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Employ Machine Learning in Your Marketing Efforts Featured

Employ Machine Learning in Your Marketing Efforts "Microsoft Surface Laptop 3 in Sandstone\r\n\r\nshot by: Nathan Dumlao "

Artificial intelligence (AI) continues to advance in so many ways, and so is its ability to improve operations in different industries. Marketing is one of the areas that has benefited immensely from the advancement of AI. This technology improves various aspects of digital marketing, including strategizing and providing valuable insights needed by organizations to make critical decisions. With the realization that marketing strategies have become diverse than ever, companies are capitalizing on SEO, visual marketing, and now Artificial Intelligence.  Here are ways in which you can employ machine learning and artificial intelligence in your marketing efforts.

  • Understanding customers

Digital marketing is all about data and analytics. With many people now using social media, businesses have a chance to gather a wealth of information with the audience of their choice. Through social networks, organizations can collect crucial business information concerning demographics, income, interests, and careers of potential customers. Since data may give half the story, an analysis is needed to understand the audience. This is where AI and machine learning comes in. AI might help you as a marketer by extrapolating and processing data to improve your understanding of customers. Machine learning and AI techniques can improve the ability to personalize messages through the creation of customer profiles.

  • Predicting unique customer buying patterns

Marketers are taking advantage of AI to predict customers' unique buying patterns across different geographical regions or based on different demographics. By combining all the available sources, such as customer sentiment analysis with machine learning, marketers can improve their demand sensing capacity and demand forecasting. Machine learning algorithms can extrapolate location-specific details from a given product and the product's availability in a particular region of interest. With this knowledge, you can save a lot of money in inventory costs because you will understand what the customer needs and supply exactly that.

  • Email marketing

Email marketing is one of the tools you are likely using as a marketer to reach your customers. With artificial intelligence, you can improve this form of marketing by personalizing email campaigns based on user behavior. Customization can come complete with customized recommendations of products or services and messages based on the customer's analyzed behavior. AI helps marketers reach the right customers with the right message and at the right time.

  • Customer service

Customer service is one of the most critical areas in marketing. During marketing, understanding buyers and enhancing marketing operations is nothing without good customer service. In customer service, the use of AI algorithms is more pronounced. Some uses of AI and machine learning in customer service include chatbots and AI-based messengers, which are fast becoming commonplace in digital marketing. If you have visited a website such as those used for e-commerce service, you have most likely interacted with one. These bots can answer questions and give crucial information to customers. Chatbots get the site visitors engaged and learn through their interactions with the customers through natural language processing (NLP).

  • A/B Testing

A/B testing or split testing is a process of showing two variants of a given website to different visitor segments. It is an online marketing strategy used to identify what the customer likes. It is crucial in determining the version of the website that converts more. With AI and machine learning capabilities, each site's conversion rates can be analyzed through AI’s revolutionary algorithms, predictive algorithms, and advanced data metrics. This analysis can reveal crucial information such as the number of visitors and their classification. Generally, there is increasing adoption of predictive analytics based on machine learning to help fine-tune websites and improve their conversion and results.

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Scott Koegler

Scott Koegler is Executive Editor for PMG360. He is a technology writer and editor with 20+ years experience delivering high value content to readers and publishers. 

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