Machine learning is not new to the marketing field. Hardly any company hasn’t yet implemented these benefits to optimize content, boost customer experience, and increase sales. But as time goes, ML tools become even more elaborate and help marketers conquer all the new peaks in improving their efficiency and satisfying consumers.
As a subset of artificial intelligence, machine learning is the computer’s ability to develop new, more effective solutions through analyzing previous mistakes, choices, and decisions. Machine analysis is faster and more accurate than human, so it saves months of time and can be applied to almost any marketing task.
That said let’s figure out how the marketing world keeps benefiting from machine learning.
Analysis of Huge Piles of Data
Whatever marketing task you have, you’ll likely start with data analysis. Let’s say you want to find out how your customers navigate your website and make purchases. As a marketer, you can do it yourself, but you’ll have to spend unreasonably more time than if using machine learning help.
Alternatively, an ML-powered tool will cope with the task before you know it – and offer you possible future patterns along the way. This information can be further used for website optimization and improving customer experience and engagement.
Furthermore, analyzing demographic metrics is easier with ML tools. Once you know your customer groups, you can offer more focused content and reach your audience more effectively.
Content Creation and Optimization
The importance of content in marketing can hardly be overestimated. But what do machine learning tools have to do with it?
In fact, a lot. They can help your posts and articles take higher positions in Google search, stay on the top of what your competitors offer, as well as be aware of what your customers enjoy, and craft personalized content as a result. In e-commerce, it’s not enough to have a way with words; you need to make sure that your keywords and topics fit the demand, and machine learning algorithms perfectly cope with keeping you on track of that.
With competition as fierce as it’s today, personalization means a lot. In fact, over 90% of consumers want brands to remember them and offer apt products they might be interested in. If companies can’t do that, as many as half of them are quite ready to switch to the competitors.
Machine learning tools are brought to ensure that brands can. With the help of specific algorithms, marketers can track what customers search, like, and purchase and offer THE products and information that might be of the essence for each individual client.
Netflix, Starbucks, North Face, Amazon, and thousands of other big-name brands are already using this to their advantage. By analyzing tons of metrics that include what you search, what you like, and what you buy, they adjust recommendations precisely to your needs so you could enjoy only relevant content.
Automation of Marketing Tasks
Another way how machine learning can improve the marketing force is through the automation of some processes. For instance, it’s common among brands to send an automatic message or an e-mail when customers subscribe to their newsletters or leave the page with items in their carts. Some brands would choose one-size-fits-all-approach, while ML adopters can craft an individual, focused newsletter based on the consumer’s purchasing and search history.
Let’s say you’re selling writing courses, and someone was checking your academic writing lessons, specifically how to write application essays, before subscribing to your newsletter. While an article about, say, storytelling may hack it, the one on writing a college application essay would hit the target better and make them more likely to come back.
In general, ML automation is a powerful force that facilitates a 15% increase in sales and around as much reduction in marketing overhead. Marketers are entirely capable of doing these operations themselves, but machine learning assistance makes the efforts more focused and cost-effective.
Numerous Benefits of Chatbots
Chatbots are getting harder and harder to distinguish from a human. In fact, around 70% of people can’t even tell the difference between a chatbot and an actual person. But it hasn’t always been this way.
The first chatbots were lousy and ridiculous; we used to make jokes about these silly robots trying to give us advice. How didn’t we notice that they’ve become indispensable members of our e-commerce society? Because of machine learning!
Chatbots were analyzing and learning, and then again analyzing 24 hours a day, seven days a week to turn into sterling assistants that can answer questions and solve customer problems. Yet at the trial stage, but some of them can even solve human-level problems which can fully eliminate the necessity of human customer support.
In other words, chatbots are must-have tools for marketing experts. Not only do they help to collect truckloads of data, process requests, and engage with customers, but also they release huge human resources that can be used for creative tasks rather than a mechanical job.
What the Future Holds?
ML-powered marketing transformations are not over yet, and we’re about to find out about new improvements and developments in the future. For now, it’s clear that the marketing field will keep moving towards even better personalization and automation of processes to increase engagement and improve customer experience.
Specifically, mobile devices will be the main playground for marketers, which gives ML tools new spaces for growth. As more users switch to the voice search, marketers are to find ways to engage with the customers in the audio and voice dimension, as well as adjust their advertising methods. This means that more data is to be analyzed and more solutions to be found, so machine learning will be used even more actively in the nearest future.