December 7, 2020

Artificial intelligence (AI) and machine learning (ML) are changing the world of digital marketing.

AI is that class of technology designed to allow computers to perform tasks previously thought only possible by humans. Our understanding of what computers can do is ever-changing. At one time, a computer that could play chess was considered artificial intelligence.

Machine learning is an application of AI that provides systems the ability to learn and improve from experience without being explicitly programmed. ML makes possible the groundbreaking improvements in data gathering and analysis that propel cutting-edge marketing functions.

Christopher Lee, the Marketing Manager at WNY Holdings, is hugely excited about leveraging this technology in various capacities to revolutionize marketing strategies. For example, ML – as well as other AI applications such as deep learning, natural language processing (NLP), and cognitive computing – are already driving advancements in identifying images and creating personalizing marketing campaigns.

In this article, Mr. Lee shares his thoughts and expertise on the convergence of AI and marketing and which related tactics you should implement into your strategy.

Increased effectiveness

The most potent combination of marketing strategies and techniques is the holy grail of marketing. Countless hours are spent comparing the results of A/B testing, alternative platforms, varying sets of keywords, SEO techniques, and the list goes on. Marketers use ML-based software tools to determine what options work best, analyze and compare results, and suggest changes and modifications.

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Increased productivity

Humans are limited in how much data they can manually gather and analyze. Indeed, most modern technology is aimed at improving upon that limitation. ML is no different in that respect. There is an ever-growing catalog of marketing tools based on the enhancements made available by ML.

Imagine the potential impact of a marketing campaign tailored to each individual. ML allows marketers to gather and analyze information about an individual’s search and browser history, chatbot interactions, previous purchases, and many other behavioral indicators. This information is used to determine what will influence an online shopper to take the next step toward making a purchase.

Analyze large data sets

One of the tasks that computers generally, and ML programs specifically, are very good at is sorting and sifting large amounts of data, and doing it quickly. Based on ML principles, software tools examine consumer behavior data at incredible speed and learn what data is relevant and useful to marketers.

The vast troves of data accumulated by today’s mega tech companies are a rich source of information for ML tools to consume. By probing these data stores, marketers can refine their strategies. From the enormous streams of bits and bytes that continuously flow around the world, marketers apply ML data mining techniques to fine-tune every aspect of the customer experience, product features, and delivery methods.

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Chatbots

AI chatbots are an excellent example of how ML and NLP have revolutionized how people interact with websites. Chatbots are not only useful in providing customers with information – they are effective and efficient tools for gathering data about customers. They work tirelessly 24/7 and get better day after day learning from their customer interactions. This ability to learn, combined with the ability to extract, organize, and analyze large amounts of data, make AI chatbots an ideal solution to help marketers understand their customers better.

About Christopher Lee

Christopher Lee is the Marketing Manager at WNY Holdings LLC – a digital marketing company that was started in 2018 to provide industry-leading marketing services for small businesses. Mr. Lee is focused on fostering a productive and stimulating working environment. This helps WNY employees grow and develop professionally, making them excited to work every day and grow along with the company and their clients.

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