Have you ever wondered how artificial intelligence applications could facilitate, and even improve, the digital marketing actions we carry out day by day?
As good marketing professionals, we like to be faithful to the digital marketing media, tools and applications that we have worked with in the past and that have worked for us. But with the arrival of artificial intelligence in the world of digital marketing, the revolution is about to begin …
And there is no doubt that it is a field that is worth exploring to venture into this new landscape that will allow us to innovate, facilitate processes and optimize results as seen in Blue World City Islamabad.
Artificial intelligence can help us greatly save time and effort in our daily tasks, while the main indicators of our campaigns are on the rise. Who wouldn’t want this?
Similarly, artificial intelligence and digital marketing go hand
in hand, since digital marketing requires processing huge amounts of data and,
precisely, artificial intelligence helps us process and interpret this data
faster, allowing us to create digital strategies much more efficiently.
So we are in a very good time to start exploring and adopting some of the digital marketing tools and applications that apply artificial intelligence like the ones we will see next. Do we start
1. Content Marketing: Uberflip
According to the Content Experience Report , personalized recommendations increase by 60% the probability that the visitor consumes more content than when they are presented with generic recommendations.
Uberflip is a content marketing platform that uses artificial intelligence to personalize the content experience and speed up the sales cycle. It allows you to better understand each potential client and predict what kind of content and topics may interest you.
This tool provides content recommendations at the right time, with the right format and aimed at the right audience. These recommendations are shown right at the point where they are most likely to be consulted by the potential customer.
It is not about offering the typical “recent articles” or “popular articles”, but rather about recommending content that contributes to the visitor becoming a lead or potential client by providing their contact information and advancing the process itself of purchase decision. In this way, the conversion will be greater.
2. Content generation: Articoolo
Generating content can become a difficult task, which takes time and is even expensive. But with the arrival of artificial intelligence to the subdisciplines of digital marketing, this does not have to continue that way.
Articoolo is an application of artificial intelligence applied to the generation of content in which its intelligent algorithm creates unique and quality content by simulating the way a human brain would.
But how is it possible? The process is simple: first, you put the title you want for a blog post, for example: “Capital Smart City Islamabad .” From the title, the application will understand the context of the topic and will seek, in this case, the best resources for self- improvement by extracting the feeling they put in it and their keywords. With this, you will rebuild everything into a consistent piece of content. Finally, he will write it using neurolinguistic programming to verify that it has a correct semantics and is readable.
The most impressive of all is that you will have a unique and consistent article in just a couple of minutes. And for those skeptics, this tool does not duplicate or plagiarize other content.
You may even have already read some articles or reports written by artificial intelligence, as large companies such as the Associated Press and Forbes are already using these types of tools that apply artificial intelligence to content generation ( Wordsmith and Quill ).
3. Content creation: Concured
Concured is a strategic content platform driven by artificial intelligence that helps marketers and content creators know what to write to resonate more with their audience.
Use artificial intelligence to detect and predict what will cause more interaction or engagement with the target audience, as well as what content is becoming viral and how you could differentiate yourself from your main competitors.
This allows to save time dedicated to the audit and to raise the contents while increasing the main indicators of content generation.
Without a doubt, it is a smart way to offer personalized experiences to potential clients by showing them relevant content based on their interests.
Among the tools of this software driven by artificial intelligence are iMeasure and iAudit. The first of these measures the performance obtained and the return on investment of the contents; and the second provides a consolidated picture with both own and competitive scores.
4. Social networks: Cortex
Cortex is an artificial intelligence application that focuses on improving the visual appearance of the images and videos of the posts on social networks with the aim of generating more interaction and becoming viral.
Basically, use data and insights to automate the creation of photos and videos that give better results.
What kind of smart finds can this tool give you? Questions like what visual language to use, how the images should be, what kind of photos to publish (the typical question: do I put photos of the product or rather of people?), What hashtags to use, what trends resonate more with the target market, how distinguish yourself from the competition, what colors and what messages to use, etc.
It is not useful to have a better idea about what to post, but also when to do it and how often, and instantly add the most effective photo or video for each post.
It has integration with image banks and a native editor that allows you to add logos, apply filters or modify the image size, among other functions.
In addition, it can also be used as a multiplatform tool to schedule and publish all social media posts from the same place, but obviously, with the plus that gives you all the intelligence behind this application.
This is how Cortex will simplify the work invested in the management of social networks and make it much more effective in terms of results. It’s over to guess what to post, and how or when to do it!
5. Email marketing: Phrasee
In these days where almost all the emails we receive from brands are automated and sent in bulk, personalization becomes increasingly important. And if there is a subdiscipline of digital marketing in which words really make a difference is email marketing .
Phrasee analyzes millions of data to generate the best title, email subject and call to action (CTA) that catches the user’s attention and provides a higher rate of openness or clicks. It is also able to determine the best time, day and frequency to send an email, which increases the chances that the user will perform the desired action.
How does it work? The artificial intelligence technology used by Phrasee creates your own email issues and combines linguistic elements to discover an appropriate language model for your brand.
This same technology can also be applied to mobile application push messages, SMS messages, Facebook and Instagram posts, Google AdWords and Display Ads.
“Phrasee is to copywriting what Photoshop is to design,” that’s how eBay’s creative director, Molly Prosser, described this smart tool.
