4 weeks ago on
How AI-Based Tools are Transforming Social Media Marketing
From interpreting lab results in healthcare industry to automatically controlling air conditioning temperature, artificial intelligence is changing the face of industries and businesses. It is also simplifying jobs of marketers by providing tools to make sense of consumer data on social media.
Social media gave marketers a powerful way to reach out to their target audience. However, application of AI has made it possible to reach out to each individual user with personalized content. Here is how AI based tools are transforming social media today:
Artificially intelligent chatbots are common on social media. There are more than 1, 00,000 Facebook Messenger bots and they are here to stay as messaging is the preferred way of interaction for customers. Chatbots allow businesses to send auto-replies, personalized offers and even solve customer complaints.
More than 2 billion messages are exchanged between users and brands every month on Facebook messenger alone. Companies with AI powered Facebook messenger bots see increased user interaction and sales. For example, Tommy Hillfiger saw a 3.5 times more conversion on messenger than any other digital channel during New York fashion week.
Even Twitter has launched many features this year to promote interaction of users with brand chatbots.
- Image Recognition
People share more than 3.25 billion photos a day on popular social media platforms! Brands can draw useful information about users, with so much visual data on social media. Photos shared by followers can give marketers a peek into places they visit, products they use and how they interact with brands.
For example, an apparel brand can discover where their customers wear their products based on photos discovered on social media. Currently, there is no way to find out unless people tag the brand on a rare occasion. A lot of information on buying behaviours, usage patterns and aspirational value can be found out by marketers only if they could read and discover images like text.
Thankfully AI is making this possible through image recognition technology. Using technologies like Google cloud vision companies can scan millions of images on social media to identify logos, products and objects. This is similar to Facebook photos auto-tagging that you might be familiar with. With this AI tool marketers can listen to what customers are saying through pictures and videos.
Paid campaigns give the best ROI in digital marketing. Managing campaigns on multiple channel and deciding on best bid for keywords can get difficult at times. Usually campaigns are managed by in-house team or a PPC agency.
AI Tools like Albert and Frank use machine learning to manage paid ad campaign, analyze result and suggest most profitable platform for placing ads. This takes the guess work out of paid campaigns and ensures best return on investment.
- AI Content creation
Social media success is dependent on good content. According to Gartner, 20% of all business content will be authored by machines by 2018. There are already intelligent programs that can write financial summaries and fact based articles. Many of the tech giants are working on bots that can speak and interact like human.
Microsoft’s artificially intelligent chatbot ‘Tay’ was made live on Twitter to learn from other users and tweet like a human teenage girl. Although the controversial account had to be shut down after it tweeted inappropriate remarks, Tay showed us that days when bots produce social media content are not far.
As Natural Language Processing develops, machines will be able to write human like social media posts to engage followers. They would also collect real-time data on trending topics and write interesting content that drives engagement on social media. A tool called Rocco has already done this.
Rocco is an AI powered social media marketing assistant that suggests fresh social media content likely to drive engagement among your followers.
- Customer Intelligence
Posts shared on social media platform can give useful information on customers. Marketers no more have to interrupt customers for surveys and conduct focus groups. AI machines can search social media platforms for data that matters and collate actionable insights.
Converseon is already doing this by applying machine learning to voice-of customer data.
These insights can be used for market segmentation, building customer profiles and competitive analysis.
AI based tools are going to change how we consume information on social media platforms. This is the reason all of the tech giants and social media companies are investing heavily in it.
Facebook has a dedicated AI research team called Facebook Artificial Intelligence Researchers (FAIR). In 2014 LinkedIn bought Bright, an AI based job search portal, to better its job matching capabilities. Pinterest on the other hand acquired a data software company, Kosei, to boost pin and product recommendations. It is only a matter of time before marketers start using AI based tools widely on these sites.
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2 months ago on
How Artificial Intelligence is Transforming the Customer Experience in Ecommerce
Have you noticed the relevant product recommendations by Amazon or the interesting movie suggestions by Netflix ? This is not a coincidence but the work of Artificial Intelligence systems supporting ecommerce sites.
