Artificial Intelligence and the impact on Digital marketing in 2024

Although the term is very trivial nowadays, the concept of artificial intelligence is still a very common question. 

In practice, we can say that it is an intelligence that works in “modus operandi”, which means that it has a way of being executed, generally following the same procedures. 

Furthermore, it is widely inserted in thesso everyday life, like deep learning (deep machine learning), the cloud computing (cloud computing) and extended reality games, such as Pokémon Go.

Discover some of them now:

CHATBOT

It is a computer program that tries to simulate a human being in conversation with a human being. The goal is to answer the questions in a way that makes it seem like you are talking to someone else.

Generally, chatbots are used to fulfill the role of FAQ. It reduces service time, in addition to contributing to reducing business costs, taking into account that you or your company do not need to employ someone for this role. The artificial intelligence behind this technology, known as machine learning, allows the bot to learn continuously. Therefore, the more users use it, the better their experience becomes. 

VOICE ASSISTANT

Virtual voice assistants are also bots. The difference is that the command that generates the trigger for the action is done through the user's voice. This tool is gaining strength and gaining many followers, especially because of the multi-experience possible thanks to IoT (Internet of Things). 

One marketing opportunity is to offer the digital experience with a voice assistant. The most popular are those from Google, Alexa from Amazon and Siri from Apple, related to the concept of a connected home through digital objects, including computers, smartphones, televisions, watches, among others. However, in marketing there are opportunities to develop this solution as a bridge of contact between brands and their customers. 

BUSINESS INTELLIGENCE 

Tools Business Intelligence (BI), are essential resources in a digital marketing strategy. Through the artificial intelligence that underlies these resources, it is possible to connect Big Data and process it with ease and precision that was unimaginable a few years ago. 

Companies are able to use this application of AI to develop increasingly personalized and unique products. In short, everything that is done by the consumer in the digital environment can be controlled and evaluated. 

The consequences of this are exceeding consumer expectations and the consolidation of products with record sales. BI is essential for business commercial intelligence.

AUGMENTED REALITY

A practical example of this technology is the game Pokémon Go, in which players can “capture” virtual Pokémon in the real world. In marketing, AR can be used to present products, as was the strategy used by the Brazilian multinational Localiza, in 2019.

During an event, the company announced a new car in the fleet through an augmented reality application: visitors could download and view the car, including internal parts, in the event's physical space through their cell phone screen.

Popularly known by the acronym AR, augmented reality is one of the forms of development of artificial intelligence that is part of the concept of multi-experience. This technology has a role opposite to that of the IoT (Internet of Things): instead of the real world being integrated with the digital, the digital is integrated with the physical environment. 

One of the best-known examples of this technology is the game Pokémon Go, in which players can “capture” virtual Pokémon in the real world. In marketing, AR can be used to present products, as was the strategy used by the Brazilian multinational Localiza, in 2019.

During an event, the company announced a new car in the company through an augmented reality application: visitors could download and view the car, including internal parts, in the physical space of the event through their cell phone screen. 

Another example is Home Depot. Ever wish you knew what a room would look like before you commit to painting it? What if you could see the room in different color combinations? Home Depot managed to do just that thanks to its new AR marketing effort. The company's Project Color lets you see what other rooms in your home would look like after painting them with a few options from Home Depot. But the system goes far beyond just changing the colors of the walls. It also takes into account lighting, furniture and even shadows. You might actually see your home in a different light. 

INTERNET OF THINGS (IoT)

Through IoT, it is possible to control the house remotely: with a trigger, that is, a command, you can turn off or on the lights, activate security, ask the vacuum cleaner to do local cleaning, among other functions.

In companies, the application of IoT is closely related to the concept of automation and mobility, and can be used in any context: from agriculture to industry. There are no barriers to connectivity. In marketing, it is possible to identify it in the development of these products. 

IoT is a technology that integrates the physical environment with the digital. This is done through the connection between digital equipment. The concept is associated with connected environments and has a very close relationship with voice assistants.

DATA SECURITY

AI is also a great ally in data protection. In Europe, the security of customer and partner information was already a necessity regulated and monitored by the GPDR (General Data Protection Regulation).

In Brazil, this is seen through the LGPD (General Data Protection Law - 13709/2018), which requires all companies to implement efficient solutions to ensure compliance with the legislation. In this sense, AI is gaining prominence through cryptography and blockchain.

WEBSITE CREATION

Another area in which artificial intelligence has shown great prominence is in the creation of websites, bringing numerous benefits to professionals and companies that wish to establish a consolidated digital presence, efficiently.

AI is undoubtedly transforming the way website creation is approached on a day-to-day basis. It offers opportunities for brands to establish their online presence in a more effective, functional and attractive way, all without the need for in-depth technical knowledge.

