Mapping the most effective AI technologies for marketing across the customer lifecycle in the coming year
Artificial Intelligence (AI) technology is a hot topic in marketing at the moment, with the huge interest in ChatGPT (see our articles on using ChatGPT for marketing).
But AI is a broad term covering a wide range of different technologies, many of which have been available for some time. We originally wrote this article based on the opportunities for using AI for marketing in 2017 and have updated it since with examples.
Artificial intelligence means any technology that seeks to mimic human intelligence, which covers a huge range of capabilities such as voice and image recognition, machine learning techniques and semantic search.
That's why, in our AI and Machine Learning briefing for members, we have identified fifteen artificial intelligence techniques that businesses of all sizes can implement, rather than techniques that only major tech giants can devote…
Chatbot increases conversions, not just dialog, which is why you need to understand how best to use chatbots
Live chatbot is not just for customer support anymore; it’s a proven engagement and revenue booster. Kayako.com shares some compelling statistics that show just how powerful live chat can be when it comes to engagement and conversion.
Analytics and conversion expert Neil Patel also shares some conversion math related to chat. He asserts that, with chat available, 10-50% of your visitors will engage with you on your website. If implemented correctly, one-third of those visitors should go on to become buyers.
Even using his conservative estimates, that means a conversion rate of 3.3% through the use of chat. That’s nothing to scoff at. For large-volume sites, these conversion rates and revenues add up quickly.
Here are six tactics you…
Conversational marketing can introduce personalization across the buyer journey, leading to better results
Only 22% of customers are happy with the level of personalization in digital retail. However, conversational marketing could offer true 1:1 personalization at every stage of the customer journey and scale.
You walk into your favorite brick-and-mortar store to find zero sales assistants.
Instead, there’s a small box on the wall. Next to it, a pen and paper.
The sign above reads “Please leave any questions here. We endeavor to get back to you within 24 hours”.
Sounds ridiculous, right?
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But it’s the approach most brands have taken through digital channels for years.
Email has been the go-to support channel. Questions require a full day’s turnaround for, what is often, a vaguely useful response.
Adverts have 'positive impact' on society, LinkedIn hits new records, Google announces new chatbot development and Facebook sees income slow
Although last year saw confidence in advertising take a tumble, it seems as though the UK public believes that adverts can have a positive impact on society.
In positive news for LinkedIn, the platform has reported a new record in terms of total members, as well as huge increases in engagement.
The news isn't as positive for Facebook though, as it has seen net income fall following a number of privacy scandals.
Finally, Google has announced that it is working on a new chatbot system that better matches and understands human speech, which could transform the chatbot industry.
We've got all the information on each of these news stories below.
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Now is the time to consider 2020's key digital marketing trends and how you can apply them to your marketing strategy
Whatever marketing results you achieved in 2019, you want to improve on them in 2020. To do this, you need to create a digital marketing strategy that will guide your marketing efforts this year.
As you already know, marketing trends get outdated fast. Effective marketing strategies five years ago might be recipes for failure today.
Therefore, you need to consider the key trends in 2020 and apply them to your digital marketing strategy. This way, you can stay ahead of your competitors and capture more leads and customers.
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Without further ado, here are six key trends in 2020 and how you can apply them…
Live chat is a valuable customer service tool, but you need to use it correctly. There is plenty you should do but also a number of things you need to avoid
Excellent customer service has two critical elements. The first is solving the customer query as soon as possible. The longer the case persists, then the more it becomes a nuance for your customer.
Secondly, you need to make the experience as smooth and enjoyable as possible. Even an acknowledgment of their issue, such as "I'll get back to you with a solution" can help with this. The solution can be provided later. People remember world-class customer service and they detest poor service.
Live chat can help fulfill both these elements. Kayako, a help desk software for customer service surveyed 100 customers to show the long-lasting impact of live chat on user experience:
More than 50% of customers prefer…
The future is now with chatbots, so you need to consider how you can use the technology to improve lead generation
In case you haven’t heard, AI’s promise isn’t based on future advances. It’s being used widely now to transform digital businesses. Powered by smart algorithms and machine learning, chatbots (automated chat messaging) promise to allow companies to connect with their prospects even better than humans can, while at the same time dramatically lowering headcount and overhead costs.
Dozens of tech companies have created chatbot platforms that serve up pre-programmed responses to questions; responses informed by things like prior website interactions, social media activity and semantic analysis. Most importantly, these bots can decipher the intent of your visitors. If you know intent, you know what to say next, which is the 'secret sauce' of lead nurturing.
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Chart of the Week: 34% of customers are frustrated at not being able to find answers to simple questions. Could updated customer service channels help?
As it becomes easier to find information and make purchases, customers are becoming increasingly impatient. Brands need to ensure they are reducing this frustration by offering the highest possible level of service.
However, now that there are so many channels that customers can interact with you, this is more difficult than ever. Brands need to ensure they are making the purchase journey simple and engaging, providing all the relevant information in an easy-to-find way and communicating with customers across all the channels their audience uses.
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Failing on any one of these fronts can mean you lose customers,…
Facilitate customer acquisition through direct conversation and provide a seamless shopping experience for your prospects on a platform they’re already familiar with
An estimated 1.2 billion people used Facebook Messenger every month in 2018. A report by Flurry Analytics noted that the time spent on social media and messaging apps increased by a stunning 400%. With this, businesses have begun to realize the importance of communicating with users via the platform they’re already using. Unlike banner blindness (ads) and spammy emails, the experience on Facebook Messenger is immersive and superior.
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Why should you advertise on Facebook Messenger?
Email fatigue is a real thing. Your prospective customers may not be comfortable sharing their email address in exchange…
AI has enabled online merchants to automate tasks with much more accuracy and efficiency, making it an indispensable asset to their business model
From self-driving cars and voice-operated appliances to machine learning tools and smart virtual assistants, Artificial Intelligence (AI) has a bearing on everything. While the e-commerce market has remained subject to numerous technological interventions in the past, AI has had the biggest impact so far.
AI’s influence on online businesses has been the most significant development for e-commerce in recent years. Through AI applications, the e-commerce industry has progressed in leaps, allowing online merchants to reduce the costs associated with marketing, administrative, and management. Moreover, AI has enabled online merchants to automate tasks with much more accuracy and efficiency, making it an indispensable asset to their business model.
According to industry experts, AI will rank in the top five investment priorities for more than 20% of CIOs by 2020. From its…