Machine learning or ML is undoubtedly one of the hottest topics of discussion in recent times. Owing to the wide array of benefits offered by the technology in various industries, it lies among the top of the preference list of all. Speaking about digital marketing is a field that is continuously evolving due to the development of new tools as well as innovations.
Machine learning happens to be a prime example of the same as it offers an array of new performance opportunities to organizations and allows them to better understand their customers. This, in turn, enables the organizations to offer their customers the best possible experience. It is majorly due to the powerful analytical abilities of machine learning. This powerful digital tool allows organizations to benefit from the huge volume of collected data.
Machine Learning in Digital Marketing
Machine learning has played a significant role in making a number of industries much more efficient as well as profitable, and digital marketing is not an exception. Artificial intelligence and machine learning in marketing enable marketers to better understand their customers so that they can send them targeted, relevant offers at the right time.
In addition to this, machine learning can help analyze data rapidly so that better decisions can be made, thereby saving a lot of time and money. It is precisely the reason why digital marketing service providers are looking forward to hiring machine learning development services to appropriately integrate the same into marketing.
How Is Machine Learning Impacting Digital Marketing?
The future implications of machine learning are still not clear for digital marketers, but still, it has already started impacting the digital marketing landscape. The machine learning tools have the potential to appropriately analyze huge sets of data and present analytics in a way that is easy for the marketing teams, which they can use to their advantage. For the organizations using machine learning tools, the marketing teams get more time to specialize in other areas and make use of machine learning for the purpose of gaining new in-depth insights for optimizing their marketing strategies.
The ways in which machine learning is used in digital marketing practices play a significant role in helping to expand their understanding regarding their target consumers and how they can appropriately optimize their interactions with them. But it is to be kept in mind that with more information, change is quite common, and the speed with which it will occur is much faster than what digital marketers expect.
Irrespective of the expectations of digital marketers, machine learning is not here to take over their jobs of digital marketers. The main use of machine learning is to lead the way for digital marketers to enhance digital marketing strategies and, at the same time, make the jobs of digital marketers easier. With the help of the capabilities and utilization of machine learning tools, the markers find it quite helpful in streamlining the existing digital strategies.
Ways to Use Machine Learning in Digital Marketing
Now, let us learn the ways or examples of how machine learning can be used in digital marketing.
1. Curating of More Precise Content
If the content team of an organization creates posts to prepare roundups or other content, it can be very time-consuming. It is precisely the situation where machine learning-based content creation tools come to the rescue. Different tools are available that can be used to craft high-quality content to personalize the content experience for the customers in the best possible manner.
2. Fantastic Website Design and User Experience
Web design plays an instrumental role in successful digital marketing. But it happens to be a major problem for marketers. Machine learning can prove to be a lifesaver in this regard since it can bring together all data related to preferences of the users, website heat maps, design best practices and A/B tests. With this, the marketers can create web designs as per the practical data rather than on the guesswork of the designers. There are a number of design assistant tools powered by AI and ML that help designers create a fantastic web design for superior customer experience as well as engagement.
3. Smart Content Creation
ML can automate an array of tasks that are repeated or predictable. But what about content creation? It involves creativity and hence is difficult to automate. In spite of that, there are a number of AI & ML-based tools available that enable computers to communicate with users in natural language for generating content briefs and appropriately answering questions of customers. These tools do the following.
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Helps the content creation team to research topics and prepare summaries in a short span of time
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Scaling content creation by paying attention to topic gaps
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Optimize the already existing content on the website on a regular basis
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Make use of a content strategy that is driven by customer questions
4. Easier and Convenient Marketing Automation
Marketing automation certainly takes the strategy to the next different level. It uses machine learning for crunching numbers, taking lessons from patterns & previous results, and delivering reliable insights on content targeting, customer segmentation, prescriptive suggestions, and follow-ups. All these play a crucial role in simplifying the process of decision-making.
5. Automated Email Marketing Campaigns
Seasoned marketers are always looking forward to email marketing automation software in order to improve their return on investment or ROI. Email marketing powered by machine learning can help strengthen modulated customer segments & personas, a library of content, and data about prospects resulting in seamless personalization of email campaigns with utmost ease. Here are the 4 ways in which machine learning helps marketers bring about an improvement in the effectiveness of the email marketing campaign.
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Creation of tailor-made content
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Segmentation of data to define rules for sending emails to prospects
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Timing of sending emails
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Delivery of emails
In addition to this, ML allows marketers to create split testing into email marketing that helps increase return on investment.
