8 Ways to improve a marketing strategy using artificial intelligence
Artificial Intelligence in marketing has proven to be very effective in driving a relevant and efficient marketing campaign that generates impressive results for those who have gained mastery of it. This is because marketing in this era has gone beyond sitting somewhere and concocting marketing strategies and content based on what has worked before – or based on what the brand presumes to be the best way to get their message across to their target audience. Marketing, therefore, has shifted from the brand’s perspective of the product to the consumer’s perspective of the product. This is where Artificial Intelligence comes to play.
Artificial Intelligence helps brands to gain more insight into their consumers’ preferences. This knowledge enables companies to market their products or services more effectively in order to increase sales revenue.
If you would like to increase your sales revenue using Artificial Intelligence methods, it would be wise to seek the assistance of a digital marketing agency who will help you achieve your marketing goals. Here are some ways brands can improve their marketing strategy by using Artificial Intelligence.
1. Use chatbots services across multiple platforms
With the emergence of chatbots – robots chatting with humans as though they are humans – a lot of brands would be able to eliminate all possible issues and humans errors that come up in the sales or marketing process. This includes unnecessary delays, avoidable errors, wrong information and so on. Just as some brands have different departments that attend to different customer needs, chatbots can also be used to replicate this process. Chatbots can be creatively adapted to answer all possible questions that customers might have, and it can also be used to guide customers through a sales process.
2. Get relevant data about activities of target audience
A lot of e-commerce websites make use of Artificial Intelligence that helps them understand how their target audience behave on their website in a bid to use that information to recommend relevant products to them or create marketing content tailored to their behavior on their website. For instance, if a customer keeps checking out items under the fitness store of the e-commerce website, the company is automatically informed about this – based on data gathered from their website. This way the company learns that the customer has an interest in such items, so they will then automatically recommend such products through an automated email marketing campaign. So the more the interest of the customer shifts, based on items that he or she checks on the website, the more interest-based recommendations the brand will provide. Artificial Intelligence is one smart way brands can keep up with the ever-changing interests of their target audience.
3. Create more personalised pricing
Artificial Intelligence makes it easy for brands to be more creative and apply the laws of demand and supply to rake in more revenue for themselves. It is very hard to try to influence the price of a product in a physical store when people suddenly flood a store, but with e-commerce website or any brand selling online, this is very possible because of the power of Artificial Intelligence. Businesses can know when there is a high demand for a product and personalise price automatically. When people keep searching for a particular item on the website or on the internet generally, they are less likely to be offered the discount price when redirected to the website that has that product in stock because there is a high demand. Rather the customer would be redirected to a slightly higher price.
4. Use relevant data to run targeted ads
Brands can make use of Artificial Intelligence to understand what their target audience is searching for online. Businesses can then use this knowledge to create more content-specific marketing. This can help businesses cut back on marketing expenses to create more adverts that would yield better results for their marketing goals.
5. Use data to create retargeted ads
When customers abandon activities on the brand’s website, they can use Artificial Intelligence to get details about the specific items that customers looked at on their website and remarket those products again to them anywhere they are online, with the hope of getting them to complete the buying process. This process is referred to as retargeting. This method of marketing makes it appear as if the item the customer searched for earlier keeps following them online. Brands can use it as an opportunity to upsell and cross-sell to these customers to increase sales.
6. Create advanced voice search solutions
The use of voice search for searching for things online is now becoming a trend. More millennials are beginning to explore the opportunities of using voice search over the more traditional mode of searching for information online. With the increase in usage, brands who don’t want to be left behind in this trend are beginning to incorporate voice searches into their websites.
7. Creating relevant and smart content
Content is an integral aspect of any marketing effort, and it can go a long way in determining the success of any marketing campaign.Years ago marketing paid no attention to the consumer’s preferred medium of communication. It simply used any means necessary to notify existing or potential customers of new products or upgrades. However, marketing in this era has shifted from what the brand wants to say to get people to buy to be focused on how to find the best way to get the attention of consumers and convincing them that their product is worth spending money on.
Brands can now create more relevant and smarter content tailored to the specific needs of each customer across all the communication channels used by their target audience.
8. Building long-lasting relationships
Effectively, Artificial Intelligence provides brands with the ability to predict the preferences of customers in real-time. This way companies can give better customer services which in turn would improve the relationship between the brand and the customer. Businesses can easily predict what their target audience is thinking about, in relation to the brand. They can then tap into their activities on social media to get updates on things that interest them. Armed with this information, businesses can start to engage in meaningful conversations to understand exactly how customers are feeling about their brand.