Artificial intelligence and marketing: five trends to boost sales

Artificial intelligence is everywhere: administration, industry, health, finance, automotive... But also, in

e-commerce! AI is a powerful marketing ally for online sales. However, sometimes it can be challenging to find your way through the jungle of artificial intelligence solutions...

How can AI help you optimise your website’s customer journey? Which solutions are the most effective in boosting your sales? What are the trends to watch out for? To help you see things more clearly, Netwave gives you five marketing trends to boost your sales with artificial intelligence!

Artificial intelligence and marketing: how does it work?

 Artificial intelligence applied to marketing has many benefits. Whether you're new to the field or more experienced, here's how AI can boost sales on your site.

Artificial intelligence applied to marketing

Artificial Intelligence (AI) is a learning system that relies on algorithms to collect and process data in real-time. It’s based on a set of techniques that allow the machine to reproduce the cognitive functions associated with the human brain artificially.

AI can improve targeting, personalisation, content creation, and social listening practices and techniques applied to digital marketing.

Artificial intelligence and marketing: some figures

Figures from a survey conducted by Golem.AI on the 9^th of October 2018 regarding AI and marketing highlight what AI can do!

• For 75% of participants, AI's main purpose in marketing is to improve customer experience.
• 70% believe that the purpose of artificial intelligence in marketing is to individualise and personalise
• 65% of the panel surveyed consider that AI marketing is intended to understand consumer

Artificial intelligence and marketing: what are the benefits?

Artificial intelligence and marketing form a very powerful duo. They also allow you to:

1. Gain relevance through practical data analysis and processing.
2. Personalise customer relations by refining customer knowledge.
3. Develop privileged relationships with each consumer by anticipating their needs.
4. Save time by automating time-consuming and complex tasks to focus on more strategic issues.
5. Achieve excellent ROI by handling multiple tasks more accurately and in record time!

Artificial intelligence and marketing: five trends to boost your sales

Artificial intelligence and marketing, for more efficient lead generation

Trend 1: Predictive targeting

Predictive targeting means you can target consumers before the purchase process is initiated. The objective is to follow the Internet users’ behaviour and analyse their browsing: visiting a blog, reading content, purchasing on another merchant site, etc. During this navigation, the AI analyses multiple signals. It then predicts a purchase intention and pushes an ad to the Internet user even though they have not visited the advertiser's site.

Predictive targeting makes it possible to generate more leads: with greater targeting intelligence, this AI marketing technology makes it possible to identify new potential customers and encourages them to buy. Nevertheless, it’s currently the subject of numerous debates and limits, both regulatory and technical, around the notion of 3rd party cookies - those that follow you throughout your browsing. Despite this, predictive targeting remains an essential driver of digital advertising.

Trend 2: Marketing automation

Marketing automation is a process that allows you to automate and industrialise marketing campaigns according to predefined scenarios. With AI marketing tools, email or SMS campaigns can be triggered according to visitors’ behaviour on your website. Tracking and scoring solutions allow visitors' actions to be analysed. The marketing automation tool sends the content adapted to the lead's interests and in line with his buying maturity. Thanks to better segmentation, prospects receive targeted and relevant messages and ads.

Artificial intelligence and marketing for a smoother customer experience

Trend 3: Chatbots

A chatbot is an automated electronic assistant that will provide customer service for your prospects: Chatbots attempt to provide personalised, instant, and appropriate answers to your website visitors 24/7.

The most advanced chatbots use machine learning and natural language processing to understand user queries. They then produce their content and have more tailored conversations with each consumer.

Chatbots undoubtedly make the customer experience smoother and more efficient to generate more sales. Indeed, this solution is much appreciated by visitors as they can quickly find answers to their questions and are supported in real-time.

Trend 4: Smart search engines and forms

Intelligent search engines allow visitors to find a product or a reference quickly and easily on your site. They provide relevant results that are adapted to their expectations, therefore making the act of purchasing easier.

In the same way: intelligently. They adapt to the user who visits the page. Artificial intelligence takes into account the information left by the user during their visit (via cookies) to offer them a personalised form: either pre-filled with available data or with fields that are not yet known.

Search engines and intelligent forms can be adapted to the device (computers, tablets, smartphones, etc.). The user experience is therefore considerably optimised by these artificial intelligence marketing technologies.

Artificial intelligence and marketing, for relevant marketing personalisation

Trend 5: Real-time customisation engines

Personalised advertising, personalised content, personalised product suggestions... Marketing personalisation continues to grow and is now an established feature on all channels. You can target visitors and offer them relevant content depending on their profile, needs and expectations. This is a great way to boost sales with content that’s genuinely relevant to ­­the visitor, who is likelier to buy a product or service.

 Many marketing personalisation engines claim to use artificial intelligence. However, when it comes to AI, not all technologies are created equal.

Almost all product recommendation engines are based on statistical machine learning models. They create interaction models: visitors are then attached to a predetermined segment, and machine learning suggests the products that have attracted the most visitors belonging to this segment from a probabilistic perspective. This practice is based on a statistical truth rather than the reality of the visitor's situation at a given moment.

Therefore, relying on a situational approach and identifying the user's needs in real-time is much more effective and relevant. This approach means you can build a real-time strategy adapted to the visitor's expectations. Thanks to the latest innovations in marketing AI, product recommendations can now be genuinely individualised. The site becomes more relevant to meet the expectations of each consumer.

 Artificial Intelligence 3^rd technology, Netwave, goes far beyond machine learning. Thanks to its Inductive AI, this real-time personalisation engine analyses the weak signals visitors leave on your e-commerce site as they browse. Each new piece of data revaluates the situation. Specific groups no longer segment your visitors: Netwave's intelligent, personalised recommendation system adapts to the visitors and proposes products most likely to interest them. In addition, each visit's contextual, behavioural, and psychological dimensions are analysed to offer each visitor the product that will maximise your chances of conversion!

So, are you convinced of the benefits of Artificial Intelligence for marketing? Would you like to know more about Netwave's inductive AI technology? Then contact us!