How Pure Language Era Can Assist Your Digital Advertising

You may know A.I. and what it can do. You may not know that there is a subset of these that play an important role in digital marketing. It's called Natural Language Generation, and it's more common than you might think.

One of the best examples of natural language generation is Google's Smart Compose. If you're using Google's email platform, you've seen this in action: as you type an email, Google makes suggestions on how to finish your sentence.

This is natural language generation at work.

Natural language generation has some incredible effects on your digital marketing campaigns.

Before we dive into natural language generation and how it can help your promotions, let's take a minute to explain what exactly natural language generation is and what it does.

What is Natural Language Generation (NLG)?

The definition of natural language generation is the “process of generating meaningful natural language phrases and sentences”.

Natural language is generated from your structured data. It converts your data into natural sounding text. It can also produce a large amount of written words that are much faster than the average person.

However, his skills don't stop there. Natural language generation enables existing text to be updated and automated. You can also use it to create:

  • pictures
  • Graphics
  • Numerical data

You can see why natural language generation is attractive to marketers. However, natural language generation is beneficial in a number of other sectors including:

  • Financial and data analysis: For reporting
  • Health care: Used to interpret data and generate medical reports
  • E-commerce and retail: Create accurate product descriptions and improve the overall customer experience
  • Journalism: Create and update news reports. The Associated Press and Bloomberg are just two organizations that use data to expand their coverage.
  • Logistics and travel: Keep passengers informed, write itineraries and translate texts into different languages.
  • Customer service: Allows chatbots to answer questions and send personalized emails for a more "human" approach.
  • The insurance, energy and telecommunications industries: These sectors have successfully implemented natural language generation to optimize their customer service, send invoices and generate reports.

If the forecasts are correct, natural language generation will be used even more in the future.

Natural language generation and the broader AI image

Now you know what natural language generation is and what it does. Let's take a moment to explain how it fits into the overall AI picture.

If you've read about natural language generation before, you are likely familiar with terms similar to natural language processing and understanding natural languages. These terms are often used in the same conversation as they all come under the umbrella of AI.

There can be some confusion about how these terms differ. We have therefore highlighted the most important differences below.

Natural language processing (NLP): While the purpose of natural language generation is to use your data to create text, the job of NLP is to process and read the language.

NLP can help too

  • Spelling corrections and grammar
  • Machine translation
  • Syntax and context

Understanding of natural language: Another term you are likely to come across is Natural Language Understanding (NLU). NLU analyzes text to understand intent and meaning. NLU enables:

  • Text summary
  • Spelling correction
  • Sarcasm detection

Then there is machine learning.

There you will find a variety of definitions. So let's take the definition from the MIT Technology Review:

Machine learning algorithms use statistics to find patterns in large amounts of data.

Machine learning can do much more than just process text. ML can also handle images, images and clicks. Without them, we wouldn't have Siri or YouTube.

Now that we've covered these key terms, let's take a look at natural language generation and its possibilities for your digital marketing campaigns.

How does natural language generation affect digital marketing?

Natural language generation has been with us since the 1960s, so it's not new. What has changed, however, is commercialization and wide availability. You may have noticed that there are numerous types of natural language generation software currently available.

In addition, natural language generation capabilities have changed recently, which means improved accuracy. The potential for the future of digital marketing is enormous.

From the first customer interaction with you to tracking and personalizing your marketing efforts, natural language generation can play a role at any stage.

For example, suppose you regularly employ a team to identify keywords, do SEO, create product descriptions, and analyze marketing data. With natural language generation, you can automate all of these tasks. Here are some other ways natural language generation can help with your marketing.

Create content

As a marketer, you know the importance of communicating regularly with your customers and potential buyers. It can help build consumer confidence, improve customer loyalty, and showcase your expertise. It also goes a long way in helping your brand grow.

Creating new content on a regular basis that engages your customers is time consuming and often costly. Natural language generation can solve this problem by creating keyword-optimized elements:

  • Blog posts
  • Web and landing pages
  • Newsletter and email content
  • Reports
  • General marketing content

However, it also helps in creating targeted content and enables teams to understand their data. Marketers can then use the information they need to create compelling, bespoke campaigns for greater success.

But the real beauty of natural language generation? All it takes are three simple steps:

  1. Prepare your data
  2. Prepare / use template
  3. Let Natural Language Generation choose your narratives and write your content

The Associated Press is a great example of how to make good use of natural language generation. AP uses natural language generation to produce financial reports and augment sports coverage, among other things. In addition, the Washington Post uses natural language generation to create hundreds of press releases.

Generate product descriptions

If you are an ecommerce business owner, you know the importance of well-crafted product descriptions in driving traffic to your website. However, it can be difficult to create large amounts of unique, SEO-focused content that matches the tone and voice of your business.

