The times they are a changing : how have applications of artificial intelligence changed mobile marketing?
AI applications in marketing
Applications of artificial intelligence, or AI as it is known shorthand, are everywhere. We see it in digital assistants such as Siri, Cortana, and Alexa. AI has also changed the way in which we interact with our smartphones by utilizing Natural Language Processing (NLP), deep learning, and machine learning.
This AI-powered ‘revolution’ has begun to influence how we use our mobile phones and apps and has changed online mobile marketing strategies as we know them. Mobile is no longer just a way to make calls, it has become a personal experience for customers. With the inclusion of AI, this personalization is increasing rapidly, and many other aspects of mobile marketing are changing too.
Making the most of mobile for ads
There’s no question about the impact of applications of artificial intelligence on advertising, especially on mobile. According to a study, in 2018 mobile ad spending has increased by 20% and thanks to the use of AI, this number will likely increase again before the year is through.
Advertisers and marketers are using AI-powered apps such as chatbots, messaging apps, and the likes of Siri and Alexa for their mobile ad campaigns. Mobile platforms using AI provide marketers and analysts with unique, location-based data that can be used to offer customers a highly personalized ad experience, such as sending push-notifications when a customer is in the vicinity of the store which will improve the customer experience and customer loyalty.
App user interfaces are changing
With WeChat becoming a mobile operating system (OS) and Facebook Messenger allowing customers to interact directly with businesses, apps are evolving at lightning speeds. Experts say that the current ‘tap interface’ is becoming outdated and that soon this will be replaced by a chat interface in order to get rid of tap restrictions.
The shift from the tap interface to the chat interface will mean that customers can make use of chatbots for a smoother experience when calling taxis, booking restaurants, and even reserving a room at a hotel. AI allows chatbots and apps to improve the user experience by giving users seamless experiences rather than having to wait for a customer service employee to answer their questions and complaints.
Dynamic pricing to increase profits
If you’ve ever used an Uber, you’ll know that no two rides cost the same. This is because applications of artificial intelligence enable businesses to use ‘dynamic pricing’ to automatically set dynamic prices rather than fixed ones, based on user data and using machine learning.
The AI in apps such as Uber will adjust prices in real-time based on market demand and how much a customer can pay. This technology can also be used to ascertain when and if a customer needs a discount before they convert, and which ones will convert without a discount or special offer. AI software can also be used to manage prices and revenues.
Implementing applications of artificial intelligence as part of your online mobile marketing strategy
The ways in which applications of artificial intelligence are changing mobile marketing are exciting, with new changes happening on a regular basis. Here are just some of the ways that you can implement AI as part of your mobile marketing strategy.
Cross-selling on the app
Finding and acquiring new users for your app can be time-consuming and tough, especially if you’re new to the app market. You can use AI to analyze past transactions, views, and actions to segment customers into different ‘groups’ of users.
Once you have this data gathered, your AI can use it to send immediate, ‘real-time’ suggestions of products in your catalog while people are using your app. Users will enjoy this personalized experience and will be more likely to sign up to buy or use your app. Cross-selling is an effective way for marketers to gather data too, as the AI in the app will gather and collate the data from users so that marketers can create ads and even SMS messages.
Make use of advanced mobile analytics
When it comes to mobile advertising, marketers often have a difficult time measuring the effectiveness of mobile marketing campaigns. This is especially true when it comes to tracking the customer journey on multiple touch-points.
Metrics such as click-through rates (CTR) are not as effective for online mobile marketing strategies. But with AI-powered tools, marketers are now able to make sense of the customer journey by using real-time behavioral data from customers across multiple channels. The results of these analyses, while not always entirely accurate, can help to shed light on a user’s journey from start to purchase.
The rise of the machines
AI is helping companies break down the huge amounts of customer mobile data in order to figure out what a customer needs and wants from them. It’ll help to find out the personalized preferences of each consumer, and because of this, data is allowing businesses to create better user interfaces for their apps.
With exciting innovations such as dynamic pricing and customized content generation, AI is transforming mobile marketing into the preferred platform for both consumers and marketers alike. Applications of artificial intelligence are diverse, and many consumers are now looking for AI-driven advice over interactions with human salespeople. Find out more about applications of artificial intelligence in our recent article if you’re interested in utilizing it in your mobile marketing efforts.