It’s Time for Digital Marketers to Use NLP to Lure their Audience
By Aditi Bhat
Science fiction is fairly accurate if you start listing the technological predictions in sci-fi movies that have actually turned into household stuff today. The common trait in all these tech predictions is an aspiration to make machines more human-like.
With Siri and Alexa talking their way into our lives, we are conversing with machines that have AI capabilities and give a more intelligent answer every time. AI is helping computers understand one of the most complex communication hurdles for scientists, understanding the human voice and its countless semantics, social context, dialects and meanings.
Natural Language Processing (NLP) is a branch of AI that studies computers learning and interpreting in our natural language. NLP is seen as a market worth 16.07 billion USD by 2021. But the big question is why are enterprises betting their money on NLP to enhance their digital marketing strategies?
The magic of NLP
NLP’s traditional applications were in defense and crime investigation. Today, we use it to convert text to speech. Your email is equipped with spam filters capable of understanding the subject headings and filtering them out. But that’s not all.
NLP is a magical looking glass that can let the marketers analyze customer content to extract qualitative customer insights. Imagine you are conversing with your friend about a drone you bought and AI accurately predicts your sentiment towards the drone. Just by listening to or reading your comments. NLP is a powerful tool to see customer data in a new light.
Marketers are reading between the lines
NLP integrated with machine learning enables marketers to analyze customer content at a micro level. There are several NLP techniques that can help you lure the audience into consuming your digital content.
As an example, sentiment analysis on social media for a brand or a personality is a widely used NLP feature. The technology uses factors like the volume of mentions (of the keyword) and the sentiment (good, satisfied, bad etc.) to deduce the emotional value of the brand on social media.
Marketers see these findings as gold. A positive or negative brand sentiment drawn from your social media post will help them target you in a more effective way.
Today, the latest NLP tools are capable of extracting social handles of people who have shown an expression of interest towards a purchase or brand on their social media platform. NLP technology can analyze tons of unstructured and ambiguous data customer data to derive meaningful insights.
That being said, if you are pursuing a digital marketing training course do include NLP as a part of your skillset. It will certainly broaden your thinking when it comes to understanding a customer’s psychology.
Talk of the future
Are you surprised or creeped out by the accuracy of ad content you see on your screen? Marketers don’t have to meet you at all to know about your opinion on their brand. A focus group survey done on a demographic size is comparable to an entire country with some parameters fed to AI. The value of NLP for marketers is going to increase as more and more unstructured customer data keeps pouring in from multiple devices.
Professionals with NLP competencies will be in demand in industries like e-commerce, healthcare, innovative startups, customer experience enrichment and data analytics. Short term courses or online courses in AI and NLP from leading institutes can set your career on a path to best capitalize the next technological wave.