Digital marketing professionals believe that big data is essential to conduct an effective marketing campaign. Indeed, it is difficult to predict the behavior of users without this amount of data and therefore, to offer them personalized products or services. But we all know it: personalization is the key to success . This is why marketers are increasingly using artificial intelligence (AI) and, within it, machine learning. And according to a study conducted by Salesforce in 2017 , 11% of SMEs are already using AI technology.
On the other hand, however, many marketing teams say they are not ready to embrace machine learning. According to the same study, 53% of SMEs do not want to try the experiment. Some say they are afraid of the high cost of access, others fear that their teams do not have the skills required to fully exploit this technology. In digital marketing, there is more to gain than to lose by betting on AI. Also, a few leads show how AI can benefit your marketing team.
AI helps you build a great team
To build an effective marketing team, you need to hire qualified people . Indeed, a mistake in recruiting can cost you dearly in terms of time and resources.
AI helps automate the recruiting process with its ability to analyze huge amounts of data instantly. So, good software can immediately qualify candidates through predictive analysis that uses parameters like personality forms, games to measure cognitive ability or the reaction to real issues within the company. .
On the other hand, certain “intelligent” recruitment algorithms, such as the one designed by Harver , will allow you to identify the personality traits you want to find in your future employees: extraversion, friendliness, etc.
Like Zappos and Netflix, two online businesses focused on customer service, embrace AI-powered tools to build your marketing team.
It helps it target your audience
Now that your marketing team is in place, you need to provide it with the necessary tools to carry out its missions. One of its responsibilities is targeting your audience . A task that she will be able to accomplish without difficulty thanks to AI.
Indeed, segmentation engines powered by AI fragment data to derive precise information such as the age and gender of the user, his geographical location or his level of income.
But that’s not all. Artificial intelligence systems automatically update this information based on the data. In other words, they allow your marketing team to save time since they no longer have to do market research or surveys to segment customers.
AI helps automate analyzes
There is no question here of replacing your analyst with a robot. Only you have to admit that it is humanly impossible to analyze so much data. Also, help from a machine is welcome.
You will understand, your marketing team can and must use AI to make decisions and then, you have to keep in mind no matter how sophisticated a machine is, it must always be supervised by a To be human.
… And to do more conclusive tests.
Being able to collect and analyze a huge amount of data allows your marketing team to perform more conclusive trials and for good reason, instead of testing different variations of a single factor, algorithms allow them to take into account all kinds. additional data, including user search history .
Using AI, for example, your marketing team can find that Variant A works best with a younger audience, while Variation B is well targeted for an older audience. Your employees can therefore use this data to personalize your site according to your different audiences.
The AI measures the effectiveness of a variant by taking into account the engagement rate: Registration on mailing forms, session time, on-site purchase rate, etc.
AI rhymes with personalized messages and offers
Users crave personalized content . This is also a determining factor in generating conversions, more particularly in terms of online sales. The proof: 91% of customers around the world ( Accenture study ) are more likely to buy a product from a company that remembers their preferences.
In other words, AI helps your marketing team personalize your branding and sales strategy by providing them with the data they need. Data-driven point-of-sale systems, for example, educate him on order history, sales trends and customer profiles. This allows him to make suitable purchase suggestions.
It helps create more targeted ads
By collecting visitor data, publishers are able to create more relevant ads. Indeed, thanks to them, they can target users according to the articles they read or according to their geographical location.
Suppose you are a shampoo brand. By hire digital marketing consultant in delhi, you will be able to offer the right products to users who live in countries with humid climates, namely a range of anti-frizz products.
Who says AI says semantic research
Thanks to big data and machine learning , search engines fully understand what users are looking for. That’s why savvy marketers who want to provide a better user experience for visitors have already integrated them into their site’s search functions.
This is the case with Walmart, which uses machine learning, as well as text and synonym analysis, to improve the accuracy of its site search. According to the American number 1 in mass distribution, the fact of having added semantic search to its site allowed it to increase its conversion rate by 10 to 15% . For a company like Walmart, that represents an increase in revenue of several million dollars (or even several billion).
With AI, the buying journey is automated
Your marketing team has so much work to do that they struggle to keep up with customers throughout their buying journey. And yet, it usually takes up to 8 interactions to convert a prospect into a customer.
AI systems can help customers along their journey by automating the process and sustaining constant engagement. For example, these systems can be programmed to send follow-up messages or to respond to customer requests – through chatbots – when your marketing team is overwhelmed or absent (especially outside of office hours).
Finally, big data makes it possible to personalize the process for each customer by keeping track of the interactions, thus allowing your marketing team to make specific product recommendations according to their needs.
Your team identifies the most influential brand ambassadors
The influence marketing is currently one of the best strategies to build strong relationships with an audience on social networks. Even more, it increases the probability of purchase by 71% as studies show that consumers trust recommendations from “real people” rather than comments on social networks and even more than messages. brands.
To get the most out of influencer marketing, it’s important to find the right influencers . Again, big data can be of great benefit to your marketing team. Indeed, AI can help him identify all potential mediators. What’s more, AI technology makes it possible to track conversion rate accurately and therefore increase RoI.
Today, digital marketing is inseparable from AI. With this technology, you drive growth, automate day-to-day tasks, and help your marketing team develop winning strategies.
Finally, as they say: first come, first served. The early marketing teams that decide to adopt AI stand to gain the most, as they will get ahead of the competition. So what are you waiting for to get started?