How artificial intelligence transforms marketing
by Veronika Schipper, on Aug 31, 2018 2:24:07 PM
The use of artificial intelligence is becoming more present in marketing as delivering a truly personalised experience is what consumers are requiring. Having more insight into consumer data and their behaviour helps marketers to focus more of their time on building strategies and executing their communication towards their audiences.
To meet consumer’s ever-growing expectations, companies should focus on investing in modern computing tools and enhance artificial intelligence. Those that are willing to do that are looking into growing their consumer engagement and increasing their ROI.
There is a big shift in the way consumers interact with brands. Over the past two years, businesses have dedicated lots of resources and time to build new conversational experiences such as chatbots or virtual assistants using artificial intelligence technology.
Chatbots, based on natural language processing, are the new online customer service tool. Consumers get the feeling that they can connect directly with their brand which boosts their brand experience. If well executed, chatbots can save consumers time searching for information resulting in higher consumer loyalty. Companies that offer chatbots as service benefit from cutting costs and creating a new way of collecting consumer data.
Voice powered devices such as Google Home or Amazon’s echo grow more capable to understand customer’s context. Speaking to a virtual assistant enables faster customer interactions and ease of use. With more mobile searches being conducted using voice no doubt that voice search will be the next big thing in marketing.
Real-time personalisation is a powerful process that helps companies engage in more personalised conversations with consumers. Using machine learning, natural language processing and propensity modelling, marketers can easily adapt the tone of voice or visuals according to the consumer’s location, age or gender at the moment of their visit.
The better the artificial intelligence’ tools get, the more personalised the marketing message can be. By targeting audiences as individuals, brands can give their customers exactly what they want. That results in better customer interactions and less wastage.
Digital marketing specialist agency DigitasLBi
Trying to reach the ideal audience in marketing is always challenging. Especially when there are multiple users in one household visiting your website from the same device or one user switching devices and using different channels to complete a purchase. Companies collect consumer data from CRM, cookies, clicks, third parties and try to identify an individual in all that mess so that they can target them in the best possible way.
Identity resolution provides a better way to use data. Using AI it is possible to connect customer behaviour, channels and devices in real-time and from each piece of data create a single consumer ID. This is then used for building more personalised and engaging experience.
Marketing orchestration is a strategy that allows marketing managers to interact with their audiences on any digital channel at the right moment of time. By collecting mass data from multiple touch points and applying artificial intelligence, companies can benefit from predictions on what the best time and channel is to send offers or other communication to their consumers.
Having a single customer identity defined, marketers can spend more time planning strategies and executing them rather than waste time on analysing data. The era of mass marketing campaigns is coming to an end as we are entering the age of personalisation and business that invest in these solutions will grow their consumer engagement and revenue.