NLP can transform your digital marketing

November 23, 2020  |  Aliaksandra Hancharova

Aliaksandra Hancharova
Expert
IBA Group

So much of modern life now happens online. We engage socially and communicate via our laptops, tablets and smartphones. We also use devices to discover new information, consume content, and shop. 

Technology even permeates our homes. Virtual assistants leverage Artificial Intelligence (AI) and Natural Language Processing (NLP). This enables us to interact with devices.

NLP technology gives intelligent digital solutions the ability to understand human speech as we talk naturally. These capabilities have greatly simplified modern life.

NLP has also made technology accessible to a wider audience. It does this by creating a human-device interface most people can use intuitively. It doesn’t matter how tech-savvy they are.

And with more people interacting online, brands can access new channels to engage, market and sell to consumers.

Uncover valuable insights

But effective digital marketing requires the right solution. It should analyze and extract relevant qualitative customer insights from structured and unstructured data and voice content.

Processing these massive data sets using NLP, inference engines and AI systems can identify why, when, where and how best to engage consumers.

By analyzing sentiments in websites, social networks, chats, and other media through tagging the text and identifying its tonality, marketers can gain real-time insights.

Sentiment analysis can provide insights into what people are saying about your brand online and how they feel about it. In this way, NLP can help brands determine perceptions among customers, target markets and other stakeholders – including both positive and negative sentiments.

Companies can then react or respond to complaints as they appear to boost customer satisfaction and protect their brand reputation. This ability is particularly important in an online environment where bad experiences and comments regularly go viral.

Furthermore, NLP solutions can reduce the costs and operational resources required to manually moderate online communities or networks. NLP-enabled solutions automatically moderate comments and can block the disclosure of personal information, insults and obscene language, and advertising.

Super-charge sales and marketing

Conversely, tracking positive sentiments can help to entrench brand loyalty, craft relevant direct marketing campaigns and uncover new sales or up-selling opportunities. 

NLP systems can also apply sentiment data to automate AI-based online actions. Integrating NLP with AI engines and machine learning enables chatbots, virtual agents and robo-advisors to engage customers via a text or voice interface.

This technology can off-load routine calls or queries from live contact center agents. This frees them to focus on value-adding or more complex engagements. These automation capabilities also boost operational efficiency and exponentially scales contact center capacity.

And as NLP technology advances, chatbots can increasingly handle a company’s frontline customer service and sales tasks.

For instance, NLP-powered chatbots are capable of solving numerous basic customer issues, which account for most call volumes. And chatbots can increase sales conversions by serving relevant recommendations to customers using NLP-derived insights.

Elevate customer service

Beyond sales, these capabilities help to improve customer experience by reducing contact center waiting times, while increasing query resolution rates. NLP-derived insights can also inform and improve live contact center agent customer engagements.

Other applications of sentiment analysis include competitor monitoring, competitive research, product analysis, and market trend tracking.

Ultimately, NLP solutions can maximize productivity, streamline operations, deliver insights and extract value from routine processes. Most importantly, NLP will increase a company’s competitiveness and relevance in the digital marketplace.

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