Quick overview:
Artificial intelligence and machine learning are gaining ground in numerous areas—and digital marketing is one of them. Modern technologies are increasingly being used to improve the customer experience. But how exactly does that actually work? This article presents some practical use cases of how machine learning is used in online marketing.
What exactly is machine learning?
Anyone who’s been using the Internet for a while has probably heard of artificial intelligence. If you’d like more detailed information on the topic, check out this site: https://www.ovhcloud.com/de/learn/what-is-artificial-intelligence. Machine learning is a bit more specialized and probably not quite as familiar to the average consumer.
It’s a subfield of artificial intelligence. Specifically, it involves collecting and analyzing data, learning from it, and taking actions based on those insights. All of this is carried out by computers without the need to program specific actions. This is particularly useful in marketing, as the following examples illustrate.
Personalization for an Enhanced Customer Experience
An individualized customer experience is the be-all and end-all for online stores. After all, the competition is so fierce that companies have to come up with something special. The answer lies in personalization, and this is precisely where machine learning can be a huge help. The user behavior of (potential) customers navigating the online store's website can be analyzed down to the smallest detail. If purchases have already been completed, the customer is assigned a persona with specific interests and preferences. With the help of this categorization, suitable offers can be displayed to the customer during their next visit.
Another scenario is that a website visitor has already added something to the shopping cart, but has not completed the purchase. In this case, the AI clearly knows that there is an interest in the product. It is therefore a good idea to send a reminder to the potential customer in a few days, possibly with a discount coupon.
Chatbots That Are Truly Helpful
Chatbots are probably a thorn in the side of some people. At the time when they were just being tried out, chatbots were more annoying than useful. They could barely answer the questions that were listed in the FAQ section anyway. Today's chatbots, which are based on machine learning, are in a completely different league. The answers are not pre-programmed, but are generated in real time and in direct relation to the question. For the customer, this is an immense advantage. Questions can be answered competently around the clock with the help of professional chatbots.
Web Presence, Content Creation, and Communication
Another area where machine learning saves significant resources is content production. This can include regular posts on social media or a company's own blog, for example. In this process, AI not only takes over content creation, but also analyzes its performance.
The best times for publication can be determined, as well as the preferred language styles on various portals. It is also determined which visual content, such as images and videos, resonates best with the target audience. The same applies to direct communication with the customer, which takes place, for example, via email or WhatsApp.
Conclusion – Machine learning creates first-class customer experiences and saves resources
Machine Learning has not reinvented digital marketing. However, modern technology can directly implement what would cost humans significantly more time. Consequently, machine learning is a major benefit, especially for companies, as many resources can be saved.
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