AI: 3 ways to integrate it into your web marketing today
Artificial intelligence continues to develop at breakneck speed. Indeed, Biz Journals estimates the proportion of companies using artificial intelligence at 60% in 2018, compared to less than 40% in 2017. If this trend continues, it is only a matter of time before this number is close to 100%.
This means that sooner or later, you will have to integrate artificial intelligence into your web marketing strategy. And here’s how you could include it in your marketing today:
1. Chatbots
In web marketing, the role of artificial intelligence is above all to take care of time-consuming, repetitive tasks, and therefore of medium or low added value. The goal is to free up time for marketers to focus on tasks that require a higher degree of thought and creativity.
This is the goal of the “chatbot”, an online discussion module in which a customer interacts with a robot. In this case, it’s a French chatbot, Ask Mona:
Once configured on your website or Facebook page, this artificial intelligence-powered tool is able to process customer requests, from suggesting personalized items to taking orders. Consumers are in an increasing rush and often shop outside of office hours when none of your employees are available.
Here are some other effective chatbots:
- Spring
- Wishibam
- SurveyBot
In the case of chatbots, AI allows an Internet user to receive immediate and personalized customer service. Since artificial intelligence doesn’t take a coffee break and can do several things at the same time, you can be sure that every sales opportunity will be treated equally and as a priority. A real development opportunity if you have an e-commerce site.
In addition, contrary to popular belief, chatbots do not dehumanize your business. On the contrary, they improve the quality of the customer service offered. To do this, just make sure to set up appropriate messages when programming your chatbot.
The installation of a chatbot is therefore an example of a relevant use of artificial intelligence, and actionable.
2. Programmatic advertising
Artificial intelligence is already widely used in ad targeting. It is able to scan the content of histories, cookies, photos, social media profiles, engagement data … in short, a multitude of information. This helps advertisers to set up ever more relevant web advertising.
Concretely, a programmatic campaign consists of offering the right advertising to the right Internet user, at the right time. Thus, the moment an Internet user clicks on a website on which you wish to advertise, all of their socio-demographic data, their online behavior and their user preferences are instantly analyzed. This allows you to deliver the most relevant advertising possible.
Here are some examples of programmatic advertising platforms:
- Datorama
- Double Click
- Emarsys
These platforms then optimize the spending of your advertising campaigns based on the results obtained, in real-time. You’ll even receive recommendations when certain ads aren’t performing well enough.
3. Google search and SEO
In a previous article on the future of SEO, we highlighted how artificial intelligence (AI) would impact natural referencing. Here’s what you need to remember so you can adjust your SEO strategy today:
Expand your semantism
The RankBrain algorithm developed by Google aims to offer the content that best meets the need that the user expresses through his request. And since the same need can be expressed through a multitude of different search terms, RankBrain attaches more and more importance to the semantism of your texts, see instead:
In order to reinforce your semantism, collect the words commonly associated with your main keyword, and include them in your essay.
Our tip: check out Google’s “related searches” at the bottom of the results page.
Think about voice search
By 2020, 50% of searches will be done by voice. We also know that almost half of this research is done in interrogative form, in question.
Our advice: to be able to position your website on this type of request, show Google that your content is suitable by including questions from your customers in your texts, and by answering them in language close to oral tone.
Bet on multimedia
The Internet user is more and more in a hurry and more and more lazy. And that, Google understood it well. Multimedia content is therefore widely highlighted in Google results, to such an extent that a web page containing a video is 53x more likely to appear on the first page!
Develop your online reputation
Google increasingly uses online reviews to determine where your business is in its results, especially for local search and in Google Maps.
For example, if you search “Where to eat a good Poutine in Sherbrooke?”, Google’s artificial intelligence favors one restaurant over another based on the presence of the words “good” and “poutine”.
If you want to know how to develop your online reputation and increase your chances of generating positive reviews, check out our complete optimization guide!
Artificial intelligence and web marketing: this is just the beginning!
The examples in this article are really just the tip of the iceberg. Indeed, web giants like Google and Facebook continue to invest in research on artificial intelligence, which suggests that the influence of AI on web marketing is likely to increase tenfold in the years to come. . To be continued…
