Is Artificial Intelligence All Set To Revolutionize Digital Marketing?

In 2015, Google introduced Rankbrain, a Machine Learning based search engine algorithm that helps Google process search results and returns relevant answers to the user. The algorithm uses Artificial Intelligence to parse and respond to user queries in a manner close to how a human would.

The algorithm also returns similar questions asked by other users in the search engine. All of this is powered by AI. As the digital space becomes more and more important for businesses, the need to sharpen digital marketing skills beyond the conventional SEO activities is being felt across the board.

Artificial intelligence is increasingly becoming an inseparable part of the digital marketing strategies of new age organizations.

What exactly is Artificial Intelligence?

AI is a branch of computer science that deals with building intelligent machines that can think and responds like a human being. The trailblazing English mathematician, Alan Turing, proposed The Turing test in 1950 to determine the intelligence of computers to identify if a computer can achieve human-level performance in cognitive tasks that sophisticated enough to fool an interrogator.

Although no AI program has come close to pass the undiluted Turing test, cognitive and computer scientist John McCarthy observed that the Turing’s philosophy of AI is unlikely to have an effect on the practice of AI research, which has grown by leaps and bounds in the last two decades.

How can you use AI to market your business?

A fifth of all the searches done using Google is voice-based. It’s a big number, and digital marketers should understand its significance and start planning their marketing strategies to optimize websites to make the most use of voice search, along with traditional text search. Let us take a look at some ways in which digital marketing can be pumped up using AI:

1. Predict customer behavior – The advancements in predictive analytics allows marketers to extract more information from data, and use it to predict the behavior of customers. They can then apply cluster models to group them and predict purchase trends.

Predictive analysis also helps the sales and marketing divisions with lead scoring, making it possible to score leads based on their readiness to purchase. Businesses can upsell and cross-sell based on existing data.

2. Use AMP to reduce load time – If your website’s mobile browser pages are not loading quickly, it can spoil the user experience. That’s where Accelerated Mobile Pages (AMPs) come in. the AMP plugin takes web oages and makes them load quicker by stripping them down to the basics.

Rankbrain has enabled Google to understand better what its users are looking for, and AMP content automatically shows up in the top stories carousel. If you are a business with an AMP page, then you have better chances of showing up in the top three search results in Google.

3. AI chatbots to enhance user experience – A lot of businesses already use chatbots, making it possible for the user to interact with the bot via instant messaging. The time is ripe for companies to start using AI-based chatbots, which are significantly better.

They can retain customer data, and customers do not have to repeat themselves every time. They can handle multiple customer requests at the same time, eliminating the wait time. They can also track the purchase patterns of customers, allowing businesses to revamp their marketing strategy and boost sales.

4. Scale-up content marketing – Content marketing refers to the practice of marketing a brand or a business by sharing educational, insightful, or entertaining articles that add value to the lives of readers. Research has shown that the strategy is more effective in attracting and retaining customers as it isn’t purely promotional.

The Natural Language Generation (NLG) engine, Wordsmith, was able to create more than a billion human-sounding articles in 2016. Although AI is still not advanced enough to write natural-sounding articles on every topic, it is still useful for data-driven content such as quarterly reports, market data, and sports matches. Once the content is ready, you can scale it up with an influencer marketing platform to ensure that it reaches the target audience.

Embracing Artificial intelligence technologies will offer a number of benefits for your digital marketing strategy. AI will not replace the jobs of advertisers and marketers, but help them unleash their creative and strategic potentials. As a business owner, you need to identify the roadblocks faced by your marketing campaign or business and use insights derived from AI-based marketing to solve the issues.

 Tuhin Banik, Founder ThatwareLLP