While you can only use the original descriptions provided by the manufacturer, they lack originality, which isn't great for SEO.

Imagine having a way to put your unstructured data in a template and let the writing do the writing for you?

Natural language generation can do that. It can convert your data into hundreds or even thousands of original descriptions that match your brand's voice.

With natural language generation, you can create thousands of automated descriptions that detail:

  • Weight
  • size
  • Key Features
  • Colours

Use a free natural language generation tool to get a better idea of ​​how this looks in practice.

Natural language generation General product description

You just type in:

  • Product name
  • The problem it solves
  • Advantages and functions
  • objection
  • Product style

Then click "Generate" and wait for your description to appear.

Write advertisements

With the ability to personalize and customize content, natural language generation offers great potential for writing ads. It's not just about putting words on the page, however. Natural language generation aids ad creation by helping you understand your audience and their intentions.

In fact, natural language generation is smart enough to adapt to a brand's audience, using the language and tone that are most likely to resonate with them – without sacrificing the creativity of your ads.

Another benefit of using natural language generation to create ads is that it can be mass scaled while sounding human and personalized. All of this makes natural language generation ideal for:

  • Online paid ad (Google, Facebook, Amazon, etc.)
  • Homepage
  • Individual customer offers

These are just examples. However, you should illustrate the possibilities for your digital marketing efforts.

personalization

Personalization is not a buzzword or a passing trend: it's one of the most important elements of a successful marketing campaign.

If you apply natural language generation to your marketing efforts, there are several ways you can tailor it to your customers, including:

  • Use natural language generation to understand individual customer metadata for marketing collateral personalization.
  • Improve customer loyalty by targeting products, services, and specials to your buyers.
  • Automatic updating and adaptation of content for individual customers
  • Reach a wider customer base through localization

These examples make it easy to see why brands are turning to natural language generation to personalize their campaigns.

Automated updates

Relevant content is critical to selling online and is critical to seasonal promotions. For example when you want to promote your Black Friday sales or when someone is looking for the Valentine's Day gift.

However, keeping your content up to date is a challenge.

Updating seasonal content is another area where natural language generation shines. For example, you can automate category pages aimed at specific buyers by having natural language generation create customized content so that it can be converted in a targeted manner and with a higher probability.

By automating and updating content by generating natural languages, you improve the overall customer experience and increase the likelihood of a sale.

Generation of subject lines

A good subject line is an essential part of your email. After all, this can mean the difference between opening your message or not. Natural language generation can take over your data and optimize subject lines to "speak" to the recipient.

Natural language generation can convey and personalize feelings, tones, and speech, helping to improve your email open rates. One example is the AI ​​technology company Phrase.

The UK-based natural language generation tool enables you to generate hundreds of effective subject lines. For example, when Virgin Holidays wanted to improve the customer experience and increase digital sales, it introduced Phrase to tweak the subject lines.

The result? A two percent increase in the open rate, which might not look like a huge increase, but was worth millions to Virgin Holidays.

If you want to harness the potential of natural language generation for your email campaigns, there are a few tools you can try:

First, Active Campaign has a free tool. Simply select a keyword category from the drop-down list, enter your keyword and hit the "Generate Subject Lines" button.

We used "headache" as a keyword and these are the suggested subject lines:

Natural language generation email subject

Automizy is another free tool. Subject lines are generated in three steps.

  • You copy and paste your email marketing content
  • Automizy takes your text and analyzes it
  • A series of subject lines will then be generated based on your copy.

From experience, we can say that the above tools may not be perfect. However, they do illustrate the potential and give you a starting point.

Automation topic generator tool for natural language generation

SEO optimization

According to the Marketing Artificial Intelligence Institute, there are several ways that marketers can use A.I. in SEO optimization. They introduced it in:

  • Discover keywords and create topic clusters
  • Optimize content for better visibility
  • Content analysis to find content restrictions
  • Create targeted content in real time
  • Write meta descriptions
  • Highlight pictures
  • Write outlines and titles for your content calendar

Using natural language generation can help marketers generate more traffic, generate more sales, and build their brands.

Conclusion

Natural language generation software has applications in a variety of industries. By generating natural languages, users can create personalized, automated text. However, the real strength lies in the adaptation to individual brand voices. This makes it an ideal way for digital marketers to build relationships with a specific audience.

Digital marketers can also create affordable, timely campaigns, optimize their ROI, and interact more authentically.

Despite what some people fear, natural language generation is not going to steal anyone's job. Rather, the generation of natural languages ​​complements the work of the copywriters and at the same time saves important time to concentrate on the ROI-generating goals.

How could natural language generation help your business? Share your thoughts below.

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