6. Optimized Advertising
Advertising happens to be one of the major costs for digital marketers. Using traditional optimization techniques reduces the effectiveness since it is constrained by human limitations. But using the power of machine learning can readily optimize the performance of the existing marketing campaigns to a significant extent.
7. Powerful Social Media Management
Social media marketing is the key to the success of digital marketing. From customer support to content marketing, a number of vital marketing functions are performed via different social media platforms now. ML helps digital marketers to utilize the power of big data for the purpose of optimizing their social media resources. Here are a few ways in which ML is reinventing social media to make it a powerful and effective marketing tool.
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Reputation management
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Social listening
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Perfect timing of posts
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Better segmentation of data
Understanding a Few Use Cases of Machine Learning in Digital Marketing
We have already seen how machine learning can be used in digital marketing. So, let us now understand a few major use cases of machine learning in digital marketing.
1. Gaining a Complete View of Customers
The customers tend to share information about themselves without knowing about it almost every day. The customers tell the device which they are using every time they go online, and when attention is paid, their previous history with a company can be understood with ease. Machine learning in this regard can help assemble all these disparate pieces of information about the customers and unify them. Therefore, it gives a complete view of the customers. With an in-depth understanding of the customers, the marketing team can create much better marketing campaigns that will persuade customers to do business with the company.
2. Real-Time Analytics
Machine learning has the ability to analyze a huge volume of data in a quick span of time. Most importantly. ML can analyze the data in real-time, which helps the marketers in getting a clear picture of the performance of a specific marketing campaign. With real-time analytics, the marketers can understand which campaign performed better and what went wrong so that they can be rectified without any delay to get even better results.
3. Data Analysis
Analysis of data is not as simple as it seems. First, the data needs to be prepared. Then it has to be structured properly and formatted correctly with complete accuracy. Human errors are possible at the time of preparing data for analysis. Machine, on the other hand, will not make any mistakes since it pulls information from the system of record ‘cleans’ it as per the pre-set rules to make sure that it is accurate with the correct format.
In addition to this, machines are able to analyze more data as compared to humans, that too much faster and without any kind of compromise inaccuracy. ML in marketing also permits machines to analyze unstructured data, like images, videos, audios, and social media content.
4. Predictive Analytics
Analysis of data in the right way is the first step towards the understanding of customers in a much better way. But what would be the case if the marketing team knew beforehand about the steps of their customers. It is exactly what machine learning can do with predictive analytics. Predictive analytics help show the likelihood of a customer taking a specific action.
5. Personalisation at Scale
The idea of automating personalization sounds a bit crazy, but AI and ML in marketing can make personalization much more efficient as well as effective. With the help of machine learning, a computer is able to find out the preferences of customers and tailor offers accordingly. Thus, personalization at scale is one of the major use cases of machine learning in digital marketing.
6. Predictive Engagement
Machine learning has the ability to understand who a customer is, the location of that customer, where that person is in the customer journey, and what are the steps required to be taken on the part of the marketer so that the customer can easily progress to the next stage of the customer journey.
7. Personalization at Scale
At the time when machine learning is able to tell what those next steps are, it is referred to as predictive engagement. Predictive engagement is very closely associated with the field of personalization than it is with analytics, thereby providing personalization at scale.
8. Personalizing the Customer Experience
Customer experience is nothing but the experience of a customer with a brand. Every time a customer reaches your business website, that happens to be a part of the customer experience. Each of the business owners wants to have positive interactions with their customers, and one of the best ways to do the same is personalizing it. Personalizing the experience of customers means that ML recognizes a customer and remembers that customer, adjusting the experiences to their preferences.
9. Chatbots
Chatbots can prove to be an extremely powerful customer service tool, and at the same time, they have a major role to play for marketers. A chatbot plays a crucial role in gathering information about customers from every interaction, and it learns about the best answers to questions. Digital marketers can analyze data at regular intervals gathered by chatbots. This data can tell the marketers what customers and prospects are interested to know more about and want to know more about, thereby helping them hone their marketing materials.
Conclusion
After reading through, it becomes quite clear how machine learning is integrated into digital marketing to fetch better results by making the most out of machine learning and different tools associated with the same. The fullest potential of machine learning and artificial intelligence is not yet realized. However, it has been observed that the use of machine learning in digital marketing is increasing day by day, and the same is expected in the time to come. So, let us wait and see how the benefit of machine learning, as well as artificial intelligence, is utilized in digital marketing to its fullest potential.
Read More: 5 Uses of Artificial Intelligence In Digital Marketing
