Digital Marketing (DM) has evolved into an expertise that extensively revolves around data and analytics. The ability to figure out the right insights from data is crucial to the success of any online initiative. However, the unprecedented increase in the amount of data, as well as its sources, is making the matters intriguing for marketers.
Till a few years ago, it was the website traffic that was the biggest data that concerned the marketers. SEO procedures, which have now turned almost obsolete, were applied to increase the number of viewers to the website. Things seemed pretty much under control as the website was the primary and the only source of data that mattered.
However, the advent of social media heralded the age of social networking and the race to engage and entice the online audience became vigorous. To improve their brand’s social presence on the popular social channels, marketers now had to decipher a new kind of data. But, even before they could fathom the depth of social analytics, they were yet again facing a newer form of metrics and analytics as the wave of mobile data grew to the extent that it could no longer be ignored.
The data being captured by mobile apps and augmented reality apps, used to enhance the personalized experience of customers, has already become as critical as social and website data. As business keep adding the newer consumer touch-points, the sheer amount of data being collected across them is set to turn unmanageably huge in the near future. Hence, Digital Marketing is now in dire need of Artificial Intelligence (AI) than ever before.
Here are some of the ways in which AI technology and tools can turn humongous chunks of insurmountable data into actionable insights that drive real-time decisions.
Increased accuracy in predictive analytics
The Machine to Consumer (M2C) and Machine to Machine (M2M) interactions is one of the ways latest trends that are catching up fast across the industries. The transformation is sure to have its impact even on the realm of marketing. The Artificial Intelligence is already being employed to basic Digital Marketing tasks such as planning and conceiving of campaigns, which is based on the insights extracted from the extensive data collected from previous campaigns.
Even the accuracy levels of measuring the performance of the campaigns have increased swiftly with the aid of AI tools, effectively minimizing the guesswork that was traditionally associated with marketing campaigns. As machine learning takes precedence over conventional analysis, the ever improving AI algorithms are helping in making data-driven predictions that are much more precise than ever.
Real-time tracking of consumer behavior
Though every company has to face a minimum amount of customer churn rate, the expenses of acquiring new customers are always much higher as compared to the cost of retaining the existing ones. By deploying the deep learning techniques, firms can systematically track and analyze the digital behavior and communication of their target groups. Subsequently, the predictive modeling techniques of AI tools can help comparing the attributes and actions of past customers to the existing customer base and spot the attrition risks that can eventually help them in improving the overall consumer experience and minimize the churn rate.
Automation of consumer-management services
Chatbots are one of the relevant examples of channelizing the power of AI to offer quick and efficient customer service. The leading-edge technology that deploys text, chat, or messaging apps is one of the many exemplars that can help the organization in meeting the challenges of delivering futuristic and professional service to their customers while keeping a tap on the infrastructural expenditure.
For instance, the AI Text analysis tool is not just capable of tracking analyzing and responding to content generated but can perform those actions in real time. The improved version of this tool goes a step further. It not just understands the user-generated message content but also determines the emotions and the sentiment to infer the meaning much more accurately.
Enhanced security of information
The biometric authentication technique that uses the AI technology is one of the safest mechanisms to have evolved for capturing and sharing information. It has also increased the efficiency of the sharing process along the way as huge of amount of data can now be exchanged much more securely, which seemed impossible in the past. The contemporary data gathering and propagation have also maximized the ease of analyzing the massive amount of data, which has also led to improved insights and quicker decision making.
As data is the crux of personalized experiences that consumers desire, having a mechanism such as biometric authentication driven has now enabled the organizations to safeguard the consumer data much more secure and protected by AI technology should go a long way in keeping the authenticity of digital marketing data intact and pertinent.
- The ability to figure out the right insights from data is crucial to the success of Digital Marketing initiatives.
- Artificial Intelligence technology and tools can turn massive chunks of insurmountable data into actionable insights that drive real-time decisions.