5 Ways AI Will Transform Mobile App Marketing

Artificial Intelligence is the future of mobile technology. All companies are embracing it, from the bigwigs at Google to smaller start-ups back here in India. In the past couple of years, the world has seen some major breakthroughs in the field of AI. Artificial Intelligence, as the name implies, is the simulation of intelligence by a machine, usually programmed in by humans. We have already seen companies like Facebook target ads using artificial intelligence, Google provide AI enabled search results and Amazon and Flipkart use AI supported product recommendation.

Mobile App makers too can leverage this technological advancement to their benefit. By using Artificial Intelligence in their products and apps, they can create a more intuitive experience for their end users.


5 Ways AI Will Transform Mobile App Marketing


Automated Reasoning: Used to understand multiple aspects of reasoning with the use of computer science and mathematical logic. This helps customers use the app faster and in a more efficient manner. Using AI, apps can now be programmed to have certain human-like abilities without any human intervention at all. This enables apps to give a more personalised user experience rather than a traditionally static experience. Navigation apps like Google and Apple Maps, already use Automated Reasoning to determine what is the quickest or easiest way to get to a destination. This also takes into account traffic data and usually how much disruption that particular road sees at that time of the day.

Understanding Purchasing Behaviour: Once app-makers start considering ways to increase revenues from their apps, they realise up-selling to their already existing customer base is a lot easier than acquiring new customers. However, app makers must beware that simply sending reminders and notification for any and every new product are almost certainly going to annoy customers enough to delete the app. This is where targeted marketing comes into the mix. This is quite a daunting task considering the loads and loads of data that must be processed, however, by understanding purchasing patterns and selling on the basis of that is worth it. Plus, AI makes this task a lot simpler.

Accurate Recommendations: A recent study found out that over 80% of all users uninstall the app within 90 days of downloading it. Primarily, this is because app makers forget to put in relevant and existing content on a regular basis. Users today desire a personalised and customised experience that is only for them. Otherwise, they are quick to abandon your app for a competitor’s. With the use of AI, you can make sure you understand your customer. What his/her behaviour within the app is like, what they click on, what they like and what they don’t. Using this you can create an experience within your app that is tailor made for that particular user. Apps like Netflix and Amazon Prime use this quite well. They only recommend videos that AI predicts a user will like. This way they ensure users spend a lot of time within their apps.

Creative Content Writing: Content writing is an often overlooked but crucially important part of a wholesome customer experience. All the content on your app must be carefully and resourcefully written. This often requires a lot of background research and thought put in the content. With AI, you can streamline the whole process. And other app developers are using it too! It is believed that by the end of 2018, over 20% of all app data will be written using AI.

Social Media Campaigns: Using Artificial Intelligence, marketers can optimise their social media campaigns. They can search for the frequently used words, phrases, and statements with which marketers will get to know what kind of products audience are looking for and interested in. This analysis helps marketers to know what is helping and what is not. The visual search tools help to determine the colour, hashtags and keywords which are influencing the customers.

While AI does have its limitations, an inability to discern between data sets and its excessive reliance of often incomplete or false data. It is certainly going to play a significant role in the future of app development. It provides app makers with the confidence they require to ensure they are delivering the correct signal, to the correct user, correctly.