In one way or another, almost all businesses can benefit from building on the potential of Artificial Intelligence (AI) and Machine Learning (ML). As AI begins to show interest in marketing, let’s look at how these new technologies can make content offerings more relevant and engaging customers by fostering successful interactions.
Not so long ago, the astronomical amounts of data generated by the digital revolution ran up against the limits of a treatment that remained manual. However, tools from the AI or the ML, with their self-learning algorithms gradually allow companies to overcome these difficulties.
AI is revolutionary only for Big Data
The possibilities of AI go much further than the statistical algorithms that calculate maximum or average values. The starting point is systematically a highly specialized algorithm, created by a human. But it is from this algorithm that the AI can develop others to optimize the results of the processing of a large database.
For example, image recognition algorithms and their automatic labeling. Humans use algorithms to describe the appearance of visual elements (sky, forest, water, human portraits, etc.), then AI uses this database and derives new rules to adjust algorithmic functions departure.
While such a process makes AI a “non-autonomous intelligence”, when faced with Big Data, AI can create responsive and revolutionary data environments that redeploy intelligence to enterprise applications. At the level of marketing tools, at what level can AI play a role and help professionals analyze, predict and act?
AI + content marketing = content intelligence
Understanding what influences consumer behavior and decisions is one of the key elements of a content marketing strategy. Unfortunately, marketers are crumbling under data from multiple statistical systems and one of their biggest challenges is turning all this information into action. This is where AI comes in. Through natural language processing and complex statistics interpretation, AI can generate content intelligence (including that of your competitors) that will enable truly data-driven marketing strategies to drive more leads and more convert to loyal customers.
Here are five ways to use AI to transform content marketing and create customized customer experiences to appeal:
1. Creating detailed customer profiles
The AI analyzes the behavior of your customers and all their interactions with your brand, to develop reliable profiles of buyers from easily identifiable elements such as age, level of education, income, behavior patterns, motivations and objectives
2. Automatic classification of contents
The AI scans all your messages and identifies keywords to automatically categorize content or summarize text, associating each content with its target segment, language, and favorite subject.
3. An editorial planning studied
The AI evaluates new content, not yet tested, without risking slowing down the sales process. It makes predictive recommendations to editors, to optimize existing content or to produce new content. The AI offers marketers a real-time, real-time view of their prospects’ reactions. This information is used to quickly correct the messages, to make them more carriers.
4. Increased opportunities to convert a visit into a purchase
The AI monitors the performance of your content and that of your competitors on all digital channels and exploits the abundance of hidden data in keyword searches, social profiles and other online channels, to identify opportunities for improvement. The results of visitor tracking on a website are immediate and easily understandable by humans, which will make it possible to modify (for good) user experience, search engine optimization and visibility on social networks.
5. Ultra personalized customer experiences and content
If all these elements can be put in place, the end goal is to enable marketers to deliver the right content at the right time and to the right targets, so that prospects become customers.
Extension to these reflections
Many brands already rely heavily on computing to deliver more engaging content, improve their image, and increase visit conversions in purchases, as evidenced by the growing appeal of Augmented Reality (AR) in 2018. A recent study by Forrester also demonstrates the importance of business success messages, 82% of them admit the essential role of content to achieve the set objectives: increase sales, use of statistics for decision-making, and improve the experience customer.
Let’s never forget that the observations made by these tools depend on the volume and quality of the data available. Leveraging these tools to become more competitive requires breaking up to produce regularly updated, structured and reliable content.
As “smart” tools for content management and marketing grow, take advantage of the power of AI to manage content more efficiently and successfully create personal connections between brands and their audiences is an opportunity that digital marketers can not afford to miss.