The digital transformation has a considerable impact on marketing and sales functions. As we have reached 2020, it’s tempting to look back to see just how diversified digital marketing strategies have become over the past decade.
The advent of social networks has spearheaded the development of digital communities: these areas of influence are adopted by brands to strengthen the engagement and loyalty of their consumers. SEO (also known by the acronyms SEO and SEM) and content marketing have also taken a considerable place in the digital world.
As we know, the profession is constantly evolving, and it is now artificial intelligence (AI) that is making its place in product and marketing teams and strategies. So, how is the application of AI disrupting the now proven marketing strategies of the past decade? How can you use it to strengthen your strategies?
To stay updated, here we offer you some in-depth points to understand the upheavals induced by the gradual incursion of AI into the digital marketing sphere!
Here are some ways AI is changing digital marketing:
Recognize and analyze
Customer relationship management (CRM) refers to a business strategy that establishes a customer-centric approach to business by maximizing the collection of customer information and filtering valid information.
When CRM, artificial intelligence, and big data technology are combined, they can maximize the collection of user information from different platforms and can obtain accurate information for target customers, and identify user needs so that companies can determine the most appropriate marketing strategy. The key is that any behavioral information will become the source of AI analysis. For example, the types of products someone buys, the pages they navigate, the tools they use often, etc.
With all of this data collected, marketers can efficiently analyze a potential customer’s needs and adapt the artificial intelligence used to increase sales. Also, you can better visualize the customer journey and provide the right kind of solution.
Artificial intelligence allows you to take digital marketing one step further: it is possible to anticipate user needs and offer the product or service you need even before you look for it, thanks to predictive analytics. This type of analysis consists of the use of data, algorithms, and machine learning techniques to determine the probability of certain future events based on historical data.
The applications of predictive analytics are huge in the world of marketing. One of them is lead scoring, a technique that allows us to determine with greater certainty the probability that a prospect will become a customer based on their profile and behavior.
Use of chatbots
It is not new that chatbots are taking over the digital marketing landscape. But, recently, this solution is on the rise and has already appeared on a large number of websites, and integrated into applications such as Facebook Messenger and WhatsApp. Simple script-based bots programmed right now are being redefined by the adoption of Artificial Intelligence and Machine Learning. Solutions such as natural language processing help the robot to chat with users like real people: understand their queries and construct correct and logical answers. This brings a revolution in customer service, sales, and marketing, the areas where the use of AI chatbots is growing at a rapid rate.
The bottom line
Capitalizing on the possibilities offered by artificial intelligence to assist marketing and sales teams has a powerful impact on these rapidly changing professions. The approach to marketing evolves with artificial intelligence, and this manifests itself at all stages of a customer’s buying journey. This opens up a vast field of possibilities that must be seized by marketers today.
However, AI needs to be supervised, guided in its learning, and to feed on the right sources. AI is made by humans, for humans. Thus, it is necessary to consider training teams so that they have control over the actions to be entrusted to artificial intelligence.