How can brands use Natural language processing, or NLP, for marketing strategies? Is it possible to use it properly, practical and helpful way?
The answer is absolutely yes – and we are going to see how we can do it in this article.
Shall we proceed?
What is Natural language processing?
In the last few weeks, you have probably started to better know NLP, or natural language processing, through our blog.
NLP is a subfield of artificial intelligence that focuses on interactions between computers and human language to make machines better understand what we tell them – both written and spoken language.
It is a field study from 1950, even by Alan Turing. It is one of the most critical elements when it comes to using artificial intelligence and interaction with machines.
Moreover, it is a vital asset for branding and marketing strategies, which we are going to talk about – and most importantly, with several examples that may help you use it in your daily tasks.
[Smart tip: Don’t you know how to start? Give us a call!]
Why should brands adopt Natural language processing for marketing strategies?
You know we are big fans of artificial intelligence when it comes to marketing, and NLP is one of the oldest and most known applications in several fields. It could be enough, but let’s be more specific than that.
Marketing strategies are more and more customer-oriented and automatized, a combo that fits perfectly with natural language processing and artificial intelligence in general. Language is still one of the most critical assets we use to communicate, even with bots, and having the capability to analyze is a considerable asset.
It can improve customer strategies, customer knowledge and way more! Are you sceptical? Let’s see some examples.
Three (+1) ways brands can use NLP in marketing.
Copywriting and content marketing
It is a significant point. NLP for content marketing can help your brand in so many ways!
For instance, let’s begin with the kind of content you would like to produce: is it interesting for your target audience, or is it just a manager’s fixation? NLP can help you find out by analyzing different keywords from your audience’s conversations (it will give you several other hints, but we will discuss it in a minute).
Moreover, it also boosts SEO because it helps select the most relevant keywords to use as a base for several kinds of content.
It may be one of the first uses of natural language processing that comes to mind. Sentiment analysis is the capability of algorithms to pick words and sentences about a topic or a brand from several sources – let’s say, social media posts and comments, reviews, forums and more – and categorize them as positive, negative or neutral.
It is an analysis tool that takes lots of advantage of the language and the context, which is precious to determine how a brand is going in its clients’ minds.
It may be a great chance to discover what’s not working on the actual processes and change them to make them more likeable for the audience.
Branding and marketing research
Marketing research is fundamental for branding, and we know it. However, how is NLP a part of it?
It is because of NLP’s great help with sentiment analysis, as we were saying a few lines above. NLP not only can give you data about the sentiment, but you can use this data to improve your strategies. Remember that not knowing what your audience thinks of you is the best way to run blindfolded and act without really knowing what you are doing.
NLP creates a more complex and analysis-friendly context for reviews, thanks to sentiment analysis. Which words are the most common in the worse studies? Why does it happen?
Insights are precious to improve your business knowledge and brand analysis.
Extra: Customer service and chatbots
We couldn’t finish this list without picking one of the actual uses of NLP in marketing: chatbots and virtual assistants.
It is a theme we discussed several times on the blog, telling you how important it is for us!
Chatbots and virtual assistants communicate with us thanks to language. They can help us with customer service and clients’ requests. To do that, they need to understand the language and answer in an intelligible way – and here it is, natural language processing at its finest!
We hope this article gave you some hints and fresh ideas on using natural language processing in your marketing! It may sound scary, sometimes even impossible, but using NLP for business is just a matter of time and mindset.
Once you have tried it, you will never come back again!
Do you want to bet? Tell us what changed in your brand and professional life once you started using it!