Machine learning is an application of Artificial Intelligence that enables computer systems to analyse, learn and improve from experience without being explicitly programmed.
Machine learning is primarily used in digital marketing to analyse the user behaviour and improve the user experience especially in ecommerce, mobile applications and websites. It is seen that the use of machine learning algorithms help to increase the conversion rates in ecommerce websites.
Marketing in an Ecommerce Website
Consider an ecommerce website with many products and their variants. An enormous amount of data is generated after each user visits and after completing each product sale. The data generated includes user behaviour while browsing the website, user’s name and address details during checkout, date and time of checkout, the purchased product details and discount details. Once the data is saved, it becomes an indicator or a pointer to identify the behaviour of a future customer or the same customer.
Machine learning algorithms start working when there is enough information to analyse and draw conclusions from that analysis. In winters, people usually buy products which help to withstand the extreme cold. So when a user starts browsing an ecommerce website (which uses machine learning algorithms) during the months November to February, the website automatically displays products which were sold during the same week or month of the previous winter season in that location in a similar price range. This is just an example; a machine learning algorithm considers many other parameters too. Most of the time the machine learning algorithm draws accurate decisions regarding customers. If there is any anomaly in the results and the user searches for some other products, the algorithm keeps track of that and tries to find a connection between the result and the customer behavior.
In this way, machine learning algorithms constantly learn and analyse the data it gets.
Advantages of using machine learning algorithm in the above ecommerce website are
1. Most of the time users of the website get the right products quickly.
2. No need to explicitly program the algorithm. It keeps track of the user behavior and reacts appropriately by itself.
3. Fast conversion means users can stay on the website for a minimum time. They do not need to browse for more time on the website. This reduces the burden on the server and it can serve more users with the same resources.
This is how machine learning algorithms help an ecommerce website in marketing and improving conversion rate.
Machine learning enhances the website’s user experience and personalises the customer experience automatically.
Content Writing Algorithms
Automated content writing for the web and day today lives is not a new subject. Many of the statistical or financial reports are being generated by computers, not analysts. AI powered machine learning algorithms can match the contents of your website with the contents of other websites which are listed on top of Google’s search results and tweak your content given from the insights.
Content writing is quite a labour-intensive task which needs good language skill and knowledge about the field. Content writing algorithms help small businesses to overcome these limitations and produce good contents for their business at a lesser cost. Is it possible to create too much personal and pertinent content by the machine learning algorithms? It takes time, but will happen.
Email Marketing
Email marketing is a part of content marketing. It is used to engage with the loyal customers and a useful tool for the customer retention. Earlier, marketing people sent emails to a list of customers who are on the sales list. Then software made it easy to broadcast emails to a group of customers in a single click. Machine learning algorithms make it so easy that it can deliver self generated, personalised content based on the customer behaviour at specific intervals without human intervention.
Automated Chatbots
Chatting with customer service people is going to be a distant memory as automated chatbots are creating an unprecedented leap in the customer relationship industry. The main advantage of automated chatbot is that it can engage any number of users and it ends the queue system. Definitely, this will improve the conversion rate and the chatbot system can be implemented at a lesser recurring cost compared to human labour.
Future of Machine Learning
As the algorithms evolve, the percentage of human involvement is minimising day by day. In the near future, machines will start from scratch without learning from previous data and without even feeding a single information with the system. Those businesses, which use machine learning algorithms will get a competitive edge on others as they can make decisions faster and easier at a lower cost.
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