Marketing is a field that evolves continually. Today, technological advancements and digital marketing go hand in hand, and the rise of new technologies is undoubtedly impacting the way businesses market products and services. One of the most notable developments is the ever-growing presence of AI within the digital marketing sphere. AI is revolutionising the way businesses strategise and showcase and promote their brands.
How AI is revolutionising digital marketing
AI plays an increasingly integral role in the way modern businesses function. Although as consumers, we may not be fully aware of the extent of the impact of AI, this form of technology is transforming the way companies create and implement marketing strategies and campaigns. There are several ways in which AI is changing the way businesses market products and services, reach out to customers and attempt to turn leads into sales. Here are some of the most significant changes.
Improved user experience
Customer experience has never been more crucial. Today, clients are looking for an experience, rather than just a product, and reviews play an increasingly prominent role in the decision-making process. AI can help to enhance user experience by collecting and analysing data to design an experience that appears as though it has been created just for that specific user. AI has the capability and power to root out information and data that is relevant to the individual or target demographic, creating a personalised experience that is much more likely to impress a customer. Service is key across every sector, and studies show that over 90% of people now read reviews before ordering a product or booking a table in a restaurant, for example. If a customer enjoys the experience you provide, there’s a good chance that they will leave you a positive review, and this will help the business to attract more customers.
AI can also make the customer experience more enjoyable by providing an insight into the real-life impact of buying products. In the retail sector, for example, it’s now possible for brands to use AI to provide shoppers with an accurate insight into how garments will look on them. This increases the chance of lead conversion and reduces the risk of returns and complaints.
Predicting emerging trends
In the past, it was only possible to predict emerging trends by using historical data linked to existing or previous customers. Today, thanks to AI, companies can now use information harvested across the Internet to spot more universal trends and gain valuable data to create campaigns that are targeted at new customers. In marketing, it’s imperative to move with the times and to use trends to turn heads and outshine the competition. With AI, businesses are able to keep a foot firmly in the future, enabling them to respond to customer demands and desires and to stay ahead of the crowd. When gathering and analysing data, AI also enables businesses to target customers who are likely to have an interest in a given product or service and to eliminate leads that are unlikely to go anywhere. This increases efficiency and eliminates unnecessary spending.
Using predictive analytics through AI applications enables companies to gain accurate customer insights, to tailor lead generation campaigns, and to provide personalised recommendations. All these benefits are mutually advantageous, as they increase the efficacy of marketing strategies at the same time as improving customer service and user experience.
Real-time customer support and engagement
One of the most significant ways in which AI is transforming digital marketing is facilitating real-time customer engagement. Years ago, if a client had a query, they would have to call a company or send an email. Today, customer service has moved on, and many businesses now provide support through chatbots. It is well documented that consumers abandon carts or opt for competitors because they have questions to which they cannot find the answer. Chatbots have become much more commonplace, and they can help companies to improve customer service and client experiences by providing instant responses. Customers do not have the time or the inclination to wait for a phone call or hang around for a response to an email. Web users want instant results, and a live chat service can provide this. Through innovations in the home, for example, Alexa, customers have become used to conversing and interacting with AI, and this is a trend that is set to grow within the world of digital marketing.
There are instances when it’s preferable to communicate with a human being, but in the majority of cases, when a customer has a simple question, using chatbots is an effective means of providing answers swiftly and seamlessly. As AI has developed, chatbots have taken on a more human side, and they are capable of responding to questions, providing tracking information, overseeing orders and resolving straightforward problems. One of the best things about chatbots is that they can function 24 hours a day. This means that a business doesn’t have to worry about losing a sale or running the risk of ending up with a bad review due to the fact that the store is closed or the phone line operators have gone home for the day. This is a cost-effective means of providing round-the-clock support for customers.
Augmented reality experiences
Most people are aware that virtual reality and augmented reality have been around for some time, but up to now, their application has largely been restricted to novelty and entertainment. Today, businesses are employing these technologies to provide customers with a different take on how their products could benefit them. Consider the example of a furniture store. Using an AR app, shoppers are now able to see images of different pieces in their home before they buy. Providing this kind of feature makes the shopping experience more fun and memorable, but it also helps to reduce the risk of a service falling short. When a business makes a sale, the last thing they want is for a customer to return products and to consider rating the item or the service poorly. Offering new, different, interactive features can also help businesses to stand out, particularly in a saturated marketplace.
Voice search is an increasingly common means of sourcing and locating products and services. Households are investing in technology that is activated and regulated through voice controls and many of us use voice demands on our phones and in-car communication systems. The rise of voice search looks set to impact the way we use search engines. Currently, around a third of Google’s daily searches are carried out in response to voice commands, and figures are expected to increase. In terms of digital marketing strategies, the shift towards voice searches is significant. As a company owner, the aim is to use search engines to create and convert leads. As voice searches become more commonplace, companies will need to embrace this trend and ensure that they capitalise on the growth of this new search method.
AI has already had a major impact on the way businesses market their products and services, and this is a trend that is set to grow in the future. As technology advances, the way companies work will continue to evolve, and customers can look forward to enhanced shopping and buying experiences, improved service and support and simple ways of interacting and engaging with businesses. In the world of digital marketing, it pays to stay ahead of the curve, and investing in AI is a surefire way to reach out to interested customers, maintain contact with existing clients, and increase the chances of converting leads.