AI helps marketers make smarter decisions about their audience, channels, content, and timing of messaging across the lifecycle so they can create a compelling, connected consumer experience while driving efficiency. Marketers using AI, 64% saw substantial increases in their overall marketing efficiency.
Marketers need to understand buyer behaviors, motivations, and expectations in order to serve relevant messages.
Because consumers’ digital trail can be collected and analyzed, we can get much deeper than audience demographics and down into consumer psychographics.
Artificial intelligence can look at behavior on a much more granular level and predict what a consumer will do next based on their past actions. It can draw conclusions between certain types of people to anticipate their next move, motivations and desires. Customer experience is a competitive driver of growth when successful and the greatest source of risk when failing. Data insights are one of the primary tools for CX enhancement. CX datasets are messy, however, and the customer behaviors are chaotic. The rules are undefined and the success criteria are ambiguous. CX is the nightmare dataset for an AI developer.
some real applications across the consumer lifecycle are:
1. AI helps marketers attract new audiences
Without having to resort to painstaking manual effort and analysis, marketing AI helps to comb through consumer attributes and actions seamlessly and determine who is engaged and, more importantly, who is likely to continue patronizing business.
We can take that list of your best customers and run them through some AI-powered lookalike modeling, and then extend addressable audience manyfold.
Now, using AI and rich segment analysis, marketers can discover new sub-segments or personas within any audience and use this information to inform creative and personalize content, so a glamper sees something different than the Bear Grylls survivalist in your outdoor audience.
2. AI helps marketers make interactions personal
While that experience may seem like a thing of the past, AI in marketing brings that personal touch to the 21st century.
Personalize content and offers. Artificial intelligence enables marketers to automate personalized recommendations of content or products across channels that continuously update as browsing behavior and consumer preferences change. Today we can convert anonymous browsers to buyers, add a personal touch to our welcome series, and tailor every campaign to the individual, at scale.
Adapt to consumer behavior and preferences. AI helps marketers to understand the optimal path(s) to purchase or conversion that consumers take with their brand. No more starting from scratch and testing into oblivion to determine the right channels, the right number of touches, and so on. AI also Respond to changing consumer behavior and preferences — before they happen. AI can predict what actions consumers are likely to take (such as making a purchase) and where that engagement might happen (that is, their channel preference).
3. AI helps marketers engage with the brand community
Social media and brand communities give consumers new ways to engage with the brands they love. The engagement numbers are staggering: Facebook has over 2 billion active monthly users, there are over 500 million tweets per minute, and according to Deloitte, 2.5 trillion photos are estimated to have been shared or stored online in 2016. In this environment, AI is critical to streamline work and meet consumer demands.
Understand consumer sentiment and influence. Marketers can turn to AI-driven sentiment insights to understand the intent of a post (whether positive or negative) and prioritize the ones that need the most attention. Models can also predict strong advocates or detractors of the brand for marketers to target with special programs.
Facilitate a connected community. For brands with their own online communities, where consumers connect with peers and experts, AI empowers self-service by triggering knowledge-base suggestions to solve questions or cases alongside personalized recommendations on trending content or products.
Uncover new opportunities through text and image recognition. While in the past our software models could recognize keywords in social posts, newer innovation has enabled these models to recognize important imagery such as brand logos, products, or relevant scenes.