How does Digital Marketing relate to Artificial Intelligence?
When we think of Artificial Intelligence, we think of the popular dystopias of science fiction. Terminator, 2001: A Space Odyssey, Matrix, Blade Runner, etc. Those movies and the statements of science celebrities, like Stephen Hawking, have been responsible for creating in our minds the idea that artificial intelligence is a threat to human life, especially when it is self-replicating. But aside from speculation, the fact is that artificial intelligence is tremendously useful for keeping the industrial and technological development rolling in an increasingly complex and interconnected world. It is not a global trend by chance.
Nowadays, thinking about conversations with virtual assistants is no longer an absurd idea, taken from the movies. Asking an algorithm for what you need (or what it knows you need) in a buying process is a daily affair today, in 2017. Such is the case of Apple’s Siri or Amazon’s Alexa. But things go further, since the trends are aimed at improving these processes and making them more usable on a daily basis. People have started to talk about artificial intelligence for resolving disputes, customizing a sales process or even improving the customization for selling products or services to each customer. However, this challenge raises its own kind of controversies since many consider it dehumanized, or, in some cases, users feel they are not well-attended in real life, since they are finally talking to a program with an artificial voice instead of a human being, that, in the end, does not fulfill all the expectations nor give all the needed answers.
As for digital marketing, the relationship between Artificial Intelligence and online sales strategies is a business that has now led startups to create developments that measure the interaction between the brand-product and the consumer. The Artificial Intelligence development market for designing marketing strategies recently yielded a measure of how social network users react to them. Big technological companies find in Artificial Intelligence an improvement for building a new episode of marketing strategies, whose potential is in the necessary interaction with users-consumers, based on which information is generated and from what kind of databases. AI works also measures the emotions caused by a brand or product when the user watches the campaign online.
In addition, artificial intelligence leads to a better relationship between corporations and consumers, because the feedback can be monitored and answered in real time. It means that marketing strategies would be a matter of hours. When it comes to AI, the processes inside corporations was almost unknown decades ago, however, since gadgets and electronics devices included them a few years ago, it has become a boom spice. More than a trend, a necessity.
AI expands the limits of digital marketing action. On the one hand, it identifies the reasons that motivate the purchase by the customers, allowing the segmentation of the product adapting it to the tastes and interests of the customers. On the other hand, it determines the causes of each purchase, and it means it establishes the way in which the product must be sold in order to approach more precisely to the customization process. In third place, it promotes product innovation through the identification of trends and improves customer service processes, solving quickly and effectively all the situations arising. Finally, it offers better recommendations for customers based on data such as the purchases history.
Several technology companies already use AI technology. Google is the best example. It has managed to improve their search engines results and has helped users to find better results according to their behavior. Twitter that has also created a bot to improve the interaction of users through its platform. But one of the main challenges of AI will be its ability (and the current inability) to recognize emotions and that’s the main focus of such big companies, especially when it comes to users posting comments on social networks. It is very important to be able for cataloging such information more precisely with the aim of customizing ads, for example.
What seems clear is that Artificial Intelligence can offer companies a competitive advantage, because it offers a universe of possibilities still unexplored. The question is: Can artificial intelligence make a product fit the preferences of customers before they know it? Maybe this is not so far away. Artificial intelligence may be key to understand the minds of customers more accurately, as well as attracting and retaining them to a brand or product. Identifying the precise tastes of the consumer, determining which are the most successful sales messages or defining the best marketing strategy are just some of the processes that can be improved thanks to AI. Taking advantage of this technology for expanding your brand and your sales is a good option to develop a smart marketing full of possibilities.