AI And Digital Media
How can AI help in Digital media?
From Google’s RankBrain and Voice
Search to personalized Amazon recommendations, AI is changing the face of
today’s digital landscape.
With effective data analysis and the
ability to adapt to input, AI is taking over the human role of identifying
marketing trends. Brands and marketers are leveraging AI digital marketing to
save time and resources through automated digital marketing services.
How AI can provide a competitive edge
to your digital marketing efforts:
·
Help You Understand Your Audience Better: AI can analyze data to easily predict
the buying behaviors and decisions of your target customers.
·
Improve User Experience: You can use AI data to provide your audience with what
they actually need.
·
More Effective Marketing: AI helps you end the guesswork. You can create a more
effective marketing strategy for your business with AI’s data-driven analysis.
·
Increase Productivity: Using AI algorithms, you can automate a number of
repetitive tasks. This can help you increase productivity and save you both
time and money.
·
Increase ROI: AI empowers decision-making and also helps you create better-performing
content. Implementing AI digital marketing strategies helps you reach out to
the right audience with deals they can’t refuse.
Are you still
unsure about using AI? Let me tell you that 38% of consumers think that AI will soon improve
customer service. And 73% of them are open to businesses that use AI.
Which are the companies already using AI
in Digital marketing?
Marketing
effectively in today's world is a minefield. Standing out from the crowd
becomes steadily more and more tricky as, according to market research firm
Radicati, by the end of 2018, the total number of business and consumer emails
sent and received per day will reach more than 269 billion. This is expected to
grow at an average rate of 4.4% over the next four years, just one example of
the competitive chaos the industry has descended into.
One
of the few ways marketing agencies can hope to stay ahead in this world is to
embrace the latest technologies into their strategies and perpetually stay on
the cutting edge of what's new and innovative within the marketing space. And
AI is one tech that is set to recreate the wheel, so to speak.
The
results have already been very promising. For businesses already utilizing AI,
top-performing companies said they are more than twice as likely as their peers
to be using the technology for marketing (28% vs 12%) according to Adobe.
That's
why many companies are turning to AI in marketing (AIM). With this in mind, we
look at four companies that are turning the industry on its head with the use
of AI.
Amplero
Headquartered
in Seattle and founded in 2016, Amplero works with B2C companies. With $25.5m
secured in funding, it has huge names such as Virgin Mobile and Microsoft
already under its belt.
Amplero's AIM platform
aims to "make brands human again" by enabling "business-to-consumer marketers at global brands
to optimize customer lifetime value at a scale that is not humanly
possible".
Amplero's
AIM platform uses machine learning and "multi-armed bandit
experimentation" to optimize every customer interaction. It achieves this
by individually analyzing the huge quantities of datasets established over the
years of brands interacting with consumers over a number of platforms to help
brands create genuine, individualized interactions with their customers.
According to the Harvard
Business Review, it is between five and 25 times more expensive to gain a
new customer than to retain an existing one, which is exactly what Amplero
helps brands do. It's effectiveness in doing so is why is has been voted one of
the "Top Five Most Promising Startups" by Venturebeat.
Like-Wise
Established by 26-year old
entrepreneur and "Instagram King" Steven Bartlett, Like-Wise is a
project set up by social media marketing agency Social Chain tackling
the problem of influencer fraud, what
Bartlett considers to be "one of the most widespread scams in the history
of marketing".
Like-Wise's software identifies fake accounts and the
influencers that have purchased them.
"In simple terms, the tool collects data from all of the largest bot farms
and builds a database of tens of millions of fake profiles," Bartlett
explains. "Then simultaneously scans hundreds of thousand so influencers
to see which influencers are getting engagement from these apps."
When
the tool identifies suspicious activity from an influencers account, it uses AI
technology to map out an engagement graph to analyze their engagement over time
when compared with real organic graphs. "It understands what paid
promotion looks like, shout outs and other known algorithmic factors," he
added.
