Machine Learning: How can a technological resource make a company gain market share? Nowadays, the number of products and services resulting from the advancement of Computer Science is countless.
Much of this growth is due to Artificial Intelligence. In this article, you will learn about the benefits of Machine Learning in your company’s Digital Marketing and how it can raise your brand to the next level.
To illustrate this conversation starter, look at the “autocomplete” feature. It is available the moment we do a Google search. We start typing, and the algorithm ‘guesses’ the rest of the words or expressions.
Two Factors Bringing The Benefits Of Machine Learning To Digital Marketing
You must have already realized that Machine Learning will only improve your company if it can improve people’s lives and be useful.
Ultimately, in the hands of the consumer, your business gains market share. This happens at the exact moment your brand solves an important problem for the consumer.
Your brand becomes an ally of people to do everyday things or perform complicated tasks, providing extraordinary experiences. This occurs through a combination of two factors.
First, Machine Learning Learns About Your Business
Data processing by intelligent machines, capable of learning, gives your company the possibility of having new ‘insights’, improving and making the decision-making process faster and achieving more dynamic results.
These innovative insights help redirect objectives and goals, detect new opportunities, and generate decisive competitive advantages.
Above all, it accelerates digital transformation, ensuring your company’s survival in this new and challenging business environment.
Second, Machine Learning Learns About Your Customer
If this technology can’ guess’ what we will write, as we mentioned at the beginning of this article, what will it say about other human activities?
The system distinguishes behavior patterns that express particular profiles, preferences and rejections, pains and needs. From them, making a much more realistic segmentation and creating more effective strategies is possible.
On the other hand, Machine Learning collaborates to discover new details within each segment, enriching the development of the Persona and promoting better targeting of Relevant Content Production.
Improving Brand Communication With The Customer
Two of the main assumptions of Assertive Communication are the clarity of objectives (of the company) and the deep knowledge of the interlocutor (the client).
Working on both ends, Machine Learning becomes an indispensable tool for success in Marketing strategies. Especially these days, when buying and selling processes are becoming extremely digitized.
Think of the infinite possibilities if your company can predict the customer’s purchase journey. At each step, you can offer the best argument, leading your way to the purchase decision, when you will make the offer you can’t refuse.
Then, once you’ve fully satisfied the customer’s urgent needs, you can develop a relationship and loyalty strategy. And that makes it possible to carry out a personalized after-sales service, with up-sells and cross-sells tailored to each customer profile.
All Of This Goes Through The Application Of Machine Learning In Digital Marketing
Fortunately, this area of Marketing has immense adaptability and undergoes profound transformations with each new technology that proves useful for consumers. And Machine Learning is no different.
Here are some examples of changes to key marketing objectives that improve your brand’s customer communication:
1 – Exaggeration With Keyword
There is no point in making publications on the Internet full of keywords to improve rankings in search engines. As Machine Learning can process much more data, other factors are gaining ground.
For example, content with superior quality regarding information and clarity is more likely to succeed. That’s because the algorithm ranks responses according to their ability to satisfy the immediate need of those who need to solve a problem.
Consequently, empty, unfounded, appealing content, considered only as ‘click-hunting’, which is not concerned with the user experience, needs more space.
2 – Contents
Speaking of Content, you must already be scared by the plethora of articles, posts, emails, videos and lives, right? Confess: most go to the trash.
Along with this bad content, the brand image of the author of the content also needs to be improved. Already she demonstrated to know very little about you.
The only way to make the message stand out in this sea of scattered content is by using Machine Learning. He manages to track the consumer and find out what he likes to consume.
In this way, it only delivers useful content to the customer. Therefore, it saves the brand image and avoids waste.
3 – Metrics That Say Nothing
One of the most important features of Digital Marketing is measurement. But, many times, when we analyze the performance of campaigns, we come across numbers that only say a little about your company’s actual results.
This is because almost everyone uses the same stats. With Machine Learning, it is possible to expand this range and, more than that, pay more attention only to the most valuable metrics for your business.