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Applications of Artificial Intelligence In Digital Marketing

Nowadays, Artificial intelligence can already do more than many of us can fathom. It has become one of the biggest marketing trends. It brings marketing apps that use machine learning to help us identify more precisely our customer needs. A few years ago, marketers were somewhat reluctant to incorporate artificial intelligence (AI) into their digital marketing strategies. But this year they’ve gained a lot more confidence in using AI since its ambiguity has been reduced in respect to the results it can provide. Whatever AI brings us in the coming months, it is certain to be valuable.

We’ve observed which AI applications are already changing the digital market, and you’ll definitely see more than one that probably never even crossed your mind…

User Experience (UX)

We all know how important is to achieve customer engagement and satisfaction when someone interacts with your website. By analysing data of a single user such as demographics, devices, location etc., AI can display offers and content that are more appropriate for each user type.

Extreme personalisation (EP) requires engagement for context, content and behavioral data. Combined with the advancement of AI-powered marketing automation platforms, extreme personalisation isn’t just possible. It’s now emerging as a competitive advantage for modern retail brands. Now, with AI, personalisation is possible for both content and context.

It’s true: good user experience is what keeps an audience browsing a site and, the more time they spend on it, the higher the probability there is of a conversion. In this sense, one of the many possibilities that AI offers to make the user experience more user-friendly are chatbots.

Chatbots

Many brands use different messenger applications like WhatsApp, Facebook Messenger and Slack for communication with their prospect. It’s true that this is fast communication since consumers are already using these tools to chat with friends and colleagues and, let’s get real. No one likes to wait for a response on the phone.

Chatbots are making the process of automating responses to potential buyers’ frequently asked questions even easier by providing them with a way to search for the product or service they’re looking for.

chatbot image on screen with smartphone at the background

A good feature of a chatbot powered by AI is its ability to answer open questions. These bots use natural learning processing and machine learning to find the correct response. Moreover, they serve clients 24/7 and retain their data. Chatbots are friendly and they can respond to several requests from different customers. Here is a list of famous chatbot examples that you can take inspiration from provided by the Vittorio Banfi (Co-founder of botsociety).

If you are looking for the best and cost effective sales representative, you can use Facebook bot tools, like wit bot, to train bots in example conversations and make them continually learn from their user interactions.

Web Design

If you thought a good looking website couldn’t exist without the assistance of a web developer and designer… well, that’s a thing of the past.

Have you ever heard of applications like Grid? They use artificial intelligence to design a website based on user-provided information (like images, text, calls-to-action, etc.). They can make the website look professional in much less time and at an unbeatable price.

Here’s their pitch:

“This is not another do-it-yourself website builder. The Grid harnesses the power of artificial intelligence to take everything you throw at it – videos, images, text, urls and more – and automatically shape them into a custom website unique to you. As your needs grow, it evolves with you, effortlessly adapting to your needs. Want to add e-commerce? Social feeds? A different layout? The Grid just takes care of it. This is not a website builder. This is your personal AI web developer. Its first masterpiece is the website you’re looking at right now. Its next one could be yours.” An interview with Dan Tocchini (Founder and CEO of The Grid).

Conclusion

Do you feel ready to explore and implement the above applications of artificial intelligence into your digital marketing strategy?

The decision to embark on a new era driven by AI, or get stuck in the past, will be everyone’s personal choice.

It is important to understand that AI isn’t here to replace the jobs of marketers or advertisers. It’s here to unleash their true strategic and creative potential, so you must adapt yourself and get on board with AI.

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