Bridging the Gap Between Personalization and Marketing with AI


Today Artificial Intelligence plays a vital role in economy. Artifical intelligence is considered to be one of the best technological advancement ever happen. Today Aritifical Intelligence is applicable in variety of sectors with different approaches. Some of them are Robotics, Telecommunication, Medical Field etc. Read this article to know about Artifical Intelligence

In the current marketing environment, we talk extensively about technologies and tactics that deliver a further personalized message at the most opportune moment. Only in recent past was marketing all about generation of leads, using email targeting tactics and publishing content to social media. Today, a conversation that goes out from a brand effectively uses targeted messaging, through the myriad of channels, to effectively build a connection with their customers. Marketing communication has become more personalized, granular, versatile, dynamic and powerful.

This can be contributed to the rise of a new breed of consumers, who believe in the power of valuable investment. The rise of purchasing power and high awareness, alongside fragmented marketplaces appear to fuel the mindset of in-tuned consumption amongst buyers. Consumers tend to be emotionally drawn to brands that provide them a sense of adding value in their individuality; independent of whether this worth has been developed manually or artificially. Marketers are coming in terms with this vital information and using it to embolden their campaigns, befitting for the current competitive atmosphere.

The Picture Today


The days of steamrolling out collective marketing messages ignorant of consumer specific parametric, are way past their expiry period. Today's marketing agenda calls out for engaging prospective as well as existing customers through intrinsically personalized and pertinent conversations. However, personalized marketing hastily reaches a burner static when left at the hands of manual operations, as very little can be achieved with the limited timeframe. This is where AI-enabled tools come into play.

To execute an extensively personalized promotion at nominal scale, marketers need to rely on the competence that machine-driven AI applications provide, across all cycles of the customer journey. One common misconception to be dispelled- this does not necessarily imply the replacement of man by technology. Instead, the performance of AI-based algorithms is enhanced when reviewed and operationalized by manual conceptions.

Here are a few ways where AI helps in personalization :


In a rules-based approach, marketers would often set up visitor segments and define rules for when to show them what content. Yet to truly optimize on the benefits of marketing, supreme focus should be kept on individualized content. With this algorithm-based approach, one can now stress less on large chunks of segments but focus more towards individual consumption, that would lead to finely target each individual.

AI led tools can be used to act upon the content tracked and monitored, of both offline and online nature. Generally, testing can be time-consuming affair as setting up different versions of content results to dilution of the message. AI collects the number of interactions from various modes of dissemination and collates derivatives to obtain common patterns of behaviour. This can be further used to send across individualized content.

Utilization of AI-led tools to ceaselessly analyze information and predict probable interactions, mapping out customer journeys are an extension of efficiency that the technology comes with. In this era of high engagement with brands, a customer map can prove to be a godsend for campaign success. Realignment of future interactions based on the differences between predicted and actual responses is also made possible through the extensive inculcation of AI into respective marketing plans.

So what should marketers do ?


The biggest challenge lies in the integration of data, wherein every bit of customer profile needs to be consolidated for a seamless identification across channels that the consumers use and different databases that they appear in. Marketing leaders who are holding back on leveraging AI-based platforms in their day-to-day operations are losing out on prioritizing opportunities according to their organization needs. The above applications can provide a framework to develop constructive plans around the strengths of technology.

Marketing teams are recommended to develop a robust and sensitized roadmap of AI-based initiatives based on the collective assessment as represented by user retention, business impact, operational readiness, and implementation effort.

From automation to personalization: It's time to jump the gun


We have already stressed the importance of how sending across contextual messages to customers can create experiences and gently nudge them towards making that important purchase. Consumers need to be woo-ed , with apt messaging. What's astounding is the transformation of personalization from something that consumers expect to an unsaid prerequisite for each individual. However, the one question on costs remains but fret not the advancement in AI-based applications has ensured its reach to spread across all budget constraints. Most of the AI-powered personalization platforms available today offer a transparent pricing and a model that scales, making sure that financial cost are offset by extra profit. Additionally, there are also few accessible ways to go about it, but remember that without personalization, the repercussions for the business can be huge.

The future of personalization


The technology is available right now that would drive personalized experiences. But the only message that is loud and clear is that modern consumers now are expecting, or at least at the cusp of expecting consistent personalized messages across channels, platforms and device types.

Conclusion


In conclusion, artificial intelligence technology is well aligned with its literal meaning: computational algorithms that intend to enhance human intelligence and improve upon daily operations in a seamless fashion. In the context of marketing, this can have its alignment to the emotional intelligence and strong understanding that marketers must develop towards their customers to capitalize on success. Mirroring the vagaries in real life, this is a learning process based on past experiences and observed behaviors that organizations must channelize to ace the competition.

Author: Mr. Ajay Kashyap, Co-founder, Boxx.ai.
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