{"id":143049,"date":"2021-02-22T13:46:35","date_gmt":"2021-02-22T13:46:35","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=143049"},"modified":"2021-02-22T13:46:35","modified_gmt":"2021-02-22T13:46:35","slug":"how-marketers-can-start-using-ai-for-stronger-results","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2021\/02\/22\/how-marketers-can-start-using-ai-for-stronger-results\/","title":{"rendered":"How marketers can start using AI for stronger results"},"content":{"rendered":"<div class=\"well\">\n<h3>30-second summary:<\/h3>\n<ul>\n<li><span style=\"font-weight: 400;\">AI has entered mainstream use in a variety of industries, and marketing is no different<\/span><\/li>\n<li><span style=\"font-weight: 400;\">There are plenty of ways marketers can start leveraging AI for stronger results<\/span><\/li>\n<li><span style=\"font-weight: 400;\">In this post, we take a look at four simple yet effective ways you can get started using AI to supercharge your marketing efforts and also improve customer experience<\/span><\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-weight: 400;\">Think about how artificial intelligence (AI) is already contributing to your daily life \u2014 those smart replies in Gmail, movie recommendations on Netflix, music recommendations on Spotify, your intelligent voice assistant, and so on. <\/span><span style=\"font-weight: 400;\">AI is becoming an increasingly integral part of many industries and has a vast variety of use cases, especially in marketing. Over the years, big and small businesses have started using AI on some level to improve their products, website, and customer experience. <\/span><span style=\"font-weight: 400;\">In fact, <\/span><a href=\"https:\/\/www.adobe.com\/content\/dam\/acom\/uk\/modal-offers\/pdfs\/Econsultancy-2018-Digital-Trends.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">according to Adobe<\/span><\/a><span style=\"font-weight: 400;\">, top-performing companies are more than twice as likely as their peers to be using AI for marketing (28% vs. 12%). So, AI is definitely more than a marketing buzzword, and it\u2019s a bandwagon you should surely jump on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While there are several more use cases of AI in marketing, here\u2019s how you can start using AI for stronger results right away.<\/span><\/p>\n<h2>Enhance customer service with chatbots<\/h2>\n<p><span style=\"font-weight: 400;\">Chatbots are not novel. You find them on many business websites, and the most effective ones are powered by AI.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most customers today don\u2019t have the patience to wait for assistance on the phone or over email. An AI-powered chatbot is an excellent customer service tool that enables customer self-service by providing instant answers to your customers\u2019 commonly asked questions, so they don\u2019t have to wait for a response over email\/call, fill out a form, or submit support tickets.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Chatbots are available 24\/7 and immune to frustration that can be caused by disgruntled customers. They minimize delays and blunders in customer service, and can also guide visitors to various parts of your website, allowing you to automate tedious aspects of customer service and focus efforts on tasks that move prospects further down the funnel.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That being said, intelligent chatbots aren\u2019t just limited to customer service interactions and can be proactive in providing personalized marketing. For instance, Sephora\u2019s Kik bot proactively opens with a quick quiz to learn about the prospect\u2019s makeup preferences.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-143051\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/02\/Using-AI-chatbots-to-improve-customer-service.png\" alt=\"Using AI chatbots to improve customer service\" width=\"400\" height=\"455\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/02\/Using-AI-chatbots-to-improve-customer-service.png 400w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/02\/Using-AI-chatbots-to-improve-customer-service-264x300.png 264w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">For people interested in learning more about a specific product, Kik serves a dialogue box with multiple whacky options.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-143050\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/02\/Using-AI-chatbots-to-improve-customer-service-1.png\" alt=\"Using AI chatbots to improve customer service 1\" width=\"379\" height=\"512\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/02\/Using-AI-chatbots-to-improve-customer-service-1.png 379w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/02\/Using-AI-chatbots-to-improve-customer-service-1-222x300.png 222w\" sizes=\"auto, (max-width: 379px) 100vw, 379px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">As Sephora\u2019s example demonstrates, AI-powered chatbots can help in top-of-the-funnel (<a href=\"https:\/\/searchenginewatch.com\/2020\/09\/08\/content-marketing-metrics-for-b2b-companies-from-tofu-to-bofu\/\" target=\"_blank\" rel=\"noopener noreferrer\">TOFU<\/a>) marketing. Looking into the B2B realm, AI bots are driving deeper into the funnel by helping lead conversion as well. <\/span><a href=\"https:\/\/exceed.ai\/blog\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Exceed.ai <\/span><\/a><span style=\"font-weight: 400;\">developed an AI sales assistant that independently engages prospects in two-way conversations via email, chat, and SMS to qualify them for a sales call with a human sales rep.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-143052\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/02\/Using-AI-for-better-customer-service.png\" alt=\"Using AI for better customer service and lead generation\" width=\"512\" height=\"311\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/02\/Using-AI-for-better-customer-service.png 512w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/02\/Using-AI-for-better-customer-service-300x182.png 300w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Companies spend a fortune on lead generation and more often than not these leads get buried in the CRM since SDRs and sales reps simply don\u2019t have the bandwidth to follow up with them. An AI assistant that does all the nurture and lead qualifications for you can produce incredible value for companies that deal with leads in the hundreds and thousands.