How AI will impact Digital Marketing in 2018?
From cynical and brilliant Siri to Tesla’s self-driving cars to Google AI that can learn video games in mere hours, Artificial Intelligence a.k.a is revolutionizing industries one at a time. What do you think AI’s next target in 2018 will be? Without a streak of doubt, digital marketing, the field that’s already in a dynamically evolving phase every second.
Owing to social media outreach and tons of data left behind knowingly and unknowingly during internet surfing, AI holds huge potential in the field of digital marketing. Using AI in providing better customer experiences, predictive analytics and targeted marketing will surely provide great ROI to businesses.
These trends show little sign of slowing up in 2018. Here’s a glimpse into key factors that will impact how businesses use social media in the year ahead:
AI and Digital Marketing: The match made in heaven?
During the last couple of years, marketers were hesitant to incorporate artificial intelligence into their strategies. But since the start of 2018, we have witnessed considerable confidence amongst marketers with regards to its application. It is because of the reduced ambiguity regarding results as more and more sectors have already reaped significant benefits.
Artificial intelligence made its presence felt this year through its supplementary processes such as big data, Internet of Things and Machine Learning. But these are only components that will eventually contribute towards unleashing the full potential of AI. The coming years will see visible changes and impact due to the application of AI.
Let’s see in what ways artificial intelligence will possibly impact digital marketing in 2018. Below are some of the potential areas where AI can tremendously boost digital marketing. These possibilities are only in the fetus stage now but 2018 could prove to be path-breaking for AI-powered digital marketing.
1. Personalized User Experience
It is the most crucial area where AI can break in and create a significant impact. The customer is King for a business whilst content is king for a marketer. If he can align his content marketing strategy with artificial intelligence, it can be ground-breaking. Based on data collected such as customer searches, buying behavior and interests, customized content campaigns can be conducted. The catch is that it can be done for every single customer or prospect.
Chatbots are another example of AI interference in enhancing user experience. Chatbots are programmed to interact with customers on the basis of data that it receives. Traditional chatbox and text communication will soon give away to a multi-dimensional communication system with sensory abilities such as voice and touch. This would personalize the whole experience for users as they receive the impression of talking to a real person with consciousness.
Augmented reality, another aspect of AI can be leveraged to provide consumers an option to see and feel the product before actual purchase. This would make decision making easy for customers as they are able to perceive the product even before purchasing. This will stimulate a faster response from the customer and in turn increase the revenue.
2. Predictive Marketing: Make Your Decision Simpler & Easier
Each time a user browses the internet; new data is generated and collected for AI analysis. This data can reveal information such as user needs, behaviors, and future actions. Based on this information, marketing can be optimized to supply the most relevant information. Social media outreach also reveals personal information about the prospect making it easy for marketers to create a targeted campaign.
This further reduces the sales-cycle as the relevant information is handed over to customers on a silver plate. This predictive campaign can significantly reduce customer research on the product and makes decision making easier. As for marketers, they can continue to analyze the buyer through data and even make the customer return!
This algorithm will challenge the SEO in a huge way. With AI powering digital marketing initiatives from ground level, chances of trends such as SEO, banner ads becoming obsolete are high. After all, who needs SEO and website traffic when you have a detailed report of your prospect?
3. Image Recognition: Get Maximum ROI
Previously, image recognition was confined to identifying isolated objects in an image. But with AI – enabled software, it is now possible to get a detailed description of an image. This technology can be used in various ways for various sectors. For banking and financial sector, AI-enabled image recognition can be leveraged for faster payment processes and enhance customer security. Social media is a huge source of images.
Social media has always been biased towards visual content as tweets with images receive 150 more tweets and Facebook posts with images receive 2.3X times more engagement. The world population together shares 3.25 billion photos a day. This humongous amount of images can be leveraged by AI to understand consumer patterns, behaviors, and needs. AI software will look for images in social media and compare it to a large image library to draw conclusions.
Our final words…
Thanks to social media outreach and big data, we now know customers better than we ever did. Artificial intelligence and its associated technologies should bring marketers and customers closer in the coming years. Customers have a better understanding of a product and marketers have a better understanding of consumers.
With artificial intelligence as the connecting link between them, it would be interesting to see how digital marketing turns out in 2018. Optimized decision making, better sales-cycle and predictive buying and selling processes are sure-shot outcomes of this robotic war. But this time both customers and brands would be on the winning side.
Let’s simply wait and watch how marketers are maneuvering this highly lethal weapon to multiply sales, strengthening the pipeline and to get real close to the customers.