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Many people connect impersonal robots and scenarios from science fiction films with artificial intelligence (AI). However, today, technology is part of our everyday lives: Siri, Alexa and Co. are conquering ever larger areas in our private and professional environment. It is clear that AI supports personalized approach and communication.
Artificial intelligence, i.e. learning and intelligent behavior of a machine, requires digital data as fuel. Marketing is predestined to use AI for itself due to its enormous data collection. The use of chatbots, for example, clearly shows that communication tailored to customers’ interests can increase customer loyalty.
Related topic : Who uses chatbots?
Plan de l'article
Big data = Big opportunity for digital marketing
to know the customer so well that you can Understands needs before the customer knows it themselves — that’s the supreme discipline in marketing, which is no longer an unrealistic dream thanks to AI.
The more interactions occur in the digital space, the more data is produced, collected, transferred and stored. With each click, the user leaves information that represents valuable capital for companies. The larger the data mountain, the greater the benefit — but the more difficult it is to derive sustainable statements from it. Thanks to AI, the huge amounts of data can be analyzed, segmented, networked and filtered. This is done to identify relevant patterns and relationships that would remain invisible in manual evaluation.
Big data, that is, the technology for processing and evaluating huge amounts of data, plays a crucial role in marketing experts in particular. actions and future scenarios of customer behavior can be AI-powered data analysis is derived and segmentation by demographic and psychographic variables makes it possible to get to know and understand the customer on a deeper level. Both the target group, competitors and trends are thus becoming more transparent and tangible for marketing managers, which significantly optimizes targeted strategy development. Questions about what price the user strikes at or which customer tends to make repeat purchases are predicted using the data and analysis via artificial intelligence.
Next level personalization
The results of data analysis can not only be used for future trend analyses, but also in direct communication with the customer. The algorithms enable unprecedented potential for personalization with individual approach and content. Especially for products and services in need of explanation, it is important to play the right information to the right person at the right moment.
One technology that is particularly supportive of this and is a new form of marketing is chatbots. Whether Alexa, shopping assistants or messengers — they are now part of digital marketing and e-commerce and are well received by customers. With the help of artificial intelligence, the chatbot can use a predefined process as an “artificial brain” to quickly find out what the prospective customer needs from the given data and react individually to customer requirements. For example, if a user is looking for a flight from Munich to Lisbon, general questions such as the date and then more specific queries for information such as travel cause, time, luggage size, etc. can make the right product selection possible. In the end, the customer will be shown a flight that is individually tailored to their needs. Pricing too is done in the background by the chatbot by analyzing the customer’s price readiness through the information given.
Thanks to natural language processing (NLP), chatbots offer users the possibility of direct dialogue in natural language. The bot not only addresses the customer personally, but also informs, advises or inspires content individually. For example, a social media channel not only becomes scalable, but also benefits from a higher engagement rate and a variety of insights. Brand awareness and reach are rising.
Fast and personalized communication with customers takes place in real time, regardless of place and time. The perfect user experience also results from the fact that the customer doesn’t notice that they’re interacting with a chatbot. Artificial intelligence acts in the background and goes fluently into the customer journey, what increases customer loyalty as well as satisfaction. As a result, the bot of a delivery service remembers that the customer prefers vegetarian dishes and always order ice cream. The next time you order, the customer is greeted with a selection of vegetarian dishes on the start page thanks to chatbot and the ice cream is offered as a special one that is already waiting in the shopping cart.
Automation as a game changer
Human decision-making processes such as customer care can also be supported by AI. Recurring questions such as “Where can I find my invoice? “Tie up a large part of the time in customer support and quickly frustrates employees with stupid answers. The integration of a chatbot can help here and automate routine responses. This allows employees to focus again on interactions with customers, in which individual advice and the human component are crucial.
However, the use of a chat bot in advance often makes sense here too: valuable information that is queried from customers in a standardised way can already be found by a chatbot in the form of a virtual assistant through a predefined process. The user behavior on the homepage provides additional data that AI can link, analyze and evaluate the rest of the information. Customer care receives knowledge via the CRM system and can directly enter into the personal conversation at this stage and respond individually to customer needs. A win-win situation, because satisfaction is increasing for both employees and customers.
AI provides the foundation for new marketing. What used to lead to rough future scenarios through complex manual analyses can now be easily decrypted thanks to enormous amounts of data become. Patterns and relationships are recognized and future trends are derived. It’s an unprecedented opportunity for marketers to get to know the customer and their needs better than the customer can. Thanks to chatbots, the interested party can be addressed and communicated with them in a personalized way — automated, efficient and time-saving.
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