Jun 19 2019
According to a survey by MeMSQL, 61% of marketing professionals said machine learning and artificial intelligence (AI) will be the most important data initiatives. Likewise, in a 2018 survey by Salesforce, 51% marketers indicated they were already using AI, and 27% more are planning on incorporating it this year. So, why exactly is AI the hottest thing in the world of digital marketing right now? Here are six ways in which AI is impacting the digital marketing space, beyond reducing the elements of human error and bias –
1. AI Improves & Personalizes User Experience
AI can help improve user experience at multiple levels. Not only does it provide you insight regarding how customers interact with your Website (and, where the roadblocks in design, navigation and content are), it also takes personalization to a whole other level. In fact, a 2017 survey by Evergage indicates 33% marketers have been using AI to provide personalized Web experiences and that 63% saw increased conversion rates and better consumer experience. AI tools, like Grid, empower you to offer different users different Website experiences based on information they provide – images, text, offers and call-to-actions can all be relevant as per who has logged on.
2. AI Improves Sales & Security
AI not only predicts buyer behavior and personas, it can also help with security issues to make online transactions safer for consumers. Most importantly, AI helps forecast future market trends, that could impact your sales – it enables you to plan and tweak your sales cycle more effectively.
3. AI Improves Ads
AI can predict user behavior accurately based on user data it collects and analyzes. Hence, it helps you create ads in-line with your audience’s needs and preferences.
4. AI Improves Content
Forbes. The Associated Press. The New York Times. The Washington Post. BBC. Reuters. Top news agencies are using AI technology to create news that draws more hits. Tools like Quill, Wordsmith and Articoolo all get the job done really well.
5. AI Improves Content Marketing
Based on audience information on-file, AI helps you offer audiences better recommendations for content – Amazon and Netflix are pros at this! Many brands even use AI to personalize drip email campaigns that push content, products and services on the right day, at the right time and appropriate frequency, with subject lines that are actually relevant. Since research indicates consumers are 43% more likely to purchase products from companies that hyper-personalized their content marketing, this is a huge value-add from AI.
6. AI Improves Customer Service
Chatbots have made it easier to transform the customer service process – they can answer questions 24/7, retain data, always maintain a friendly tone, respond to multiple customers at the same time and do away with any wait-time. Brands like Sephora have been using chatbots for a while, and many official Facebook pages also use a modified version of this tool.
Are you blown away by the number of ways in which AI is transforming digital marketing? It’ll be interesting to see how AI continues to refine marketing processes as more tools become available in the market in the years to come. Contact us here for more information.
Dec 01 2018
Thousands of followers, hundreds of likes, comments flooding in praising your work. Achievement unlocked!
But where are the sales?
As a brand, you’re left scratching your head. You mentally rewind. Content – tick. Content quality – tick. CTA (call-to-action) – tick. You did everything right but clearly something went wrong.
Keeping the frills part of content aside, the first focal point should be understanding the need of the customers. Creating a bond and keeping customers engaged in conversation, so when the customers want to buy, your brand is the first they recall (brand recall).
Once upon a time, long long ago, we operated on traditional sales model. And as traditional sales go, it included cold calling hundreds of prospects in a day, trying to find a lead. Creating a bond and engaging the customers wasn’t a part of the checklist.
But let’s be honest, in the current scenario no one really entertains these sales rep anymore. The world’s moved on to the digital platforms and that’s where the business lies.
But digital selling doesn’t mean you bombard people with unnecessary tweets, DMs and content. KEEP IN MIND: Don’t invade their space AND don’t spam!
Let your social selling talent take over. Now, what is social selling you ask?
Social Selling is strategically getting in touch and interacting with people who are trying to find solutions for their problems. Problems that YOU can solve. It starts slowly with building and nurturing relationships. Trust is the KEY, the key which will make your clients believe that you can provide the solution.
Stats provided by LinkedIn say that social sellers attract 45% more opportunities than their peers, are 51% more likely to achieve quotas, and outsell their non-social counterparts 78% of the time.
Not bad numbers for what the traditional guys would call sales over chit-chat. Right?
All this is well and good, but how do you sell without sounding salesy or without spamming?
1. Choose the right platform
First and foremost, be on the right platform and interact with the right audience. Find out where your prospective buyer is present and where your engagement/pitch will be taken seriously.
2. Be Present
I’d like to chat with a bot, said no one ever. Having chat bots liking and commenting on your behalf may sound like a good idea, but it does the opposite when it comes to sales. So be present, have a human interaction with the ones who are looking for you and your solutions. Get that personal touch in every engagement, that happens from your end on these platforms.
3. Be Consistent
Just like cold calling needs to be done on a regular basis, you need to be consistent with your digital efforts to drive that sale. For sales, follow up. Speak to them in-between. Don’t be all about that sales pitch and do the Houdini.
4. Offer Value: Simple but clickable – Keep this guru mantra.
a. Details on call-to-action – short, straight, bold
b. Offer point to point detail
c. Provide relevant solution and share relevant information.
5. Join existing conversations on your brand
Brand advocates will defend you, market you, do everything for you and it works! But that is NOT ALL THAT WORKS. Step in and join the conversation. Can’t figure how to keep up with where the conversation is? Use social listening tools for that but step-in and step-up.
Just keep in mind, that out of all the digital world conversions, this conversion is the easiest to do! So it’s time to go all in with your digital efforts. Focus on building networks, connect with your followers and use it strategically to grow your business.