Il digital marketing contains all those activities promotion of a brand, a product or a service, which affect the different digital channels. This is a sector historically linked to the world ofdata analysis and therefore it is reasonable to think that it is AI development is destined to revolutionize it.
L’artificial intelligence is able to enable the customization of the different ones promotional activities: from the sale of physical products to the sale of virtual services or events. Just as he is capable of rethink the customer journey of the user within the e-commerce: both from an engagement and upselling perspective.
The impact of AI on data analysis
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The world ofartificial intelligence moves hand in hand with that of machine learning: The practice of machine learning that leads to the creation and development of entire systems increasingly performing.
Machine learning in turn was born to view, catalog and use the so-called big data: large or very large volumes of unstructured datawhich require organization to benefit companies.
L’data analysis is the basis of every marketing or digital marketing activity: starting from more traditional operationsuntil reaching more futuristic strategies.
With the righteous algorithmsan artificial intelligence system is capable of exploit the data to your likinghighlighting the elements of greatest interest to the user.
And in the case of AI with chatbot interfaceit’s all about loading the right amount prompt: a clear and exhaustive command, which directs the machine towards theexecution of operations requests.
AI can enhance data analysis, providing vital information for digital marketing
Internet pages, social networks and platforms today collect huge amounts of related data to the user experience. The same goes for the vast majority of products or services that are purchased online.
Think in this sense about navigation information so thorough as to follow the customer journey in all its steps. Perhaps quickly visualizing how many users stop at every single step of a possible funnel or path of upselling.
But also at interactions on the web linked to the declaration of certain social interests. Or even the use of certain ones keyword in various public communication activities.
L’artificial intelligence applied to digital marketing allows you to organize all the information above (and many others) to obtain results in line with the needs of the individual company.
For example the profiling of one or more ideal target. But also the reporting which can follow the launch of a product on a e-commerce, rather than the organization of events.
Using AI to improve user experience
In the previous paragraphs reference was made to the integration ofartificial intelligence in the data analysis processes of digital marketing. With the aim of collecting useful information for the organization of subsequent operations and strategies.
Many of these activities now have to do with one increasingly complete customization of the experience of every single user on the web.
This means, for example, start from the information relating to his behavior on the web to be viewed exclusively advertising in line with your interests.
But also planning dynamic emails that truly take into account the wishes of those they address. And in this sense AI is capable of radically changing the nature of everything we know it as today newsletter o Direct Email Marketing (DEM).
AI allows you to personalize the customer journey, but also newsletters or assistance.
Finally thedata analysis can further evolve various fields that often intersect with the digital marketing. Especially those related to contact with the user.
In this historical moment several companies use AI tools or AI chatbots to supply assistancerather than for moderate comments on social media. In both cases the data can allow the machine to personalize behaviorsobjectives and strategies based on who is in front of him.
Also in this sense the user profiling becomes a key enabler. Think in this sense about two opposite profiles: on the one hand a user who purchased products and services of the company. And maybe he even participated in his events.
On the other hand, a user who he was never interested to the brand in question. Or maybe opened complaints following unsatisfactory experiences with the brand.
With the right prompts, i chatbot they could be trained to accompany each user on a journey in line with his needs. Paving the way for eventual upselling activities where possible.
Other applications of AI to digital marketing
The opportunity analyzed so far represent only the tip of the iceberg of the possible applications ofartificial intelligence to the world of digital marketing. Also because the potential of AI and generative AI is still to be explored.
First of all, it is reasonable to think that data analysis will increasingly shift the focus of operations away from ex post monitoring at predictions about future behavior. In order to orient campaigns and business strategies in an even more in-depth manner.
Also the experience of personalization of the customer journey it will overcome the limits we know now. Think in this sense of a ecommerce able to better engage users who pass by a lot of time on one card product without completing the purchase: perhaps offering them an extra discount, or suggesting an alternative in real time.
The same approach could revolutionize online sales also from a perspective of upselling. For example, users with a history of purchases in events sectorthey could be invited to live even more immersive experiences: through the selection of VIP seatsrather than of pass meet-and-greet.
To know more:
- What it is and what is meant by digital marketing
- Artificial Intelligence: what it is and what it can do for us