Five ways to use machine learning in digital marketing

Until the last decade, the terms artificial intelligence (AI) and machine learning (ML) were considered something related to robots and machines willing to take over the human race. But today, machine learning has already started transforming the way we live our life. The presence of technologies built on AI and ML can be felt across all walks of our life.

Machine learning and digital marketing

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

Intelligent machine learning applications can be used to increase the outcomes of digital marketing implementations. This advancement can help companies with personalization, big data management, and delivering a better customer experience.

Apparently, if you want to improve your digital marketing, you will need to focus on Analytics, Personalization, and Optimization. And machine learning can help you with all these.

Moreover, ML can be used across all aspects of digital marketing, be it search engine optimization & marketing, social media, email marketing, paid advertisements, or even content marketing.

Here are some of the ways 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 objects in whatever an organization does. Integrating ML-enabled chatbots in your digital marketing process – to be specific, on your website can add to the customer experience you deliver.

About 80% of customers want their chat queries answered quickly. That’s when an AI and ML-based chat software can be your savior.

Apart from zeroing the wait time for customers, chatbot integration ensures 24 x 7 x 365 availability and allows you to broaden your database without any manual interference, once trained, and implemented successfully.

Chatbots also allow you to transfer calls or chats to human agents at any point of time during the conversation.

There’s another way chatbots can be used in marketing. You can train and make the chatbot learn (because this machine is designed to learn) to send emails, chat messages, and follow up messages on their own.

This way, you can send your customers important information related to your new offers and product launch.

And in turn, you will get a sea of information related to consumer behavior and product performance. These metrics can be used for developing strategies in the future.

2. Content creation and curation

Even in 2021, content is still the king. Content rules all forms of marketing. Without content, you wouldn’t be able to market your brand.

Content creation and content curation both require hours of brainstorming and digging. Here, machine learning tools can save you plenty of time which you can use in other crucial areas demanding 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 you can use to create highly engaging stories to post and share.

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

The use of machine learning applications has also eased the way people write or create content. The auto-correct on your cell phone or Gmail compose box are a perfect example of machine learning technology.

We are yet to develop a technology that can write on its own without human intervention. But there is a tool, Quill that can create descriptions from a large set of data.

There are many AI and ML-based content creation tools such as frase.io that can help you research the topic and summarize long texts quickly. Built on conversational AI, the tool can continuously optimize the content on your website for better engagement and experience.

Emails are still a powerful marketing tool. The tool called Phrasee can help you create result-bound email copies 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 your website’s search ranking and visibility.

Machine learning tech can also help improve website design. We have already mentioned that you can analyze and find valuable insights related to the behavior of users and the performance of your website using advanced ML tools.

The technology will allow you to create websites that your users find practical and useful. Leading website building tools – such as Wix, Weebly, and WordPress – use technology and analytics to build simple yet effective and useful websites.

4. Marketing automation

If you use marketing automation tools, you can expect more than 10% revenue growth within a year. That’s the reason why over 79% of renowned brands have started using marketing automation in the last three years.

Automating your marketing will take your growth strategy to the next level. Tools built on machine learning can decode and learn from trends, suggest actions based on history and past experiences, and provide accurate analytics to help you develop strategies and take actions that yield.

Customer segmentation, pitching to the exact audience, and sending follow-ups become non-human tasks with advanced ML-based marketing tools. After every implementation and campaign, the tool learns automatically and shows scopes for improvement for future campaigns.

5. More optimized advertising

The traditional way of advertising includes choosing the right ad content and selecting the right channel or platform to display your ad. You will also need to work on finalizing the right time to show your advertisement. This is more a manual job with high chances of ads not delivering to expectations.

With AI-based advertising tools, such as Facebook Ads or Google Ads, you can pitch well-optimized ads to your audience. They allow you to find the right audience for your ad and cut your advertising cost significantly.

Apart from reaching your potential customers, you can display ads in a variety of formats and multiply the outcomes from different angles using these advanced ad channels. Just for a glimpse, you can find potential customers based on the traits of your existing customers or the customers of your competitors.

Not just that, you can send your ads when your average audience is most active. This new-age technology saves your time and spends while improving your returns on investment.

Last but definitely not the least

Social media is the most used marketing tool after email. It has also emerged as the main tool to deliver customer service in real-time. Customer engagement, brand promotion, and lead generation are also the top activities of brands on social media. You can use AI and ML technologies to strengthen your social media.

ML-enabled social listening tools help you with reputation management. Using these tools, you can monitor what your followers and non-followers are talking about you and your products. You can track the mentions of your brand, keywords, hashtags, and related products.

This is where you have a chance to reach out to unsatisfied customers, resolve their issues, and convert them into happy customers.

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

Moving forward, you can also use the competitor 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 @bskathayat.

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