Artificial intelligence (AI) has evolved from tropes in science fiction movies. Now the hottest topic in the world of digital marketing. From predictive analytics to machine learning, the potential of artificial intelligence cannot be underestimated to elevate data-driven decisions and business strategies in sectors such as travel, retail, and banking. The daily life of consumers and their interaction with brands have also been profoundly affected. The Google Assistant, a new voice assistant, allows users to call people without touching a single button, is an example of current period.
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With 53% of the brands surveyed in the fourth annual Salesforce State of Marketing report that plans to adopt artificial intelligence in two years, how can marketers harness the power of AI for their marketing strategies and marketing experience? client? Here are some success stories of the AI in marketing, of innovative brands to inspire you!
E-commerce brands accelerate searches for products with features such as Voice Search and Auto-Search.
Consumers demand more and more personalized services. In the same way, brands are increasing their customer experience strategies to differentiate themselves from the competition, with personalization way towards a competitive advantage.
AI is often seen as a solution to this need. E-commerce giants such as Alibaba have installed automatic search functions in their site search bars, where multiple suggestions are displayed as a user enters a search term. In addition to the automatic search features that predict and meet customer needs during the product search phase, voice-activated devices such as Google Home and Amazon Alexa have added what is widely considered to be a fourth sales channel for customers.
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This new ability to carry out voice searches opens a new range of opportunities for retailers to reach new customers and expand sales. As Comscore predicts, 50% of searches will be conducted by voice in 2020. This practical and textless approach to finding products or creating shopping lists means a faster way to discover and buy. In addition, the built-in ability of Google Home and Amazon Alexa to maintain a conversation with users, such as recommending items, preserves a ‘human’ element at a time when 85% of brand interactions will occur without human contact, as predicted by Gartner.
The fastest and most unique experiences not only add value to the customer’s journey, but also potentially increase the size of the basket for brands such as Google, Amazon and Alibaba.
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Sephora automates customer participation with Chatbots
For major retailers, handling a large volume of consumer inquiries and comments through multiple channels, including telephone, email and social networks, can be overwhelming even for the best-equipped customer service teams.
To combat this, Sephora, a world-renowned beauty retailer, became one of the first in the retail sector to implement not one, but two chatbots on Facebook Messenger:
Sephora Booking Assistant: customers can arrange appointments with beauty specialists, simply by sending a message to the chatbot.
Sephora Color Match: using augmented reality and an algorithm that combines facial features with the correct tone, this chatbot helped customers to select and match the colors of the cosmetics based on their skin tone or attire.
Chatbots can help unleash the customer experience and social media teams of a brand and mundane tasks such as appointment settings, to focus on more strategic activities such as interacting with user-generated content (UGC) and identifying ambassadors of brand with whom to associate. With the use of intelligent learning, chatbots can also better understand the language used by each client, which makes interactions more genuine and easier to navigate. This also allows brands to respond more quickly to micro-moments: target-oriented junctures where consumers look for specific products or information to meet certain needs in the purchasing process.
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Netflix, an entertainment company that offers streaming movie technology service, used AI to build an algorithm that recommends new programs to watch, based on each user’s viewing history, preferences, and the time of day they saw each other.
With this ability to add millions of user data, the brand can guarantee a unique viewing experience that keeps the audience captivated, improving their “happiness per minute”, unlike traditional television channels with a fixed schedule.
Saatchi & Saatchi personalize advertising content for Toyota
We have heard about automated media buying tools driven by algorithms that optimize the programmatic delivery of ads, to maximize the chances of selling to high-level prospects. But what about the use of AI to dynamically change the different aspects of advertising content while retaining the same idea in different media?
Saatchi & Saatchi, did just that for a campaign for Toyota. Using an internal artificial intelligence panel, the agency compared audiences based on 1,000 interests loaded in its database, with different iterations of the same campaign. Gracias to AI automate and aggregate consumer data collection, marketing teams could immerse themselves in ideas that would otherwise have gone unnoticed if they were dealt with manually, while telling the same brand story in a more personal way, at the individual level.
Predicting consumer trends for marketing campaigns
While it is not 100% possible to accurately predict the future, a well thought-out data strategy can help marketers gain a more complete idea of upcoming consumer trends.
Social media listening tools can help aggregate data from consumer discussions and reviews in real time and highlight trends for teams to make data-driven decisions quickly. This is especially useful for product development and launch, when brands want to align with consumer trends and desires.
Bonus: we show you how ASUS designed and launched ASUS ZenFone Zoom S based on the trends of smartphone users.
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More AI opportunities for brands
The possibilities that AI offers brands are unlimited. In addition to helping companies optimize and generate personalized experiences, anticipate consumer needs and meet them, the IA can also accelerate aggregation and data analysis and increase the accuracy of the knowledge gathered from real-time media discussions social networks, depending on what type of information marketers are looking for.