The Business APAC HR Tech Exclusives of 2019 March 2019 | Page 40

Industry Insights
easier. They simultaneously learn from the frequently asked
questions from potential buyers and ease their search for the
product or service they are looking for. The ability of ML-
powered chatbots to immediately answer open questions is
an example of customer service. Furthermore, these bots
use natural processing of learning and machine learning to
find the right answer. Along with that, chatbots can serve
customers 24/7 and retain their data. Importantly, unlike
human beings, they never lose their patience with
customers. Customers may get angry, but the bot can
always treat them well. Chatbots can respond to several
requests from different customers at the same time,
so waiting times will no longer be a problem.
learning is working, then the results will be shown in
business. Furthermore, measuring ROI (return on
investment) is a core concern for many marketers,
especially when it comes to new technology. There will be
an upsurge in the patrons. Therefore, with help from the
expert systems like ML, the seller can identify customers
faster and more accurately and generates leads easily.
Through enough data, it may even predict the type of offer
most likely to re-engage the customer. The businesses will
see higher revenues from upselling. ML can present
customized and relevant upselling opportunities with
higher response rates by leveraging data
correlation, reviews, product popularity,
customer behavior features, etc.
Similarly, using intelligent
chatbots businesses can
enhance the customer
experience and site searches
to increase product
discoverability. Hence,
innovative technology
provides us all with the
opportunity to develop a
more intimate and
valuable relationship with
customers and enables a
richer, more engaging
experience.
Generate personalized content for
marketing
It would be a challenging task
to generate engaging content
for online marketing
campaigns—especially if
they are personalized and
consumer-centric
campaigns. Typically,
pulling off a successful
campaign would take a
few months of hard work
and strategic planning.
However, it becomes easy
to develop natural and
creative content on each topic
with assistance from new AI-
based tools. These tools allow the
marketer to reduce the amount of
time they spend tracking on the
customers’ data, as well as enable them to
better decipher the customers’ data to create actionable
tasks that lead to campaign success. It’s important to
remember that this is also applicable to email marketing
campaigns as well. At present, it may seem like an
unrealistic thing, however with AI and Machine Learning
on board, it won’t take much time to launch such a massive
campaign with a high success rate.
Conclusion
The present world of intelligent
technologies and people have
started begin to work together to take
marketing initiatives to the next level.
Marketing products or services will no longer
be a tireless campaign to create, curate and share
information of high value. Instead, digital marketers will be
able to spread brand awareness in a way that’s more
efficient and personal than ever. Therefore, people need to
utilize the power of machine learning to improve their sales
and their marketing team’s capabilities. This, as a result,
can make a positive impact on their future marketing
development and relationships with clients.
Whether machine learning is working or not?
One of the most important questions that we should always
ask when evaluating or implementing new technology is
that it is worth it or how we know it works? If machine
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