Top 5 Ways AI is Changing the Face of Digital Marketing

By Wired Messenger Digital Marketing


AI with code language background

It may seem like something out of a science fiction movie, but don’t fear the robots! Artificial Intelligence (AI) is the newest marketing trend taking the industry by storm.

AI, or machine learning, is technology that enables machines and programs to learn and operate like human intelligence. More than just data analytics, AI is a complex set of technology that doesn’t just compute information – it actually responds to it. The development of AI technology is revolutionizing entire industries, like medicine, banking, and marketing, with its ability to analyze information, learn from it, and provide industry-wide solutions.

1. Chatbots

Designed to mimic conversation, chatbots are one of the hottest trends in AI – in fact, over 100,000 bots have been developed on the Facebook Messenger app.

You may already be familiar with how chatbots can assist us with our day to day activities. From asking Siri to set an alarm or Alexa to play your favorite song, chatbots are one of the latest technology advancements that act as a virtual assistant for the average consumer.

Using voice recognition technology, programs like Alexa, Google Home and Siri respond to a set list of demands and can even learn how to automate repetitive tasks through the use of third-party programming, like If This Then That (IFTTT). Once they receive a request, they quickly respond by using an Application Programming Interface (API) to carry out the user’s command.

Chatbot programs also have the ability to function in apps, websites, SMS text messages and email. Essentially, the chatbot can either reach out or respond to a message from a customer and hold a conversation like a human. They are able to answer questions and even perform a number of tasks.

For example, restaurants like Domino’s Pizza use chatbots on their websites and social media messenger apps to help customers place orders, reorder their favorite food and contact their support team. Customers don’t even have to leave their Facebook Messenger or Twitter Direct Message app to place an order.

Other apps have been developed for the sole purpose of using chatbots to assist their users. Mezi, an app that can be downloaded on your Android or iPhone, puts AI to work as a personal travel assistant. Using a chatbot, this simple tool can assist with everything from booking flights to making reservations and even gives suggestions on where you should eat for dinner.

Chatbots enhance the customer experience by making it convenient to get help quickly. Rather than having to wait on hold or for an email response, chatbots answer questions in real time. Which makes them perfect for simple requests like “How late are you open?” or “Where should I have dinner?”

They can even make product suggestions, like pairing menu items that are often purchased together when users order food online or notify users of nearby sales if they’re looking for a place to shop. If your restaurant or business delivers, they can message updates about the delivery status directly to your customers.

With AI, chatbots can do wonders as your next customer representative.

2. Machine-Generated Copy

As any marketer knows, copy plays an integral role in your marketing strategy. Coming up with compelling, well-researched content is the basis for almost every social media and website campaign.

In order to engage followers, you need to pique their interest with copy – a goal that’s easier said than done. However, AI is changing the game for marketers with machine-generated copy.

Machine-generated copy is content that was created by a computer. Using an algorithm, the program comes up with the best combination of words that will interest readers and compel them with a call to action. Typically, machine-generated copy is effective in creating subject lines for emails, Facebook ads, social media posts and text messages.

So, what does this mean for digital marketing campaigns?

Well, the current standard for generating copy involves A/B testing, where the marketing company or department sends out several messages at once with varying content to a select audience. The copy that receives the highest interaction rate is the one that is sent out market-wide.

While the standard process is effective, it’s also time consuming. Alternatively, AI can use machine-generated copy to test thousands of content possibilities at once, generating more results faster.

For example, Persado software uses AI to create persuasive sentences up to 600 characters for multiple digital marketing platforms, like email and social media. Using algorithmic learning, the program determines the most effective word combinations and phrases to drive action from their audience. Recently, the program started incorporating elements of emotion in their messages. It now creates an emotional profile for users based on previous campaigns, then creates a personalized message with similar language.

While it may sound like another scenario where machines are taking over human jobs, copywriter’s shouldn’t fear. Machine generated copy cultivates content based on algorithms that provide the details and research you need to write knowledgeably about a subject. Although programs have written full articles, the majority are fact-based only. We still need humans to inject personality, humor and individuality into content – for now.

