Every new technological trend is misunderstood at first.
The internet was a new trend back in the 80s. At the time, the general expectation from the internet was the role it would go on to play in streamlining interdepartmental communication in government offices and private corporations.
Of course, we now know how the internet beat all these expectations. It is never easy to look at a current trend and predict its impact in the future.
One current trend that occupies the imagination of the technophilic public is artificial intelligence. We all have seen movies and read blog posts that paint doomsday scenarios of a future with artificial intelligence.
Is it all bad? Not really, and at least not for now. We are still not close to a situation where artificial intelligence can truly effect great change in a major vertical.
But first, let’s get out definitions right.
What is artificial intelligence?
There seems to be a lot of confusion regarding artificial intelligence. A lot of advanced innovations we see today such as self-driving cars and intelligent voice assistants are seen as products of artificial intelligence.
This is a flawed view. These advanced innovations represent the highest standard of operation modern computers are capable of.
It does not reflect artificial intelligence.
What is artificial intelligence? By definition, it is a technology meant to simulate human intelligence.
Let’s take the example of voice assistants. Voice assistants today are programmed to operate based on human command. AI-powered voice assistants will be able to predict user patterns and make decisions on their own behaviour accordingly.
Impact on mobile app marketing
Our area of interest lies in studying the impact of AI on mobile app marketing. There are many mobile app analytics tools that provide automated analysis on key marketing segments. Given the current high standard of app analytics, one can only imagine how much more app marketing would be streamlined.
The following sections provide a glimpse on the impact of AI on mobile app marketing. Anyone building an app from scratch or using a free Android app maker will find the points below of great use.
#1 – In-depth analysis of user data and target audience
The first change AI will bring right off the bat is in-depth analysis of user data and target audience.
We currently have automated systems that provide powerful insights. However, they cannot make connections between user behaviour and marketing choices to the degree an AI eventually could.
Entrepreneurs and companies need app analytics for two main purposes – adding new app users to the mix and retaining the existing user base.
High grade data analysis with the help of artificial intelligence will enable companies to see patterns they couldn’t find earlier. New areas like algorithmic ecommerce will become commonplace as companies will understand their customers and users at a very deep level.
#2 – Automation of repetitive tasks
There are many parts of app marketing that are very repetitive. Consider ASO as an example. How much time do marketers spend pouring over keyword data and updating meta fields?
What if an AI could do this job? What if it could decide when to update the app description and when to leave it as it is?
A lot of marketing time goes into experimentation. Marketers try out different things until they identify the right course of action. An AI would be able to automate this phase of trial and error and point marketers in the right direction.
Furthemore, other repetitive tasks such as keyword research, social media sharing, and email marketing will all become automated. This will allow marketers to focus more on overall strategy and content.
#3 – Personalized content delivery
We covered the deep insights a technology like AI could provide marketers with. Some of these insights will doubtlessly find a way to influence content delivery.
Right now, marketers play a guessing game when it comes to content. They take into account insights from app analytics reports. However, the inherently subjective nature of content makes it difficult to pinpoint a specific pattern.
These patterns will become more visible with the influence of AI. Companies will be able to provide app users personalized content.
Social media platforms have already made major strides in this direction. Social media feeds these days are very personalized and manage to generate a lot of engagement. Such a level of personalized content delivery will become common with AI-powered content analysis.
Besides in-app content, marketers will also be able to use personalized content to improve other verticals. Social media, email marketing, and SEO are all linked to content.
Each of these tenets of marketing also help in enhancing app downloads. Thus, personalized content delivery will have a much wider impact on mobile app marketing than many can currently imagine.
Let’s assume you have a blogging app. You created the app with the help of a WordPress to app builder for Android and iOS. Delivering personalized content to your users will skyrocket some of your key app metrics. It is an opportunity you cannot ignore.
#4 – Revamp customer service with chatbots
Customer service is a key component of mobile app marketing. Bad relations with app users inevitably lead to problems in marketing. An effective customer service system is a direct way of creating goodwill with the user base.
Chatbots are a relatively new addition to the world of technology. There main use lies in communicating with customers in an automated environment. Since customers generally have a fixed set of queries, an automated system is ideal for such a situation.
AI will help revamp customer service to the point where chatbots will be able to spot and remedy the issues a user is facing.
#5 – Strategic insights
Most app marketing strategies today are based on instinct. Companies keep doing one thing until it stops working and they try something else.
An artificial intelligence will streamline this part of marketing. It will nullify the current tact of relying on instinct and force marketers into basing their decisions on pure strategy. Whether this means providing competitor insights to predicting market trends, every shift in strategy will come from a logical base.
This piece tries to sum on the role of AI in the future of mobile app marketing. All those creating an app from scratch or using an online app creator will find the points made here of great use.
There is no point in resisting big changes technologies like AI bring. Marketers naturally need to adapt and become better at leveraging these new changes and deliver upon their promise.