Blending data science and artificial intelligence to optimise social media marketing
Modern technologies such as artificial intelligence and data science have developed the power to considerably enhance the social visibility of businesses.
The potential that artificial intelligence offers within social media have led to bold forecasts that the industry of deep learning, machine learning and NLP will accelerate beyond $2 billion in value over the next three years.
Developments in AI have been long anticipated, but its application within the dynamic and fast-paced world of social media marketing quickly come to fruition for agile marketers. Here’s an in-depth look at how artificial intelligence is quickly establishing itself as an essential tool when it comes to social exposure:
Investigating Artificial Intelligence
Artificial Intelligence technology is so multifaceted that its definition can vary wildly depending on who you’re asking. However, as the stats above show, the perceived value of AI to various organisations can’t be underestimated. With 84% of global companies understanding that AI can help them to gain an advantage over their competitors, it’s clear that the future’s bright for intuitive technology.
It’s strange to talk about artificial intelligence as a tool for the future when the tech already exists all around us, regardless of where we are in the world or what we’re doing. Chatbots populate online customer service protocols, while smartphones are littered with AI-infused applications such as voice recognition assistants and smart GPS navigation functions.
Even when it comes to relaxing in front of the TV, streaming services like Netflix and Amazon Prime rely on artificial intelligence to deliver tailored recommendations to subscribers. Even Gmail has begun utilising AI to formulate its own predictive text function.
Machine learning is an essential component of the development of artificial intelligence. It enables machines to make accurate and intuitive anticipatory decisions based on big data. AI functions are even able to autonomously review the accuracy of the predictions that they make and actively work on improving them.
This means that valuable business tools can effectively improve without the need for any further programming – meaning that performance levels can actually increase over time.
Thanks to its ability to sift through deep levels of data, both AI and machine learning are capable of greatly enhancing marketing approaches to PPC advertising, analytics and content alike.
Tools can be adapted to learn from the behaviour of individuals, their preferences and interests to deliver truly personal experiences. The level of insight available can even help tools to learn where users have been, where they’re likely to go in the future, what they’ve said in emails and the things they’ve asked their Amazon Alexa. Artificial intelligence can also learn from the social groups that audiences belong to and the brick and mortar stores that they visit – along with much more intuitive functions.
AI can take on confounding volumes of data and interpret it to make precise forecasts surrounding product interest, service subscriptions and the advertising strategies that could be the most effective to put in place.
Fundamentally, artificial intelligence is capable of making intelligent predictions that can help to propel businesses ahead of their competitors when it comes to social media marketing.
Combining Artificial Intelligence and User Experience
We find ourselves in the middle of a significant era for artificial intelligence. The technology’s various applications have already been identified by many marketers as the most important developing trend within the realm of user experience in the coming years, and with the various levels of personalisation that AI can bring for customers, the sky could really be the limit for intuitive tech.
Artificial intelligence has paved the way for social media marketers to gain greater levels of access to prospective customers while learning from their mannerisms and personal preferences. This enables businesses to develop hyper-targeted campaigns that can better resonate with the interests of their audiences.
Some AI tools help to display which pages visitors view when arriving from various social networks how deep down they go in a conversion funnel. This helps marketers and website owners to identify where their campaigns are most effective and can allow them to optimise their efforts accordingly or work harder on lost sales elsewhere.
These richer insights can work wonders in optimising marketing campaigns to the right network of potential customers.
AI can also help marketers to effectively track and trace the performance of every aspect of their campaigns on social media channels. Advertising performance and engagement levels can be monitored in order to produce more insights via data science.
Plenty of social media channels are dependent on artificial intelligence and machine learning when it comes to displaying relevant advertisements to their intended audiences. Personalised ads may feel like part and parcel of life on social networks today, but it’s only within the past few years that the quality of data had become accurate enough to advertise strategically to users.
Facebook, for example, offers plenty of options in how businesses can fine-tune their range of targets and ensure that adverts are delivered to their intended targets.
In the case of Facebook, the network is so reliant on the accuracy of AI that the technology is not only used to aid the activities of marketers but also in keeping users engaged on-site – from personalised recommendations to bespoke memories.
How AI and Data Science Excels Throughout Social Marketing
Facebook stands head and shoulders above its competitors when it comes to the effective usage of data science within the platform. With over 350 million photographs added to the social network’s burgeoning collection on a daily basis, Facebook actively works to develop the data that these images offer in building a neural network that has the power to use cues to explore the type of conversations occurring on the site.
Facial recognition is one of the most significant tools at Facebook’s disposal. This AI framework is capable of providing users with ‘tagging’ suggestions and can even identify friends in pictures without any prompting.
The future may see more facial recognition occurring for advertisers within their campaigns. It could even be possible that we see competitions where Facebook users can attempt to recognise their faces with businesses in return for free products and discounts. Unfortunately, for marketers, there may be some way to go before facial recognition technology will be accepted among the public.
The use of AI and data science among selected advertising campaigns is already developing within the world’s marketing departments. This is another form of technology that Facebook has actively developed in recent years. Here, AI is capable of understanding your interests and purchasing habits from a wealth of data available and can subsequently deliver adverts that are most likely to better resonate with you on a personal level.
Paying Attention to Trends
Away from Facebook, social platforms like Instagram have plenty to offer for marketers based on how they’re capable of highlighting trending topics and displaying them to massive audiences. Like Facebook and Twitter, Instagram uses hashtags to enable messages to go viral – thus helping them reach new people.
While emerging trends can be categorised through adaptive AI and data science to be delivered accordingly, it creates an excellent chance for marketers to broaden their appeal to new users.
Recently, Instagram implemented DeepTextAI in order to craft value-based news feeds. This helped news feeds to better resonate with individual users while automatically eliminating spammy or irrelevant posts.
DeepTextAI has opened the door for marketers to concentrate on delivering more genuine social accounts that possess valuable content.
Looking to The Future of AI in Marketing
While the future’s bright for artificial intelligence within marketing, AI applications are already making their presence felt on the industry. For example, SEO has long been recognised as one of the most powerful tools in modern marketing, but it’s not much use if your content is irrelevant to your stakeholders. This is where AI and data science enter the fray to analyse your target audiences and recommend content based on their wider interests and demographics – which could then be transferred into your campaigns.
When effectively utilised, artificial intelligence is capable of offering marketers a strong opportunity to learn from social media markets. AI can build trust and brand recognition between your company and its customers. In the future, the technology will not only continue to gain access to a better quality of data but will be capable of providing more in-depth insights.
We may be on the verge of a brand new era of hyper-personalised marketing, but it’s important for marketers to remember that the technology to deliver precisely the right products and messages to the right audience at the right time already exists – and it may provide a significant boost to companies in jumping ahead of their competitors if they can act quickly in adopting the technology sooner rather than later.