In this post, we will talk about the main innovations that AI will bring to digital marketing strategies : voice search, bots and machine learning, as well as the consequences of each.
What is Artificial Intelligence?
According to HubSpost, Artificial Intelligence is an area of Computer Science that allows machines to perform procedures that would require intelligence if performed by humans . This includes procedures such as learning, observation, dialogue, socialization, reasoning, and problem-solving.
So how does artificial intelligence fit into digital marketing?
A practical example of how AI helps in digital marketing processes comes from IBM.
As Juliano de Mello Araujo, Partnership Manager responsible for joint actions with IBM at phone number list philippines Math Marketing , explains, marketing strategies are increasingly dependent on a huge amount of data about customers, transactions, trends, among others. Therefore, to achieve a quick understanding and extract valuable information from so much data, IBM is betting on Artificial Intelligence as a fundamental support for Marketing professionals.
Voice Search – Prominent Trend in AI
One of the most popular applications of artificial intelligence today is voice search , which works by processing voice messages.
Through AI, it is possible to access complex information from questions in natural language, such as asking for a performance comparison of all campaigns of the year, or how these perform in relation to campaigns from the previous year. Juliano explains: “ IBM has started incorporating Watson Assistant as a complement to marketing tools , enabling professionals to have quick and simplified access to a series of analytical data that can facilitate decision-making and rapid improvements in strategies being implemented .”
Chatbots are already widely used to simplify routine services and there is a gain in scale with their use. However, to serve many customers in complex environments, Bots require extensive training and investment.
One trend suggested by IBM is the use of chatbots to support agents who are in direct contact with customers. “ In this case, the conversation with the customer is conducted by a person, who is better able to understand the context being discussed, but the attendant is supported by a bot, which helps him/her find the correct answer within the various processes and service manuals ,” explains Juliano. “ The bot speeds up the agent’s work and helps deliver the correct response to the need . This service has already been implemented by several IBM clients, such as Bradesco, which created its support bot for branch managers in 2016. The result was so positive that the system is now being opened to customers as well ,” adds Juliano, speaking of the BIA chatbot support system .
Machine Learning – improvement through learning
This is an advanced area of AI that allows programs to absorb huge volumes of data and create predictive algorithms that improve over time.
Machine learning is not new, it is a part of AI that is about 50 years old, however, during this time, and especially in recent years, its evolution has accelerated considerably due to the large volume of data storage capacity provided by cloud computing , “ With great data processing and storage capacity, it was possible to discover new things that we could not before ”, says Sérgio Larentis, VP Marketing Engineering at Math Marketing ,
Machine Learning will eliminate the marketing guessing game, and marketers can nurture their contacts with content and offers that are more aligned with their individual profiles to ensure relevant, impactful content. They can then define email marketing timing, personalize social media ads, and more, all while having access to the data they need for their strategy .
With the consolidation of Machine Learning, users will start to demand a new caliber of their marketing actions, a level only achieved through the data that virtual intelligence provides.