From IBM’s Watson to Siri to self-driving cars to Google’s search algorithms, AI is covering everything. Whether it is the refrigerators that validate its own content to draw up a grocery list or the car that analyzes your driving technique and recommends improvements, the face recognition used by Facebook or the remarkably effective targeted advertisements of Amazon, it is all AI at play. Artificial intelligence has a major impact on marketing, and it is going to further shape the future of marketing and a way to build a relationship between companies and customers.
The application of AI in various areas like content curation or SEO or email marketing has seen the dual benefit; it makes life easier for the marketers and also, more importantly, makes them more effective and efficient in their jobs through optimized processes leading to more accurate outputs. More importantly, the marketer now can focus his/her efforts on more critical tasks like data analysis and strategy planning instead of managing software.
Some of the areas where AI is making huge inroads are mentioned below.
AI in Website design
If you look at how the web has progressed over a period of time, you will realize that it has evolved from being just about work to the experience that enfolds every aspect of life. It has become a part and parcel of life be it communication, relationship, shopping, entertainment or something else. It is, therefore, necessary for this experience to be more receptive, appealing, and above all human.
Gone are the days of complex website designing with web designers deciding the layout, images and color scheme of the website. With the help of AI, this has now transformed into a richer user experience with user activity and inputs deciphering the user preferences which will decide what would work best for a particular customer. Content could also be customized based on the user needs and the look and feel of the website could be altered by the AI-powered system based on the user intents, the device that is being used, etc. thus making the experience an engaging one.
AI in content creation
Content creation is another area where AI has provided a positive impact for companies.
- It is able to automatically generate content from the user and other information stored in various repositories across the organization providing with a customized, unique experience for every customer.
- AI helps to categorize, summarize and tag content so as to provide better search results and improving metadata thereby maximizing reuse and return on the efforts invested in content creation.
- Content is always on and with the right content in the right place, it could end up being the best seller for your organization even better than the sales team.
AI in content curation
Since the past few years, AI has had a profound effect on marketing, enabling companies to enhance every step on the customer journey. Intelligent algorithms have been able to analyze hundreds of customer data points like demographics, location, past purchases, pages viewed etc. and churn out the most beneficial offers and content. Even the push notification could cater to individual user’s taste and preferences based on this analysis delivering the right message at the right time.
The Evergage Real-Time Personalization Survey 2017 notes that 68% of the respondent organizations who use AI to provide personalized web experiences have seen higher conversion rates.
AI in Search Optimization
Deep learning and natural language processing are a couple of enhancements in AI that has made search engines more human-friendly and cleverer. As Google gets better at analyzing search intent through its AI system, RankBrain, it is essential that companies get their keyword research correct and then incorporate the same into their content.
With the help of AI, SEO advertisers would be able to concentrate more around significance and quality of their content since the more astute search engines will evaluate whether individuals opening your links really stay and read your content.
With mobile usage on the increase, voice searches have become very common; Cortana, Google Now, Siri has become users’ virtual assistant for all their needs and wants. Unless we make voice search optimization part of our overall SEO strategy, we might be losing out. That would mean coming up with great content in a conversational tone and working on keyword research for conversational queries.
The influence of artificial intelligence is altering the content marketing landscape for the better and IBM Watson Content Hub, a cloud-based content management system that offers companies an easy way to generate, store, and retrieve content for their business needs, could be the game changer for your company.
IBM Watson Content Hub
Watson Content Hub (WCH) is a seamless and easy content management system perfect for content composers due to its intuitive and user-friendly interface and inline help. WCH’s rich APIs deliver the content that the developers can use to publish content consistently to multiple endpoints ensuring multi-channel compatibility from mobile apps to single-page applications, embedded devices and many more.
The Zero configuration, integrated content delivery network (CDN) features of WCH guarantees high performance and scalability without compromising privacy or security. IBM Watson services like Watson Visual Recognition tool and other services analyze content metadata and provide cognitive tagging that convert discrete assets into searchable libraries.
Scheduling when the content should be published, inline edit facility for text, formatted text and modified text, bulk delete feature which enables users to select more than one item from a list view are some of the numerous features that have been added to Watson Content Hub in 2017 making it an even more powerful AI tool for your marketing campaign.