Access the free guide “Introduction to email markeitng to successfully execute and measure your campaigns”
6. Online advertising: Adext AI
Adext AI is a dynamic audience optimization platform that finds the best audiences for ads on Google, YouTube, Instagram and Facebook.
Allocate budget to the copies or clones that makes existing ads to explore different audiences and, according to the results, adjust the budget by channeling it towards those with the highest conversion rate.
Use machine learning to detect patterns of success and learn over time which audiences are more resituable. It also draws on big data from other campaigns to predict trends.
And, although Google and Facebook Ads as such already use machine learning and artificial intelligence, a tool like Adext AI can intelligently manage budgets between both platforms and combine the findings between one and the other.
7. Generation of potential customers: Node
Node is an artificial intelligence application focused on the generation of potential customers.
It offers marketing and sales teams a guide to identify their markets and accelerate their profits. Your artificial intelligence can be immersed in lots of data to find the ideal potential customer considering the information you have collected so far. This is how he predicts and qualifies how profiled and prepared the potential client is. The latter is something that can save huge amounts of time and energy to B2B companies.
The actionable findings provided by this application provide answers to the questions about who to contact first, what to say and when to say it to close more sales.
In this sense, Node helps prioritize and personalize communication, aspects that translate into a higher potential client-client conversion rate.
How do you do it? Through its advanced artificial intelligence technology, it finds the connection between people, companies, products and places on the web. And, using machine learning, look inside these connections to find and define the context and join them together.
Then, it uses natural language processing to analyze the main attributes of a buyer belonging to the target market, and through deep learning (Proactive Learning) proactively delivers people and information relevant to the company.
Finally, the results of their findings are sent back to their artificial intelligence algorithms to facilitate constant learning and continually improve recommendations.
And, as a curious fact before moving on to the next application of artificial intelligence, it is worth mentioning that Node was founded by Falon Fatemi, the youngest employee that has had Google (19 years), and one of its main investors is Mark Cuban (the famous investor that appears in the television program Shark Tank ).
8. Video marketing and social networks: Lumen5
The video format is trying to generate much more engagement than conventional formats. But many times we do not generate enough video content because we perceive it as a complicated task whose planning and editing take a long time.
Artificial intelligence has also changed the landscape in this regard. Lumen5 is an automatic video creation platform whose flow is assisted by artificial intelligence to offer an extremely simple, easy and fast video creation experience.
Small video clips can be shared on social networks in the form of posts, stories or ads.
The interesting thing is that its natural language processing algorithms make an automatic summary from any written article or blog post taking the main information and distributing it throughout a video on which the user can intuitively edit any element such as text, video background or times, among others.
Its artificial intelligence is also able to choose the video scene or background suitable for each of these texts. It is an excellent tool to take advantage of existing content and reformulate it by creating videos almost instantly.
9. Chatbots: Liveperson
People often confuse a standard chatbot with a chatbot powered by artificial intelligence. Chatbots that use artificial intelligence are a more advanced version of chatbots because, compared to those we already know, they really speak like humans and their responses are much more accurate and consistent. This makes the interaction more likely to convert.
Liveperson is a conversational platform driven by artificial intelligence that makes it easy for consumers to get answers about the products they want to buy within the communication channels they already use daily.
This application uses artificial intelligence to examine conversations with customers, identify purchase attempts in real time and offer actionable findings to brands to quickly optimize their communication and automatic operations.
One of its technologies, titled Maven AI, understands, recommends and learns. They connect every step of the buying process to their artificial intelligence. Maven applies advanced understanding of natural language to detect purchase attempts, and dynamically directs conversations to the best chatbot or human agent according to what the person wants, the context and the predictive attributes.
Maven AI learns over time to continually improve redirection and its recommendations, making your responses more efficient with highly personalized experiences.
It also uses Big Data and artificial intelligence to build specific chats for each type of industry that are easy to implement and customize.
10. Web development: Wix ADI
You had probably heard about this popular platform to create websites. But did you know that Wix implements artificial intelligence to develop them?
Wix Artificial Design Intelligence (ADI) is nurtured with a series of answers to initial questions that the user answers to understand their needs, tastes and preferences. Only a few minutes later, the system presents a main page that can be further customized with the specific elements that you want to change.
This platform learns about its users and applies the knowledge it has obtained on billions of combinations (templates, images, texts, forms …) to create the perfect site suited to the needs of each user.
The resulting websites feel so personal and unique that they seem to be a work of magic. But it actually took years to complete that experience, and its smart system was powered by more than 80 million users around the world.
Are you ready to welcome these artificial intelligence applications?
As marketing professionals, it is important that we understand the importance that artificial intelligence has in digital marketing, since more than being a trend or something that is becoming fashionable, it will soon become a necessity to remain competitive in such a changing environment like the current one
Artificial intelligence applied to digital marketing is still in a growth phase. This means that its effectiveness and efficiency will increase as time goes by, so if there is a good time to start incorporating it, it is now .
But more than doing it for a matter of permanence in the market, it is important that, instead of perceiving artificial intelligence as an enemy that comes to replace certain human functions, we see it as an ally that will allow us to be more productive by simplifying the burden of work, save time in repetitive and monotonous activities, and focus on those issues where only our ingenuity and human creativity can give the best results.
Let us, through digital marketing applications such as those mentioned in this publication, artificial intelligence help us to better understand our target market, make better decisions and optimize our campaigns to levels that we had never imagined before.
Which of these applications would you like to incorporate? Do you know of any other that has surprised you? Tell me in the comments section!