How AI algorithms can help digital marketers boost their business

July 9, 2021
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According to current stats, there are over 4.6 billion internet users worldwide nowadays. And even though we are all similar in many ways, every single person out there is unique with individual needs, preferences, and hobbies.

Therefore, everybody is expecting to find something else on the web. In other words, every user has a different view on what an ideal customer experience should look like.

Obviously, for human beings, it’s simply out of the realm of possibility to approach every single user in a personal manner.

Luckily, thanks to big data, deep analytics, artificial intelligence (AI), and machine learning, the ability to deliver a highly personalized experience to every single user has not only become the current reality but will most likely prevail  in digital marketing in upcoming years.  

With AI algorithms in place, you can cater to any visitor, prospect, customer, or client in a way that will boost your ROI, reduce your expenses, and deliver the right customer experience.

What are AI algorithms?

Artificial Intelligence algorithms are sets of rules applied to solve various situations and problems based on data.

In comparison to regular algorithms, AI algorithms are based on machine learning, meaning that they don’t rely only on pre-programmed processes but can take more variables into account and create solutions on their own.  

The difference between classic algorithms and AI algorithms can be described in a real-life example: assembling furniture from IKEA.

If you ever tried to assemble a product from this legendary Swedish store, you know that there are always detailed instructions included for  every piece of furniture.

Let's say we want to have a new IKEA wardrobe. Now, a classic algorithm would just follow the instructions included until they manage to assemble the wardrobe, and there it ends for them.

But an AI algorithm would go beyond the written manual and remember that, for instance, there are kids in your household and the furniture could fall on them if you don't take precautions. So additionally to following the manual, an AI algorithm would also come up with a solution on how to pin the wardrobe to the wall to make it more stable.

With this ability to predict new solutions based on old and new inputs, AI algorithms are slowly starting to take over human manual effort and dominate digital marketing activities.

What are the benefits of AI algorithms in digital marketing?

The biggest advantage of AI algorithms is that they can find solutions no human could. They can work with immense amounts of data and teach themselves how to leverage them.

Based on big data and machine learning, they can generate real-time solutions, give you detailed insights, and provide you with predictions of the future of your business.

With its detailed approach, it can help marketing teams go beyond standard demographics and get insights about customers on an individual and granular level.

Saving you time and resources, AI algorithms can:

  • Give you detailed insights about users with deep analytics
  • Provide your customers with highly personalized content
  • Predict your customers’ future behavior
  • Deliver the best customer experience
  • Automate your marketing activities
  • Reduce your marketing expenses and boost your ROI

How can AI algorithms deliver the best customer experience?

Over the years, customer experience has become a crucial element of eCommerce.

According to a study published by CRM platform Super Office, 1,192 business professionals have identified that customer experience is a priority for 45.9% of customers when they are deciding what services to use.

Meanwhile, 33.6% of customers emphasize the importance of the products, and 20.5% consider  pricing as the most decisive factor.

Delivering the best customer experience is simply key to creating a long-lasting relationship profitable for both sides of the business.

With machine learning and the ability to evaluate big data, AI can help you create the best environment for your clients and turn them into loyal customers.

Difference between classic algorithm and AI algorith
Difference between classic algorith and AI algorithm

Get the most detailed insights of your customers with AI deep analyses and prediction models

With a profound evaluation of historic and real-time data, AI algorithms can give you the whole 360° view picture of your customer base.

It’s not just about looking into the customer database to check basic demographics, such as contact info or gender, but AI also helps you to also see and work with other custom parameters, such as total spend, purchase history, or their preferred categories.

For instance, AI algorithms at Samba.ai provides you with the whole Customer Analysis, which is based on a deep analysis of historical and real-time data as well as prediction models.

Samba.ai’s 360° insights are a combination of features, such as the RFM Analysis which divides your customers into 11 different profiles based on their behavior, purchase frequency, and the amount they are usually willing to spend.

Another part of the overview is solvency analysis that predicts how much money an individual is willing to spend according to their purchase history.  

The insights can also tell you when a customer churned and predict it for other individuals, meaning that AI can point out an opportunity to improve your business.  

The AI algorithms can also forecast revenue estimates that take into consideration seasonality or other repetitive events, such as public holidays, which can help you better organize your logistics.

All these metrics and predictions can help you foresee your business growth and take measures to make your whole operation seamless and highly profitable.  

Use AI to create highly personalized content

With a detailed understanding of your individual customer needs, AI algorithms can help you generate the right personalized content for various marketing channels.

By knowing the historical and real-time behavior, AI algorithms can predict what suits your customers the most. In other words, it can offer the right products to the right people.

According to a newly published report by Altimeter analysts, personalization is the key and top capability to improve. So focusing on this factor is one of the biggest challenges that would be reflected in your growth.

Samba.ai can help you personalize your content by combining a few approaches. It can recompute a preference profile for every visitor viewing a product with Real-Time Behaviour Analytics. It can produce intelligent predictions by creating AI algorithms about your business.


Use AI for omnichannel marketing activities

Right next to customer experience lies yet another important factor for eCommerce success in this decade - omnichannel marketing.

According to PWC research, using one platform for various marketing channels has become a deal breaker for many marketers. In fact, the number of companies investing in the omnichannel experience has jumped from 20% to more than 80% over the past ten years.

AI algorithms can help you set the right messaging to the right people on the right combination of marketing channels, from emails to pop-ups, web presentations, or social media.

In the end, being in constant and fruitful contact with your customers while offering highly personalized content will turn them into your loyal partners.

Leverage automated processes and long-term campaign orchestration

Nowadays, AI marketing algorithms can be used in two ways. Firstly, they augment the human marketers’ team by providing insights and data they wouldn't have the capacity to gather themselves.

With the rich data that AI provides, it’s easy to orchestrate a long-term omnichannel campaign based on various factors, such as demographics, solvency, purchase history and periodicity.

For instance, you can set up a flow campaign for International Women’s Day weeks ahead, with various different steps for different parts of your customer base.

While women receive little treats such as coupons over the few days before the holiday, men get constantly alerted that they should get something for their loved ones, combined with similar discount treats.

Using long-term flow campaigns, you can leverage the data potential of AI while still having certain elements under your control.

But the second part goes beyond that stage. Because AI algorithms have already become able to replace the human marketing team completely and run all the marketing activities autonomously.

Such as Samba.ai’s autopilot that can take over your campaigns with high levels of personalization and predictions to offer the right customers the right products, at the right time.

Conclusion

AI algorithms help online marketers to understand their customers in a way a human being wouldn’t be able to. With deep machine learning and big data analyses, AI algorithms can identify individual needs of users, deliver the right personalized content, and predict their future behavior as well as the amount of money they are willing to spend.

By providing personalized approaches, AI algorithms help you deliver the right customer experience and establish long-lasting relationships with your clients. By offering what your customers really need, artificial intelligence can help you reduce your expenses, boost your ROI, and most importantly, make your customers satisfied.

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