<\/span><\/p>\n<h2>Improve site search<\/h2>\n<p><span style=\"font-weight: 400;\">Intuitive navigation is imperative for any modern business website and a functioning search bar plays a big role in ensuring that. Many visitors have a specific intent when they land on your website, and they would use the site search to try and quickly navigate to that particular piece of content or product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A successful search experience translates to a better customer experience, creating a good brand impression in the minds of those visitors.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Traditional search, aka lexical search, does not go beyond literal matches of the query terms (or its variants) and does not understand the intent behind the query. Visitors, being human, often make typos or don\u2019t know the exact words for what they want, which means they won\u2019t get relevant results with a lexical search engine.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With <\/span><a href=\"https:\/\/info.klevu.com\/blog\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">AI-powered semantic search<\/span><\/a><span style=\"font-weight: 400;\">, your search engine can determine the intent and contextual meaning behind the search query, improving the accuracy of the results delivered. And if, for example, the products are not available or are out of stock, the engine can recommend highly relevant available products or content to retain those visitors and turn them into leads.<\/span><\/p>\n<h2>Optimize PPC ad campaigns<\/h2>\n<p><span style=\"font-weight: 400;\">Marketers often have difficulty determining where and when to place ads and can struggle with figuring out the type of <a href=\"https:\/\/searchenginewatch.com\/2015\/09\/21\/why-keywords-can-still-drive-architecture-and-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">content and keywords<\/a> that work best for the objectives of the campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">AI helps in audience and competitor research, discovering keyword opportunities, crafting optimized headlines, bidding smartly, and best of all \u2014 AI can even write your ad copy for you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, <\/span><span style=\"font-weight: 400;\">Broca<\/span><span style=\"font-weight: 400;\"> is an AI-powered platform that helps marketers generate ad copy. It constantly analyzes your ads and generates new ad variations so you don\u2019t have to manually write ad copy.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-143053\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/02\/Using-AI-to-optimize-PPC-campaigns.png\" alt=\"Using AI to optimize PPC campaigns\" width=\"512\" height=\"262\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/02\/Using-AI-to-optimize-PPC-campaigns.png 512w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/02\/Using-AI-to-optimize-PPC-campaigns-300x154.png 300w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Imagine the amount of time and effort you\u2019ll save if you don\u2019t have to craft keyword-optimized ad copies yourself.<\/span><\/p>\n<h2>Personalize the on-site experience<\/h2>\n<p><a href=\"https:\/\/www.infosys.com\/newsroom\/press-releases\/Documents\/genome-research-report.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">31% of consumers<\/span><\/a><span style=\"font-weight: 400;\"> want their shopping experience to be more personalized than it currently is. AI allows for predictive personalization wherein you can automatically deliver dynamic on-site experiences and product recommendations that are most likely to appeal to individual cohorts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider Amazon. Its AI-powered product recommendation engine uses data from purchase and browsing history, and items that are related and regularly bought together to create a personalized list of products that consumers are way more likely to be interested in. Amazon\u2019s recommendation engine is responsible for <\/span><a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2018\/07\/16\/how-amazon-has-re-organized-around-artificial-intelligence-and-machine-learning\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">35% of the company\u2019s revenue<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On-site personalization extends to content, too. With an <\/span><a href=\"https:\/\/www.personyze.com\/automatic-and-personalized-productcontent-recommendations\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">AI recommendation tool<\/span><\/a><span style=\"font-weight: 400;\">, you can display different content to different visitors, based on their personal preferences and behaviors. This will improve their on-site experience and thus boost engagement.<\/span><\/p>\n<h2>Final thoughts<\/h2>\n<p><span style=\"font-weight: 400;\">Simply put, with each passing day you put off using AI-powered solutions in your marketing efforts, you\u2019re falling behind your competitors. It\u2019s about time you start embracing AI-powered marketing tools.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From rendering near-instant customer service and personalized recommendations to improving site search and optimizing your Google Ads, there\u2019s a lot you can do with AI to boost customer experience and conversions.<\/span><\/p>\n<p><em>Hazel Raoult is a freelance marketing writer and works with\u00a0<a href=\"https:\/\/www.prmention.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">PRmention<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>AI is no longer the \u201cfuture of marketing\u201d. It is very much the here and now, and outlined below are a few ways how you can start using AI for stronger marketing results in 2021.<\/p>\n","protected":false},"author":1092,"featured_media":143055,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27893],"tags":[151,28074,53,58,974,22,27176,727],"content_type":[],"class_list":["post-143049","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-ai","tag-ai-in-digital-marketing","tag-digital-marketing","tag-ppc","tag-search-intent","tag-seo","tag-site-navigation","tag-user-experience-ux"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/02\/How-marketers-can-start-using-AI-for-stronger-results.png","category":"Digital Marketing","timeago":"5y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/143049","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=143049"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/143049\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/143055"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=143049"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=143049"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=143049"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=143049"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}