Digital marketing is predicted to enter its second huge disruption soon (the first one was called web 2.0 disruption, when customers became empowered with new tools to interact with one another and connect directly to brands).
And this soon-to-happen disruption is technology-driven.
Smart technology is disrupting marketing with deep learning, natural language processing, the Internet of Things, machine learning and more.
But one of the biggest technology trends affecting all areas of digital marketing is artificial intelligence.
What is Artificial Intelligence?
Artificial Intelligence (AI) is basically teaching the machine to think and react as humans would. It’s about imitating how the human brain works.
AI is already being widely implemented in marketing. One of the most popular examples is how Amazon uses artificial Intelligence to impact buying decisions by recommending products that they know you’ll need even before you know that, based on your past purchases and product searching history.
Google has been implementing AI in many areas, from human-like data processing to smarter YouTube video suggestions.
CRM solutions like Salesforce and HubSpot are actively integrating AI into their existing platforms.
Artificial Intelligence is used in personalized marketing a lot, empowering brands to provide personalized ads and email marketing campaigns targeting each individual consumer in a meaningful way.
With AI quickly making its way into marketing, it dramatically impacts consumers’ expectations. Those expectations include personalized experience, immediate interactions with brands (through chatbots), cross-platform and multi-platform availability, and more.
It’s clear that AI is the future of digital marketing. So is there anything businesses can do to prepare themselves for a technology-disrupted marketing future?
The good news is, marketing software is quickly maturing. There are already multiple SaaS platforms that have artificial intelligence integrated, making it easier for businesses to tap into the new marketing trend and remain competitive.
Here are a few affordable AI-driven solutions that big and small businesses can use to provide better user experience and create smarter marketing strategies:
1. AI-Powered Web Accessibility Solution
An accessible site is one that provides the same access to all content regardless of a user’s ability. Web accessibility used to be largely misunderstood and ignored by digital marketers and web designers until it started to be actively regulated across the world. Those regulations include:
Web accessibility has become a hot trend due to numerous businesses—big and small—being sued for failing to comply with web accessibility regulations.
But building an accessible website is more than trying to avoid lawsuits. It’s about creating a positive marketing strategy. It is also about enabling 15% of your target audience to engage with your site and become your customers.
The good news, artificial Intelligence is making its way into web accessibility area too, allowing website owners to let the machine smartly modify the website to provide better user experience.
The tool accessiBe is a cost-effective, automatic web accessibility solution that uses artificial intelligence called “Contextual Understanding” to learn hierarchy of the website, links, images, and forms, and understand how to rearrange or adapt them to the accessibility regulations.
Thanks to AI technology, accessiBe is able to fix any web accessibility issues automatically without ruining your site design, performance, or functionality.
2. AI-Powered Personalized Product & Content Recommendations
Remember how I mentioned Amazon using AI to impact buying decisions and get customers to buy more than they initially intended? Well, it’s been working incredibly well for them.
35% of what people buy on Amazon comes from AI-driven product recommendations. That’s a third of Amazon’s income! And the beauty of this number is that Amazon didn’t have to invest anything in driving these sales: Those were done on-site by smartly engaging current users.
This is what digital marketers can do too, and they don’t have to invest in developing their own technology for that.
MoEngage is an omni-channel customer engagement platform that uses their native artificial Intelligence algorithm called Sherpa AI to:
- Deliver dynamic personalized emails to customers
- Increase user engagement by delivering content tailored to each individual user’s preferences
- Send personalized push notifications to smartly engage mobile phone users
3. AI-Powered Content Engagement
Engaging users with your site has become really challenging now that content creation seems to exceed content demand. Consumers are being bombarded with viral articles, animated images, click-baity headlines, and sensational news updates. And anywhere they land, there are special offers, ads that follow them from site to site, and freebies.
How do you engage your site visitors who are getting increasingly weary of shiny opt in forms and social media buttons?
Artificial Intelligence can help here too. It can help website owners to collect user data and learn to interact with users exactly when they are most likely to engage.
Alter is the smart content engagement platform that has an AI-powered mode that runs without you ever having to spend time to configure it. Alter monitors and analyzes your site user behavior and learns key behavior patterns to know how to best approach them.
Alter integrates with major email marketing platforms, helping you convert more of your site readers into email subscribers.
4. AI-Powered Content Creation
Artificial Intelligence can make any marketing task more efficient, including team building. Imagine a smart algorithm matching you to the most suitable job candidates based on your past hires and employee success?
Well, this technology already exists, and it can be used to empower your (remote) marketing teams too.
Narrato.io is a startup that uses AI to match your content requirements to the best-suited writers. Over time, after using the platform for some time, you can create a team of those content writers the system selected for you to manage your content creation in the most efficient way.
5. AI-Powered Social Media Listening
Brands have been monitoring social media for several years now, recognizing the power of controlling brand sentiment and interacting with (un)happy customers. More often than not, regulating all of this used to be doable with just one social media manager to get the job done.
These days, because of the huge volume of online data, this approach is no longer sustainable. Luckily, artificial Intelligence is able to empower social media strategy in many ways:
- Monitor more than brand mentions. Keep track of your keywords, competitors, etc.
- Be able to predict a looming reputation crisis
- Let the machine filter social media updates to spot the most important ones (those that require your immediate attention)
TalkWalker is the social media analytics platform that uses artificial Intelligence to let you focus on what really matters, analyze social media sentiment, and save time, all while boosting accuracy.
TalkWalker also takes brand monitoring to a new level, using AI to detect all visual mentions of your brand on social networks, blogs, and news sites.
Keeping up with marketing trends is not really a matter of choice for businesses that want to remain competitive.
As technology advances, so do consumers’ expectations, and a smart business owner needs to try and meet those expectations.
The good news is, there’s a variety of affordable solutions out there that don’t require any technical knowledge to implement. Those platforms will help you keep up-to-date with an ever-changing digital marketing landscape.