The e-commerce industry is no stranger to using innovative technology to increase traffic and engage customers. From social media to APIs like Payeezy, tech have always gone hand-in-hand with e-commerce. Recently powerhouse brands like Amazon and Ocados have been making waves by implementing Artificial Intelligence in their online marketing strategy, and the trend is starting to catch on with e-commerce companies and startups.
Artificial intelligence is the next wave of marketing tech and can be integrated into each aspect of the marketing funnel. From helping with brand awareness all the way down to closing the sale and generating repeat customers.
AI has you covered.
With AI and machine learning, Artificial Intelligence programs can go beyond just collecting data about your customers. They can actually use algorithms to learn about what type of content your customers want to see. By looking at the rate of brand engagement with your own customers on social media and your competitors, AI can use predictive analytics to predict the best type of content for your social media sites.
This can be as detailed as best color-schemes in photographs, to keywords, and even the best hashtags. In addition, AI collects real-time data. This means that as your following increases, changes, or new patterns emerge, AI will adapt with your growing company and continually improve at funneling users to your site.
Creating the most amazing social-media content in the world isn’t going to do anything for you or your brand if nobody sees it. In addition to helping you create the most brand-engaging content, AI can also tell you the most effective time to post and which platform to post on. I don’t mean in a general "your followers like Instagram posts at 2pm" statement.
It can analyze what your followers want to see on which platform at what time of day, plus it updates it in real time. Occasionally don’t have time to create the content suggested yourself? No problem, AI systems like Cortex can even connect to photo databases like Getty or other digital asset managers, and send you recommended photos. All you need to do is give it the go ahead.
How high you rank on Google search is based on a few factors. Brand engagement on sites like social media, news sites, and website traffic. As covered in 1 and 2, AI can help immensely with social media sites, driving SMO, and traffic, but it doesn't stop there.
Another factor in how high you are ranked is topical authority. This concept basically means how completely you cover a subject or section of your industry. Topical authority comes into play in e-commerce especially if the e-commerce site is connected to a blog or other source of information. AI can tell you the topics you need to cover in order to compete in your industry and compares you to competitors.
Once traffic has improved e-commerce websites, AI also helps close the sale. With Artificial Intelligence e-commerce providers can make the shopping experience for their customers more enjoyable and more effective. This can turn virtual window shoppers into customers.
One of the nice things about in-store shopping that e-commerce stores in the past have been lacking, is the ability to ask questions and receive guidance from in-store employees. This all changes with AI. New advances in natural language processing means that machines are now able to understand human language. This brought about the rise of AI conversational commerce, where AI's can act as virtual assistants through an online chatbot located on e-commerce sites.
This natural language processing can also be applied to solving quick and easy customer service issues. By allowing AIs to answer the easy questions, it frees up human customer service representatives to focus on the issues that require that special human touch.
Improved customer interactions increase the customer experience and that can only help the e-commerce industry.
Artificial Intelligence can also improve the upselling and cross-selling capabilities of e-commerce businesses, another area that would be done by a sales clerk for in-store shopping.
Through product recommendations, AI can both upsell and cross-sell. Deep learning allows machines to look for patterns in consumer behavior that maybe even the best sales clerk could miss and recommend products accordingly. This means that it can show consumers the things it predicts they will be most interested in front and center.
AI's can also analyze the buying habits of your repeat customers. By using the machine learning and predictive analytics, that are effective on social media, machines can predict what products a customer will be repurchasing and how often they will be doing so. This allows e-commerce retailers to send out product recommendation reminders, effectively increasing how many customers become repetitive ones.
Another great aspect about AI is its ability to learn and predict patterns. Algorithms can be used to analyze consumer data and give businesses a more accurate view of the customer journey and the paths to reach your content. This will give companies a better understanding of what platforms will further increase the reach of your product to the desired audience. Artificial Intelligence can also determine the best time to post content by learning when the highest influx of customers is susceptible to view your product.
The internet has opened new doors for companies to promote their products faster and with greater reach. However, this also gives an opportunity for scammers to create fake profiles, selling fake products through e-commerce websites. Companies like Amazon are tackling this problem by utilizing AI to separate the fake reviews and products to protect their customers.
AI takes time to verify customer purchases and boost one that is marked as helpful by other users to make sure a poor product doesn’t get the wrong attention. Data can also be pulled from various other online markets to determine whether or not the product sold can be verified, making the shopping experience safer for customers.
Artificial Intelligence can do a lot to improve the shopping experience in the e-commerce industry. It’s adaptable and can be applied to all or certain aspects of the marketing funnel that most impact conversion and revenue.
One final benefit AI in the e-commerce industry is that all of this gets done in the fraction of the time it would take a human. Keeping up with the trends in any industry is important, but in e-commerce it is vital.