Intention is
crucial — no brand can thrive without understanding its audience and constantly finding ways to improve its digital marketing strategy. One thing a brand should avoid, however, is
stagnation. This is especially within an evolving digital market.
You can keep tabs on trends in the industry by utilising technologies like Natural Language Processing (NLP). These tools can help you to track and analyse specific trends.
If
28% of the world’s top-performing companies use AI for their marketing strategies, then you also need to listen
up!
Here are three reasons why NLP is a must for your digital marketing strategy:
1. NLP makes creating content easy
As a marketer, it can be hard to know what your audience
really wants. What is
even more difficult is to spot what is
missing from your content strategy. In the good old days, surveys were a way you could gather information on your content goals, but luckily,
now you have NLP to help you out.
With the use of NLP technologies, you can identify what topics were interacted with in a positive light or which were perceived negatively. Once you have an understanding of
what your audience likes or dislikes, you can go back to the drawing board to adjust your plan.
Looking at the data received, you can see where there is room for improvement. For example, if your chatbot does not provide the correct answers when engaging with a customer, people will likely respond with negative sentiment because they are not receiving the desired outcome.
NLP can easily pick up these trends and alert you that you need to fill a gap in your content strategy and better the user experience.
If you need to create new content, you can use the data that the NLP gathered as a basis to give your consumer
exactly what they want!
2. Technology can create personal connections
Let’s face it — we live in an era where the digital sphere is ever-evolving. You
need to stay in tune with your customers' changing demands and the trends in your industry.
With AI, the characteristics of your audience can be determined by analysing keywords or general themes that they are interested in. When people research your page, you can see what jargon they use. This jargon or keyword always portrays
something about your audience.
For example, if you get a query like '
what baby formula is the best?' you can assume that your consumer is pregnant or has a baby.
So, in short, you can make assumptions about who your consumers are by analysing their sentiment, behaviour and keywords.
Easy, peasy!
3. More talking creates more knowledge
Chatbots have taken a big stand within the digital marketing realm. Businesses are now using chatbots to
simplify and streamline communication.
Chatbots are an easy way for you, as a marketer, to get in touch with your consumer without
actually putting in the effort. But, if your chatbots are not programmed correctly, you stand a chance of not answering their question
and also losing a potential consumer.
Programming your chatbot so that it asks the
right questions helps you to then
directly target your audience, knowing what they are thinking.
If questions arise like, ‘
How can I apply for a job?’, you can create a vacancy page on your website to redirect the website traffic. The question that is asked helps you to get insight into
who your consumer is and
what they need from your brand.
*Image sourced from Pexels