As we move further into the era of digitalization, it comes as no surprise that artificial intelligence (AI) and machine learning will soon transform the technology landscape. From self-learning gaming systems to image-recognition software, what was once seen in Sci-Fi movies is now becoming part of our daily lives. So, what does this advancement in technology mean in the world of selling, advertising, and marketing?
AI is enabling customer experience to be more personalized than ever before. Organizations are using artificial intelligence to create videos, social media posts, personalized emails, and web content tailored specifically to meet the unique requirements of the customer. With AI, each and every client interaction can be used for optimization. Furthermore, this personalized consumer experience can cost significantly less than money spent on traditionally high-dollar campaigns.
Here are three ways AI can help marketers improve personalization.
AI solutions keep marketers abreast with what customers are saying, thinking and feeling about the brand in real-time. Savvy marketers can quickly harness this data to change branding and messaging for maximum effectiveness. For example, not every middle-aged man loves football, fishes or plays golf.
Data gathered from artificial intelligence gives marketers the opportunity to deliver the right message, to the right person, at the right time, enabling them to create highly personalized content. Customers want to be treated uniquely, and by having an inclination of their preferences based on concrete data and analytics, marketers can create campaigns that spell the difference between a successful campaign and a mistargeted promotion.
Similarly, grouping can also help in marketing products to users who may have similar tastes. For example, in the case of websites like Amazon, you’ll see recommendations with “Users who liked this item also liked X.”
Marketing campaigns are no longer driven by traditional communication involving just a sales funnel and a calendar. First, the dynamic customer journey coupled with the competition leaves no room for the funnel approach (narrowing buying options for the consumer). Second, consumers are no longer willing to go through the barrage of irrelevant advertisements and messages sent during calendar holidays and product launches.
With so many numerous techniques of geographic marketing and digital advertising available, it’s an absolute necessity that the marketer performs an in-depth analysis of the customer database and the competition. This is where AI comes to the rescue.
AI aids optimization in several ways including:
Marketing campaigns can then be optimized for individuals based on their likelihood of opting for a particular product or service. AI is even capable of guiding the marketer as to which type of campaign (email, social media engagement, online advertising, website recommendation) is best suited for a customer segment.
AI is also capable of deciphering customer signals. It helps companies excel at spotting intent, anticipating intent, and then creating optimized campaigns that are effective in closing the sale to the targeted consumer. Moreover, AI gives marketers access to consumer variables like real-time location, behavior, inclinations, and values. All of this put together helps in making the difference in when, how, and what you as a marketer offer.
If you’re thinking of incorporating AI in your marketing, there’s no better time than now. Marketers can benefit from AI-driven solutions like NGDATA’s Customer Data Platform to create personalized marketing strategies for highly dynamic consumers utilizing technology to make buying decisions.
Taking this one step further, in the very near future, AI will have the capability to go beyond voice, using sight, touch, and hand gestures to decipher customer expectations and needs. Very soon we will be in a world of conversational systems, where marketers will be able to design solutions in ways we have not even thought of yet.