The topic “AI” or “AI” (Artificial Intelligence) is more topical than ever. AI is associated with science fiction films like “Terminator” or “I, Robot” by many people. Artificial intelligence has long since entered everyday life. Whether we start a search query, are active on social networks , use our smartphone or enter our home. Artificial intelligence is everywhere.
In digital marketing in particular, artificial intelligence has become an important building block and offers many new opportunities. According to a study by Weber Shandwick, seven out of ten chief marketing officers are already preparing their company for AI measures. 55 percent of CMOs are expected to have even greater influence from AI on marketing and communication than social media has ever had. (More information can be found in the study.)
In this article, I explain which options arise for online marketing and the purchase process along the customer journey through AI.
© Pixabay / geralt
What is “artificial intelligence”?
AI is generally understood to mean a computer system that imitates human intelligence and can perform tasks that human intelligence requires, such as visual perception or speech recognition. The term “artificial intelligence” is often associated with “machine learning” (ML) – also called “learning systems”.
Machine learning (ML)
“Machine learning” means that artificial intelligence gathers knowledge from experience. This enables the AI system to identify patterns and rules from which it learns and which it will save for the future. But AI needs a large amount of data for this – “Big Data”.
Information and data are the most valuable resource today. The more information you have about your customers and potential customers, the better the digital advertising measures can be controlled. In this case, better means: Personalized advertising tailored to the user, interests and behavior along the customer journey.
How Artificial Intelligence is Used in Social Media
AI and programmatic advertising
In so-called programmatic advertising, personalized advertisements and commercials are automatically played based on the data collected by the user . Advertising spaces are allocated on an auction basis. See the article ” Google Ads – bid strategy, budgets, targeting and the big auction”
AI in content marketing
In areas where there is a lot of data and analysis, voices are heard after automation. Even in journalism! The term “robot journalism” has already made a name for itself here. Strongly standardized or structured texts are automatically created by an artificial intelligence. In practice, AI is therefore only used for traffic, weather, sports or stock market news where there is a lot of structured data to be analyzed and processed.
AI and the Internet of Things
Artificial intelligence has also found its way into our home and everyday life. Under the keyword “Internet of Things”, or in English “Internet of Things” (IoT), we know autonomous driving , but also “smart home” .
The temperature is regulated automatically, the alarm system is switched on and off by voice control, the coffee machine “knows” exactly which type of coffee and in what ratio the coffee, latte macchiato or espresso is desired. If the coffee runs out, the coffee machine automatically re-orders via the Internet.
For this purpose, data on the lifestyle of the residents are collected and evaluated. The product manufacturers, for example, benefit from this. In our coffee example, the manufacturer would know exactly what its target group looks like for which product and what lifestyle they have.
AI in online marketing
Artificial intelligence offers insights into the user behavior of target groups due to an unprecedented possibility of data acquisition (keyword “big data”). In this way, conclusions can be drawn about the users, their attitudes, interests and thus also about their personality – regardless of whether the necessary data was obtained from search queries on Google or through the use of social media, blogs, forums or online games.
Let’s start with Google and the effects of AI on search engine optimization.
AI and the challenges in SEO
The algorithm “RankBrain” was developed by Google in order to be able to better interpret search queries that were not previously made . Google knows what users click and how long they stay on the website. As a result, the AI always learns new and always presents new challenges for SEO managers with regard to the optimization parameters, since Google can no longer always draw attention to the respective optimizations as before, because the AI very quickly builds up your knowledge and the algorithm. Optimization is.
Everyone knows Alexa, Echo, Siri or Cortana. Instead of a manual search, users can simply pass their question on to a voice assistant. Language assistants will play an increasingly important role, especially in search engine optimization . In the coming years it is expected that around 50 percent of all search engine inquiries will be made via voice assistants . Therefore, SEO managers will have to deal more with the topic of “Voice Search SEO” in the future , since spoken questions differ semantically from written input.
© Pixabay / geralt
AI and social media
As you already know from the article, one of the greatest advantages of AI systems is that unexpectedly large amounts of data can be collected and processed quickly and reliably. This is why AI is so popular especially in “mood analysis” in social media monitoring . AI, for example, analyzes the meaning of comments. This allows conclusions to be drawn about the tenor on certain topics.
AI and targeting
User data regarding interests, opinions, behavior and much more is collected via social media and online marketing measures. This enables insights that never existed before .AI in social media analytics is growing.
Manual analyzes that were previously very subjective, time-consuming and expensive are a thing of the past. The huge amounts of data (keyword “big data”) are automatically analyzed along the customer journey using artificial intelligence . As it is becoming increasingly difficult to target users with optimal content along the sales funnel , AI offers new opportunities. Since they can access large amounts of data and information about potential buyers, they can be played at all times in the digital marketing funnel with the right marketing measure and personalized ad.
AI and chatbots
Broadly speaking, chatbots are messenger services. Through the use of artificial intelligence, they can understand texts, understand pictures and thus have a dialogue with a person. With 24/7 availability, you can support customer service and sales.AI tools for social media are being developed.
There is huge impact of artificial intelligence on social media and a lot positive results are expected in future .AI has become an integral part of our everyday lives and offers many advantages and opportunities for companies. From the personalized approach to the chatbot, there is a whole range of new opportunities to accompany the customer in the digital marketing funnel and to achieve the online marketing goals . AI or AI is no longer science fiction, but everyday life that marketing, communication and management have to face in order to remain competitive.How Is AI Used in Social Media? AI has become mandatory part of all social networks we use every day.Google, Amazon and Facebook apply advanced machine learning to perform alot of processing for your content to recognize your face in photos, videos to target users for advertising. Pinterest and Instagram (owned by Facebook) uses AI to identify content in side picture profiles and visuals.
AI is powerful tool for social media in 2020.