3. Predictive Ad Content

For decades, advertisements have been the lifeblood of most marketing campaigns. But, they take a lot of time and resources to develop. After coming up with a concept, companies would have to run beta testing, analyze results, then launch their campaign nationwide.

In recent years, AI has helped thousands of companies streamline their advertisement efforts. Using big data analytics, marketing trends, and tracking user preferences, AI can create predictive ad content that places a company’s message directly in front of the people who may be most interested to see it.

For example, Red Roof Inn was able to grow their business 10% by using predictive ad content to target stranded airline customers.

Recognizing a potential demand for hotel rooms, the Red Roof marketing department started analyzing data, like historical weather patterns, to locate areas where airplane passengers are most likely to be stranded due to inclement weather. Then, using search advertising on mobile devices, they pushed out targeted advertisements to attract travelers who may have been stranded in nearby airports.

Traditional advertising casts a wide net, targeting general demographics like “Women over 30”. AI gives businesses an opportunity to narrow down their search to a specific audience that will most likely convert to customers based on their behavioral patterns, purchasing past and even location.

With AI tools like predictive ad content, companies can push targeted mobile and website advertisements to potential customers with content catered to their interests.

4. Predictive Product Suggestions

If you’ve used Amazon or Netflix, chances are you’re already familiar with predictive product suggestions. In an effort to enhance the user experience, companies use AI to track customer preferences and habits, then make suggestions on products they believe their customers may be interested in. It’s like a virtual upsell from a software program.

While it may seem a little “Big Brother” for a company to know so much about customer spending habits, it’s an effective way to promote products that their customers may not be aware of, but actually really want.

Catering suggestions to customers is a tried and true marketing tactic – AI just makes it’s easier. With the ability to track and analyze customer spending habits, AI can provide valuable marketing data to companies more quickly and accurately than almost any human analysis.

With this information, companies can do more than just customize their user experience – they can also use the feedback to improve their marketing strategy, products, and services to appeal to their audience and increase sales.

5. Image Recognition

Image recognition technology has been around for a while, and most consumers are familiar with using it to tag friends in their social media profiles. However, there’s a world of possibilities with image recognition technology that the marketing world is just starting to tap into.

Images play an integral role in marketing via social media and web searches. However, besides tagging posts, the information that could be provided from images fell into a black hole when it came to marketing research.

To remedy this missed opportunity, marketers started adopting the practice of visual listening. Essentially, brands use AI image recognition to analyze the online visuals that engage their audience. With this information they can track patterns and gain business insights about their customers through the images that they share.

Using AI, image recognition has also become an interactive marketing tool for companies looking to personalize their customer experience in fun and exciting ways. For example, customers can snap a picture of a product they want and receive details about where they can purchase it, how much it costs, and even view ratings online.

Some companies, like Macy’s, added this technology to their existing apps to help customers find products based on their preferences. Just take a picture of an outfit or accessory you like, and the Macy’s app will give you suggestions for similar products they have in store.

Other apps are completely designed around the concept of using visual recognition to help consumers find products they love. One of the more well-known ones is Vivino – snap a picture of a wine label and it will provide ratings and details about the brand.

They say that a picture is worth a thousand words. And with AI visual recognition, it can be worth so much more.

What AI Can Do For Your Digital Marketing Efforts

With the ability to decipher patterns and form responses based on their perception, AI is taking over the human role of analyzing marketing trends and in most cases, even automating most digital marketing services.

Saving companies time and resources on marketing, the implementation of AI can give your business a competitive marketing edge by:

  • Enhancing the user experience: AI analyzes your audience preferences to provide relevant and valuable information they actually need.
  • Taking the guesswork out of marketing: By providing quick and accurate data-driven analysis, AI eliminates human error and responds to what your audience wants. With the right AI software, you can craft a more effective marketing campaign for your business.
  • Increasing conversion rates: AI technology delivers the most relevant information to an audience that is most likely to engage with it.
  • Providing a better understanding of your audience: Companies can use AI results and information to craft future marketing campaigns.

In fact, according to the Boston Consulting Group, 85% of executives believe that the use of AI will give a competitive advantage to their companies.

At Wired Messenger, we understand the intricacies of AI and how it can level up your marketing efforts. Contact us today to learn more about how we can help you with your digital marketing needs.

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