This is a golden age – the age of technology and data. We could not have the best time other than this to access customers’ insights. This holy grail started off in the 1990s with the development of CRM software that provides insights into the customer data; such as name, search history, buying preferences. The in-depth understanding of relevant information allows marketers to make decisions around consumers’ buying power, purchase behavior, and brand image, etc. This, in return, leads to the personalization of the marketing efforts.
Personalization has been of great importance in the field of online marketing for quite some time now. It uses the information of customers stored in a database that is gathered through the digital footprints and tracking tools on social networking platforms. People have also started using free cross-platform content transfer app like Smart Transfer to send receive data securely. The trend is continued to be in use even today –but with major twists and turns!
So, how will personalization expand with the upcoming technologies and trends? What’s tomorrow’s secret to more personalization in the realm of marketing?
A simple answer would be – Artificial Intelligence (AI)!
AI is making the consumer experience a lot more personalized and scalable than most marketers would have ever thought to be attainable. Corporations are already victimizing AI to design and develop their websites, social media posts, videos, emails, and more – tailored to what customers wish right now.
“Content is the king” – a phrase that is always on the tip of the fingers of most marketers. Therefore, to promote one’s good or service, marketers need to provide consumers with the solution or value-addition of their product or service. This could happen with the help of cognitive technology. Cognitive technology is able to assist content creation as well as sketching out a content strategy to help businesses fulfill the golden rule of content as follows:
- 50% – Trending
- 30% – Relevant and educational
- 20% – Sales
The content that follows above-mentioned golden rule seems like a no-brainer for a personalized marketing message for its audience.
3 Ways Marketers Can Personalize Marketing Mix Using AI in Action:
1. Personalized Marketing Messages
With AI-powered profiling tools and predictive data analytics, marketers are easily able to label the micro-segmentation of customers. Machine learning algorithms allow them to segment their customers, design personalized content with respect to each individual, and offer the right solutions at the right time.
Targeted email marketing, for example, has been prevalent for quite some and it is playing a major role in delivering hyper-personalized content for the target segment. For example, a travel company may gather customer data about browsing history, previously booked flights and hotels, and social media activity and can infer locations that are probably going to charm every individual in a particular segment. They could also use data of the activities that their customers would be interested in and deliver tailored promotional content via emails or any other source.
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2. AI-driven Smart Software
Images do communicate vital messages in any domain or work area; so there is no way artificial intelligence does not incorporate images-based tools. AI uses smart images to convey progressive results to the marketers. Images help marketers make brilliant choices to make more appropriate personas of buyers by recognizing buyer conduct and patterns.
AI-based image recognition software allows filtering countless images available on social media and distinguishes trends and patterns. Envision the profundity experiences when you know a certain percentage of your engaged audience uses your product at this point in time, this place, and while doing this!
At the end of 2016, Facebook opened their image recognition software to everybody, going the open-source route with the goal of propelling the innovation. The primary objective was to use their image recognition software for individuals with hearing impairment to improve their content and to begin creating approaches to use AI-enabled software in their videos.
Since then, the interest in image recognition software has been proliferating colossally. Ransack Begg, VP of marketing for social and advertising products at a software house, states that it can accomplish more than offer customer experiences, yet in addition help brands see where influencers might be using their services or products online. This would then be able to be utilized to educate influencer procedures. It can likewise be used to get familiar with who is being presented to a product or service, in view of the influencer’s customers.
3. Multi-Sensory Conversations
Customer engagement is not limited to a single type of conversation tool. Now, multi-sensory conversations are being held to build strong customer relationships and to provide them with solutions and consultation in real-time. AI and machine learning algorithms are likewise being used to assist brands with conveying a more customized insight on a wide scale with chatboxes and voice interactions (Siri and more). This has led to more appealing and engaging user interfaces, consistent experiences that UI pioneers have been attempting to make for quite a long time.
In 2018, things are set to get considerably really energizing. Microsoft, for instance, is trying different things with approaches to the rest of human senses past sound – using sight, sound, touch, and customers’ hand motions and gestures to study their requirements and assumptions. At that point the AI “learns” this tangible data and can convey a superior experience – responding to the right queries, envisioning buyers’ needs, and associating customers with the information, service, or product that they need.
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Moving towards Future of AI
The quickly expanding AI-based personalization tools are being used for inventive benefits of marketing for now. The future is yet to unfold. Up until now, we can only guess at how the changing content of marketing may look a couple of years from now.
With data insights, predictive analytics, and AI-based algorithm and designs; the personalization of the marketing mix is expected to be more effective, smart, and smooth. Hence, this will lead to more customer engagement and converting visitors to loyal customers.
