Currently, Artificial Intelligence, as a technology, has become the buzzword.
Since its inception, it has made a significant impact on consumer products and how the brands interact with the customers. With the current situation of the pandemic in mind, the growth of AI in the field of digital marketing is enormous.
What Is AI?
The term “artificial intelligence” is used mostly to describe machines and computers that mimic the “cognitive” functions of humans to collaborate with other human minds, such as learning and problem-solving options.
In other words, it is an area of computer science that attempts to understand the essence of specific intelligence and produce a unique intelligent machine that thinks, responds, and performs tasks based on the data that is being fed into it, just like we humans do. Most of the activities associated with overall AI are highly technical and specialized, such as robotics, speech recognition, image recognition, natural language processing, problem-solving, and many others.
Thanks to detailed algorithms, AI systems are now becoming more and more modern and mature, with systems becoming more efficient and effective at a much faster rate than ever before. In the areas of research and development, the application field has been expanding at the same time helping to make big strides all over the world.
It is conceivable that the technological products brought by artificial intelligence in the future will be the “container” of human knowledge. AI is not actually human intelligence, but it can think like a human and may exceed human intelligence too.
Top AI-Based Digital Marketing Trends to Look Out For
According to Brainvire, nearing the end of the year, a few of the trends where AI would be very prominent are:
1) Integration of Chat-Bots
Chatbots have been immensely useful in the past. They served as a primary customer care system and even helped in driving sales. With customers becoming more comfortable with the system, the popularity rise of virtual assistants has been very significant. Siri, Alexa, and even Google Assistant have found their way into our homes. Interestingly, ordinary people often are not able to identify whether it’s a human or an AI tool.
The developers even fear that the AI systems would even surpass human capabilities. For example, Facebook had to shut down an AI-based project as it reportedly created a new language for itself. Big companies are still pursuing the idea of a powerful AI-based chatbot that can ease customers’ grievances, and are putting immense resources into it.
2) Increased Use of Voice Search
The constant rise of AI-based virtual assistant systems is mainly because of the voice search feature. It helps in easing customers’ daily work. This is normal for the world which is migrating to mobile devices. The Hands-Free method of inputting data is very convenient.
According to a study, it was found that 60% of customers use voice search to gather business information. The given figure continues to grow rapidly. With everyone being home in modern times, the importance of voice search technology has become crucial.
The leading technology on which the whole system is based on is Machine Learning. This tech is used to understand and interpret human speech. This system teaches itself from various such model voice searches and improves itself. The system is yet to be called a perfect one as it needs to be faster and accurate. Google Assistant achieved the most incredible accuracy with 95% accuracy.
With major improvements in the given system, we are becoming more comfortable. As such, it becomes important for businesses to frame the SEO strategies for better voice search capability.
3) More Data and More Data Processing
This era could very likely be called the age of data. The rate of data collection is increasing rapidly. IoT (Internet of Things) is gathering data at a rapid rate. However, the amount of data that is generated is not utilized fully.
But scientists believe that this would change with the use of AI technology. Machine Learning algorithms are capable of processing data much efficiently.
Content plays a very important role in digital marketing and you need to be perfect on your content strategy part during this pandemic period.
Ways to Reassure Customers During the COVID-19 Pandemic
Coronavirus (COVID-19) has changed everything around the world. People are being forced to change their lifestyles and reevaluate their needs.
With all of this uncertainty, it has become even more critical to come up with some creative and aggressive marketing practices.
Hence, here is how you too, can adjust your marketing strategy:
This massive disruption that occurred due to COVID-19 has left an indelible mark on customers’ behavior. In fact, the customers you knew just three months ago are not the same people today. Therefore, it’s so important for marketers to work on instilling confidence in their customers by anticipating their needs.
Getting closer to your customers to ensure that you are there with them through thick and thin will help your brand to stand out.
For instance, Amazon has taken several measures to support its customers, employees, and communities. From delivery hiring to ensuring fair pricing, along with adjusting shopping hours for senior customers, and adjusting delivery, Amazon is trying to cater to customer requirements.
Apart from this, Amazon has also pledged to donate 250,000 essential items to Seattle’s quarantine patients, which displays their concern towards the pandemic.
Being Present in the World of Social Media
The global survey has shown an increase of 50% in in-home media consumption around the world.
They spend plenty of their time on OTT platforms for entertainment, social media for connecting with the outside world, e-commerce portals for shopping, and so on.
Although this pandemic has changed a lot of things, hence, now more than ever, social media may be the best way to do so.
Considering the current situation, McDonald’s has started promoting a safer McDelivery feature. The company is also stressing on maintaining quality, safety, and cleanliness, services through advertising campaigns to focus on consumer safety.
Such strategies keep your customers updated about the actions you are taking for them to offer the best possible service during such times.
Transforming Into a Purpose-Led Brand
Staying inside can keep your customers safe. But don’t forget about their mental health.
While kids cannot go to school or play, working individuals are worried about their finances, and housewife’s managing everything together that too alone. It is, therefore, extremely essential to keep your customers entertained.
In such times, if marketers can come up with such innovative ideas to reach their customers, it will go a long way.
Hence, currently, we are seeing several influencers partnering with fitness and education apps to engage people.
Right now, no one can predict when this will end. But still, we can always act smart by being proactive to rise and shine.
The dramatic spread of COVID-19 has disrupted lives, businesses, livelihoods, and communities around the world.
All the organizations worldwide are now coming together to come up with innovative ways to minimize the impact of the virus on public health and limiting the disruptions to economies and supply chains.
Situations change regularly, and this will have a serious impact on the ongoing business trends. The traditional methods of business will no longer be applicable in an era where people choose to shop from the comfort of their homes. All businesses, including small and medium will have to take to the online platform in some way to sustain their dwindling economy.
By adopting some of the online marketing tactics, small businesses can level up their profits, or with sheer planning and resources, even compete with some of the leading eCommerce ventures in the existing market.
Augmented Reality/Virtual Reality Applications
Augmented reality and virtual reality have been there for many years. However, it has not gained much popularity. With high-end games like Pokemon Go, it has become popular.
VR gaming headsets have become a great selling point for the youth. Unfortunately, the practical application of such technology is still being developed.
Many companies are using this tech for its use. Ikea has an app that uses this tech to let customers design their house with the furniture of their choice in the comfort of their home. Many brands are also using this to create outfits for the customers. Thus in this fast-paced tech world, every business needs to update themselves to satisfy their customers to the maximum point.
As this industry is highly uncertain with its upcoming technological ventures and its uses in real life, AI is undoubtedly going to play a very critical role in shaping the future. Thus specifically speaking of digital marketing, this sector has tremendous opportunities that can make it grow by leap and bound.