Artificial Intelligence (AI) is taking over the Martech landscape. Are you using it to streamline your digital strategy?
If not, then now is the time to start doing so.
Fortunately, there are plenty of ways that you can apply AI to your online marketing efforts.
In this article, I’ll go over several of them.
Your customers want a marketing message that’s personalized. That way, they’ll feel like you’re speaking specifically to them instead of publishing what amounts to a marketing form letter that’s meant for the masses.
But how can you identify the interests of each and every one of your customers? With AI.
AI can analyze how your visitors move through your website. It can keep track of the pages where they tend to hang out the longest. It can keep tabs on the products and services you offer that they like the most.
Moreover, AI can also gather info about how your customers arrive at your site. That can be an important factor in determining the channels you use in your personalized marketing efforts.
You will, however, have to get together with your team and set up a series of triggers that your martech can track. Possible triggers include:
- Abandoning the shopping cart
- Making a purchase
- Viewing products in a category for a long time
- Watching a video about a product or service
Once you’ve collected data on customer behavior, you can use that data to predict how those customers will behave in the future.
Use behavioral data to offer product or content recommendations, promote sales for specific items based on past purchases, and even let them have a “first look” at a new offering.
Additionally, you should also use AI when it comes to promoting cross-sell and upsell opportunities.
Give Them Smarter Chatbots
If you’re unfamiliar with chatbots, they’re software tools that communicate with your customers on your website. They often lead people to believe that a human being is chatting with them when in reality it’s software.
They’re part of a concept called conversational marketing.
People who visit your website use chatbot software to type questions about what you’re offering. The chatbot is intelligent enough to comprehend the text the user types and issues an intelligent reply.
As of today, 1.4 billion people have interacted with chatbots. Also, according to a recent survey, 80% of businesses said they plan on using chatbot tech in the near future.
Chatbots are also a perfect place for AI in marketing.
Think about it: you can add a chatbot to your lead generation form. People who visit your form can use that chatbot to get more info about your business.
That might be all the incentive that’s needed to help those people complete the form.
It’s likely that chatbots will become a nearly indispensable resource for many businesses as we head into the 2020s.
Listen for Your Mentions
People are talking about your brand online. Are you listening?
If not, that might be due to the fact that you simply don’t have the time.
That’s understandable. Still, you should follow what people are telling others about your business.
Fortunately, AI is here to help. Advanced martech can listen for your mentions on websites, social media channels, in reviews, and even in surveys.
Then, it can provide a report so you can see what “they” are saying. That gives you the opportunity to respond accordingly.
When you use AI in social listening, you’ll also uncover insights you wouldn’t have found otherwise.
Additionally, AI can pick up on historical data. That will give you some ideas about trends over time.
Price Products Dynamically
Let’s never forget that price is one of the four P’s in marketing. AI can help you with that as well.
How? By analyzing market forces and automatically updating your prices in response.
What kinds of market forces does AI analyze? Things like supply, demand, and competitor prices.
Very sophisticated systems might even look at economic data.
Let’s say you’re running a hotel and you don’t have a whole lot of bookings for a specific week. Let AI drop your room rate for you so those rooms don’t stay empty.
Additionally, you should use AI to promote discounts only to customers who are likely to use them. That saves you valuable resources as you won’t offer promotions to people who are just tire-kickers.
If you’re concerned that dynamic pricing takes control away from you and limits brand value, rest easy.
Remember, AI is advancing all the time. Contemporary solutions are designed to enhance the value of your business, not diminish it.
Also, companies like Walmart and Amazon have used dynamic pricing to maximize sales for quite some time. So if you decide to go that route, you won’t be the first one to try it.
It’s not just those big commerce brands that use AI-driven pricing, either. AirBnB, for example, uses it to let property owners know how much they can expect to earn when they list their properties on the app.
Implement Predictive Analytics
I mentioned that AI can predict future customer behavior in a couple of previous points. Here, I’d like to elaborate a little more.
First, you can use AI to understand your customers better.
Specifically, AI can segment your customer list by very specific attributes. Then, you can run campaigns that will appeal to those segments online.
Next, you can use AI to qualify leads. A good martech solution will analyze a potential lead and even score that person based on how likely it is that he or she will become a customer.
That can save you valuable resources in your sales efforts.
Wrapping It Up
When it comes to artificial intelligence in digital marketing, the future is now. If you won’t take advantage of it, your competitors will. Then, you’ll get left behind.
You don’t have to go that route, though. Instead, start comparing different AI-driven solutions and find the one that works best for your business.