The
tool helps companies identify influencers that are buying followers, which is
around 25% of them, according to Like-Wise's research.
Steven Bartlett, CEO of Social
Chain and founder of Like-Wise, is speaking at Innovation Enterprise's Content Marketing Summit in New York on December 6–7, 2018.
Narrative Science
Narrative Science is an AI-powered writing platform that
uses Quill, its natural language generation (NLG) platform, to transform data
into written, authentic-sounding narratives. Used by big names such as Deloitte
and Mastercard, Narrative Science is attempting to help companies transform how
they interact with their customer's information.
"Its various learning mechanisms
are designed around interactivity so every time a user works with Quill, it
gets smarter by learning about specific domains and how to describe them,"
explains Katy De Leon in an interview with Marketing AI Institute.
"For example, Quill can capture and integrate the nuance of how a
particular company talks about its business. This type of learning results in
new ways for Quill to describe and characterize the area of the business it is
being asked to write about (e.g., sales performance, customer communications,
employee feedback, etc.)
"Quill
also tracks edits made to the autogenerated narratives in order to create a set
of language preferences that can be easily reused by an individual or across an
organization," she adds.
Narrative
Science was founded in 2010 as an academic project and soon after went public,
headquartered in Chicago. It has so far raised $32m over its lifetime.
Dynamic Yield
New-York
based agency Dynamic Yield utilize its "omnichannel personalization
engine" to help companies personalize each customer interaction across a
range of platforms on the web, mobile, apps or email.
According
to Dynamic Yield's site, "the company’s advanced customer segmentation
engine uses machine learning to build actionable customer segments in real
time, enabling marketers to take instant action via personalization,
recommendations, automatic optimization and real-time messaging – in a single
platform".
Founded
in 2011, Dynamic Yield has raised a total of $77.3m over six rounds and it has
so far personalized the marketing experiences of 600 million customers.
What fields of Digital marketing are
they using companies?
4 Ways Companies Are Using AI in Digital Marketing to Improve Customer
Satisfaction. When it comes to improving the customer
experience using AI, four significant developments stand out: chatbots,
predictive and targeted content, content creation, and image recognition
technology. Each of these can help to improve customer service and support, as
well as deliver more targeted and relevant content. Here’s what you need to
know about these technologies and how they can benefit your bottom line.
Chatbots
A chatbot is a
software that can have conversations (or “chat”) using AI to determine
responses. You might have used a chatbot while on a website looking for answers
to a question. Chatbots can conduct either auditory or textual conversations,
the latter usually appearing as chat windows on your computer screen. Also
called messenger bots, chatbots have been called 2017’s best new marketing
channel. Obviously,
a chatbot is not going out into the world to market your business. It’s nothing
like the kind of marketing channel you’ve used in the past like ads or emails.
But chatbots are
effective marketing tools—especially in social media—because they
can provide customer service which helps both your customer and your brand,
gather data on customers which helps you target your messaging, and deliver
those targeted messages on your behalf. Chatbots can even move customers
through the sales funnel by asking more specific questions to help customers
find the products they’re looking for.
National Australia Bank (NAB) launched a chatbot as a
digital virtual banker for their business customers, to save those customers
time on administrative tasks. The chatbot is available to answer customer
questions 24 hours a day, and every day. The software is capable of answering
more than 13,000 variations on more than 200 questions, drawing on real-life
customer inquiries for answers.
Predictive and Targeted Content
In addition to
answering questions via chatbots, AI can be used to gather more data about prospects
and customers, then AI can use that data to predict future behavior as well as
develop more targeted messaging. That content might be delivered by a chatbot
as described above, via dynamic content on a web page, or by email. That’s
because AI can help to deliver the right email message at the right time by
using dynamic content and determining that content based on past customer
behavior. By knowing which web pages a customer visited, which blog posts they
read, which emails they’ve interacted with and more, AI can intelligently
select the content most likely to appeal to a specific customer and
automatically populate an email with that content. Using what’s called “churn
prediction,” AI can also predict when customers are disengaging from a brand, they
help to provide personalized content that’s most likely to appeal to and
re-engage them.
