Intelligent, isn't it? How AI is seeping virtually into every technology out there.
From the sarcasm that Siri brings to self driven Tesla cars, AI is revolutionizing industries each day. And now it begins to embrace digital marketing, the one field that is dynamic within itself.
The success of the AI in several sectors has made marketers believe that it will work for them as well. At the moment, AI is just a seed sown in the ground and the coming year is going to witness its growth. So lets see the specific growth areas of this technology in the the digital realm.
Enhanced User Experience: This can be divided into 3 parts,
1. Personalized content
2. Augmented reality
With the help of AI, insights about customer preferences can be obtained, this in turn helps marketers know their audience and craft content as per their demand. What stands out is that it can be done for every single person! Yes, you read that right.
Augmented reality another technology of AI can be leveraged to provide consumers the facility to touch, see and feel the product before the actual purchase. This simplifies the decision making process for customers as they are able to perceive the product before they buy it. Well, it proves to be successful enough to stimulate a quicker response from the customer and in turn increase the revenue.
Chatbot is another digital innovation of AI to enhance digital transformation. They are programmed to interact with customers on the basis of data received. These traditional chatboxes in time, will soon turn into a multi-facet communication system that sustains sensory abilities such as voice and touch. Users then receive the impression as if they are talking to a real person with consciousness.
Browsing the internet, users give away a lot of information. This entire process is analyzed to generate useful data. From a users needs, wants, likes, dislikes, everything is revealed. Based on this information, marketing can be optimized to provide relevant advertisements. It also lets out personal details about the prospect which gives marketers a direction to produce “Predictive Campaigns” that fulfill the intended objectives.
This further reduces the sales-cycle as well as the advertising process as relevant information is handed over to customers on a silver plate.
With the latest digital innovations, it is possible to get a detailed description of any image. Previously, image recognition was restricted to inanimate objects, but today this technology can comprehend every emotion on the picture.
It also provides comfort in various sectors. For the BFSI sector, AI-enabled image recognition can be utilized for faster payment processes and to guarantee customer security.
There is another method that enriches this technology. Social media is a huge source of images. This sizeable amount of images can be analyzed and compared to a large image library to draw conclusions. For example, an accessories manufacturer can map their brand against the huge collection of photos on social media and understand the buyer demographics such as the age, gender etc, and also geographical factors such as where do people wear it and so on.
The emergence of AI and its associated technologies, is a win-win for customers as well as marketers. Customers get a better understanding of a product and marketers receive a better understanding of the consumers, which lets brands alter their offerings as per demand.
A strong and trustworthy relationship between brands and customers, better sales and ‘predictive’ buying and selling are definite outcomes of this dynamism. With all of this, it will be interesting to see which digital marketing strategies are in place for 2018.