Artificial Intelligence or AI is being put to use by tech giants as well as by smaller players across all industries. AI application is changing everything from gaming experience to security systems.
Ecommerce is also undergoing transformation as AI is enriching customers’ experience while shopping online. In fact, a study by Business Insider estimated that as much as 85% of the customer interactions will be managed without a human by 2020.
This is made possible because of the big data collected on customers from various sources. Combining high processing capability and machine learning by computers allows AI to learn about customers and give a human touch to shopping online. AI can take on the roles of salesperson, inventory manager, marketing and store manager!
AI is bringing back the experience of a salesperson helping you out in a brick and mortar store. Human like virtual assistant can recommend products based on your past purchases and your customer profile. A detailed database gathered about each user allows assistants to give hyper personalized experience.
Virtual assistants can also suggest on the right clothing based on your location, weather or suggest a suitable phone according to your day–to-day usage. For example, a virtual assistant may help you to choose the right type of boot for your dress.
This is done by searching the web for information on fashion and boots. The assistant visits fashion blogs, looks at Pinterest images and gathers data on similar shoppers to suggest the best pair of boots. Your assistant will continuously learn about you and your interest to come up with relevant product recommendations.
Companies are also working on voice recognizing assistants that can have a conversation with shoppers. Soon it would be possible to tell your personal AI powered assistant what you want rather than searching for the right keyword for your product. Natural language programming enabled AI systems will be intuitive and understand the context of interaction like a human.
Ecommerce stores have had to choose their layout, branding and product assortment that would appeal to their target until now. This will soon change as machines learn about you to give you a personalized store altogether.
People of different countries may prefer a different layout and feel of the store. Similarly, different age demographics may have different expectation from ecommerce sites. Baby boomers may be more likely to buy a product bought by their friends whereas millennials may prefer to wait until prices drop.
AI allows online stores to change their layout, offers, and branding to fit the customer. This is done by customizing smart banners, smart pages and smart elements that adapt to the customer visiting your site. This is like walking into a store custom built for you.
Artificial Intelligence will also help to identify counterfeit and duplicate products. Chicago based start-up 3PM Marketplace Solution is working on an algorithm that identifies counterfeit products. The algorithm uses pointers such as fake reviews, customer reviews and data from other marketplaces to spot a duplicate product.
Removing deceiving third party sellers will build trust and credibility for sites using AI.
According to Conversica, one third of the leads are never followed up with. AI can reduce missed leads by automating follow up messages and remarketing to visitors who browsed for considerable amount of time.
AI can be used for pre-sales marketing too. This is already done by many sites by remarketing the products that a customer abandoned in shopping cart. AI can target a customer who visited and follow them in all social media channels to show the exact same ad. For example, searching for mobile phones will trigger the AI powered remarketing to show your smartphone advertisements on all social media channels and display ads.
Using machines to learn and improve also allows a lot of marketing work to be automated. Companies are currently automating marketing tasks such as mailing, lead conversion and answering objections of prospects.
AI is also helping at the back end of ecommerce stores. The usual business intelligence systems fall short in inventory management and assortment management in today’s dynamic marketplace. AI can forecast demand trends based on predictive analysis in these cases.
Many factors such as competitors pricing, velocity of orders, supply and demand, seasonal popularity affect the demand of a product. By using AI to estimate stock required the store can avoid being out of stock or over-stoking on products that won’t sell in future.
After Sales Service
The role of marketing does not end at sale. After-sales service is important to get repeat business. AI is helping personalize after-sales service by automated feedback forms, timely mailers and renewal/replacement alerts.
Some brands are even connecting to intelligent appliances and send service alerts or fix problems remotely. For example, AI powered service system at Bosch can detect service issues with its dryers and washers and notify customers.
Being in continuous contact with customers ensure share of mind and brand loyalty.
AI enabled ecommerce sites are able to process data that is impossible for a human to comprehend. This gives the opportunity to gather data on the bigger picture for strategic decisions and yet act on a granular level to give a personalized experience to customers. AI is changing how customers browse, shop and experience ecommerce for the better.