According to some sources, there are still marketers who find AI mysterious.
Because of that, they also struggle to understand the impact of AI could have on their marketing campaigns. As a result, they miss out a lot of opportunities in using data to come up with a higher ROI. Luckily, it doesn’t have to be that way. AI in marketing can change the way you run your campaigns and improve your ROI.
It Helps You Narrow Your Focus
The thing is, AI in marketing allows you to synthesize large amounts of data—more than a human mind can fathom.
However, before these set of data can be utilized, you first need to narrow your focus. For instance, pixel tracking provides you with a multitude of data such as whether or not the user has visited your site, added an item on their shopping cart, and so on.
Keep in mind that not all this information is going to be useful for your specific goal. But by narrowing down your scope, like gaining new email subscribers, AI lets you analyze valuable data with the number of addresses that you collect.
Provides Better Clarity on Real Time
Because AI can synthesize massive amounts of data points, it can process these insights in real-time.
Then, you can put that information into work to achieve highly personalized and optimized campaigns. AI in marketing isn’t a silver bullet, but it can make your campaigns more efficient in real time.
AI in Marketing Lets You Generate Qualified Leads
In today’s mobile-first era, a lot of brands and businesses are starting to realize that directly answering phone calls and emails aren’t enough anymore.
With the rise of more tech-savvy customers, one has to provide them with cross-channel customer support.
So, why not focus your efforts on messenger apps and other social media channels to make your brand more approachable to your audience on every stage of their customer journey?
Moreover, another step in improving customer satisfaction is to give highly accurate and targeted answers in real-time.
This is where chatbots come in.
AI chatbots are continuously collecting information and utilizing it to create personalized automated responses. Most of these bots are mimicking human-like conversations, and they’re often quicker than the more traditional human customer representatives.
Because of that, it isn’t surprising that by 2020, approximately 85 percent of user conversations will be dealt with even without a human agent.
AI Can Help You Optimize Content for Voice
The growing popularity of voice assistants has dramatically changed how content can be found in search engines. In a 2018 survey, 58 percent of consumers have used voice search to look for local business information. Additionally, 46 percent of voice search users look for local businesses daily.
It’s significant because the keyword strings used for voice assistants vary from the ones that are typed on search engines. Typically, voice searches are more complex, and long-tail ‒ usually made up of conversational phrases.
So, instead of typing “best coffee shops in New York,” you would say, “What are the best coffee shops here in New York?”
Moreover, AI also helps you look for phrases that match the natural language used by most customers and prospects when searching for products.
In a study by Backlinko, typically, the average length of a voice search answer is 29 words. That answer will most likely lead to more options and questions. To ensure that your content is voice searchable, this could mean that you need to rewrite your content to integrate long-tail keywords and semantic search strings.
However, the process of figuring out how to formulate those search phrases and additional questions that will be asked is arduous and time-consuming.
AI dramatically cuts down the process by predicting questions and supporting content in advance by taking data and patterns from previous internet searches. That way, marketers can create useful content that’s voice-searchable.
AI Lets You Maximize Organic Search Visibility
Google receives approximately 2 billion searches every day. Moreover, it sees about 15 percent of these searches for the first time. It’s precisely the reason why they created RankBrain a machine-learning system that allows Google to track new search queries and deliver exceptional user experiences.
However, RankBrain doesn’t care so much of the keywords and focuses its attention on the content behind those search terms. That’s precisely the reason your focus should be crafting highly meaningful and authentic material, instead of spamming it with several exact-match keywords.
AI Can Enhance Personalization
One of the primary staples of AI in marketing is the power to integrate information from a variety of datasets. As a result, personalization has never been easier.
Most of these highly personalized campaigns align with the users’ interests and behaviors. Users already have high expectations since big companies like Amazon are already offering personalized recommendations. You company can do the same with the power of AI.
Therefore, brands who are not tapping to the power of AI to customize offers and other actions for their users might fall behind.
AI also analyzes massive amounts of information, filtering data, and making it easier for marketers to pinpoint which visitors should receive the content of a particular platform.
You can optimize titles, creative messages, image subject lines, as well as the peak hours of the day that target audiences are most likely to convert. Why wouldn’t you want to use this kind of AI in marketing?
AI Allows You to Increase PPC Campaign Effectiveness
Digital advertising helps you maintain the exposure of your brand, and AI enables you to get the most out of it. It mostly does the heavy-lifting for you. As a result, it frees up some of your time to focus on other vital things in your business.
In fact, Econsultancy claims that AI performs relatively well in PPC tasks than humans. It says that bots are better in bidding, reporting, analyzing trends in massive datasets, finding negative keywords, and even real-time analysis of competitors.
Humans, on the other hand, are only better in designing and testing out new ads and analyzing data.
AI helps you focus on your conversions. Through In-Market Audiences, you can now come up with a list of users that have displayed their intent of buying in some areas that are relevant to you.
There are also other AI options that boost your PPC ROI like auto-bidding. Usually, it lets you pay for the lowest CPC.
Over to You
There’s no doubt about it: AI is revolutionizing the digital marketing industry. Research from Demandbase found out that 80 percent of marketing executives believe that AI will change the world of marketing by 2020.
AI does repetitive and manual tasks for you 24/7. When you learn to implement it properly, it will help you craft more personalized content, boost your e-commerce conversion rates, offer excellent customer support, generate leads, and lets you stay on top of both paid and organic searches.
The original version of this article was first published on V3Broadsuite.