How Can Businesses Make the Best of Artificial Intelligence in Smartphones?

Artificial Intelligence in smartphones is changing the way enterprises do business as well as the way they reach out to consumers. This is a trending new technology which has great potential and is impacting both B2B as well as B2C companies.  Let’s take a glimpse of how smartphone AI is evolving and bringing about changes in the business world.

It matters how intelligently a business is placed to live up to the technological advancements. Just recapitulate end user experience of ordering items online a few years’ back. If you would visualize something online which you like, you would most likely look for it in an actual physical store before you actually decide to order it. Technology has enabled businesses to make shifts in procurement and delivery mechanism, which has consequently made online purchase much easier than going to the store. Shipment fee is comparatively lower and the amount is worth it for the convenience of not having to travel all the way to find the item you are looking for. It's right on your smartphone screen now, just a click away, as attractive as the real piece.

Long-tail keywords are longer and more specific keyword phrases that visitors are more likely to use when they’re closer to a point-of-purchase or when they're using voice search. These are a little bit counter-intuitive, at first, but can be hugely valuable if you know how to use them. Managing long-tail keywords is simply a matter of establishing better lines of communication between your business and the customers who are already out there, actively shopping for what you provide. Long-tail keywords are used to target niche demographics rather than mass audiences.

According to analysts, long-tail keywords being asked to Alexa, Google Assistant or Siri are the most buy-ready and intent-based product inquiries. If you have read one of my earlier posts on war of the voice titans, you would know how the tech leaders like Amazon, Google, Apple, and others are working on enhancing capabilities of their respective AI Assistants, making them smarter by each day. Businesses are now struggling to come up with quick solutions which customers need when they are asking these questions to the AI assistants.

The enterprises that are succeeding today are building their entire marketing approach around these keywords. They are using long-tail-focused search engine optimization (SEO) techniques to show up in search engines and creating a user experience that guides the customer from seeking information to purchasing at the earliest possible. Companies are also investing in conversion rate optimization (CRO) to ensure they are converting the highest number of customers possible and remarketing campaigns to try to get back leads they have lost.

Technological advances in smartphone AI have driven the global traffic over to a mobile world in a big way. As per statistics, mobile traffic is now higher than desktop traffic across the globe, which led Google to announce that they will be shifting towards mobile-first indexing. This implies the mobile presence of an organization will now drive its SEO and CRO success as well as its bottom line.

A company website has to be mobile compatible, meet Google’s criteria as well as be user-friendly. Google catches what users experience and if that is a bad one, it may impact your website rankings. In a recent study, Google revealed that 61 percent of your customer will leave your mobile site if there are any problems or delay, and 40 percent said their next visit will be to your competitor's site. Enterprises who adopt a mobile-first and user experience driven business approach, will stay ahead in the race. Ultimately it’s the survival of the fittest.

Another approach that is being popularized by smartphone AI is Intent-based Marketing. Are companies clear about what their customers want, what they want to see and find when they land on the mobile site? Most organizations think they know, but they are not certain. Most importantly, their conversion rate suffers because they are yet to figure out their target audience's true intent when they load a page. Then the user leaves, dissatisfied and disappointed. The competitor company now gets that lead, and maybe the deal. Demographics are nice, but they don't tell you the entire story. You need to understand the intent to visualize the bigger picture. In fact, Google has said that marketers who rely only on demographics to reach consumers risk missing more than 70 percent of potential mobile shoppers.

The concept is quite straightforward. Give the audience their exact requirement or fulfill their expectations to the best extent, at the exact moment when they are looking at their smartphone to purchase it. However, understanding that intent to take appropriate action, is exceptionally complex.

Experts say, businesses are losing opportunities to micro-moments and they may not have the exact count or clarity on the reasons. A micro-moment is the brief half a second where a user has an intent to actually make a purchase from his/her phone. They can either feel compelled to hit ‘Buy’ or be dissuaded by one of two major things, their own objections or not a satisfactory user experience. How do you make sure you don't lose these opportunities? Paying attention to the minute details will gradually help.

Your smartphone gives you a very small screen and a limited amount of space to work with, so make every word matter, focus on micro-copy. These are the short words and phrases on your page that most companies don't give a second thought to. In a world of increasing smartphone AI, you need to use this space to address and handle any possible objections that your would-be customer has in that split second.

You can make your conversion rates go sky high by using some variation of these phrases right above or below the ‘Buy’ button. Businesses should also use this space to add a bit of social proof, or reassurance that this buyer is about to make a great decision. If you have an endorsement, testimonial or award, this is the best place/time to reveal it to the customer.

Also, be very mindful of the words you put on the button itself. Avoid the word ‘Submit’ altogether. Statistics reveal users hate it and it kills conversions. Also avoid words like ‘Register’ that may come off as too much of a commitment, if your user just wants to make a simple purchase.

If enterprises can make the best of Artificial Intelligence in Smartphones, it will act as a catalyst for business growth. It implies that you must understand your customers and also reach out to them at that very moment when they want to purchase something. Achieving these goals is an uphill task but very much do-able. If you understand that AI plays a pivotal role in the process, you will realize the need to integrate it into your business and reap the good results to your advantage. So, why wait, get going...