Understand the value of Natural Language Processing for Marketing

[shammis606]

If you're looking for new ways to maximize the impact of your company's digital marketing efforts to drive more customers, profits, and growth, you can look no further than natural language processing (NLP).

In short, NLP — or NLP, meaning “natural language processing” in Spanish — is the overseas chinese in uk data technology that allows computers to make sense of human language .

That is, it is what makes it possible for a virtual assistant like Alexa to play your favorite song when you ask it to or turn off the lights when it hears your voice.

And the fact is that today's world has easily integrated the use of NLP to make tasks faster and more enjoyable for users.

But how can you use natural language processing to improve your company's digital marketing practices?

If you want to know the answer, we will explain below:

What is natural language processing?
How does natural language processing work?
Is NLP present in our daily lives?
How is natural language processing used in digital marketing?
Conclusion
Let's get started!

What is natural language processing?
NLP is not a new concept; in fact, preliminary studies of NLP were conducted during the 1950s.

And, simply put, natural language processing is the technology that enables machines to communicate with humans .

However, in the 70+ years since its inception, NLP has become more than just an exciting new way to input information into computers and other technological devices – it is now not only an invaluable tool that enables machines to understand human language, but also evaluate the information they receive .

And it is in fact the type of artificial intelligence that allows Siri, for example, to understand your questions or that allows Google to offer you relevant search results, even when you misspell some words.

Because of these advancements and more, NLP has emerged as a valuable asset for digital marketers and a wide range of other marketing professionals.

After all, the more information you gather about your audience's preferences, interests and habits, the easier it will be to offer them your products or services and get them to buy them.

What is the difference between NLP, AI and Machine Learning?
These terms represent unique concepts within the world of artificial intelligence, and their differences lie in the following:

Artificial intelligence
AI encompasses a broad range of technology that enables computers to develop intelligence , usually through problem solving.

Artificial intelligence algorithms have the power to help machines engage in decision-making tasks .

In addition, AI has the ability to sort and analyze data in real time to inform decisions that can be made.

Machine learning
It is a branch of AI that allows machines to progressively improve their accuracy through evolving algorithms and data.

For example, Machine learning makes it possible for a computer to beat you at chess or for a Tesla vehicle to drive itself.

This technology is intended to mimic the learning process of humans, constantly adapting to improve itself, make intelligent predictions, and discover insights.

Natural Language Processing (NLP)
It is another branch of artificial intelligence that helps computers understand human language.

One of the main functions of NLP is to receive spoken language input and convert it into a written format; or it can also be used to process written language input, such as a Google search.

Even if a word is misspelled, it allows the computer to understand what you probably meant and produce relevant results.

How does natural language processing work?
NLP is achieved by breaking down the input language into small pieces that can be processed, analyzed and given meaning by vectorizing text.

Text vectorization transforms language input into something the computer can understand.

The computer then uses algorithms to identify and process the rules of the language, such as the tendency of an adjective to precede a noun in the Spanish language or the fact that a word can have multiple different meanings.

In order for a computer to understand a question or command spoken or written in human language, it must use what is called syntactic and semantic analysis . But what are these about? Let's take a look!

Syntactic analysis
This type of analysis helps machines compare classical grammar rules with users' language input.

With syntactic analysis, the computer can begin to identify patterns that are understood in human language, as well as those that do not make sense.

Semantic analysis
On the other hand, semantic analysis involves the actual meaning associated with language input.

It uses algorithms to track interpretations of different words as well as sentence structures. As a result, the machine can understand language in the same way humans do .

Semantic analysis provides context so that the computer has a better chance of providing users with an appropriate response based on their input.

Is NLP present in our daily lives?
Yeah!

In today's increasingly digital world, natural language processing plays an important role in the daily lives of many people.

And the sheer convenience that natural language processing provides makes it an ever-present force in modern technology .

Whether you know it or not, chances are NLP is present in your home, your office, your car, and the list goes on.

To give you an idea, some modern examples of natural language processing include online translation tools , the text-to-speech feature on smartphones, and the ability to say “Hey, Siri” and ask any question you can think of.

