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Over the past few years, we have witnessed a rise in the adoption of Artificial Intelligence (AI) across global industries. The vast benefits of AI and machine learning have made them a crucial component for businesses who want to keep up with the fast-moving pace in the digital era. 
 
Personalisation is one benefit of AI and has now become a strategic imperative to enhance and maintain customer relations. AI refers to machines which have the ability to draw conclusions, solve problems, or take action based on analysing data patterns, without the need for coded instructions for each individual scenario. These machines analyse data for patterns, from which AI-enhanced solutions can learn how to respond, engage or process many standard tasks — responding to customer service queries, delivering personalized customer experiences or improving business processes. The technology is able to develop a curated understanding of each customer at a level so specific, previously not possible. However, although marketers are at the forefront of benefitting from AI, many are still uncertain of what AI is truly capable of and how to use it efficiently. 
 
Here are 3 ways AI can help marketers improve personalisation:
 
Create Individual Customer Personas
 
AI helps keep marketers up to date with what customers are thinking and feeling about the brand in real-time. Marketers should then take advantage of this data to alter the branding and messaging for maximum effectiveness. The data collected from AI enables marketers to send the right message, at the right time, ensuring highly personalised content based on the consumers’ likes. Nowadays, customers expect curated content and by being aware of their preferences based on concrete data and analytics, marketers are able to avoid mistargeted promotions and maintain a competitive edge. 

Implement Collaborative Grouping
 
  • Capture Data: AI is able to track the footprint of a customer on a website which means it can learn how that person navigates the website as well as pick up their interests based on the pages they visit. AI can essentially capture patterns that the human brain can’t see. 
  • Audience Segmentation: Having collected this data, marketers are then able to use the predominant characteristics of consumers to group them together based on their likes and preferences.
  • Personalised Content: The third step would involve content customisation based on these groupings, ensuring that the website has new trending topics and adverts tailored to individual consumer tastes. This generates a fresh, yet highly personalised experience for the visitor.

Optimize Marketing Campaigns

Traditional communication methods which previously drove marketing campaigns such as sales funnels and calendars have become outdated. First, the dynamic customer journey together with the competition rules out the funnel approach (narrowing buying options for the consumer), as consumers are unwilling to spend time going through irrelevant advertisements and products which do not match their interests. With various techniques of geographic marketing and digital advertising available, it has become essential for marketers to perform in-depth studies of their customer database as well as the competition. This is where AI comes in useful by sorting through consumer data collected from profiles and keyword searches and suggesting personalised and applicable digital advertisements. Through this process AI effectively brings out the desired outcome from the consumer without manual analysis. Marketing campaigns can then be optimised for customers based on the probability of purchasing a particular product. AI is also able to advise the marketer on which type of campaign (email, social media, website recommendation) is most applicable for the consumer.

If you are looking to incorporate AI into your marketing, there’s no better time than now. There is no doubt that marketers will benefit from AI-driven solutions to create curated marketing strategies for dynamic customers, whilst using technology to make buying decisions. If AI continues to develop at this pace, looking into the future, it will have the ability to surpass voice recognition and instead use sight and touch to decipher customer needs. Soon we will be living and working in an environment of conversational systems, where marketers will be designing solutions in ways that we have not even dreamt of yet. 

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