The Impact of Artificial Intelligence on Social Media
By Saheli Roy Chowdhuri
Artificial Intelligence (AI) is everywhere nowadays. Social media is one such domain which is being rapidly disrupted by Artificial Intelligence development. It’s just been a decade or so since social media became a part of digital marketing, but it has steadily grown in prominence and now stands as a high potential difference maker in the customer journey.
With upwards of 3 billion people logging into social media sites regularly, the process of optimising social media marketing has received a massive boost through the application of AI. However, it is not a case where AI can completely replace a social media marketer. One of the advantages of Artificial Intelligence is that is acts as a high-performance digital brain that provides direction to the marketer and helps them create a more effective strategy for the practice of customer targeting.
Let’s look at how artificial intelligence is being used by social media marketers to improve each step of the customer journey:
Most of your customers have already left a significant digital footprint, and there are massive amounts of data about what they want and what they’re talking about online. As opposed to social monitoring, which looks at whether the customer is talking specifically about your brand, social listening takes it a step further. By using AI algorithms, social listening identifies key phrases, words, and brands that are highly relevant to the company. This data is then collected and leveraged to create specialised content for customers.
Some of the most popular tools for social listening are Awario, Mention, Sprout, Brandwatch, and Tweetdeck. Through these tools, you can track industries, commodities, influencers, and everything else related to your product landscape.
Identifying customer segments is a key responsibility of a digital marketer. It is important to group potential customers according to age, geography, online presence, content preferences, past purchases, etc. so that it becomes easier to push the relevant product to the right customer. This in the past, used to be a very difficult process given the huge amount of data being churned out on an everyday basis.
In order to crunch such huge amounts of data, artificial intelligence has been trained and primed to go through the numbers, clicks, and preferences to throw up measures that a digital marketer can act upon. Some of the most highly rated tools for customer segmentation include Google Analytics, Zendesk, Kissmetrics, Yandex, and Salesforce.
Unique customer experience
The end goal of all the data collection and customer segmentation is to provide the customer with unique user experience. You want to make them feel like the content is tailor-made for them, which is a sure shot way to get them interested in your product. This is a field where human creativity rules the roost and will probably be calling the shots for a long time. However, AI tools can be calibrated to aid the process of providing optimal customer experience.
Many companies are linking up to virtual assistants like Alexa and Siri, a big selling point for modern-day customers. Augmented Reality is another AI based innovation that can completely revolutionise the customer experience. A snippet of the future of augmented reality can be seen today, with companies offering customers the chance to try on their clothes virtually. This is just the first step towards a completely new customer buying experience powered by AI in Augmented Reality.
Pushing the right content to the right customer is not an easy task. People are getting increasingly tired of spam emails and unnecessary ads, so even if you have great content, pushing it to the customer in a way that doesn’t seem intrusive is a major challenge. Through behavioural analytics, AI can help you pinpoint the right customer for promotion. It has made it possible to create a group such as ‘working men under 30 who listen to David Bowie’, which then makes them much easier targets.
Some popular marketing platforms that have integrated this function are Marketo and Cortex, while there are also specific tools for promotion optimization such as Smart Insights, Clearmob, and Datagran.
These are just a few of the trends and tools that are scripting the interaction between marketing, AI, and social media. The best way to learn AI is to opt for an Artificial Intelligence course that helps you understand how to best utilize this technology.
The future holds a lot of potential for Artificial Intelligence development, and it will be interesting to see how digital marketers can incorporate the latest technologies into what they do and what this means for marketing.