However, this is just the tip of the iceberg when it comes to NLP in everyday life. Have you ever wondered how they make your emails automatically sort into different filters, whether it be “Social” or “Promotional”? NLP has the power to analyze your emails and determine where they belong.

Another example is predictive text , which can appear while you're writing an email or text message.

Your computer or phone's ability to predict what you're most likely to say next is based on its ability to process and analyze previous language input .

Furthermore, NLP is present in any digital function that requires a machine to process or understand language.

When you use the “ Visual Voicemail ” feature on your phone—the one that allows users to read voicemail messages instead of listening to them—natural language processing is at work.

How is natural language processing used in digital marketing?
The ability of natural language processing to analyze and predict language input reveals a wide range of information about users' characteristics, interests, needs, and preferences.

For digital marketing specialists, this is very valuable information because it helps identify a company's target audience , while also helping to optimize marketing practices to convert this audience into repeat customers.

In this way, NLP makes it easier for digital marketers to achieve a number of goals, whether it is producing more effective content or choosing the best keywords .

Now, to give you a clearer idea, discover below the ways in which NLP can be used to improve your company's digital marketing efforts.


Capture leads more effectively
Thanks to chatbots , natural language processing has the power to attract potential customers and ultimately convert them into repeat customers.

So if your company's website doesn't have a chatbot with NLP capabilities, you're missing out on a significant amount of potential conversions and sales.

Chatbots are extremely useful because they give prospects the personalized attention they crave . Plus, because they can use NLP to understand and respond to customer queries, there's no need to have real, live assistants on the front line of your website.

In this way, and with the ability to refine automated responses and train the machine to distinguish the different needs of customers, NLP can save you time, money and frustration with your website.

Measuring your audience's reactions
As a digital marketer, you spend a considerable amount of time evaluating your audience's reactions to your content.

And, as is well known, if the content works well, you get high levels of engagement and an increase in conversions , thus establishing a standard for the content and future objectives of your company.

While poorly performing content demonstrates what isn't moving your audience, which is incredibly important to know as well.

But how does natural language processing help here? It's very simple, and this technology makes it easy for you to determine how your audience feels about your content by tracking and analyzing the language they use to respond to or describe it.

Invest in the right keywords
Any experienced marketer knows that success in today’s digital marketplace depends on being able to identify the keywords your audience is searching for.

And by using the right keywords in your content, you are likely to rank better in search engine results , which ultimately leads to higher conversions, profits, and brand recognition .

For its part, NLP has proven to be an irreplaceable tool in helping digital marketers choose the perfect keywords to attract their audiences .

This is because it allows them to check what kind of results variations of related keywords generate.

For example, the search engine results page (SERP) will look very different if you search for “ advertising ,” “advertising courses,” or “what is advertising.”

So you need to know these kinds of subtleties to choose the mix of keywords that best responds to a search intent .

seo guide
Producing compelling content
Just as natural language processing allows marketers to track the best keywords for their audience, it also proves to be a valuable asset for content creation .

It's well known that the most successful content captures prospects' attention by referencing current events, responding to prospects' needs, and generally staying relevant in a chaotic marketplace.

And NLP can help digital marketers maintain a constant conversation with their audience .

This can be accomplished by tracking the hottest topics or by conducting a content audit to see what's missing from your arsenal.

So, with NLP, you can ensure that your content is never out of date .


Expand your audience with virtual assistants
Virtual assistants are a part of many people's lives, and they currently come in the form of home assistants such as Alexa, Siri, or different types of smart speakers.

Therefore, using NLP in your digital marketing practices means expanding your audience, as virtual assistants will help you achieve this.

This is because they give you highly personalized access to consumer data , which in turn helps target your content to a more appropriate audience.

Additionally, spoken requests to virtual assistants can provide a variety of relevant keywords that allow marketers to focus on their target audience.

ebook chatbots
Conclusion
Being one of the many branches of artificial intelligence, NLP is an impactful tool that enables digital marketers to better serve their target audiences and expand their reach.

In fact, it can be used to boost conversions , find relevant keywords, and perform sentiment analysis among prospects, among many other applications.