In 2019, Artificial Intelligence is in the trend, at least in digital marketing... Chatbots, assistance in creating and updating content, smart search results or voice search, AI is now a tool that can help you optimize your conversion rate and ultimately increase your ROI.

Artificial Intelligence in digital marketing is a whole program. Entire parts of this discipline have been reviewed and corrected since the advent of AI. From searching on search engines like Google, whether it is voice or not, to automating more tasks, algorithms have become essential tools for any good marketer. On the condition of course that you develop a good strategy beforehand because, although necessary today, these tools will in no way guarantee your success if you misuse them.

Who is still searching for answers on the Web using directories or, more simply, by typing only one keyword in their favorite search engine? Answer: No one. Today, anyone can perform a precise search on Google, not to name it, by entering a larger number of keywords (between four and five per query). And that's why Google is constantly optimizing the performance of its algorithms to provide its users with increasingly reliable and relevant answers.

IA: Google's RankBrain

Google has therefore developed an artificial intelligence program called RankBrain. RankBrain analyzes and processes Google search results to reliably understand user requests and provide relevant responses, omitting negative results.

This AI allows Google to interpret long queries and increasingly precise and specific voice searches. To obtain these results, the algorithm transforms the collected research texts into a vectorized computer language that the machine can analyze. Because AI, and this is an important point, does not learn from raw data.

Finally, through an iterative process thanks to the new data it constantly receives, the algorithm becomes more intelligent as it becomes self-learning.

Voice search

Here too, Google's RankBrain intervenes to best respond to the voice searches of Internet users. And for good reason, 70% of Google's mobile traffic comes from voice searches according to the company itself. The RankBrain is not a tool you can use, but Google uses it to deliver answers that are always relevant to its users who use voice search or even voice assistants. It might therefore be wise to optimize or direct the development of your website towards voice search, towards requests that are long overdue in terms of SEO. These are just some examples of the influence of AI on digital marketing.

Even stronger, the algorithm behind the RankBrain learns from the exchanges with you without anyone intervening to provide you with ever smarter answers. Unsupervised learning in short.

The AI strength of content proposal

Creating content, a lot of content, is the best way to enrich a website and attract future customers.... But creating high quality content that meets the criteria of search algorithms requires time, hard work and dedication. I'm not the one who would tell you otherwise.... Fortunately, AI is also there to solve this problem with tools now available to help publishers create content that is fully relevant to their readers.

Large companies like Forbes already use such tools to offer you content adapted to your needs or, at least, to your requests. Wordsmiths and Quill Content, specialized in e-commerce, are two popular platforms used by professionals for the automatic creation of content.

In any case, the AI can search and analyze all the pages indexed on the Web on a particular subject. And from there, you can use semantic recommendations to write content that is of course optimized for SEO (SEO). Not only does the AI do some of the work for you by providing you with angles of articles that respond to user requests, but it can also select the keywords that you should focus on in tags that are so well known to reference people such as title, meta-description or H1. What more could you ask for?

Automatic content processing

Updating it perhaps? According to the keywords entered by users in the search bar? Well, the AI also takes care of it without any problems. Artificial Intelligence can also automatically promote an article by recommending it to a specific target or one that corresponds to your company's target. This is the case, for example, for companies like Alibaba or Amazon whose AIs adjust in real time the products to highlight in relation to your desires, according to your last purchases, the pages viewed, etc.

In the same vein as automatic content processing, Artificial Intelligence can also be useful in automatic email processing. Track the progress of a purchase by a user for example, send him all registration emails, passwords, confirmation, restart him if he has remained at the shopping cart stage or if he has simply clicked on a product and its size without buying it. Algorithms know exactly what to answer depending on the situation and context (at least most of the time...).

The target AI is on the right track

Of course, Artificial Intelligence, machine learning and deep learning in particular (machine learning and deep learning, editor's note), are used to better know the customer and adapt advertising or promotional campaigns to his behaviour. Everything starts with the collection of data, essential for the implementation of Artificial Intelligence, then their analysis by dedicated algorithms. By analyzing this data in depth, you may be able to identify factors that prevent you from buying or learn more about user paths on your website.

Where human beings would be unable to process and analyze such a large amount of data (don't we talk about Big Data?), increasingly powerful machines process and analyze them in detail. The machines decrypt, decode, segment, group by category to offer you a precise vision of your target. They can even help you to determine or identify your Buyer Persona in some cases and, depending on the results, to adapt your marketing strategy.

AI and website design

Here too, AI has appeared to offer you solutions adapted to website design. Some applications, such as Grid, allow you to design a website based on user data. Or how to optimize your new website according to your customer's preferred browser, the areas where they click most, the information they want to find first, etc.

AI and online advertising

Able to absorb a very large amount of data, artificial intelligence is also used to optimize online advertising. Knowing the profile of your users or customers perfectly allows you to adapt your advertising content. The algorithm will adjust the ad and its format according to various criteria, whether socio-demographic or other (search history, device used).

The AI is also used to respond to the auction system set up by the various online advertising operators. Knowing perfectly the customer, his profile or his paths on the web, algorithms take care of this very time-consuming task for you. If this can allow you to make additional savings...

Les chatbots sont des IA à la mode dans le marketing digital en 2019. (Adobe Stock)

The chatbots

This is a new type of customer service. Not necessarily the most appreciated of all, but it has to be said that you can no longer (almost) escape it. Thanks to machine learning techniques, robots are now able to identify and decode the intentions behind each customer's questions. Some are more advanced than others, but all try to answer the question raised by the client as accurately and pertinently as possible. Data is also the key to enabling these chatbots to get a close look at the environment in which they live.

Augmented reality and image recognition

Try on glasses remotely via your smartphone screen or why not pants and a dress from your tablet at lunchtime at work? This is now possible with some brands and applications that have moved in this direction to offer a new experience to their favorite consumers. Why go to a crowded store at rush hour when we can try it quietly at home? These techniques are becoming more and more widespread and also allow some companies to reach certain prospects in areas where they are less established.

Finally, advances in image recognition open up new processes in a customer's purchasing journey, such as finding a particular product previewed on an advertisement and suggesting it.

As you will have understood, Artificial Intelligence has largely entered the field of marketing in 2019, digital a fortiori, and enjoys every piece of data that can be given to it. Whether on the advertiser or consumer side, everyone finds new interests and adapts their behaviour to their new tools. It is therefore important for companies to take them into account or use them to develop marketing strategies that are increasingly adapted to the target audience.


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