A few years ago, when it came to Artificial Intelligence, we imagined flying cars and a Jetson-like lifestyle. But, in fact, AI has arrived and is already part of our daily lives, whether in personal or professional life. One of its most interesting applications is the one-two punch of Artificial Intelligence in digital marketing.
The fact is that, even though we still don’t live with flying cars, we have already come a long way in using Artificial Intelligence in our daily lives.
If we still don’t have robots that look human living with us in the office or even at home, we have systems that work with the same ability to learn and perform such human tasks as thinking, making decisions and acting upon choices.
In general, this is the objective of Artificial Intelligence: the creation of mechanisms that can simulate the human ability to think and solve problems.
This involves different technologies like voice and image recognition, learning techniques and more.
And, contrary to what some people believe, Artificial Intelligence in digital marketing is not for the exclusive use of large companies that have high investment capacity.
Increasingly, AI becomes an instrument of systems, tools and strategies accessible to small and medium entrepreneurs, too.
Artificial Intelligence in Digital Marketing: 8 Applications
Below, we list some of the uses of Artificial Intelligence in digital marketing that can already be applied in companies, they are:
- Data-Based Content
- Content Curatorship
- Segmentation of customers, leads and content
- Programmatic Media Ads
- Lead generation and qualification
- Chatbots with Artificial Intelligence
- Marketing Automation
1. Data-based content
Artificial intelligence is not going to replace copywriting professionals, however, some types of content, such as surveys and data-based texts, can benefit from this type of technology.
It is able to collect this information on different platforms, in a short period of time and without the need to occupy the professional for this research.
2. Content Curatorship
When you enter Netflix the titles selected and presented to you are not the same as those presented to your brother or even to your friend, who has tastes very similar to yours.
This happens through intelligent content curation, made by a system endowed with Artificial Intelligence, able to understand your tastes and indicate similar content. This can also be done within your website or even your blog.
By identifying that a user is interested in a certain type of content, you can offer similar content, so that he can keep navigation on your pages. Contributing to SEO results and to a closer relationship between you.
3. Segmentation of customers, leads and content
Mass communication has ceased to be the most profitable path for some years now.
All digital marketing, whether via email, social networks, advertisements or other channels, prioritizes customer segmentation and personalization of content and offers shared with each user.
Of course, for this to happen, technology and AI need to be part of the range of tools used by your company.
Currently, the market has marketing tools that offer automation of the segmentation of contacts and the consequent personalization of communication according to the segment in question to which the customer or potential customer belongs.
Contact targeting can be performed on paid ad platforms, email marketing, social media, content and more.
4. Programmatic Media Ads
The Programmatic media is a way to make announcements online.
In this format, the ad system identifies, from machine learning, which ads and the type of ad that should be targeted to each user, generating increasingly personalized ads and with higher conversion rates.
The purpose of retargeting is to bring back users who have already visited your company’s website.
All of this is done by targeting ads and using systems equipped with Machine Learning (machine learning) that understand what content or offer is most likely to bring each user back to your pages.
The system with Artificial Intelligence in digital marketing is able to understand the behaviour and types of interests that each user has and offer the ad that best suits and responds to those needs.
6. Lead generation and qualification
Lead generation and qualification is a fundamental step in what is currently understood as marketing.
For this to be done efficiently and assertively, the use of Artificial Intelligence in digital marketing is a great ally.
From the analysis of the behaviour of each lead, the Artificial Intelligence systems are able to identify which ones are closest to a purchase, pointing them to the marketing and sales sectors.
This contributes to better conversion rates for both the marketing and sales industries.
7. Chatbots with Artificial Intelligence
Chatbots with artificial intelligence are chats capable of maintaining a dialogue with a user or customer, understanding their needs and offering solutions, without the presence of a human attendant.
We are talking about a system capable of maintaining a dialogue through a natural language, not mechanical or robotic.
Currently, there are open chatbot development platforms where it is simple and inexpensive to build your own AI system.
Speaking of AI service, Bradesco has BIA, an Artificial Intelligence system that understands the demands of the bank’s customers and carries out transactions through speech understanding and learning about better decisions in relation to what was requested.
BIA is not an example of a chatbot, but it is a way of using AI in meeting customer demands.
8. Marketing Automation
Marketing automation works from a system capable of automating a series of marketing actions, such as:
- customer segmentation,
- email streams,
- lead scoring for qualification and more.
In other words, when it comes to Artificial Intelligence in digital marketing, it is impossible not to think about software like this.
To understand what marketing software is, visit our ALL about marketing automation page :
- which is,
- advantages of marketing automation,
- step by step how to do marketing automation and more.
The marketing automation tool makes work more strategic and productive.
In addition to automating a series of repetitive activities such as triggering a welcome email for a lead that has converted into a landing page, for example, this marketing tool also allows other actions to be performed such as:
- management and segmentation of contacts registered in the tool;
- lead tracking and lead scoring to assist in the Inbound Marketing strategy;
- unified reports that help with decision making;
- and more!
All these activities are only possible with marketing automation software on your side.
In addition, this tool offers complete reports that will also optimize the analysis of results, contributing to the application of Artificial Intelligence in digital marketing.
If you are looking for a tool to help you to put into practice their actions Inbound Marketing contact the team of lahar and see how our marketing automation software can help your brand to achieve even better results with e email marketing and other strategies.