In this article, we go into howartificial intelligence can improve the ROI of an inbound marketing strategy.
The aspects on which it can intervene are mainly 3:
- segmentation and profiling
- Machine learning on similar users
- Automatically propose the right content to the right users.
If you want to learn more about user segmentation and profiling read this in-depth study.
Also, don’t miss our new column, User Profiling Pills!
In this article we will try to investigate how we can automatically propose the right content to users, thereby improving the value generated by each article produced.
The right items shown to the right user at the right time
In a normal process, the choice of content to propose to the user is defined by the marketing manager, who determines at the table which content to propose to which buyer’s person at the different stages of the funnel in which that person is.
Over time, however, several inbound campaigns for the same buyer’s persona will have developed, and inevitably the old articles will be “overtaken” by the new ones, thus unjustifiably losing much of their visibility. While it is indeed true that, for organic acquisition purposes, old articles will continue to play an important role, their use will not be optimized.
It is in this case that AI will be able to choose for us the best items to propose by being able to rely on the analysis of the behavior of similar users and automating the personalization of the pages of our site.
The buyer’s journey is virtually never linear, and even then it is theA.I. that will automatically suggest the right items to the right user at the right time in the funnel.
Therefore, the result will be greater relevance to the consumer, who will see us as extremely specialized in meeting their needs!
A.I.: a strategic choice
Relying on an A.I. engine to customize your website and communications is a strategic choice in many ways:
- improve the ROI of your editorial production
- Always propose the best article to the user
- automate the process while managing to save several resources.
But how many items should I produce and how do I choose the best ones?
Contrary to what might appear at first glance, this mode will not require you to produce more content than you have done so far but, on the contrary, allows you to maximize the investment made in content production.You will then have the opportunity to make the most of it and, with a proper attribution model, understand how much value they bring you in terms of conversions.
In addition, you will no longer have to worry about customizing the content of the pages so that they do not appear static over time since this activity will be completely delegated to your marketing personalization platform and its artificial intelligence engine.
