Artificial Intelligence or AI is no longer an alien term to marketers today. It has gone from being a futuristic tech trend to watch out for to a realistic component of modern marketing strategy, today. In fact, it was in 2016 that AI first made a blockbuster entry into marketing consciousness when Google’s AlphaGo beat a Go world champion.
Most savvy marketers, like you, consider AI to be the smartest wave of data-driven marketing. Earlier marketers were very skeptical with the idea of leveraging AI in modern marketing. But, with conversational marketing gathering steam, you can no longer be reactive in terms of how you engage with your customers. You require advanced data-driven insights, while leveraging AI, to enable the analysis of both historical and real-time customer behavioural patterns and instantly deliver the best user experience.
As users spend longer hours on their mobile devices, AI plays a more prominent role in empowering mobile marketers make sense of the large volumes of user-specific data generated on a daily basis.
Here are some ways in which AI is helping marketers redefine their mobile marketing strategies.
Key Applications of AI that are Redefining Mobile Marketing
1. AI Powered Content Creation
Marketers often get a major roadblock with creative content ideas.
Let’s be honest – content creation can be very exhausting if your business dependency on it is very critical. To write content that resonates with your customers isn’t an easy job. With B2B businesses heavily dependent on content to drive their digital marketing efforts, this can become even tougher.
Not to mention the amount of time taken to build a user persona and churn out relevant content that actually resonates with target audiences can be rather high. But with the aid of AI, marketers can now optimise their productivity by automating the process of content creation.
AI-powered content creation tools empower marketers with the science of content strategy equation. Machine learning algorithms help analyse an overwhelming amount of data to hit upon content that is compelling and rewarding to the marketing campaigns. Use of AI makes it a lot easier to craft more targeted and hyper-personalised multi-channel messages.
For instance, as mobile marketers, you’ve probably been battling with low CTRs on push notifications and open rates of your email marketing campaigns for a while now. For email, the subject line is a critical aspect (amongst other factors such as your domain reputation) that decides whether an email reaches the spam folder or directly reaches the users’ primary inbox.
For apps, a catchy and concise title defines the click-worthiness of a push notification. Using AI, marketers can now optimise the email subject line, and hyper-personalise the push notification title based on the past interactions of customers with these channels of engagement as well as their likelihood of responding to certain embedded keywords.
2. Optimised Content Delivery
Today’s customers have significantly shorter attention spans. You need to aim make the most of the few seconds that you get to not just grab the customers’ attention but also nudge him/her towards a conversion action.
But, how do you decide when is the right time to schedule or trigger an engagement campaign at the relevant user segment? Timing is critical for your content delivery. Artificial Intelligence empowers marketers in analysing behavioural trends and patterns, providing insights on consumer preferences and the best time for reaching them with those messages across multiple channels.
Sending the right push notification at the right time and through the right channel is key to the success of your marketing campaigns. Leveraging AI helps identify the best time to send or trigger a particular campaign that not only gets higher CTRs but also improves your conversion rates.
3. Enhanced Ad Performance with Intelligent Targeting
The way marketers, like you, advertise and run campaigns has dramatically changed and all thanks to AI. AI-powered automation platforms can be leveraged help with intelligent targeting based on past user behaviour data, predicting the most likely behaviour at an individual user level.
Intelligent user segmentation and targeting is the cornerstone of an effective ad campaign. These 5 aspects with the help of AI will help you target your audience more accurately:
- Ad Objective
- Knowing your audience
- Understanding what your target audience is looking for
- Reaching where your target audience lies
- On demand delivery and ad campaign optimisation
Predictive analysis helps in improving product recommendations of e-commerce websites like Amazon or Flipkart.
For instance, after purchasing a V-neck T-shirt, the user will be shown similar or related products (e.g., Polo T-shirts or Formal Shirts) that he/she might consider buying.
In fact, Netflix, YouTube, and Spotify use machine learning algorithms that provide an enhanced UX via movie, video, and music recommendations that are relevant to every user. With AI, marketers can deliver relevant and more personalised ads/messages to the most relevant valuable audience that not only resonates with them but are most likely to convert.
4. Chatbots for Seamless Customer Experience
Today, customer experience needs to be in the driver seat of every marketing strategy. Conversing with brands have been a pivotal change in customer support function. A report by eMarketer, estimates that around 2 billion people worldwide will use messaging apps by end of 2019 and Facebook Messenger alone has 1.2 billion monthly active users.
Chatbots have emerged as an integral part of modern mobile marketing strategy. Having come a long way from being a programmed monotonous bot to an AI conversational bot that responds and converses with prospects and customers as humanly as possible, chatbots can now be used to:
- Beat app fatigue
- Gain valuable insights on customer behaviour based on past interactions
- Personalise communication with customers
- Deepen customer relationships
- Qualify leads more accurately
- Provide greater customer satisfaction
While chatbots use AI and deep learning they do need human intervention to strike the right balance between technical and manual intervention, and drive personalisation efforts at scale.
5. Voice Search Recognition
Voice assistants are everywhere! No, really they are.
The cost-effectiveness, portability, and versatility of voice technology makes it the most sought-after technology over the coming years. Voice based devices such as Amazon ECHO and Google Mini have revolutionised the way customers interact with media and utility apps.
AI-based voice assistants are iteratively learning from customer interactions, queries, requests, and instructions based on the kind of music they listen to, information asked for, sleeping patterns, language used etc. As marketers, this gives you more data to profile users and segment them to target with relevant messages at the most relevant times.
Spotify, Apple Music, and Amazon Prime Music already help users search for content with voice commands.
Companies like Tableau and Alphaa.ai are using voice to enable marketers with voice based analytics using AI. Marketers can leverage voice search recognition to optimise their content, improve user experience, and ranking up in voice search index.
AI and Mobile Marketing: The Way Forward
In the coming years, the relationship between AI-powered technologies and mobile marketing will continue to become deeper.
The key is in finding the right balance between technological evolution and control. AI will continue to empower marketers, like you, by helping you generate intelligent insights from large quantities of data, while automating the frequent tedious guesswork that comes with most marketing campaigns.
By leveraging AI in a judicious manner, you can free up more time to focus on the creative and strategic aspects of marketing.
To learn just how the application of AI can take your mobile marketing strategy to the next level, get in touch, today!