AI seems to be the “hot topic” in the world of digital marketing at the minute, but it’s not just a passing fad. On the contrary, AI is changing the face of digital marketing through machine learning and recommendation engines. You can see how some media giants, including Netflix and Spotify, are already implementing artificial intelligence here.
AI can benefit digital marketers in a number of ways, including improving UX, increasing productivity and crucially, improving ROI.
But how is it being implemented? And what more can we expect from AI with regards to digital marketing? Here are 3 key areas to consider.
Increased voice search
We took the much repeated claim that “By 2020, 50% of all searches will be conducted via voice” with a pinch of salt but there’s no denying that voice search is definitely on the increase. This has meant that brands now have to ensure that their websites are fully optimised for voice SEO. It requires its own keyword research and a specialised approach as research shows that local and long tail keywords are used three times as much in voice searches than in regular text searches. With the rise of voice search, there are generally three types of queries that will have to be considered: informational, navigational and transactional.
Chat bots become the norm
Chat bots help brands interact with their customers on their terms. With busy schedules, people no longer have the freedom to take time out of their day to call up businesses with queries and wait to speak to a real person. Instead, chat bots are becoming a common addition to websites for a quick and easy way for customers to get what they need. Becoming more sophisticated as AI technology has developed, chat bots have the capability to answer the most common queries and can even engage in human-like conversations that can improve a customer’s experience. We’re expecting more and more companies to adopt these chat bots, integrating them as a fundamental part of their websites.
Personalised product recommendations
Using AI technology, ecommerce brands can track their customers’ preferences, habits, and buying behaviour. These types of insights allow brands to recommend related products or services their customers might be interested in, with a view to increase sales. AI-powered recommendation engines allow for a more targeted approach meaning brands can put products in front of customers that they might actually want to buy, rather than using a scatter gun approach. Personalised suggestions allow sales to be scaled up and revenue increased. These types of personalised recommendations are already been used by companies such as ASOS and Amazon but it makes sense that smaller outfits will look to adopt it too.