Content Creation
And then
there’s the need for vast quantities of content… Ever since the dawn of content
marketing, marketers have listed content creation as one of the biggest
challenges they face. Creating quality content takes time, and effective
marketing requires a lot of it. AI can help, by generating some of that content
for you. The content can be articles consisting of hundreds of words and read
as if a live human being wrote it. (You can read an article on AI written by AI here.) Or the content generated
can be more specific, such as the email subject lines and social media ads
written in the AI-generated language developed by Persado. In either case,
the content created is customer-focused and purposeful, intended to be useful
to that customer seeking information or scanning their inbox or social media
pages—without requiring countless hours on the part of an employee or
freelancer to generate that content.
Image Recognition Technology
Lastly, we have
image recognition software as an AI tool businesses can use to improve the
customer experience. Image recognition has been around for a while, and you’ve
probably experienced it on a platform like Facebook when a friend was
automatically tagged in a photo you posted. Image recognition software also
helps to personalize customer experiences. For example, major retailer Macy’s launched Macy’s Image Search, an app that lets customers upload a
photo of an item in order to find something similar within Macy’s
inventory.
What are the expected outcomes of using
AI in Digital Media?
Artificial
intelligence is an incredible technology that can work wonders for your brand.
Using AI digital
marketing strategies will help brands deliver improved customer experience and
do more effective marketing. It will also ensure faster problem-solving for
consumers.
1) Is very efficient
The more efficient your marketing efforts are,
the more you company will grow. Efficient marketing equals more products and
services purchased and that automatically increases revenue and company
expansion.
2) Saves time
How much research have you done looking for the
best methods, the best advice for your industry, new solutions and learning
about the campaign success and failures of others? Using AI instead will
undoubtedly save you a lot of valuable time you could be spending developing
your business with your strategic skills.
3) Save money and no
errors made
Using AI in the business leads error free results
and since most of the work is done by the intelligent machines that can analyze
and solve large volumes of data. By doing so, a lot of time is saved and money
that could have otherwise been used to higher more employee or pay their
overtime dues.
4) Help businesses
achieve epic breakthroughs
AI and machine learning enable people to overcome
those blind spots, working through areas that seemed impossible or where the
dots didn’t quite connect. This is well achieved by AI through predicting
defects before they happen. Breakthroughs are about seeing what people
previously couldn’t achieve until AI got into the market.
With the birth of artificial intelligence,
embracing its use will give you several benefits in your digital marketing
strategy. AI is the new face of productivity, efficiency, and
profitability. Making a decision to embark on a
new era driven by AI is not meant to replace the jobs of marketers or
advertisers. It is here to unleash their true strategic and creative
potentials. As a business owner or marketer, it is time to identify the
problems that your business or marketing campaign is facing and how accurate
insights can solve these issues.
How does the future look like?
There are many Benefits of Artificial
Intelligence in Digital Marketing. So, we are going to list out some benefits
of AI in Digital Marketing.
·
Advanced Results
·
Real Time Customer Support
·
Saves Time & Money
·
Real time tracking of consumer behavior
·
Automation of Consumer Management Services
·
Secured Data
·
Increased Accuracy
·
Proactive on Sales Opportunity
·
Prevent Revenue Loss
Above all are the outstanding use of AI in
Digital Marketing. Beyond this, We can list out more benefits in future once
after Digital Marketing start using Artificial Intelligence.
Conclusion
In Conclusion, Some candidates have a big
doubt that AI is going to over shadow Digital Marketing. And we want to
conclude that Digital Marketing and AI are going to join hands to bring
outstanding Outputs. Beyond this, Artificial Intelligence is going to bring
more and more changes in digital life.
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