Machine learning has been around for more than 60 years. Still, many modern-day marketers don’t understand what the technology is about, let alone how they can use it to enhance their digital marketing strategies.
Machine learning is the subject of artificial intelligence charged with analyzing data and identifying patterns and habits. The technology can be used to assess vast amounts of data quickly and with a lowered risk of human error. Here is how marketers can use it to enhance their marketing efforts:
1. It enables personalization
Albeit highly effective, personalization is an extremely costly and time-consuming marketing technique for companies with massive customer bases. According to Salesforce, 52 percent of customers are willing to ditch any company that doesn’t send personalized content their way.
Machine learning can track each of your customers and study their habits separately, enabling you to share with them only what they want to see.
2. ML allows for content optimization.
Sophisticated AI systems can monitor the activities and responses of users and determine the kind of content that most appeals to them. The technology fetches data over time and identifies the most effective titles, message lengths, and content type to send to consumers and prospects.
Google uses this technique to come up with results and page suggestions for specific search queries. The accuracy of search results has improved significantly over the past couple of years thanks to this technology. You can install similar systems with the help of companies such as AI Data Innovations, and optimize the content your company shares with customers.
3. It helps reduce customer churn.
Also known as attrition, customer churn is a term used to describe the act of a customer ending their relationship with a business. Most online-based companies deem a customer churned when a particular amount of time passes without hearing from the customer.
Since machine learning can study patterns and detect problems before they occur, AI systems can be used to predict customer churn and issue alerts before the balloon goes up. The technology uses past customer behavior to pick out patterns that precede churns. As more and more customers leave, its accuracy in projecting churns increases, and so does your ability to prevent them.
4. It enables the use of chatbots.
It is common to see a chatbot pop-up at the bottom of a service website upon opening it. Chatbots have transformed customer support and made it extremely easy for companies to answer customer questions.
Chatbots, with the help of machine learning, continuously study users and develop answers to common questions. Their understanding of questions, including how different users phrase them, increases over time, boosting their ability to answer similar problems in the future.
Conclusion
Artificial intelligence and machine learning are no longer the futuristic technologies they used to be. Now they have been incorporated everywhere, with digital marketing being one of their most recent beneficiaries. If you are a marketer, machine learning can save you the hassle of analyzing and sorting data and even assist with decision making. An AI expert can help you understand the technology relative to your company’s operations for optimal results.
