How Brands Will Use AI for Sustainable Digital Marketing Efforts

In terms of business growth, artificial intelligence (AI) is doing wonders to help online retail brands establish more sustainable marketing plans. More and more businesses are incorporating AI technology into their strategies, and 61 percent of marketing leaders have made it their top priority.

So, how exactly are businesses applying this technology to their marketing schemes?

Here's how:

Better Search Approaches

AI can take the guesswork out of keyword research and search engine optimization strategies. Since Google is already using AI technology in its RankBrain algorithm, businesses are also using it to help improve their rankings. AI offers marketers better insights into their current performance and intelligently optimizes keywords by identifying patterns in audience behavior.

Credit: twinword

24/7 Consumer Interaction Through Chatbots

Most customers are comfortable reaching out to chatbots for assistance these days, especially if it means they can get help right away. Many companies are also using chatbots with a personality to truly engage with the customer and boost sales. Sephora has been doing a great job of this with its bot, offering makeup tips and product recommendations in much the same way that one of its reps would in-store.

Credit: thecurrentdaily

Programmatic Advertising

Kenneth Kulbock, LinkedIn Sales Lead, put it best when he said, “Programmatic boils down to the use of data and technology, enabling marketers to make decisions in real time about the advert they want to deliver to the consumer.”

AI can do this by gathering and analyzing loads of consumer data in a short amount of time and providing actionable analytics to drive smarter ad targeting. By using machine learning, marketers can determine the best time and place for targeted ads so that they're reaching their most relevant customer segments.

Personalized Shopping Experience

One thing that many customers want from online retailers is a more personalized experience. Marketers could never offer custom experiences for everyone without the rich datasets that are only possible through machine learning.

For example, say you run an online T-shirt printing business. Personalization is going to be a key part of what you offer. AI technology can help by creating personalized content with product features that match up with the design or shirt material that a specific customer may be interested in. This content can then be served in the ideal channel to capture their attention.

Credit: Shopify

Content Curation

AI has become sophisticated enough to actually create brand content through algorithms for automated marketing. In fact, many news sites like Yahoo and Fox use AI programs to identify patterns in highly performing keywords for optimized content. This information is then used for smarter content creation.

AI can do a lot to help identify upcoming trends within your audience segments for ideas on what topics to cover next.

Dynamic Pricing

Since most online shoppers are hunting for the best deal, even a few cents of difference can entice them to convert. AI programs can keep track of prices of similar products and use smart algorithms to shift prices when necessary to attract more customers. Amazon.com does this frequently to ensure that it's offering the lowest price.

Conclusion

AI has transformed the technological landscape in more than one way, especially in terms of business and marketing. What ways will your business use AI in the future?

Manish Dudharejia is the president and co-founder of E2M Solutions, a San Diego-based digital agency.