Artificial intelligence at the heart of digital marketing
In computer science, artificial intelligence refers to intelligent machines that have the same behavior as humans on the cognitive level for example communication with the external environment, learning and reasoning.
Machine learning and deep learning are techniques on which the concept of AI that would anticipate UX is based. Several areas, including digital marketing, have been revolutionized by AI, indeed the projects of web marketing agencies have improved exponentially.
"The forecast revenue of the global AI market would have increased from $3 million in 221,8 to $2016 million in 17. And according to its statistics, it will reach $267,75 million. dollars in 2020.”
The report of Statista
To make the most of the technicalities of AI, here is for you a detailed file of the benefits of this technology on digital marketing in order to boost your business. Without a doubt, innovation, optimization and growth and AI go hand in hand.
In this section:
Principle of artificial intelligence
Algorithms, thanks to a learning system, can pose reasoning, analyze signals, decipher problems and ensure continuous learning. AI relies on these learning systems. For better performance in marketing, practitioners mainly use machine learning and deep learning.
Deep learning algorithm
Processing a large number of data takes a lot of time for marketers, which is why this algorithm mainly frees them from this task. It is notably deployed in imagery and voice and facial recognition. Deep learning combines mathematics, neuroscience and new technologies.
Machine learning algorithm
These machine learning algorithms rely on models to be able to produce predictions and guidelines. Their particularity lies in improvement following continuous learning. There are several kinds of learning, depending on the issue at stake.
Supervised learning
When the data entering the process is classified into categories and the algorithms must use them for a later result prediction when the data will no longer be categorized, the learning is said to be supervised. The stopping of the learning phase depends closely on the degree of performance of the predictions.
Unsupervised learning
Unsupervised learning is more elaborate, because it is up to the system to find the similarities between the data received and is responsible for organizing them according to the similarities detected. This is advantageous in terms of human resources compared to the supervised process at the categorization stage which requires some assistance.
Reinforcement learning
The disparity with other learning classifications is that this type performs the actions and generates the solutions on its own, no need for input instructions. When estimating the conversion rate of visitors to a website, the system will score the algorithm based on the accuracy of its prediction. To get a better grade and avoid penalties, he will analyze his experience in order to refine his ability to predict with dynamic programming.
What are the existing connections between AI and digital marketing
AI is currently a major asset for marketing with the automation of several tasks saving marketers a huge amount of time. They will thus be able to turn to the realization of the strategic plans of the projects and piloter the results of the algorithms after a simple configuration.
Here's how AI could improve the marketing strategy of startups.
Improved user experience
The analysis of consumer behavior significantly improves their user experience. Artificial intelligence algorithms make it easier for marketers to target quality prospects and win new customers.
These algorithms allow:
- A study on consumer motivation, behavior and psychology
- A prediction on user responses
- Creating value for target consumers through strategic segmentation
Optimization of email campaigns
A customer would like his experience with a brand to be personalized with messages that best suit his needs, whether it be emails or advertising. For this, a precise examination must be established in relation to the attitude of customers and their tastes and vis-à-vis the opening rate of emails. As mentioned above, with AI we will obtain better targeting, hence optimized emailing campaigns in order to act with the best processes and at the right time.
Better exploration of DATA
Data is the very essence of digital transformation and businesses are giving more and more scope to it. For the construction of a digital strategy, consumer data is an essential element for marketers, even precious. The exploration of data and their interpretations became much more accessible thanks to AI and its analytical tools.
Generating SEO optimized content
Unique content based on relevant user data is now possible using machine learning. Artificial intelligence far exceeds human expectations through automated content creation, content planning, content curation, etc.
The decision to buy and the brand image of a brand depend closely on the content. There needs to be a certain fluidity, a continuity of ideas, a response to current issues, freshness in the themes addressed and constant updating. AI intervenes here by generating and feeding optimized editorial content with settings and platforms dedicated to this vocation, even replacing the agents who operate on the natural search engine optimisation.
Customer service reform
AI algorithms offer companies the means to personalize their services for better customer satisfaction. Telephone prospecting, messages, emails, personalized notifications... the whole strategy is redesigned, and this, at the right time. AI is able to store information and label it for an immense number of prospects.
Unlike the capacity of human brains, AI can actually examine consumer reactions to your business and thereby personalize your offers, content and services to their interests.
Web design automation
The development of a website without the help of web developers and a team of designers is now possible through the so-called “Grid” applications of AI.
Setting up voice assistance
Until then, voice search is not exploited by industries. Still, using Google Home or other devices like Amazon's Alexa is very popular among many households. On the other hand, virtually all smartphones are equipped with this technology and 37% of Internet users in the world have already used it in their research according to GlobalWebIndex.
The advantage for marketers is to work on better targeted advertising campaigns since they will be based on consumers' voice searches.
Augmented Reality Vs Virtual Reality
Before taking action to purchase, a customer would like to have a clear view of all aspects of a product and/or service and this is accessible through augmented reality and virtual reality technologies. This new approach attracted more and more consumers for its revolutionary side. This will give an innovative aspect to the shopping experience.
In summary, artificial intelligence has a real impact in the future of digital marketing. Its algorithms will give a new twist to your brand. An AI digital strategy will develop the UX in a sustainable way. We advise our clients to gradually adopt it in marketing practice.
