Do you know what a consumer is?
You must be thinking, I am pulling your legs? Everybody knows!
But, do you know about consumer persona?
If not then you can visit our blog on “What is a Consumer Persona?”
Putting pressure on your mind, how is marketing persona connected to Deep Learning, and how Deep Learning for marketing is important?
Well, when we work on marketing personas, we need to know the behaviours of the people, and Deep Learning can help in the prediction of the behaviour, intent, and journey of potential consumers, and in churn rates.
As we know, marketing personas are the first thing we need to focus on before creating any marketing campaign. Predicting consumer behaviours and churn rate is just one use of Deep Learning for Marketing, but there are plenty of tasks that deep learning can perform in marketing.
Let’s get to the root of Deep Learning first then we will move ahead towards the use of Deep Learning!
What is Deep Learning?
Deep learning is a part of Artificial Intelligence. It’s an Artificial Intelligence driven technology that finds patterns in user activities, and based on that user data predict the further behaviour of users and optimize the marketing campaigns.
Artificial Intelligence, Machine Learning and Deep Learning have become known terms in the field of marketing.
Deep Learning and Machine Learning both are Artificial Intelligence driven technology. With the help of Artificial Intelligence, Machines can mimic human behaviour or intelligence.
Machine learning, a subfield of Artificial Intelligence, teaches computers to learn from historic data using different algorithms. Machine learning can be divided into two parts;
- Supervised Machine Learning: Learning with supervision or teacher.
- Unsupervised Machine Learning: Learning without supervision or teacher.
Last is Deep Learning, a subfield of Artificial Intelligence and Machine Learning. Deep learning is the evolution of machine learning. In this, Neural Networks (Models that are built to mimic the human brain) use a large quantity of data to learn from it and produce highly accurate output in the form of classifications, predictions, segmentations or clustering.
Deep learning is most popular because it produces highly accurate results. With this essence of Deep Learning, we can solve problems quickly and provide more optimized SEO. We can also predict the user’s behaviour and intent.
There are so many places we can use Deep Learning in Marketing.
How to implement Deep Learning in Marketing?
On the basis of benefits, you can predict how you can use Deep Learning in Marketing. Well, there are many ways to incorporate deep learning and get the best out of this marketing strategy.
Some of the most popular ways are;
Provide Deep User Insights
As we’re saying from the starting that deep learning can help in understanding users’ behaviour, search intent, journey and churn rates.
Want to know how Deep Learning provide Deep User Insights?
With the help of deep learning, you can easily identify if a business or individual can be interested in your products or services.
For looking at interested consumers, it can seek for the brand mentions, if some consumer has mentioned your brand that means he/ she is interested in the brand products and services.
In the same way, it can also analyse so many websites to identify your target b2b consumers in a blink.
So, at last, it can be the best way to use your marketing persona, and look for your potential consumers in a blink. It can take you to a deeper and more precise level of marketing.
We’ve discussed that if the brand is mentioned somewhere then we can identify it with Deep Learning. What if the brand is mentioned in images rather than texts?
How to identify our potential users then?
Well, Deep Learning also provides a solution to this problem which is computer vision. Computer vision is used in branded object recognition.
With the help of this technology, we can detect if our logos have been used in user-generated content or not and in other places. Computer vision allows the detection of logos on different scales, colours, and rotations. To be specific it is called logo recognition which can recognize logos in images and other types of materials.
Want to get to know about the buying intent of b2b and b2c consumers and understand their sentiments towards the brand?
If your answer is yes, then Deep Learning is your friend!
Determine What Types of Contents Need to be published
You know now whom you’ve to target. In a way, Deep Learning helps you narrow the targeting of your potential buyers.
Deep Learning can help you in content optimization and tells you the most optimal content to be published on your brand’s platform. To determine the optimality of the content it uses A/B Testing.
A/B testing is an experiment in which two or more content options are presented in front of the users randomly. After getting the statistical data, an analysis is done, and this analysis tells us which content option will be optimal to publish on the platforms.
It saves us from updating the less optimal content when we have the more optimal content option. So, we can get the most out of our content marketing strategy if we use the optimal content options on our blog.
Outstanding Tailored Conversational and Personalized Experience through Chatbots
Deep learning can provide your users with outstanding tailored conversational and personalized experiences. You can connect with your consumers initialising the communications with personalized messaging.
With the help of deep learning, we can learn consumers’ behaviour patterns. After identifying behaviour patterns we can use deep learning technologies to incorporate conversational and personalized marketing into the communication.
