Marketing generally is impacted hugely by technological trends. This makes the field highly dynamic as the technology itself is improving at a breakneck pace. Only a few decades ago, terms like SEO and social media were not so widely in use. Makes one wonder what the world was like for marketers. They had to rely on traditional marketing methods like door to door, radio, and television- which somehow failed to reach a vast number of people. Technological advancements made the world we live in possible today. Marketers can now leverage on the opportunity provided by social media to reach a massive number of people.
Recent statistics have shown a consistent increase in many people that are active on social media; people are moving online hence marketers along with them. With an estimated 2.46 billion active social media users last year, businesses are looking for tools to help them access this global market more efficiently. One of these tools is Artificial Intelligence. AI is becoming increasingly popular amongst social media marketers because it bridges the gap between data science and marketing campaign executions. AI has impacted the field of Search Engine Optimization, E-commerce development, Social media development, etc. and proving to make social media marketing a significant tool necessary for success.
What is artificial intelligence?
Artificial intelligence (AI) refers to the ability of a digital computer or related program to perform tasks only capable of intelligent beings. AI processes include the ability to learn (gathering knowledge and the rules for applying them), reasoning (using the rules to reach approximate or definite conclusions) and self-correction (learning from past mistakes). Particular applications of AI include expert systems, speech recognition, language and machine vision. Social media marketing, SEO agencies, and e-commerce are some of the numerous ways AI improved the digital market for businesses.
How does AI impact social media marketing?
- Chatbots or virtual assistants
Chatbots are computer programs saddled with pure functions, and these may be to converse with customers; making suggestions, answering FAQs or other designated services. Today, chatbots can be used as personalized assistants, virtual assistants and may even be programmed to assist in marketing and sales processes. Chatbots are now possible thanks to AI. Setting up, monitoring and running social media marketing campaigns can be very stressful especially when traffic is extremely high, chatbots assist in performing most of these functions leaving marketers to handle other issues.
A vital feature function of chatbots is when it uses information about the customer to provide product suggestions to make shopping easier.
Meet “RankBrain” an AI that identifies patterns and buckets data to processes search results. With AI like RankBrain being used to optimize searches, keywords would not be as relevant in ranking. This program will be a game changer for social media marketing because it optimizes searches through studying human behavior like bounce rates, time on page, video click-through rates, and scrolling. Faster and More relevant suggestions will be made to customers, and more sales recorded too. Most search engine optimization agencies take advantage of AI to provide tailored SEO services to their customers.
- Improved Customer service.
Excellent customer service is always in increasing demand for businesses today. AI can reduce most of the workload by taking care of most customer related issues. Marketing is fast changing because of AI; this means diminished customer waiting time, the quick response rate to inquiries and provision of round the clock customer service for most businesses; and increased customer satisfaction. These programs are relatively affordable, they never take vacations or fall sick as people do, a company would do much more good incorporating AI into its marketing strategies.
E-commerce is a fast-growing market estimated at $102.7 billion or 8.3 percent of total U.S. retail sales in 2016. Total retail trade was approximated at 5.9 percent of the national GDP in 2016. Digital transactions become not only helped in providing secure and faster payment methods; artificial intelligence is at the top of deliberations by businesses to incorporate into e-commerce. Ai can perform functions such as competitor analysis, customer analysis, and more.
DeepMind, one of Google’s startups, is a program specialized in building algorithms, as for functions like e-commerce. Programs leveraging on the knowledge of AI and machine learning are continually being developed. Someday sooner than later e-commerce will become automated. Some ways that AI would aid e-commerce is through data or text mining and automated marketing.
Text mining is when AI collects and analyze structured and unstructured data about customers across social media to learn more about the customer preferences in products.
Marketing automation refers to when a computer program is instructed to perform automated marketing actions; examples include sending emails, social media posts, automated replies and more.