Even in the world of digital marketing, 2024 will mark an era of radical change produced by the introduction of artificial intelligence (AI): from an emerging tool to a fundamental technology, AI is transforming the sector.
The martech company Traction identifies five key areas for its application: they are the result of the analysis of requests received in the last 3 months from a representative sample of over 50 customers who use its proprietary platform.
AI and the new face of e-commerce
Imagine being in a virtual supermarket, i.e. an online store, where you have started to fill your cart with products that interest you. Suddenly, however, you decide not to complete the purchase and leave the site, abandoning the virtual cart full of items. This is a common phenomenon in e-commerce, known as an “abandoned cart”.
Now, let's think of artificial intelligence (AI) as a very attentive and intelligent shop assistant, which observes not only what you put in your cart, but also how you behave while browsing the online store. This assistant, thanks to AI, is able to recognize signals that indicate that you might leave the site without buying. For example, they may notice that you're hesitating, spending a long time looking at a product without adding it to your cart, or that you've started filling out your checkout details but haven't finished.
A practical case: imagine you have added a new pair of shoes and a jacket to your virtual cart, but then you start browsing other pages of the site or remain inactive. The AI, realizing that you might leave, intervenes by sending you a message via email or via a notification on the site, perhaps offering you a special discount or reminding you of the items you left in your cart. This type of personalized and timely communication can encourage you to return to the site and complete the purchase, thus reducing cases of “abandoned carts” and increasing sales for the company.
AI revolution in hospitality
Imagine you have a hotel and you want to attract more customers (and make them spend more during their stay). This is where artificial intelligence (AI) comes into play in the hospitality industry, a sort of “intelligent assistant” that helps manage a hotel more effectively.
Assume you are the hotelier: AI can observe and analyze the behavior of potential customers online. For example, if a person searches for accommodations in your area and spends time looking at photos of your deluxe rooms, the AI notices this. Then, this “intelligent assistant” can automatically send that person an email or announcement with a special offer for a deluxe room at your hotel, perhaps with a small discount or a free extra, such as breakfast included.
This is what is meant by “sending targeted promotional messages”. The AI identified a potential customer (the person who was looking at the rooms) and sent a personalized message to convince them to book.
Now: let's say the customer books a standard room. Upon arrival, the AI, which has already understood that this customer might be interested in something more luxurious, suggests to the front desk that they offer them an upgrade to a suite at a discounted price. The customer is tempted by the offer and accepts. This is an example of upselling, where you convince a customer to spend more by offering them a superior product or service.
In short, AI in hospitality is like having a super-intelligent assistant that not only attracts more customers to your hotel, but also helps them spend more, improving both their experience and your bottom line.
AI transforms the education sector
Let's imagine we are in a large square where hundreds of people pass by every day. Now, we think we have some flyers to hand out about an online course we offer. Without knowing who to give them to, we may end up giving them to people who aren't interested or don't need that course, wasting time and resources.
This is where artificial intelligence (AI) comes into play in the education sector, especially in distance learning. AI is like an intelligent and attentive assistant that observes the square, learning to recognize people who might be truly interested in a course. This assistant does not distribute flyers randomly, but only to those people who show genuine interest or need for that specific course.
For example, if the course is on “How to use Photoshop,” the AI will identify and send promotional messages (such as emails or online ads) to people who have searched for information about Photoshop or graphic design on the internet. This approach is much more effective because the messages reach those who are much more likely to enroll in a course. Result? More people signing up or filling out the interest form, because you have reached the right audience with the help of AI.
AI-enhanced events
Imagine you're planning a vacation and browsing a website to buy tickets to a concert. Here's how artificial intelligence (AI) can transform this experience in the events industry.
Situation Without AI:
If you're trying to buy a concert ticket on an event's website, you would normally pick your seat, pay for it, and be done. You may not know that there are additional options available, such as a VIP pass or a special offer on concert merchandise.
Situation With AI:
Now, imagine that this website uses artificial intelligence. As you choose your ticket, the AI analyzes your behavior: which pages you visit, how much time you spend there, and what you've bought in the past. For example, if you looked at VIP seats but didn't select them, it could mean you're interested but unsure about the price.
How AI works:
Based on this information, AI can do a few things to personalize your experience.
- Personalized Offers: He or she might offer you a discount on VIP seats, or suggest a package that includes the ticket and merchandise at an affordable price.
- Improved Experience: If the AI detects that you're a big fan of the artist, it might suggest you purchase a pass for an exclusive meet-and-greet.
These AI actions not only make for a more personalized and satisfying experience, but thus increase the average transaction value for the event organizer.
AI in the fitness and wellness sector
Imagine you're a member of a gym that uses artificial intelligence (AI) to better understand its customers. This technology, like a very careful detective, observes and analyzes everything you do in the gym: which machines you use the most, what time you prefer to train, and even which classes you regularly attend.
For example, let's say you usually attend yoga classes on Tuesday nights, but suddenly you stop going. The AI notices this and sends a signal to the gym. Instead of letting you simply stop coming, the gym, thanks to the information provided by the AI, can take action to try to keep you as a customer.
Maybe you'll receive a personalized email inviting you to a special yoga event, or an offer for a free session with a new instructor. This tailored approach, enabled by AI, makes customers feel understood and appreciated, making them less likely to abandon the gym.
An intelligent future in every sector
The future of digital marketing is intrinsically linked to the evolution of artificial intelligence. AI is redefining digital marketing, ushering in a new era of personalized and predictive interaction.
With in-depth data analysis, AI will allow companies to anticipate customer needs, improving efficiency and increasing profits. A transformation that will pave the way for smarter and more targeted marketing strategies.