The Chatbot is the easiest way of providing a personalized experience to your consumers. Whenever any user enters your website, you can segment them according to their interests. And with the help of chatbot, you can provide them with marketing updates such as discounts, offers, or coupon codes in their interested domain. This way while providing a personalized experience you can generate a good amount of quality leads.
The chatbot is available 24/7. With the help of a chatbot, you can communicate with your users 24/7 and they feel connected with the brand whenever they’re interacting with your website. As we know if we’re not using a chatbot we’re losing a lot of consumers because most of the consumers want an instant reply. We can connect with the consumers with the help of a chatbot anytime and can reply to them instantly.
A chatbot is a way of interaction between a client and a business entirely scripted with the help of minimal natural language processing and deep learning. Most chatbots are used to hold basic and easy-to-solve conversations with your consumers.
Performance Advertising
Deep learning is used for performance advertising. Performance Advertising is considered when you deliver desired ads to your current and prospective consumers to build brand advocacy and target new potential users respectively.
This is possible by incorporating custom deep learning algorithms in advertising. These can adapt in real time and shows the ads to the right audience in the right place with the right tool and messages and at the right time. If we’re able to deliver the consumers what they are yearning for in real-time, it is called performance advertising. The businesses can also scale exponentially in no time and with no extra spending on budgets.
We can also automate PPC campaigns with the help of machine learning and reduce the churn rates. Automating the PPC campaigns allows the brand to scale without any human interference.
Even google itself has introduced such machine learning-based systems in google ads for smart bidding. The bidding on SEM becomes like child’s play after incorporating these systems.
As we’re running optimised advertising campaigns so the results would be great with improved conversion rates and return on investment.
Reducing Churn Rates
We’ve so far used the word “churn rates” many times in this blog. The churn rate is the prediction of the percentage of users who will leave the brand in a given period of time.
If we can know the consumers who might leave the brand, then we can target them by providing those customised offers and special attention.
With the help of Deep Learning, we can identify those consumers, and once we’ve identified them, we can target them.
This way, Deep Learning helps in reducing churn rates.
Strategy and More Optimised SEO with Heat Map Analyzation
We can optimise the website and SEO if we’re able to understand which portion of the website customers are giving the most and which one they’re giving less time. With the help of heat maps, we can keep an eye on the interactions of the users with the platform.
With the help of heat map tools such as Hotjar, you can determine where we need improvements in the web pages. These are the simple codes that will tell you which call to action customers have clicked and which ones he/ she left untouched.
If we can know where we need improvements then we can easily make improvements in the system. So, with the help of heat maps, we can improve the design, functionality, call to action, content and structure of the website and perform SEO and other marketing strategies more efficiently.
Benefits of Deep Learning in Marketing
As we know the essence of Deep Learning is to provide highly accurate results in a small span of time. So, with this speciality, it can make wonders in the field of marketing. Advantages of Deep Learning in Marketing are;
- Targeting and segmenting consumers
- Building Brand Awareness and Visibility
- Helps in Conversion
- Makes Marketing More Conversational and Personalized
- Predicting consumer preferences and Building Customer Loyalty
- Smooth communication with users
- Recognizing Speech for voice-enabled devices
- Tracking Movements and Attentions
- Auto Captioning Images
- Improves the Quality and Quantity of Data Analysis
- Avoid Routine Work and Automate Marketing Processes
- Identifying brand advocates and Encouraging Brand Advocacy
- Enabling Systems to Analyse More Data in a Short Span of Time
- Customised Website Experience
- Providing More Optimized Marketing Strategies and SEO
- Personalized Advertisements
- Increase Engagement and Reduces Churn Rates
We’ve seen the benefits you can get from implementing Deep Learning in Marketing. Now, let’s move forward and conclude the blog now.
Wrapping Up
We know now in what ways deep learning can help your brand in marketing and as the field of artificial intelligence is growing, the future of deep learning is so much bright. Deep Learning is the progression of machine learning. It builds recommendation that helps in recommending the goods and services a consumer will most likely buy. Deep learning can also predict the buying behaviour of the consumers and target those consumers with forecast targeting.
Deep learning can help you provide your consumer outstanding experience along with automating so many tasks in just a fraction of time. It can help in strengthening the business and making more efficient decisions for the growth of the business. Tools are the best friend for your marketing automation and deep learning is the key to achieving automation.
Do you want to make it part of your marketing strategies? If yes, then how?
Please let us know in the comment sections how you’re going to implement this strategy for your business!
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