Personalization, analytics, automation, and optimization are the key ingredients that form a successful digital marketing campaign. To achieve them, digital marketers must integrate a wide range of tools and strategies that cost time, manpower, and resources. However, there is one technology suite that has revolutionized the digital marketing arena –machine learning.
If used properly, machine learning could multiply the effectiveness of different, if not all, aspects of marketing manifolds. From email marketing to digital advertising, from content creation to social media marketing, this technology is, without a doubt, rewriting the rules of marketing success.
So, why should any digital marketer look for quality machine learning services? In this article, we look at some of the ways you can leverage the power of machine learning to enhance your marketing efforts. Read on!
Enhance Customer Experience
Machine learning has led to the development of customer service bots – which have ensured that customers get responses to their concerns in the shortest time possible. A recent study suggests that 79% of customers prefer live chat over other mediums to get swift solutions to their problems. This is because chatbots come with a plethora of benefits, including:
- 24X7 availability
- Zero customer wait time
- Ability to route complicated queries to human counterparts
- Their knowledge database is always expanding
When used in digital marketing, machine learning can help brands with their outbound marketing campaigns by sending follow-up messages to clients. Bots can help announce new product launches and spread the word about coupons and discounts to boost user engagement. Throughout customer interactions, the data collected by chatbots assist marketers in understanding customer behavior and perception towards a particular product or service.
By using machine learning, marketers create a more individualized shopping experience by responding to real-time data, and this ultimately results in increased traffic, leads, conversions, sales, and profits!
Optimized Advertising
Advertising comes with one of the highest costs for digital marketing experts. Traditionally, marketers had to make different decisions when creating an advertising campaign. They include:
- The timing of the ad
- The advertisement channel to use
- The duration of an ad campaign
- How much advertisement space inventory to purchase …and more!
Just like all manual processes, the effectiveness of this decision-making process was constrained by human limitations of number crunching and brainwork. By leveraging the power of machine learning, digital marketers can increase the performance of their advertisement campaigns. For instance, by using the Lookalike Audience feature on Facebook, you can reach out to prospective clients whose needs and demands are similar to your existing ones. Also, you can use Google’s Smart Bidding to automate bids so that you can optimize conversions and boost your Return on Investment (ROI).
Easier, Convenient Marketing Automation
According to a report by Forrester, marketing spend will hit $25 billion by the end of 2023. To understand why marketing automation is critical, look at these stats.
- 49% of businesses use marketing tools for email automation
- Businesses that use marketing automation tools achieve 451% higher qualified leads rates than those that don’t.
- 79% of renowned brands have used marketing automation tools for over three years.
- Brands that use marketing automation tools to manage their leads experience an over 10% revenue rate jump after 6 to 9 months.
Using machine learning services for market automation can take your marketing campaigns to the next level. This is because ML can easily crunch numbers, learn from past patterns and outcomes, and deliver reliable insights on content targeting, customer segmentation, and offer perspective suggestions that can aid effective decision-making.
Powerful Social Media Management
Today, social media marketing is undoubtedly the epicenter of digital marketing. Brands that ignore social media cannot survive in the highly competitive business arena. From customer support to content marketing, an array of marketing functions are now performed via social media platforms such as Twitter, Facebook, Instagram, and more. Marketers have now harnessed the unrivaled power of machine learning to help them use big data to make the best bout of social media resources.
Machine Learning is used to reinvent social media and make it a great marketing arena for small businesses and huge enterprises in different ways. They include:
- Social listening: Machine Learning is used to analyze huge chunks of data by marketers to help understand how different audiences engage with particular content types and themes. There is a myriad of social listening tools powered by ML, and they are all used for different purposes, such as tracking brand mentions, analyzing keywords and hashtags across different platforms, and more. Insights drawn from this analysis helps marketers develop content that resonates well with their target market and gives them a competitive edge over their competition.
- Better Segmentation: ML-powered tools run on algorithms that help marketers categorize a wide range of social media messages into clusters. These algorithms are designed to work with unstructured data. They deliver useful insights that help marketers understand their demographics, user behavior, and user preferences. This is important in knowing what content, products, or services to send out to a particular group of people.
- Reputation Management: ML-powered tools assist in social media reputation management which goes a long way in building and maintaining a robust brand image. Machine Learning helps marketers identify complaints, reviews, and communications that require priority responses. Tools such as Yext helps brands identify mentions on Yelp, Google, and Facebook – and this helps them answer quickly. This way, they are able to manage and maintain their reputation.
In the past few years, ML has purged the wastage of energy, resources, and human brainpower in critical matters. This simply means that digital marketers who use this revolutionary technology to optimize, augment, and automate their campaigns achieve greater success than those who choose to do it the traditional way. Embrace ML today and join the bandwagon of renowned marketers today. Best of luck!
Mphasis 