Artificial intelligence and digital marketing go hand in hand. Implementing AI allows digital marketing teams to analyze customer data and respond appropriately. Customer experience is improved and repeat sales increase. In this week’s TrendTracker, artificial intelligence is examined and examples of how it can improve digital marketing are provided.  

Artificial Intelligence and the Web  

All the way back in 2015, Google premiered RankBrain. This machine-learning system could imitate how humans speak and provide people with answers to their questions. Direct answers were provided, along with similar questions that people had asked Google. RankBrain was implemented through artificial intelligence or AI. This system can help answer any questions your customers may have about the floral industry.  

Flash forward to 2019, and artificial intelligence is an integral part of digital marketing. AI can predict behavior patterns and create responses to those patterns. This allows higher interactivity and an understanding of what customers want.   

The question is, what exactly is artificial intelligence, and how can digital marketers use it to improve their efforts?  

What is artificial intelligence?  

Artificial intelligence can be divided into three different sections: AI, machine learning and deep learning. Artificial intelligence is computer science that creates machines that are smart enough to think and act like humans.   

Machine learning, a subset of AI, allows these intelligent machines to automatically learn and improve through experiences. The machines do not require extra programming and can learn by themselves. Deep learning, a subset of machine learning, uses large neural networks and algorithms. These combine and work together to mirror human intelligence.   

How does AI impact digital marketing?  

Propensity Models and Predictive Analytics  

Digital marketers can use artificial intelligence to predict the behavior of customers. This is done using propensity models and predictive analytics. Propensity models, also known as statistical scorecards, can pick out customers who are more likely to respond to an offer than others. It pairs customer characteristics with anticipated behaviors. This allows you to implement email marketing with floral offers that customers are more likely to respond to.  

Predictive analytics is like propensity models. Using this, marketers can look at data and find information that can help predict purchase trends and user behavior patterns. Predictive analysis is a branch of advanced analytics, which is used to predict future events. Techniques such as data mining, modeling, statistics, machine learning, and artificial intelligence are used to look at current data and make those predictions. Using predictive analytics, you can correctly interpret big data and use it to improve your dealings with customers.  

AMP  

Google created the Accelerated Mobile Pages, or AMP, in 2015. Originally the pages were only used in news carousel results for mobile devices. Now, AMP results are everywhere and are integrated seamlessly through your search results. AMP is meant to increase the performance of the mobile web.   

Load times are reduced, which is crucial when competing against other sites. Webpage speed is the difference between being on the top of Google’s search results or not. Also, a one-second delay in web page speed could reduce conversions by around 7 percent. Implementing AMP can help put your flower shop at the top of the search page and will make it more likely for customers to interact with your website.  

Chatbots  

Chatbots are not anything new, but they can be useful for digital marketing. Instead of the usual live chat, try using AI-powered chatbots. They will be able to instantly answer a multitude of questions that customers might ask. AI-chatbots are easier to maintain than human live chats when it comes to quality, quantity and the time it takes to respond.   

Chatbots can speak to customers at any time of the day, so they can get assistance whenever they want. If someone wants to know about an arrangement at 2 AM, the chatbots will be ready to help. They also keep customer data, so customers do not need to constantly ask the same questions.   

Chatbots, due to being virtual, do not lose patience with unhappy customers. They will continue to help them and treat them with respect, even when customers do not do the same. Finally, chatbots can help create personalized advertisements for each user. By tailoring ads to individual customers, the likelihood of a sale increases. Chatbots help improve your customers’ experiences and your shop’s sales.  

Digital marketing is a constant battle for businesses to grab customers’ attention. With each month, new trends pop up that can help improve the offerings. While artificial intelligence is not relatively new, it is a reliable business practice.   

By being able to analyze and cater to each individual customer, there is an increased likelihood of them returning and making repeat purchases. Having a good AI can do wonders for a flower shop. It can take some load off and help increase sales and revenue. Expect AI to be integral to marketing in the years to come.  

To keep up with the latest trends, be sure to check in with our #TrendTracker series for more information.