If you are thinking about creating a website or updating yours, be sure to explore the features and advantages offered by AI tools for website creation. It's an efficient way to leverage technology to enhance your digital presence.

AUTOMATION 

The concept of automation is, in short, the robotization of processes, that is, when activities are carried out automatically using technological resources. It is a concept close to digital transformation with several other aspects of artificial intelligence, such as chatbots and IoT.

There are different degrees of automation in our daily lives, ranging from segmenting emails in your inbox to building business processes through RPA (Autonomous Payment Receipt), in which all, or large part of the flow is carried out by a bot.

In marketing, this can be implemented in data analysis, as well as in the customer journey through CRM software or by automating email marketing campaigns. It is a resource that guides your strategy to data and contributes to high performance.

WHAT ARE THE ADVANTAGES OF IMPLEMENTING AI IN YOUR BUSINESS?

Artificial intelligence is the technology behind other solutions and innovations hitting the market. This, in itself, makes clear its importance for the daily lives of people and organizations. In order to better understand why the use of this technology is strategic, check out its advantages.

• Reduction of operational costs
• Business scalability
• Agility and reduction of bureaucracy in processes
• Improved customer experience
• Consumer behavior analysis

How is AI used in marketing?

ANALYTICS

You were able to confirm the power of analytics throughout this post, right? But, what if we say that its potential is even greater? So it is! Data analysis is used for marketing campaigns, product development, business expansion and even predictive action in solving problems.

Data-driven is the foundation behind the Growth Hacker. In it, analysts develop hypotheses and validate them through A/B testing. It is a practice similar to medical research, in which there is a control and experimental group.

Only one variable is modified. It is a fundamental technique in several procedures in marketing and sales, but it is interesting to highlight the user experience. By using indicators of access, click and conversion rates — in addition to changing, for example, the color of a banner or the type of CTA — it is possible to increase results considerably.

AUTOMATION

Automation is made for marketing campaigns, be they newsletters, nutrition flows, landing pages, etc. In practice, in addition to allowing the integration of routines and systems, this feature enables the personalization of communication. Combining it with data analysis, it is possible to create content that fits the profile of your lead or customer.

Good tools marketing automation they enable the manager to send segmented emails in a humanized way, with one-to-one communication, with a subject and body of text containing the recipient's first name. This helps to break down some of the communication and interaction barriers that the digital context brings: it is a colder environment with highly competitive attention due to the volume of information.

CUSTOMER JOURNEY

At customer journey, artificial intelligence identifies contact points, helps to validate pain points during the journey, maps where the consumer is in the sales funnel, in addition to being an important resource in loyalty. There are several functions.

IN WHAT STRATEGIES CAN ARTIFICIAL INTELLIGENCE BE USED?

CONTENT MAPPING

In a strategy of Inbound Marketing You can't miss content production, right? It is necessary to have the results of the business objectives with what is highlighted in the digital environment.

Therefore, one solution is to use SEMRush, Google Trends and other tools to consolidate content mapping, thinking about organic engagement.

NUTRITION FLOWS

You nutrition streams can be used in both an attraction and retention strategy. What will change is the type of content and the moment at which the trigger is fired.

In a nutshell, they use the customer's pain, identified through their interest in a certain content, to present the solution that their company has. Furthermore, it is possible to segment by audience, which requires the use of marketing automation software.

NEWSLETTER

The concept of newsletter mix with the nutrition flow. However, they are not the same thing. The first is an email marketing campaign technique that can be used both to contribute to this flow — presenting the latest news from your blog, for example — and to have a clear sales objective, such as offering a discount voucher for through direct communication.

PRODUCT DEVELOPMENT

Products and services become increasingly accurate, positively impacting marketing and sales efforts in attracting and consumer loyalty. Therefore, the tendency is for investment to be minimal and the result of acceptance and sales performance to increase. The tip is to use the BCG matrix to evaluate this process. In another article, we talked about the benefits of gamification for your company  . Gamification is the process of using game elements in a non-game context. Many companies have used Gamification in company apps, websites, and more. The objective of Gamification is to engage and motivate players to achieve organizational objectives, better serving each other and the company.

LOYALTY

It's very common for us to focus on attracting leads and forgetting about audience loyalty. Retaining customers is a smart strategy, since the Customer Acquisition Cost (CAC) It requires a lot of effort, generating high business investment. Loyalty seeks to continue the consumer's journey and encourage them to consume other products and services from your brand. Therefore, measure your Lifetime Value.

Here, relationship management is highlighted, and so is the use of artificial intelligence. This technology allows upsell and cross-sell techniques to be more effective: offers are made based on consumption information, such as the latest purchases made by your customers.

What did you think of this article? Are these strategies already used by you and your company? Does it make sense for you to adopt these strategies?

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