How NLP helps in Digital Marketing?

What is NLP Natural Language Processing?

Natural Language Processing is a bridge of communication between humans and machines. Simply put, it is a technology that allows devices to communicate effectively and appropriately with humans.

This form of Artificial Intelligence allows Alexa and Siri to understand and follow human commands. It also enables Google, Amazon, or YouTube to find search intent/search results despite grammatical and spelling errors.

NLP dates back to the 1950s when Leon Dostert, a linguist at Georgetown University, primarily used it on IBM 701 computer to translate Russian to English. For over 70+ years, it has advanced into a separate science to communicate between machines, software, technology, and humans, and it continues to evolve exponentially.

Natural Language Processing has evolved into a high-value tool in the digital age. For digital marketers, NLP is invaluable as it helps them access the best of their audience's data, preferences, interests, and habits.

Digital Marketers would like to retain positive long customer relations with the help of NLP, where the machine learns and updates itself via real-time interactions with consumers.

Chatbots are one such example. NLP can help marketers obtain IP-related digital footprints of the various digital mediums and other relevant data. It allows marketers to plan their marketing strategies with greater efficiency. For marketers, therefore, NLP can be a game-changing strategy.

However, NLP is different from Artificial Intelligence and Machine learning. Let's look at the difference between these three.

Difference between NLP, AI, and Machine Learning

Artificial Intelligence is a broader umbrella that covers all three concepts. Let's see how these terms differ from each other.

Natural Language Processing breaks input language into vectors with text vectorization. Let's have a look at how this works.

How NLP Works?

NLP uses "text vectorization," a process in which input language text is broken into smaller chunks known as vectors and converted converted into a machine-readable format. The most common text vectorization is a Binary system represented by 0 and 1. Some other numeric representations used in text vectorization are Bag of Words (BoW), L1, L2, and Word2Vec.

Machines use their algorithms to identify and process language rules. Computers generally use two types of analysis, namely Syntactic analysis as well as Semantic analysis.

Syntactic Analysis

Here the machine compares input language with basic grammar rules. It connects the patterns to understand human input without any biases. Further, it separates the irrelevant patterns to avoid any misunderstanding.

Semantic Analysis

Here the system involves the actual meaning associated with the language input. It uses algorithms to understand different connotations and interpretations for words and sentences. The machines try to understand a language as intelligently as humans. They provide context to the computers so they can come up with better responses to any query.

Presence of NLP in Daily life

In today's digital world, NLP is everywhere, an ever-present force in modern technology. It's present in homes, offices, cars, and public places. NLP is present in:

1. Online transaction tools.

2. Smartphones talk-text function The way people call "Hey, Alexa / Siri," and it responds.

3. Emails Ever wondered how emails get sorted into "Primary", "Social", and "Promotional". When one writes an email, it auto-suggests words and corrects grammar

and spelling.

4. Visual Voicemail, where NLP works to help users read their voicemail instead of listening. A typical example of NLP at work is when a person checks out a product on an e-commerce site like Amazon or Flipkart, and it starts popping across their social media accounts.

How is NLP Giving a Boost to Digital Marketing?

NLP's ability to analyze, predict and auto-suggest the language input by the target audience helps marketers understand the former's interests, needs, preferences, and likable actions.

It can thus enable a digital marketer to attract the right audience and convert them into happy customers with the correct strategic planning and tools like NLP.

Right keywords and hitting on the nail content can bring 10X clicks and higher conversion. Most SEO experts and digital marketers use these hacks to have exponential conversions and boost sales and revenue.

Let's dive into how NLP can help digital marketers play their game to their true potential.

Enhanced Leads

In 1966, the first chatbot named Eliza was programmed by Joseph Weizenbaum. It could converse in a limited capacity. However, in the age of digitization, countless websites use chatbots.

Chatbots harness the power of NLP to have human-like interactions/conversations.

NLP works like a magnet here; it can have small conversations, answer specific pre-determined queries and thus convert leads into happy customers.

Chatbots provide customers with personalized attention, making them curious about a product. They also release the load on front-line managers to respond, thus increasing employee efficiency. If a customer-facing website doesn't have a chatbot, it may lead to revenue loss.

Personalized Analysis

NLP lets marketers know about audience reaction to their content. They, in turn, use this knowledge to gauge the responses based on audience behavior patterns. Marketers can determine what their TA likes or does not like by tracking and analyzing the language used to respond.

Keywords are King in the Digital World

Targeting the right keyword is the best way to reach potential leads. Right keywords help a brand to rank better in SEO, resulting in improved reach, impressions, CTRs (click-through rates), conversions, profits, and brand recognition.

NLP is the best tool for any digital marketer to skyrocket their career and be a game changer. They can apply several permutations and co-relations with variations of keywords and know well in advance what kind of content will be likely welcomed by their TA and what will not work.

Digital Marketers need to work not only on the keywords but also on the sub-keywords to know the variations that arise in search engine responses.

Revenue Acceleration by Producing Hard-hitting Content

NLP can extract data from social media audiences to accelerate revenue. Essentially, it extracts the right keywords and creates the right content to maximize engagement and leads. Appealing and hard-hitting content can effortlessly reach a wider audience.

Most likable content is the one that strongly resonates with any company product and its creative connection with the current event. When content is appealing, it works like a magnet to attract more leads and conversions.

Leverage on virtual assistants to expand TA

Alexa, Siri, and some other smart products are used widely by Gen Z and millennials. Research says 65% of 25-49-year-olds interact with their smart devices at least once daily. According to the estimation, more than half of online searches will use voice in a year or two, making voice an essential platform for tomorrow's marketers.

Voice inputs often find regular usage in the daily lives of countless individuals globally. Savvy digital marketers know how to leverage these virtual assistants using NLP to find out personalized consumer data that fits with a brand. Providing marketers with the relevant keywords, these virtual assistants help marketers reach out to potential leads.

Conclusion

Being a branch of Artificial Intelligence, NLP is a great power tool for digital marketers. It can help them expand their reach and generate massive leads.

One of NLP's most significant achievements is helping businesses hold conversations with their customers 24x7. And not just one; they can simultaneously hold hundreds, even thousands, in almost any language. And all this has been made possible by AI, which works on NLP. Imagine if all of them are sales conversations; how much revenue do these businesses generate using the power of AI?

When combined with other tools like social listening, NLP can help analyze consumer sentiments. This strategy allows marketers to position their products for optimum sales.

Interested in rolling out Artificial Intelligence into your digital marketing efforts? To know more, do reach out to our consultants at Cogent Infotech.