Artificial intelligence and digital marketing
Without a doubt, artificial intelligence is a very fashionable term in recent years, and if we put it together with digital marketing, we could be talking about two of the most repeated expressions in most companies. Now, let’s think about what would happen if we decided to combine artificial intelligence and digital marketing, the result is likely to surprise us.
Recently I have been lucky enough to finish a postgraduate degree in Big Data at INESDI, I recommend it, where I have seen and implemented cases where the synergies between both terms were incredible, and that this has only just begun. With this article I want to show you that with the implementation of artificial intelligence, and I don’t talk about robots that cook us, we can get better results in our strategies.
What is artificial intelligence?
Starting from the base that everyone knows what digital marketing is, and I am not going to explain it again, it is not very complicated, they are joining two concepts. The recent term, artificial intelligence, is the one that will generate the most interest in this article, and that is that science fiction films have made us believe certain things, and not all of them are true.
When we talk about artificial intelligence we mean the combination of algorithms with the aim of creating machines that look like humans, and that can do tasks just like us. The best known use of artificial intelligence is seen with smartphones or Google for example. We can ask Siri or Cortana a question and in most cases she will answer it without any problem. That seems so simple, it really has a great complexity, which without a doubt can add a lot of value to our communication strategy.
A survey prepared by Salesforce, without a doubt the main CRM of today, indicates that more than half of the marketing experts already use this technology, and that during this next year, 2020, that figure can reach up to 80% . Salesforce allows us, for example, to automate all the marketing processes of a company, from sending emails to classifying new leads into categories.
How can I improve a digital marketing strategy with artificial intelligence?
First of all I would like to indicate that anyone who does digital advertising will use artificial intelligence tools, or in case, when are we going to carry out a campaign in Google Ads, we cannot receive a series of recommendations for keyword selection?
Then I will talk about some ideas in which you can combine artificial intelligence and digital marketing in a positive way.
The content will always be the king of the internet, can you imagine being able to write news or new articles every minute? Although that still remains a little far, some newspapers such as the Washington Post use an AI system called Heliograf that can write news at incredible speed, and is used primarily for local coverage. Its way of working is interesting, thanks to the contribution of football teams and their fans with statistics and comments, it is able to create news about that event. Amazing, right?
It is important to understand that currently a “robot” cannot take a copywriter’s job, but it can take away workload, especially related to obtaining historical and statistical data.
Some platforms such as Google Ads have already used this type of technology for a while now, and the truth is that it works quite well. The keyword planner is a clear example of success. You give a series of keywords and a landing page and the tool itself returns several combinations that you can use, not only to make ads, but also to create new content.
Artificial intelligence and email marketing
Artificial intelligence has been improving the quality of email marketing for several years. On the one hand it allows us to segment our database in a remarkable way, for this it is always advisable to make a segmentation model and train it, someday, sooner rather than later I will talk about this.
According to a study by one of the most important consultants in the world, McKinsey & Company, Amazon, which is undoubtedly the great example of digital advances, generated 35% of its income thanks to the recommendation of products that it made through Your mail marketing campaigns. Whether with ads from the abandoned shopping cart or related products, that other users with a similar profile had purchased.
Digital advertising campaigns
Thanks to the evaluation and constant improvement of the algorithms we can predict buying actions of our customers, or meet those who are more likely to end up buying. This will significantly reduce the cost of digital advertising without losing the absolute value of success, it sounds good, doesn’t it? Obviously it is difficult to achieve, not only do you have to have the ability to create sales prediction models, but you must have a good, well-balanced database, so that the training is accurate.
Embellé Paris CEO commented at a time that thanks to the fusion of artificial intelligence and marketing they had improved their ROI by 215%, which shows a clear example of all the potential that this type of investment has.
I finish this article on artificial intelligence and markting talking about chatbots. I will not put much emphasis on them, since I wrote an article long ago where I speak in detail about them. But you just have to imagine having a 24/7 chat that will help your clients solve their doubts, complaints and above all, to buy. Creating a good chatbot, which works with a high degree of precision, takes a lot of money and time, but it is a worthwhile investment.
It is clear that for some time the terms of Artificial Intelligence and marketing go hand in hand, and it is that as we have seen, there are many use cases. However, one factor that we must take into account is the cost of this technology and if we want to make a simple sales prediction model, we will need a team and good material to make it accurate, and that costs money.
I hope you found the article interesting. I have been fortunate to have a postgraduate degree in Customer Intelligence and Data Analytics at INESDI that has allowed me to reach a certain level in this regard. If in your company you use artificial intelligence I would like to know.
See you in the next article!