Additionally, as machine learning leads to smarter AI systems, more businesses are integrating tools like AI chatbots to handle an increasing number of customer interactions.
Uses for Machine Learning in Marketing
Machine learning is already being used by digital marketers from around the world. It’s helping teams to understand their customers better, streamline processes, and manage their campaigns in ways that are more efficient and effective.
When it comes to PPC campaigns, marketers are leveraging ML to analyze key metrics to gain a better understanding of what drives successful campaigns. It is being used in content marketing to develop material that is more relevant to different groups of consumers. It’s also helping to refine delivery methods in a way that will increase the effectiveness of the content.
Machine learning is also helpful for SEO efforts. It can refine strategies and build web pages that will perform significantly better across a range of different search engines.
Rise of the Chatbots
The increased use of chatbots is one way in which machine learning is going to have a major impact on marketing. As machine learning improves the performance of chatbot programming, we can expect to see more brands deploying chatbots and a wider range of consumer interactions being taken over by these automated systems. According to Gartner, as many as 85% of all customer service interactions will be handled by chatbots by 2020.
While this is a relatively new trend, chatbots are already moving into more areas of our lives and taking on new roles in marketing. With Facebook Messenger chatbots, businesses can now launch chatbots on a platform that is already used by many of their customers. Along with that, voice-activated assistants like Amazon’s Alexaare allowing businesses to develop skills that can connect with consumers in a number of different ways.
Technology already plays an important role in digital marketing, but it is a landscape that is continuously changing. While AI marketing tools and machine learning are going to have a major impact on the industry, they are not going to replace the human professionals that run marketing campaigns.
Instead, machine learning and artificial intelligence will be used to augment the skills of human professionals. As a result, employees will become more efficient and effective, while the tech provides them with insights that would be impossible to uncover without these technologies.