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Is A.I The future of Digital Marketing?

Tasha Sandoval

A.I Technologies have proven their success with our day-to-day activities. But do they show advancement well-equipped to take on the complex tasks of Digital Marketing? In short, yes, Experts believe A.I Technologies are driving ROI, providing higher efficiency, and unique personalization. 

Demis Hassabis, CEO of DeepMind, defines A.I as the "science of making machines smart." and although accurate, it underestimates the power and capacity the A.I Technologies continue to develop. With the ability to collect data, analyze it, apply it, and then learn from it, A.I is transforming everything in our lives from the way we consume the news to the way we create strategies for our business.

One of the industries most benefiting from this technological transformations is Digital Marketing. Experts in the field are implementing A.I technologies to drive the most common KPI's: Engagement and conversions. 

Below are the most common ways digital marketers are reaching these KPI's, which have proven time and time again to optimize marketing efforts and drive ROI more efficiently.

24/7 Availability

When it comes to engagement, communication is vital. Around the clock, personnel proves to be an impossible budget-friendly approach, while the lack of personalization on automated answers can make leads lose interest. A. I Technologies such as Chatbots can cater to a consumer's specific needs, having been built to detect key patterns during conversations, they can immediately educate on products or services, answer questions, and even schedule future appointments. 

User Experience

A.I can vastly improve user experience by fully personalizing it, apply available data points like location and prior communication to customize an interaction. 

Lead Qualification

While your conversational A.I tool is chatting with prospects at any time of day, it can also be collecting data to qualify leads. With strategic questioning and an effective conversational mapping, bots can be programmed to understand what a disqualified lead looks like and what the process is to generate a conversion.

 

Tools and strategies to reach these KPI's and what the future of marketing looks like

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Content generation and creation

While A.I may not be able to write detailed, nuanced copy (yet), it can generate quantitative content like reports and news to update your customers. This can trigger news alerts and increase traffic to your website. 

Predictive Analysis

A.I is making considerable strides in predicting user behavior and forecasting sales and ROI. By collecting data about your users beyond their behavior on your site, A.I tools can help you get to know your prospects better and even take a more targeted approach to potential leads. Similarly, digital marketing can optimize targeted ads by harnessing user information to advertise to potential prospects. 

Chatbots & VoiceBots

Conversational AI, like chatbots and VoiceBots, can deliver that highly-sought-after 24/7 availability that has the potential to influence significant growth. Chatbots like Drift engage prospects from the very beginning and use predictive analysis to better personalize their user experience. VoiceBots like VOIQ take things even one step further by automating your sales and marketing calls, engaging leads, and giving top-notch, personalized customer service. 

According to Rasmus Rothe, co-founder and CTO of Germany-based research lab Merntix, "every single industry will be enhanced with A.I in the coming years." Oracle also predicts that by 2020, 80% of businesses will use or plan to use bots. With 2020 less than 2 months away, it's easy to see why companies should adopt A.I tools to stay relevant and competitive. 

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