regulations include:
Americans with Disabilities Act (ADA)Web Content Accessibility Guidelines (WCAG)
Web accessibility has become a hot trend due to numerous businesses—big and small—being sued for failing to comply with web accessibility regulations.
But building an accessible website is more than trying to avoid lawsuits. It’s about creating a positive marketing strategy. It is also about enabling 15% of your target audience to engage with your site and become your customers.
The good news, artificial Intelligence is
making its way into web accessibility area too, allowing website owners to let
the machine smartly modify the website to provide better user experience.
The tool accessiBe is a cost-effective, automatic web accessibility solution that uses artificial intelligence called “Contextual Understanding” to learn hierarchy of the website, links, images, and forms, and understand how to rearrange or adapt them to the accessibility regulations.
Thanks to AI technology, accessiBe is
able to fix any web accessibility issues automatically without ruining your site
design, performance, or functionality.
2. AI-Powered Personalized
Product & Content Recommendations
Remember how I mentioned Amazon using AI
to impact buying decisions and get customers to buy more than they initially
intended? Well, it’s been working incredibly well for them.
35% of what people buy on Amazon comes from AI-driven product recommendations. That’s a third of Amazon’s income! And the beauty of this number is that Amazon didn’t have to invest anything in driving these sales: Those were done on-site by smartly engaging current users.
This is what digital marketers can do too, and they don’t have to invest in developing their own technology for that.
(NOTE: Need a helping hand with your digital marketing efforts? Or maybe you just want proven, actionable marketing tools, tactics, and templates to implement in your business? Check out the latest deal from DigitalMarketer, and you will be on your way to helping your business grow.)
MoEngage is an omni-channel customer engagement platform that uses their native artificial Intelligence algorithm called Sherpa AI to:
Deliver dynamic personalized emails to customersIncrease user engagement by delivering content tailored to each individual user’s preferencesSend personalized push notifications to smartly engage mobile phone users
3. AI-Powered Content Engagement
Engaging users with your site has become
really challenging now that content creation seems to exceed content demand.
Consumers are being bombarded with viral articles, animated images, click-baity
headlines, and sensational news updates. And anywhere they land, there are
special offers, ads that follow them from site to site, and freebies.
How do you engage your site visitors who
are getting increasingly weary of shiny opt in forms and social media buttons?
Artificial Intelligence can help here
too. It can help website owners to collect user data and learn to interact with
users exactly when they are most likely to engage.
Alter is the smart content engagement platform that has an AI-powered mode that runs without you ever having to spend time to configure it. Alter monitors and analyzes your site user behavior and learns key behavior patterns to know how to best approach them.
Alter integrates with major email marketing platforms, helping you
convert more of your site readers into email subscribers.
4. AI-Powered Content
Creation
Artificial Intelligence can make any
marketing task more efficient, including team building. Imagine a smart
algorithm matching you to the most suitable job candidates based on your past
hires and employee success?
Well, this technology already exists, and it can be used to empower your (remote) marketing teams too.
Narrato.io is a startup that uses AI to match your content requirements to the best-suited writers. Over time, after using the platform for some time, you can create a team of those content writers the system selected for you to manage your content creation in the most efficient way.
5. AI-Powered Social Media
Listening
Brands have been monitoring social media
for several years now, recognizing the power of controlling brand sentiment and
interacting with (un)happy customers. More often than not, regulating all of
this used to be doable with just one social media manager to get the job done.
These days, because of the huge volume of online data, this approach is no longer sustainable. Luckily, artificial Intelligence is able to empower social media strategy in many ways:
Monitor more than brand mentions.
Keep track of your keywords, competitors, etc.Be able to predict a looming
reputation crisisLet the machine filter social
media updates to spot the most important ones (those that require your
immediate attention)
TalkWalker is the social media analytics platform that uses artificial Intelligence to let you focus on what really matters, analyze social media sentiment, and save time, all while boosting accuracy.
TalkWalker also takes brand monitoring to
a new level, using AI to detect all visual
mentions of your brand on social networks, blogs, and news sites.
Conclusion
Keeping up with marketing trends is not
really a matter of choice for businesses that want to remain competitive.
As technology advances, so do consumers’
expectations, and a smart business owner needs to try and meet those
expectations.
The good news is, there’s a variety of affordable solutions out there that don’t require any technical knowledge to implement. Those platforms will help you keep up-to-date with an ever-changing digital marketing landscape.
(NOTE: Need a helping hand with your digital marketing efforts? Or maybe you just want proven, actionable marketing tools, tactics, and templates to implement in your business? Check out the latest deal from DigitalMarketer, and you will be on your way to helping your business grow.)
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