3 Ways Artificial Intelligence Has Sparked Marketing and Sales Transformation

One of the best ways to AI a sparked marketing and sales transformation is by using recommender systems. Traditionally, we would like to buy a product that friends or colleagues have suggested. So let`s consider another example of a book store, where the buyer is sifting through various options in finalizing a novel. So the buyer can quickly choose a book, now the bookstore owner recommends items that the customer can buy.  In a digital world these kinds of strategies are recommendation systems.

So what are recommender systems? It’s a mammoth class of web applications involving the prediction of user responses. It generates simple algorithms that provide relevant items to the user by filtering useful info. After studying consumer choices, it generates outcomes that co-relate to their needs. Amazon uses recommendation engines to make suggestions which clients might like.

Therefore two kinds of information are at the heart of these operations i.e. Explicit data generated by the user taking action which indicates their preferences. And implicit behavior which forms a majority of the user profile. Overall recommender engines work on the following basis-

-Gathering user data

- Finding patterns in user behavior

-Extracting important insights

-Calculating probabilities

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Overall, the recommender engine operates like this:

1. Gathering user data;

2. Finding patterns in user behavior and actions;

3. Extracting valuable insights;

4. Calculating probabilities;

5. Comparing them with the available item inventory;

6. Presenting the most plausible matches.

Therefore recommender systems are a crucial part of customer service. It a practical exploration of the needs and demands of your target audience. As such, recommender systems are an indispensable part of modern customer service.

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Now next we move onto chatbots, which are also used to transform digital strategy. The implications of AI in digital marketing are plenty and chatbots are an answer to this. These AI machines are predicted to be everywhere. And to have a competitive over the rest, you need to be armed with the application.

But what are chatbots? And the advantages of using them?

A chatbot is an artificial intelligence (AI) software that can simulate a conversation or a chat with a user in human language.

- Chatbots ensure efficient greeting of customers when they land on your page, instead of having a Customer service rep doing it.

- It automates a part of the marketing process – which in turn frees the team to work on more crucial projects.

- Chatbots make marketing easy and streamlined by automating the start of the process – and in turn, freeing you to do more important tasks.

-Gathering information for leads: Ideally, when lead information is gathered manually, its time consuming, this is where chatbots come into the picture and provide a personalized way of information gathering, which is time-efficient.

- Chatbots also enable scheduling of calls quickly and efficiently

-It ensures efficient customer handling wherein the client's questions get answered quickly, therefore ensuring the same questions don’t need to be answered several times a day.

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But having said all of the above, ts important to know that they do not replace humans. It’s a human engagement enabler. It handles initial communication and captures relevant information – so when you step in, you are already geared to handle people. It also increases the volume of marketing conversations.

Chatbots bridge the gap between sales and marketing. Ideally, there is a huge disconnect between marketing and sales, wherein marketing is not aware of what sales need to do to be successful, and sales are not aware of the procedure of setting up the marketing funnel. They collect information, qualify leads and set up the sales team for success. Therefore by keeping everyone in the loop, marketing and sales are on the same page.

And finally, many chatbot platforms allow you to build your chatbot and integrate it into your website. Depending on the usability and look of your page, you may want to consider adjusting the design of your website and the appearance of your chatbot to make the whole experience as nice as possible.