Effective Strategies for Artificial Intelligence

Why Combining Personalization and Artificial Intelligence is a Marketing Gold Mine

As the popularity of online shopping and social media continues to grow, reaching new customers and maintaining existing ones has become more competitive than ever. Consumers are reacting to the oversaturation of buying opportunities by tuning out generic messages and demanding more personalization.

Tapping into this desire for unique content has become a new focus for retailers. Surveys show that 75% of consumers respond favorably and will make a purchase if an online retailer recognizes them by name, knows their buying history, and provides relevant new options. Consumer marketing is poised to reach new levels of personalization through the use of artificial intelligence (AI) techniques and programming. Via: 75% of customers respond favorably 

AI and machine learning are umbrella terms for sophisticated programming algorithms that can mimic the way people think and react. By using them in tactics like chatbot marketing automation, retailers can target more potential sales, manage their customer base with pinpoint accuracy, and meet their markets where they want to be: on a personal level.

2018 Will Bring More AI to Retail Marketing

Websites are already customizing content for their customers. Through analytics, AI can track what visitors are looking at, how they interact with a website, what type of content they view, and almost anything else a retailer might be interested in tracking.

Collaborative Group Filtering

Going forward, collaborative filtering will become more prevalent. Collaboratively filtering groups together visitors with similar interests and markets to them based on common experiences. The filtering can offer content from a variety of resources that have proven interesting to others in a group. Existing examples would be Netflix and Amazon highlighting programming and content with the labels “trending” or “people who liked this also bought….”

Collaborative filtering provides an edge in the sense that it’s constantly refreshing ideas and content as other members of the groups make purchase decisions. New content improves search engine rankings, helping to attract both new and returning visitors.

Image Recognition Software

AI has become more sophisticated in recognizing content in images. Sharp marketers are turning this development into a data insight tool. By scanning through social media imagery, for instance, data can be gathered about what brands are getting attention, the types of vacation spots that are popular, and even what times of day activities are being performed.

Marketing teams can use this data for more tailored targeting. Potential uses would be pushing out shopping promotions at times of day people are thinking about it, or sending out vacation ideas when web surfers are online for personal interests rather than work priorities.

The image recognition programming can also scan for market influencers, who are the key personalities that influence others to use products and services. Businesses could use the AI data to tailor their own personalized strategies.

Highly Targeted Email Campaigns

Over the last several years, AI has proven to be an invaluable tool  for email marketing campaigns. With the recent leap forward in machine learning, AI-based email marketing is expected to become more personalized than ever. This is a key conversion factor for sales.

The data that AI can gather has become more granular. Understanding when particular users read their emails, the type of keywords they respond best to, and the kind of calls-to-action they interact with can be now be managed on an individual level like never before. Where humans would have to sift through thousands of data points and hope to spot trends, AI can perform the same analysis in far less time.

Marketing Personalization is The Future

Marketers recognize that personalization is the key to sales conversions. At the same time, 83% worry that they’re not getting it right. AI programming offers an opportunity to change that by understanding clients across huge customer bases.

To remain ahead of the curve, marketers should be cross-training on the data science techniques that AI provides. Personalization is the future of marketing, and AI tools will be critical to leading the way.

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