The notion of computers understanding human speech used to belong to the realms of science fiction. But it has become a reality in recognition of developments in artificial intelligence (AI).
A branch of AI that allows computers to learn and understand human language is natural language processing. Digital marketers are using it today to evaluate consumer intent and maximize customer engagement in ways that were not possible in the past.
How NLP works
There are large quantities of data today that can be mined for valuable knowledge. Unstructured data consists of a large number of such data, including emails, photographs, audio, social media posts, text messages, etc.
According to FourCreeds In order to find patterns, computers can go through data and analyze it but the problem is that machines find it hard to understand human language. Intonation, meaning, grammar, syntax, etc are bound together by almost arbitrary rules.
To recognize a speaker’s purpose, NLP uses algorithms to teach a computer. Based on the examples, the algorithm is trained. Historically, when reading human language, the algorithms were very poor, but they have improved significantly. Now you can also find a chatbot that operates based on natural language processing when you open a website and can understand and answer your queries.
As interactions can now take place between humans and machines, many things have gained, and automated text summarization, entity recognition, speech marking, and subject extraction are some examples of natural language processing.
Applying NLP in Digital Marketing
One of the first conditions for using NLP is to have systems in place that can take advantage of the knowledge and systems that can move it to other tools that can use it to take action.
Coming together, NLP could run as a spam philter, a spell-checking app, a translation tool. Or a chatbot behind the scenes. Sentiment analysis, which can provide them with actionable consumer feedback, is an NLP feature that is possibly most useful for marketers.
Assume you’re talking to a friend about a product you’ve ordered. Sentiment analysis has progressed enough that it can not only offer insight into what you think about the object. But also how you feel about it.
In marketing, the bulk of the use of NLP revolves around social media. A mainstream feature allowed by NLP is social listening. The technology is used to scan through millions of references to a given subject. To pick out the most important ones, and to describe the overall feeling’ about the subject, i.e. Positive, neutral or negative, whether it is.
Marketers recognize that not all comments are positive, and NLP will help to find negative comments. To minimize any negative effects, advertisers can then resolve these. Similarly, sentiment analysis will help advertisers recognize individuals. With a strong intention to buy in order to take the appropriate measures to make them aware of their brand.
Some NLP-enabled apps concentrate on particular sites for social media, and others such as Hootsuite, are integrated into social media management apps.
Search engine optimization (SEO)
In order to boost searches, Google BERT is the newest Google algorithm update that leverages natural language processing (NLP) and machine learning. How do these affect brands and the content they create in the future?
Any content that is reliable, well-written, and important will rank well and a boost may be seen by brands. That has already produced high-quality content. It is important to ask the questions that an audience would ask while creating material. And then continue to answer them.
Voice shopping’s popularity continues to grow, and when people use voice to search. They use longer sentences than they would use when doing a text-based Google search. This means that in written material, different keywords and long-tail key phrases become important.
Writers have been able to use NLP in real-time for a while now to examine content as it is being written and get feedback to improve it. Average writing can be highly optimized in this manner. Market Muse is an intelligence and strategy platform for AI content. That promises to be able to change the way you research, prepare, and craft content.
Customer experience and marketing are not the same but they are closely related. For overall business performance, stress-free customer experiences are vitally essential.
The customer experience can be enhanced by improving the performance of chatbots using NLP. Chatbots will respond around the clock to queries; they are impartial and never in a bad mood. They can handle basic questions, and people who can answer them are passed on to others they can’t deal with.
Customers must be able to easily access the data they need and communicate naturally with these resources that can assist them. For instance, automated categorization and tagging of customer service tickets based on sentiment analysis. This is a way for businesses to ensure that they first address the most important inquiries.
Email marketing is still useful, and it can help increase its ROI even more by using NLP. NLP may, for example, calculate how often users respond to certain keywords. Also, what content attracts new users, and which headlines perform best for individual users.
When combined with targeting and marketing psychology, chatbots can also deliver major marketing advantages in terms of conversions and sales. When they began using a Facebook Messenger chatbot, Enki, instead of a typical boring’ gift bot, retailer Asos found that their orders increased. They encountered more customers and saw a return on investment of 250 percent.
To accomplish a specific task, many new NLP-enable apps use actionable data. In future years, the degree to which businesses step into using them can affect how NLP impacts digital marketing.
NLP-powered tools are constantly changing, and keeping an eye on those that are made available is critical. They provide some of the most realistic and exciting applications of Big Data available to marketers today. Regardless of whether you are a small or large company or what you are selling.