6 reasons you should incorporate artificial intelligence – Info PR

What makes a good marketing strategy?

Portent Founder and CEO, Ian Lurie, believes there are

eight digital marketing practices
to ensure success. However, to excel even further, it’s time to look to the
future: artificial intelligence.

Chatbots allow for 24/7 customer service and bring higher customer
satisfaction rates to businesses. Machine learning analyzes complex data
and delivers faster, more accurate results. AI-based search capabilities
also increase businesses efficiency and productivity.

As technologies advance, it’s crucial to apply them to your online
marketing strategy. Here are six helpful actions made possible by
artificial intelligence:

1.
Make decisions faster (and easier).

Every time consumers browse the internet, they create new data. This large
set of data reveals actionable information, including user needs, behavior
and potential future actions. Therefore, these insights can help marketers
make more informed decisions.

[RELATED: Overcome your biggest challenges in internal comms, PR and social media]

However, sifting through enormous data sets can take an enormous amount of
time. AI modeling and simulation techniques drastically reduce the time
spent looking for insights. Additionally, AI modeling provides reliable
insight into buyer personas and consumer behavior. AI systems help you make
decisions by providing real-time, up-to-date data gathering, forecasting
and trend analyses.

2.
Provide a personalized user experience.

Incorporating an AI system provides marketers with deeper customer insight
by silently collecting data on engagement metrics and analyzing user
patterns and behaviors.

Take

Spotify
for example. Using data analysis and audience behavior prediction, it was
able to personalize music suggestions for its audience. These suggestions
were so accurate, it resulted in an increase of a billion song streams.
Additionally, using AI to look at specific user behavior enabled the
company to significantly increase their rate of service.

3.
Offer more informed online search sessions.

AI helps search engines become smarter and easier to use. Companies like
Google, Apple, Amazon and Microsoft have already adopted AI search
algorithms in order to help customers find better results.

A study at the University of Washington examined Yandex, the fourth largest search engine in the world, and looked at how the
engine uses advanced applications of natural language processing (a field
of AI that allows computers to understand human language) and machine
learning.

Yandex developers found users’ previous searching can help the search
engine indentify future search results—so much so that AI doubled Yandex’s
click-through-rates by 10 percent.

4.
Establish 24/7 customer support.

Implementing

chatbots in your customer service efforts
provides your customers with constant service. Chatbots can answer simple
customer queries at any time, which can improve customer satisfaction.
Additionally, they can help brands improve customer experience, generate
more sales and build a deeper rapport with customers.

Companies like

Sephora, Pizza Hut, the Wall Street Journal and Staples
have all incorporated chatbots to provide customers with 24/7 support. Each
of these companies saw significant improvement in their customer
satisfaction after implementation. Additionally, the bots provide customer
insights, allowing the companies to better understand their users.

5.
Improve your advertising.

Machine learning and programmatic algorithms enable advertisers to
drastically improve their audience targeting capabilities. Marketers can
target users based on their behavior information, personal preferences, and
more.

Take

Drawbridge
for example. The small startup company developed a self-learning
ad-technology system. It uses machine learning algorithms that correlate
audience behavior both on a desktop and on mobile device. These insights
provide a deeper understanding of mobile audience behavior, which allows
advertisers to create more targeted ads.

6.
Learn more about your customers.

Using machine-learning algorithms provides a deeper look into customers’
buying preferences and patterns. With these insights, you’ll have a better
idea of which products—or content—you should display on your site.

Dynamic Yield
is one AI system that has helped Under Armour, Sephora and Urban Outfitters
personalize their customer experience. Using machine learning, the system
is able to gather and build audience segments just by interacting with
customers. With these insights, marketers can communicate with their
customers in a tailored, relevant way.

AI can automate your work, reduce manual effort and provide valuable
insights into customer behavior. Additionally, AI and machine learning can
bring an increased amount of sophistication to the way your customers
interact with your website and your brand.

What do you think, PR Daily readers? Are you currently using AI in
your marketing tactics? Share in the comments below.

Scott Bay is a digital journalist who specializes in security, travel, and finance.

(Image via)