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Five ways to use machine learning in digital marketing

30 second summary:

  • According to Gartner, 30% of companies were already using machine learning in at least part of their sales process by 2020.
  • Apparently, if you want to improve your digital marketing, you need to focus on analytics, personalization and optimization. And machine learning can help you with that.
  • ML can be used for all aspects of digital marketing, be it search engine optimization and marketing, social media, email marketing, paid advertising, or even content marketing.
  • Birbahadur Singh Kathayat, Co-Founder of Lbswebsoft, explains practical ML applications and techniques that can improve your digital marketing.

Up until the last decade, the terms artificial intelligence (AI) and machine learning (ML) have been viewed as something that refers to robots and machines ready to take over humanity. But today machine learning has already started changing the way we live. The presence of technologies based on AI and ML is felt in all areas of our lives.

Machine learning and digital marketing

30% of companies were already using machine learning in at least part of their sales process in 2020.

Intelligent machine learning applications can be used to improve the results of digital marketing implementations. This evolution can help companies personalize, manage big data, and deliver a better customer experience.

Apparently, if you want to improve your digital marketing, you need to focus on analytics, personalization and optimization. And machine learning can help you with that.

Additionally, ML can be used for all aspects of digital marketing, be it search engine optimization and marketing, social media, email marketing, paid advertising, or even content marketing.

Here are some ways in which ML-based applications and techniques can be used in digital marketing:

1. Improved customer experience

Delivering a high-end customer experience is one of the goals in any business. Integrating ML-enabled chatbots into your digital marketing process – more precisely, on your website – can improve the customer experience you deliver.

Around 80% of customers want their chat questions to be answered quickly. Then AI and ML based chat software can be your savior.

Apart from zeroing the waiting time for customers, the chatbot integration ensures availability around the clock, 365 days a week and allows you to expand your database without manual intervention once you have been trained and successfully implemented.

Chatbots let you forward calls or chats to human agents at any point during the conversation.

There is another way to use chatbots in marketing. You can train and learn the chatbot (since this computer is designed to learn) to send email, send chat messages, and keep track of messages by itself.

This is a great way to send your customers vital information about your new offers and product launches.

In return, you will receive a wealth of information on consumer behavior and product performance. These metrics can be used for future strategy development.

2. Content creation and curation

Even in 2021, the content is still king. The content regulates all forms of marketing. Without content, you couldn’t market your brand.

Content creation and content curation take hours of brainstorming and digging. This is where you can save a lot of time with machine learning tools that you can use in other important areas that need your attention. It can help you improve what you write and publish.

Curata, Flipboard, Pocket, and Vestorly are some of the most popular content curation tools that help you create highly engaging stories to post and share.

These ML-based content curation solutions can organize information and content, suggest bytes and content, and create compelling curated content with their brilliantly designed templates.

Using machine learning applications has also made it easier to write or create content. The automatic correction on your phone or Gmail compose box is a perfect example of machine learning technology.

We still have to develop a technology that can write on its own without human intervention. However, there is a tool, Quill, that can be used to create descriptions from a large amount of data.

There are many AI and ML based content creation tools like frase.io that can help you research the topic and quickly summarize long pieces of text. The tool is based on conversational AI and can continuously optimize the content of your website for better engagement and experience.

Email is still a powerful marketing tool. The Phrasee tool allows you to create result-based copies of emails and subject lines.

3. Website UI / UX

The user interface (UI) and user experience (UX) of a website are among the most important aspects of digital marketing. They are directly related to the search ranking and the visibility of your website.

Machine learning can also help improve website design. We mentioned earlier that with the help of advanced ML tools you can analyze and find valuable insights into user behavior and the performance of your website.

With this technology, you can create websites that your users will find practical and useful. Leading website building tools like Wix, Weebly, and WordPress use technology and analytics to create simple yet effective and useful websites.

4. Marketing automation

Using marketing automation tools, you can expect sales growth of more than 10% in a year. This is why over 79% of reputable brands have started marketing automation in the past three years.

Automating your marketing will take your growth strategy to the next level. Machine learning-based tools can decode and learn from trends, suggest action based on history and past experience, and provide accurate analytics to help you develop strategies and take action that emerges.

Customer segmentation, targeting specific audiences, and sending follow-ups become non-human tasks with advanced ML-based marketing tools. After each implementation and campaign, the tool learns automatically and shows opportunities for improvement for future campaigns.

5. Optimized advertising

The traditional way of advertising involves choosing the right ad content and choosing the right channel or platform to display your ad. You’ll also need to work on timing your ad to appear right. This is more of a manual job with a high probability that ads will not live up to expectations.

With AI-based advertising tools like Facebook ads or Google ads, you can show your target audience well-optimized ads. They can help you find the right audience for your ad and significantly reduce your advertising costs.

In addition to reaching your prospects, you can also view ads in different formats and multiply the results from different angles using these advanced ad channels. Just for a glance, you can find prospects based on the characteristics of your existing customers or those of your competitors.

In addition, you can send your ads when your average audience is most active. This new age technology saves time and time while improving your return on investment.

last but not least

Social media is the most widely used marketing tool after email. It has also emerged as the primary tool for providing real-time customer service. Customer retention, brand promotion, and lead generation are also the main activities of brands on social media. You can use AI and ML technologies to empower your social media.

ML-enabled social listening tools can help you manage your reputation. You can use these tools to monitor what your followers and non-followers are talking about you and your products. You can track your brand mentions, keywords, hashtags, and related products.

Here you have the opportunity to reach dissatisfied customers, solve their problems and turn them into satisfied customers.

You can also understand what type of content is most busy (or criticized) at what time. This will help you the next time you plan your social media content.

In the future, you can also use the competition analysis data to create your campaigns.

Your SEO can also leverage innovative ML tools. SEM Rush, Hubspot, Moz, and other leading SEO and digital marketing tools have AI and ML behind their development.

Birbahadur Singh Kathayat is an entrepreneur, internet marketer and co-founder of Lbswebsoft. He can be found on Twitter .

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