Customers are inundated with more content, advertisements, and grabs for their attention than ever before. As a marketer, you must do everything in your power to maximize your return on investment and turn leads into sales. Any time a new tool claims that can help facilitate your success, it is well worth checking out. Artificial intelligence (AI) can be more than just a tool. It can become the backbone of your marketing strategy and significantly differentiate you from your competition.
Previously, artificial intelligence was limited to large companies or institutions that had the capital necessary to develop sophisticated data analysis tools. More recently, artificial intelligence has found its way into daily life due to its availability; it is provided by many apps, services, and platforms. From controlling how customers shop, the way websites display material to specific visitors, personalized content delivered to audiences, and numerous other unnoticeable interactions each day, AI’s presence is an unavoidable reality in the modern age. While the applications of artificial intelligence are nearly limitless, here are a few different ways that you can incorporate AI into your marketing strategy.
You’re Talking to a Robot
For years many large brands have utilized chatbots to interact with customers. Chatbots are extremely helpful when it comes to handling routine tasks, such as facilitating product returns, answering customer questions, helping complete purchases, and conducting surveys. Some unique AI-powered chatbots help customers negotiate lower cable bills and present interactive stories. Even if an inquiry requires a more personal touch, chatbots can still be used to connect customers to the correct person to resolve their issue.
It is now simpler than ever to develop and incorporate interactive chatbots into your business and marketing strategy. With numerous apps and services available, you can have a chatbot developed and interacting with your customers quickly and easily.
Chatbots can help improve the customer experience beyond the text-based communication. As customers speak with the chatbots, the reason for their contact and what they say can be funneled back into your artificial intelligence to improve your chatbots, build stronger support systems, and provide a better understanding your customer’s needs.
The Data in the Data
Image via Flickr by deepak pal.
Businesses are great at collecting details about customers, interactions, habits, trends, and environments, but until recently, determining what to do with that information has been challenging, time-consuming, and expensive. With the rise of artificial intelligence, businesses can quickly analyze and create actionable plans based on the data in their systems.
Use the powerful analytics tools provided by Facebook, Google, and many other large platforms to quickly incorporate artificial intelligence and data analysis into the development of your marketing strategy. When you learn more about who your customers are and what they like, you can connect with them on a deeper level and provide a more enriching product and service.
As you incorporate the analytical power of artificial intelligence into your marketing strategy, you may feel overwhelmed by all of the details that you can glean; however, it all leads to generating the highest return for your time and investments. Many platforms can help you sift through the information only to see what truly matters to your business. AI can help to determine the best times to post, which keywords to include in your articles, the type of content that generates the most return, and may even present new marketing avenues worth exploring.
Make Business Personal Again
As you let artificial intelligence handle many of the most time-consuming tasks, you can get back to giving your marketing and customer experience a more personal touch. You can use take time to reply to customer comments, generate content, and develop a deeper relationship with your following. Keep in mind, though, that personalization is not an abandonment of AI, but a benefit of incorporating it into your business.
AI can tell you about the customers that you’re replying to which help you develop a more meaningful response. Let AI tell you about your common customers so that you can create content that better connects with them. AI can analyze your cumulative customer interactions to help find weak spots in your services or documentation and help you build a stronger product.
Content is King
Artificial intelligence can provide you with the data necessary to create content that truly resonates with your target audience. AI can analyze and present you with a picture of your core customer base by reviewing each nuance of their interaction with your content including their location, times that they visit you, how they found your content, if they convert to customers or leads, how many times they’ve visited your content before converting, and more. Depending on the data mining services that you choose to use, you may even be able to learn valuable demographic information about your customers.
You can create solid content to maximize your return on investment once you know exactly who your customer is. Alongside providing value to your customers through high-quality material, you can use AI to see how visitors are finding your content. AI lets you incorporate the necessary keywords to get your posts in front of even more customers. As you continue to create great content and use AI to analyze the resulting interactions, you’ll be able to tweak your material further to match your content directly to your highest converting customers.
After acknowledging the fantastic value that artificial intelligence can provide to your business and your customers, it’s undeniable that AI will only grow in popularity and become a necessary tool in every marketer’s arsenal. Even though AI can have a massive impact on your bottom line, you’ll want to ensure that you can maximize the benefit that AI provides while maintaining the personal touches that build a loyal customer following. While some marketers may choose to fully embrace AI and bring it into every facet of their marketing strategy, it may be a better path to adopt AI slowly and find which aspects best align with your business goals.
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October 18, 2018 (Updated: March 2, 2020)
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