Having the best and brightest staff of marketers isn’t enough to compete in today’s competitive marketing environment. Without the right tools and technology, your company will get left behind, even with the right people. That’s why machine learning marketing is essential for marketers today.
Ready to learn more about machine learning marketing’s impact? Keep reading!
1. Personalization and automation
Consumers are growing more and more responsive to personalization.
Being able to connect with your target market is a crucial component of your success. Through machine learning, marketers gain accurate profiles of their target market. With machine learning, your business or agency can target these profiles with ads personalized to that target audience.
Machine learning software makes this possible by learning about shoppers and their behavior and compiling that data for marketers to analyze. Marketers can develop different advertisements, which machine learning can then automate, discovering which ad performs the best.
2. Customer grouping
Through machine learning, you can also break down your target audience into specific groups or segments for enhanced targeting. With audience segmentation, you can build compelling and personalized ads that drive action.
For example, if you’re a bakery, then you know all your shoppers like baked goods. With machine learning, you can segment your audience by what specific baked goods they like, such as cookies, pies, or doughnuts.
Even better, you could see which customers are more likely to convert on ads for snickerdoodle cookies versus chocolate chip. This advanced customer grouping adds tremendous value to marketing agencies and their clients by optimizing ad spend and eliminating inaccurate audience targeting.
When it comes to segmenting your audience, you can go a variety of routes, including:
- Purchase history
- Average spend
- And more
Via machine learning marketing, you have a whole new world of audience targeting.
3. Real-time data
With machine learning marketing, you can collect in-the-moment behavioral and statistical data about your audience. One of machine learning’s most significant benefits comes from its ability to help forecast and predict results.
The software can use billions of data points to create a user forecast, but with machine learning, it can analyze real-time data to increase the accuracy of its predictions when it comes to what a user needs and wants.
With this in-the-moment data, you can see what consumers want right now.
This feature is key to helping you stay ahead of competitors when it comes to decision making. This data saves time and resources, as trying to predict behavior is incredibly difficult without the help of machine learning.
With accurate, up-to-date predictions, you have an invaluable decision-making tool.
4. Content creation
Applying some of the machine learning features already discussed, you can create content based on user preferences. With this advancement, you eliminate the waste that can come with creating blog posts, ads, or guides that don’t align with user wants or expectations.
Using machine learning, you can determine your target market’s interests, behavior, and more. With this data, you can create helpful blog posts, relevant online guides, and compelling ads. This content can help your business drive website traffic, phone calls, quote requests, and more.
Now, you can let your company’s, or your digital marketing agency’s machine learning system navigate through the mounds of articles and content that might appeal to your target audience to find what will appeal to them.
This content creation allows you to capture more conversions and offer a better return for our clients.
Having a “Chat for help” box appear on your website isn’t advanced technology, but the technology behind chat boxes is when machine learning gets involved. What if chat boxes could reply to user needs automatically, without relying on an actual person?
That’s right, with the help of improved machine learning, chat boxes are becoming chatbots.
They can reply to questions, complete orders, provide status updates, and more. Plus, they relay messages to live chat team members. A chatbot can not only save a business thousands of dollars a year on customer support costs but also help keep users on the site.
6. Consumer insight
What if you knew what your customers thought as they typed a message? Companies can now use advanced technology with a machine learning system to recognize a user’s tone, not through just voice commands, but through text as well.
For example, a machine learning application can detect by a user’s word choice whether they’re happy, sad, or angry. This technology can help automated components of your business, like your chatbots, provide an appropriate response.
It can also help your team assess the overall quality and tone of a review.
You can use machine learning to evaluate customer feedback and navigate shopper reviews without actually reading the words. The technology will be able to tell you just from the tone of the text what the customer felt and implied.
Was it a positive review? Negative review? Was the customer asking for help?
Feedback is incredibly valuable in understanding your company’s strengths and weaknesses. With an assessment of the overall tone of customer reviews, you can determine where your business needs to improve.
7. Voice controls
The growing popularity and advancement of voice-enabled speakers, like Amazon Echo and Google Assistant, opened a whole new channel for interacting with consumers. Converting users with machine learning systems will continue to become easier each year.
Everyone has used Google Translate when needing a quick translation. However, it isn’t always in the correct context or dialogue. Use machine learning marketing with confidence to target an international audience that speaks a variety of languages.
Machine learning systems can recognize and translate conversations with speed and accuracy. In the past, companies would need to hire translators for accurate translation. Now, you can use machine learning, and then hire a translator to double-check the content.
Begin to approach new markets with confidence using machine learning systems.
9. User experience
Machine learning also benefits the experience of users.
Google can now predict search queries and reference a user’s location to deliver relevant search results. This advancement comes from the continued improvement of machine learning programs, as well as Google’s algorithms.
With machine learning, you can now make it easier for customers to navigate pages, saving them time while online and tailoring their online experience to them. Adding value to a user’s online experience will only benefit your business.
10. Client retention and upselling
Marketing is more than earning new customers. It’s also about retaining and upselling current clients.
Using machine learning marketing, you can determine which products or services have the most successful upsells. You can also evaluate why clients leave your business, which can help your team develop an effective retention strategy.
In some cases, your team may need to conduct some research to gather client feedback. For example, you may need to start a survey process to get feedback from clients that canceled your services or failed to purchase from your business again.
Learn more about machine learning in digital marketing
The marketing environment is continually changing, especially in digital marketing. Keep up-to-date on these trends, as well as get more information on machine learning marketing, by subscribing to our newsletter!