How Artificial Intelligence Will Change Marketing in 2018

What role will AI play in digital marketing?

From Siri to Tesla, to Goodle AI, artificial intelligence is bringing about a new round of changes in all walks of life with its tremendous learning ability. Today, due to the rapid development of Internet technology, artificial intelligence will have great possibilities in the field of digital marketing. Relying on its powerful computing power, AI can use user data to analyze and predict user behavior, which can bring better experience to users on the one hand, and make digital marketing more targeted on the other hand, bringing huge returns on investment to enterprises.

The relationship between artificial intelligence and digital marketing

In the past, marketers were reluctant to incorporate artificial intelligence into their marketing strategies, but now they are quite confident in its application. This is because with the advancement of technology, artificial intelligence computing systems have become more powerful and accurate, and many companies using artificial intelligence have reaped considerable returns.

Today, AI is being enhanced by complementary processes such as big data, the Internet of Things, and machine learning. But these technological advances can only help AI to realize its potential, and its actual impact will be seen in the coming years, especially in 2018, as AI is more widely used.

Let’s take a look at how artificial intelligence will affect digital marketing in 2018. Here are some potential areas where AI may be applied. Although the application of AI in these areas is only in its infancy, with widespread adoption in the industry, AI is likely to prove to be a very efficient digital marketing path in 2018.

1. Enhance personalized user experience to a greater extent

This is a key area where artificial intelligence can break through and have a significant impact. Users are the king of any business, and content is the key to improving user retention. If you can combine content marketing strategies with artificial intelligence and customize content for each user or potential user based on collected user data (such as user searches, purchasing behaviors, and browsing interests, etc.), it will be very meaningful to improve user retention.

Chatbots are a good example of this, as they are programmed to interact with customers based on the data they receive. They work by transforming traditional chatroom or text communication into multi-dimensional communication with sensory experiences, such as voice and touch. This will provide users with a highly personalized experience, as they get the impression of talking to a real person.

In addition, artificial intelligence can also provide consumers with the experience of watching and feeling products before actually buying them, which is augmented reality. This will make it easier for customers to make decisions because they can perceive the products before buying them, which will stimulate customers to complete their purchases more quickly and reduce user churn.

2. Make decision-making simple, easy and effective through predictive marketing

Every time a user uses the Internet, they leave data traces, which makes it easier for AI to collect new data and analyze it. This data can be used to predict user needs, behaviors, and future actions. Based on this, marketing can easily provide personalized services and precision marketing. As for social media promotion, highly targeted promotion strategies can be developed by mining user personal information.

This kind of "predictive" activity can significantly reduce customers' research on products and speed up their decision-making process, further shortening the marketing cycle. Marketers can also continue to analyze data to find more buyers, provide more personalized and professional experiences, and get rewards!

With the widespread application of artificial intelligence in the field of digital marketing, current popular marketing methods such as SEO and banner ads will face challenges. After all, when you have detailed behavioral data reports of potential users, is it necessary to spend money on optimizing search engines and website traffic?

3. Get the most ROI through image recognition

The rapid progress of AI systems in the field of image recognition is also of great significance to marketers in formulating marketing strategies and improving the return on investment. In the past, image recognition was limited to identifying isolated individuals in images, but now with the intervention of AI, detailed descriptions of images can be obtained.

Amazon's latest image recognition system, Amazon Rekognition, can't accurately predict the user's age like Google AI, but it can already achieve most of the functions such as face recognition, emotion judgment, object labeling, etc. This technology can be used in various ways in various industries. For financial sectors such as banks, supporting AI image recognition can speed up the payment process and enhance customer security.

As a huge source of images, social media can provide strong data support for AI systems. About 3.25 billion photos are generated every day on social media around the world. A large amount of image data can be used by AI to understand and study consumers' consumption patterns, behaviors, and needs.

For example, snack manufacturers can compare their brands with a large number of photos in social media and count the personal and geographic information of buyers, such as age group, gender, popular locations, etc. This will help adjust marketing strategies to get the maximum return on investment.

in conclusion

With the widespread use of social media and the continuous enhancement of big data computing and analysis capabilities, artificial intelligence will allow marketers to understand customers better than ever before, and also allow customers to understand products better.

Using artificial intelligence as a link between merchants and customers will make the results of digital marketing in 2018 interesting. Optimized decision making, faster sales cycles, and more "predictive" sales processes will be the inevitable results of this AI war. But this time, both customers and merchants will win.

Translated from: VIVIAN MICHAELS https://thenextweb.com/contributors/2017/12/20/artificial-intelligence-impact-digital-marketing-2018/