Artificial Intelligence in digital marketing: how to apply it?
After all, is it possible to use artificial intelligence to optimize digital marketing?
What seemed like a story from a Spielberg movie became real faster than we imagined. Artificial intelligence is here to stay: and it's time to learn how to deal with it – and use it to your advantage.
That’s why the Beatz team has put together some essential tips on how you can enhance your digital marketing efforts with AI. Of course, without losing the human touch that we like.
Main Artificial Intelligence Technologies in Digital Marketing
Given the main tools used by artificial intelligence programs aimed at digital marketing, some are especially relevant, carrying out useful and competent work in relation to what they propose.
- Machine Learning
Machine learning is basically an artificial intelligence tool that enables the system to learn based on the collection and interpretation of data presented to it. This feature can be used to optimize chatbots and even to personalize content. Netflix, for example, uses a machine learning system to suggest movies and series to its subscribers, based on data about their tastes.
2. Natural Language Processing (NLP)
Used to analyze texts and speech, NLP is improved to bring Artificial Intelligence closer to human interpretation and language. In other words, to 'humanize' the system in a certain way.
3. Chatbots and Virtual Assistants
Primarily designed to optimize virtual queues and reduce waiting times, 'Chatbots' – or virtual assistants – they are like 24-hour helpers, who answer frequently asked questions and analyze common problem situations. This feature, in addition to optimizing the customer's time, also filters the 'most important' questions from those that can be resolved more easily.
Personalization and Audience Segmentation with AI in Digital Marketing
In short, with audience targeting tools, AI can also interpret your customers. This way, with information collected from the use of your website and clicks on your ads, you will have a broader view, along with a report based on who you sell.
In this sense, some examples of what this tool can do are:
- Analyze purchase history: see what your customer has previously purchased on your site, and how often these purchases happen.
- Analyze which pages were visited, and which are more Popular.
- General report interactions on your social networks, such as the number of comments on a certain style of post, compared to older posts or posts on other subjects.
- Address e region general of its customers
- opening hours more navigation
- Graphic with the age range of your customers
Marketing Process Automation
Still, among the many advantages of using AI for digital marketing, the possibility of automating some processes is certainly the favorite.
With AI programs implemented in marketing control tools, it is possible to automate email flows and even advertising campaigns. It is also possible to schedule publications on social networks and analyze the main performance data of all sectors.
Challenges and Ethical Considerations in the Application of AI
Primarily, the use of AI, even if legally permitted, carries with it an extensive discussion of morality, which can be frightening – or, simply, to put away – many advertisers and agents in the communications sector. This is because, in addition to issues related to the ethics of not selling 100% work, artificial, there are also concerns about important information security topics, since the system feeds on what is communicated to it.
Not using AI is synonymous with the past, but it is still important to remember that nothing replaces the work of the human mind. Use these resources to learn, collect references, and polish raw ideas.
Want to learn more about AI and Digital Marketing?
Our Workshop about artificial intelligence has all the content you need! Delve deeper into the subject, understand how to formulate questions for AI's and how to mix the two worlds, without losing the main essence!
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